Paramount Global's Julian Zilberbrand on Reaching Out to "Float All Boats" (Video)
I recently had the opportunity to catch up with a long-time industry friend, Julian Zilberbrand, who currently serves as Executive Vice President Advanced Media at Paramount Global. Julian is truly one of the coolest cats in our industry; an extremely knowledgeable and visionary digital champion who has been at the forefront of innovation on both the agency and media sides. In our discussion, we focused on where the industry is in delivering truly addressable advertising and the current discussions around currency that are so important as we enter the Upfront period.
With the increased complexity in the marketplace around a world where there isn’t a single, but multiple currencies in-play, Paramount’s Advanced Advertising team has recently released a Blueprint for Operationalizing New Currencies to share best practices and help rally the industry around a more unified way to conduct business in this environment, which will ultimately benefit the agencies and marketers doing the buying. Zilberbrand believes that by sharing their experiences and best practice learnings, including when it comes to topics like currency and addressable advertising, the industry will grow, "floating all boats."
Zilberbrand and I delve into the current state of streaming and the challenges of a universal reach number in an ever-growing world of walled gardens. We also discuss the upswing of FAST services including Paramount's PlutoTV.
We invite you to watch our discussion above.
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Jeff Minsky
Jeff Minsky is editor of and lead industry analyst for The Myers Report at MyersBizNet. He also writes the Village Soapbox and But Wait,That's Not All ... columns for MediaVillage. He is a multi-award-winning advertising and digital media pioneer, innova…
