The Trade Desk: DSP Commoditization
Former VP at Pluto
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Former VP at Pluto
Interview Transcript
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Would you expect CTV to be concentrated like the internet, where a few players dominate screen time, or will we continue to see both big players and smaller ones like Tubi, Peacock, and Pluto? How do you see it?
Let me explain the strategy we were working on with Pluto, Viacom, CBS, and Paramount. Once Pluto was integrated into the sales team, the next step was to integrate the free - Pluto is free - have a mid tier which is some hybrid, less ads for a little bit of subscription and then a full subscription. And you'll see that most of the companies have actually done a model like this. And the thought was, I need to be able to capture people no matter what their wallet looks like. And in order to do that, that means that I need to cross promote and keep them in my silo and make it as easy as possible for somebody with a subscription to bump down to a free or a mid tier. And then, once I have some tent pole event going on or whatnot, to bump them back up into a subscription or a premium service. But I keep them all in that complete container because I have something for everybody.
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