"If you have TV and digital on your plan, this is a different space to both... there's space for this medium to get a budget as well, because it offers something different," according to Faisal Karmali, vice-president of digital business operations at CNN, as he urged marketers at The Drum Live to think of free ad-supported streaming TV (FAST) as a medium in its own right, and not a bolt-on.
Keller's husband is Zach Keller, legislative director for Sen. Tom Umberg (D-Santa Ana). Last year, when the pair became new - and newly exhausted - parents, their reprieve was watching a TV show on a streaming service while their daughter napped. Even though the TV and the baby were in separate rooms, a random commercial would "blare so loudly that it would startle [the baby] and wake her up," Keller told The Times.
Such alliances may help as Madison Avenue grapples with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming. This partnership will deal primarily with so-called "programmatic" advertising, or digital inventory that gets bought based on algorithms that define qualities of the specific consumers being sought by a marketer.
