‘They know the lingo’: Ad-tech firms are on a hiring blitz for TV salespeople in the race to own OTT advertising

Advertising-tech companies see a growing opportunity to grab ad budgets that are moving from TV to streaming video, and they’re hiring network salespeople to pull it off. The Trade Desk, TripleLift, Innovid, and ZypMedia are among companies that have hired talent from broadcasters like Fox, Viacom, and Tegna. Read more: Ad-tech firm TripleLift has hired…

‘They know the lingo’: Ad-tech firms are on a hiring blitz for TV salespeople in the race to own OTT advertising

Advertising-tech companies see a growing opportunity to grab ad budgets that are moving from TV to streaming video, and they’re hiring network salespeople to pull it off. The Trade Desk, TripleLift, Innovid, and ZypMedia are among companies that have hired talent from broadcasters like Fox, Viacom, and Tegna. Read more: Ad-tech firm TripleLift has hired a top Fox sales exec to shake up the $70 billion TV advertising industry as media giants prepare new streaming services These firms realize that to capture TV budgets, they need to cozy up to media buyers who have bought TV ads the same way for decades through salespeople that they’ve built long-standing relationships with. Take ZypMedia, which has hired salespeople from local broadcasters Tegna and Hearst Digital over the past two years. The firm helps local publishers like Sinclair Broadcast Group and iHeartMedia sell ads for over-the-top (OTT) media services. “As a Silicon Valley-based company, we sit in a bubble,” Aman Sareen, the CEO of ZypMedia, said. “To service your clients who are traditional media companies, you have to talk like them and understand what challenges they’re facing on a day-to-day basis.” Ad-tech firms are hiring from companies with TV expertise The Trade Desk is another company that’s been pushing into OTT the past year. The firm, which helps advertisers buy ads on streaming-TV platforms like Disney’s ESPN Plus and Amazon Fire TV, said its second-quarter spending on OTT platforms increased 250% year over year. The Trade Desk has hired 10 employees from TV companies this year and is looking to add a handful of people to its TV-partnerships department. One recent hire is James Kiernan, who joined in July as vice president of client development after working at Fox Networks Group for two and a half years. “I continue to be a strong believer
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