Partnerships Raise All TV Boats: Paramount’s Zilberbrand – Beet.TV

SAN JUAN, Puerto Rico – Julian Zilberbrand knows a thing or two about unifying different corporate interests.

As Executive Vice President of Advanced Media at ViacomCBS, he led the development of an advanced television advertising strategy at the company combining Viacom and CBS, and previously at Viacom itself.

Now at renamed According to Zilberbrand, paramount, the opportunity of advanced television is to ensure that everyone benefits.


“We’re a multi-tiered organization, so the first step is to organize data across all of these places, which we’ve tracked,” Zilberbrand says.

“We are distributed by many different environments, it is a long process and a long partnership discussion. It’s not one player or two players we have to work with. These are dozens of players we have to work with.

“To do that means we have to have conversations. We need to discuss partnership. We have to set up the contractual scenario.

paramount is focus on the growth of his Paramount+ subscription-based video platform, reaching 100 million subscribers by 2024, spending $6 billion a year on new streaming content and making Paramount+ the exclusive distributor of Paramount Pictures films in the first window pay television.

But the company also has significant assets in ad-supported television.

“We have a household footprint of 50 million people in the addressable,” Ziberbrand says. “The advertiser needs to have an experience that allows them to easily act on all of this using data.”

SVOD will make ads more valuable: ViacomCBS’ Zilberbrand

Connect to cooperatives

Zilberbrand, like others, believes that a partnership approach – even with competing companies – is the best way to ensure the entire ecosystem can benefit from and connect to the advanced television opportunity. .

What was ViacomCBS had been an early member of OpenAP, an alliance bringing harmonized metadata and transactional tools to the fragmented advanced television landscape.

And, with Comcast and Charter, he created Blockgraph, an alliance using blockchain tools to facilitate data sharing.

“We work with all of our enemy types,” Zilberbrand says. “We absolutely work together because, ultimately, it’s a television ecosystem, and a rising tide lifts all boats, as they say.

“At the end of the day, when Group M enters the market, it wants to enter the market through a multitude of partners.

“The more people that join these consortia, the better it is for the industry and the better it is for advertisers – because you can run with a multitude of partners and you don’t necessarily have to go from partner to partner.”

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