CBS-Twitter Is a Natural Partnership: Lanzone

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Sept. 26 (Bloomberg) -- CBS Interactive's Jim Lanzone discusses CBS agreeing to provide video clips to play on Twitter. He speaks with Emily Chang on Bloomberg Television's "Bloomberg West." (Source: Bloomberg)

The show.

You guys, joining this program, along with a number of other parties, why did you decide to do it?

We operate a number of major properties that do premium video . twitter has become one of the best ways to ditch her view that video.

-- to distribute that video.

With the amplified program, we will be able to embed clips directly into twitter.

Obviously that is going to be great for users.

And the other wrinkle is we are going to be co-selling these clips with twitter to advertisers.

Twitter has filed to go public.

The business has matured over the last couple of years.

What do you think about the timing?

Is it ready?

We will see.

They are obviously in the quiet period.

Social in general is one of the major ways that publishers like us are receiving traffic.

In the old days, it was all about who would come to your website.

And then search engines became a major thing.

We employed people who are experts at that and then came social.

Between twitter and facebook and others, it is a major thing we had to get our arms around as product people.

Especially with the advent of mobile which is 50% of all internet traffic.

We have had to adapt all of our products.

Social is a great lead for mobile product.

I think it represents us coming direct to users.

A lot of curiosity surrounding how you get these deals done.

How did this happen?

Did you go to them?

Who had to do the convincing?

Honestly it is more of a real partnership.

We have a lot of them.

We are distributing video to dozens and dozens of different websites.

Big and small.

That is everything from cbs shows to cnet, to tv guide, which we own it digitally.

So this was a natural partnership between our sales teams and as you saw, they have done others as well this week.

And for us, this is one of many partners cbs interactive has.

You have been at a adweek conference in new york.

You have mentioned that we hear the same trends over and over again.

Using data to crunch the numbers.

Have better advertising.

Are we there yet?

Do we have it right?

If not, why not?

This is the 10th anniversary of adweek.

I think people were wrestling with issues like mobile and data and social and video.

It was about whether we integrate these things.

I think now it is about, what do we do with them?

They are here to stay.

The new things that we have heard that were big, one is program -- programmatic advertising, automated buying of ads on websites.

Right, that is robots buying the ads.

Yes, they are coming to eat our livers.

What is your take?

Is this the next thing?

I think it is a big thing.

It is more important as you go down in advertising, all premium publishers who are going to maintain direct sales forces for our benefit and for the clients', but as you go down the long tail of video, there is a lot of that, banners and everything else, automated is more efficient.

We use it and you are seeing more people use it.

When you look at the landscape, facebook, google, yahoo, how do you see things backing up?

Is there one giant?

Is it google?

They are all different.

If you look at the top 10 companies, we are the only one who got there on the back of being premium content.

You have a search engine, social network.

You have an auction company like

This text has been automatically generated. It may not be 100% accurate.

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