Cablefax The Magazine - July 2022 - 52

INNOVATOR OF THE YEAR
Daniel Church
Head of Advanced TV Product
Beachfront Media
Real-time addressable advertising across TV platforms once seemed
like the Holy Grail, highly desirable and even more elusive.
But companies like Beachfront, and innovators like Daniel Church, are
tipping the scales toward bringing a connected cable, broadcast, and
streaming inventory to advertising marketplaces.
In November 2021, for example, Daniel's team bridged the gap
between connected TV and linear cable by making traditional linear
TV inventory available on Viant's Adelphic platform, which is an
omnichannel DSP. Building on this success, Beachfront already has
activated 12 DSPs to buy VOD TV inventory in real time.
" I am interested in unification....We [are] trying to fit cable systems
into what is happening in digital, " Church says.
His colleagues say that his passion for problem solving and building
solutions makes him a " big driver " of the innovation at Beachfront.
" His dedication, curiosity and compassion have been and will continue
to be instrumental in bringing the collective convergent TV ad ecosystem
forward, " Chris Maccaro, CEO Beachfront, says.
DSPs have gotten used to buying connected television, which utilizes
the open RTB protocol. Looking at the landscape of traditional cable
television, VOD made the most sense as the place to start. However,
The QAM-based cable systems that carry the VOD, are not connected
to the internet. The challenge has been giving VOD real-time capability
so that it fits into the same mold as CTV by enriching data to make it
accessible.
Josh Turiano
VP, Engineering
Blue Stream Fiber
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" We wanted to make it as easy as possible to activate on the buy
side...all the DSP sees is the normal request, " Church says. " [VOD
can] feel and look to servers with all the metrics as if it is connected
TV. "
Many programmers and distributors have been hesitant to cause sales
channel conflicts that will disrupt large sales force. Additionally, they
want to be assured of deal curation, quality assurance, and maintaining
the ad experience for viewers. Church's team focused on making
programmatic a complementary additive tool, not a disruptive one,
offering controlled transactions through Private Marketplace (PMP) or
Programmatic Guaranteed (PG) deals. Beachfront also offers a creative
review toolset that can be used to review and approve creatives
before they run.
In the coming year, Church will focus on improving Beachfront's
systems as the company continues to onboard programmers and their
specific needs. " The basic foundation is done. We are working with
partners to tune the system. We work with them to set up as close as
we can their existing work flow, to reduce the amount of manual work
[needed], " Church says.
When Blue Stream Fiber saw opportunity
for growth within the HOA
community, Turiano knew winning
such deals would require reinventing
the provider's IPTV and Mesh
Networking solutions along with
delivering a market-ready offering in
under 12 months, from concept to
vendor selection. He made it happen,
creating a best-in-class solution
through a highly collaborative IPTV
implementation with TiVo IPTV,
Vecima for encoding and storage
and Evolution Digital for set-top boxes. Blue Stream Fiber has won
new business from various HOAs with a solution launched within six
months of vendor selection-one third of the time other engineering
teams would typically take.
July 2022
Derek
DiGiacomo
Senior Director
SCTE
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RD
As senior director of energy management
program and business
continuity for SCTE, DiGiacomo
spearheads the organization's
Energy 20/20 program. Working with
the Energy Management subcommittee,
he's developed requirements
for broadband network sensors to
help address power availability and
quality, standards that address the
transactional energy demands of
networks, and controls that dictate network power consumption
to match network demand. His work powers the cable industry's
drive toward sustainability. Since 2014, Energy 20/20 has
released more than 25 energy-related standards documents.
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Cablefax The Magazine - July 2022

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