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Industry Snapshot: Total Media Ventures’ Taha Kazmi

A brief interview with Taha Kazmi, Co-founder of Total Media Ventures

Total Media Ventures, an ad tech firm based in the UAE, has teamed up with Hybrid.ai, an international ad tech provider with offices in New York, Berlin, Warsaw, Moscow and Bucharest that operates on an internally developed programmatic ecosystem, partnering with top supply sources to implement machine learning and AI algorithms.

WHAT IS TV SYNC ADVERTISING?
In very simple terms, using a technology platform to automatically trigger a digital ad campaign based on what is seen and heard on TV in real time.

IS TV SYNC AVAILABLE FOR SELF-SERVICE IN HYBRID CONSOLE?
TV sync is performed full-service only. The reason why we run it full-service is that TV sync campaigns engage the resources of the Hybrid team to teach the servers to recognise the benchmark of a TV spot given by a client. Also, it requires constant maintenance of the servers responsible for recognising IPTV signals.

WHAT IS THE AVERAGE TIMELINE TO KICKSTART A TV SYNC CAMPAIGN?
We are able to start the TV sync campaign with a very quick turnaround. We need to have five to six working days to be ready to start. It takes one or two days to connect to the IP TV signals of channels (receiving the list of TV channels we need to track will speed up the process). It then takes two to three days to teach the system to recognise the benchmark (which means by that time we need to get from the client the benchmark audio or video track). Then it takes up to a day to start the campaign in our DSP.

HOW DO YOU ADDRESS BRAND SAFETY? IS THERE ANY BLACKLIST OPTION AVAILABLE, IN ORDER  TO AVOID BAD DOMAINS?
Yes, sure. We can also create an automatic rule to exclude specific content or categories of placements, if there is a need.

DO PROGRAMMATIC ADS GO LIVE AT THE SAME TIME AS TV CLIPS APPEAR ON SCREENS OR IS THERE SOME DELAY?
There is a delay between a TV spot start and a programmatic campaign start. The system recognises the TV spot after two seconds, and automatically starts the campaign in Hybrid DSP (Hybrid Console). On average it takes two to five seconds after the TV spot starts. But I’m not hiding that in some cases the split can be up to 10 seconds – if there are a lot of similar TV spots online and the system needs more time to make sure the match is 100 per cent. Hopefully, this rarely happens.

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