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Joel Melby

Member since August 2014Contact Joel

  • Chief Technology Officer clypd
  • Somerville Massachusetts
  • 02144 USA

Articles by Joel All articles by Joel

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  • Auction-Based Selling: What TV Media Owners Need To Know by Joel Melby (Real-Time Daily on 10/07/2015)

    Thanks, Ed, Neil, and Kathy. Bundling is a manual form of inventory optimization, which is a beneficial aspect of programmatic selling.  I'll address this in a subsequent piece - stay tuned.

  • Electricity Poised To Be Biggest Ad Medium In 2016 by Dave Morgan (Online Spin on 07/23/2015)

    But then how would all the digiterati make headlines proclaiming the death of TV? Thanks, Dave, for some common sense...

  • Live TV Viewing Is Dying By A Thousand Paper Cuts by Maarten Albarda (Online Spin on 07/13/2015)

    If a media company like CBS decides to deliver a new series only via their online service, would that be another "paper cut?" I don't think so. Don't confuse the content with the delivery vehicle - it'll still be TV. Sure, the ads may be more addressable with one vehicle versus another, but that's not really a TV-vs-digital thing (STB VOD can be just as addressable, without the fraud and viewability issues). The only real question worth talking about is when will we have a useful and well-regarded cross-screen measurement source to use as currency.

  • Networks In The Hunt For DVR-Proof Non-Sports Programming by Adam Buckman (TVBlog on 06/22/2015)

    Programmers would be much better off going with the flow, supporting their audiences' time-shifting needs by making their shows more easily available on-demand (either via VOD or OTT). Add addressable dynamic ad insertion to the mix, and they'd be able to follow those audiences across devices and time...

  • Freedom Isn't Free by Bob Garfield (Garfield at Large on 05/11/2015)

    Bob, you forgot the $10 - 15 a month you'll have to pay for a service that actually allows you to find the shows you want to watch from the sea of options you've listed. You've poked your finger right in the eye of everyone proclaiming the death of TV: the a la carte costs of that 5+ hrs we consume every day is a lot higher than some may realize.

  • The Real Importance Of Local Cable Advertising by Wayne Friedman (TV Watch on 01/19/2015)

    Wayne, I think you've correctly identified some of the key structural impediments to broad adoption of local addressability. Let me add two more: consistent segmentation and scale (the two go together). Without a way to define audience targets consistently across providers, it becomes very difficult to aggregate audiences into a scale that is meaningful to advertisers, especially with fine-grained segments. In the not-too-distant future, though, these impediments will be overcome - the value of digital-like addressability combined with TV reach and engagement won't let them remain for long.

  • A Practical Definition Of Programmatic TV by Joel Melby (Audience Buying Insider on 08/29/2014)

    Seth, we're pretty much on the same page (although I'm less convinced that smart TVs, etc will lead the way, since the MVPD walled gardens still "hold" the vast majority of the eyeballs).

  • A Practical Definition Of Programmatic TV by Joel Melby (Audience Buying Insider on 08/29/2014)

    Thanks, Ed, for your kind comments. I appreciate the sage advice; we certainly aren't betting on the TV industry moving to programmatic en masse any time soon. However, we have been very surprised by the building momentum over the past year. IPG's public commitment to programmatic buying and the subsequent Magna Consortium announcement seem to have crystallized latent demand for end-to-end automation (connecting and integrating all the islands of automation that exist across the industry) and audience-based transactions. To Dave Morgan's point (, the ongoing fragmentation of TV audiences will only increase the pressure on buyers and sellers to transition a portion of their business to programmatic. Stay tuned!

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