As some broadcasters move towards trading on currencies like CPMs, this causes problems where broadcasters don’t fully understand the value of their audiences says Moritz Wuttke, SVP of commercial at IPONWEB’s TV Solutions unit. This can lead to situations where broadcasters sell out all their inventory, but largely because they sold too cheaply, and could have made more even without selling out if they’d charged higher prices. In this interview Wuttke explains how yield management can help solve this problem, and also discusses why broadcasters should look to introduce self-serve advertising platforms. Filmed at TV Rise 2019 in San Sebastian.
