In this video from our series "CTV By The Sea" (sponsored by LG Ad Solutions), Publicis' EVP Digital Investment & Partnerships, Hayley Diamond, explains why everyone is now "digital" and the importance of getting close to the source.

HAYLEY DIAMOND:Across Publicis, many years ago, we realized that it wasn't right to call someone a digital team because that implied that someone else was not digital. Even five to seven years ago, everything became digital.

At Publicis, CTV is part of the video investment team. That team is not only charged with digital video; they are not only responsible for linear television buying; they are charged with looking at the full landscape of sight, sound, and motion activations. This gives them a unique opportunity to delve deeply into what's happening in the landscape. We spend a lot of time working with our clients on consumer fragmentation, consumer changes, and how that's impacting where their dollars start to flow. We also talk about getting close to the source, ensuring that we are closest to the supply, versus having intermediaries in the marketplace.

At Publicis, we've created a product, an advanced TV buying product, called PMX Lift. What it does is help our clients: 1) get closest to that source, and 2) use those strategic audiences that are important to them, de-duplicating reach and frequency across all providers who are engaged with us for the product. LG is a partner of ours, and we have seen great success. LG has been very pleased working with us as well, understanding that in the CTV space, all ships rise together. When you have a solid understanding of the advantage of a strategic target, with all of the supply that's available, it helps to find the right audience at the right time. As often as we hear it, it's still something that works.