‘Make Data Human’ Or Business Is Ruined, I-COM’s Cohen Warns

SEVILLE — In the world of ad-tech, advertisers and vendors frequently point at so-called “bad actors” ruining the system. But what if the real “bad actors” were industry executives themselves? For Andreas Cohen, chair of the I-COM, the global marketing data trade body, it’s time professionals started putting consumers first – or they risk letting the […]

 
 

OTT Most Exciting Part Of Programmatic TV: Trade Desk’s Sims

SEVILLE — Dozens of ad-tech vendors are gathering around the $70bn+ US TV advertising industry like bees to a honey pot, hoping to enable even a tiny fraction of those ad buys on TV’s journey to a promised programmatic future. But we’re not there yet. That’s why, when Tim Sims imagines the spectrum of things […]

 
 

Machine Learning Counters Human Creativity Fatigue: Krux’s Reid

SEVILLE — The ad industry has come a long way in the enablement of trading through digital pipes and automated decisions. Now a new wave in artificial intelligence is bidding to make even smarter decisions on buyers’ behalf – and it’s all about alleviating staff of the boredom of testing out different ad outcomes. “The […]

 
 

Wunderman’s Kotziagkiaouridis Sees Data Key To Emotion

SEVILLE — The science and the art of advertising may often be talked about as two separate disciplines. But there is a future emerging in which one feeds the other. How will human creativity and maths collide? “Brands need to be relevant. Relevance means powerful, emotional connections. To create those connections, you need data,” ad agency group Wunderman’s chief […]

 
 

CNNgo By The Numbers: 9.5 Million Hours Views In March

LAS VEGAS — Over the years, CNN’s online video strategy has ranged from the free to the paid, the locked-down to the open-access, to the in-between. The latest strategy sits in the latter camp, after CNN launched CNNgo – with access to its live stream plus on-demand shows – back in 2014. So how is CNNgo […]

 
 

Note to Publishers: Stop Consumers with Ad Blocking Software, advises WPP’s David Moore

SEVILLE — With consumer web ad blocking seemingly on the rise, data on the practice ranges from the dystopian to the hysterical. New eMarketer data this week puts a more modest assessment on current levels, pegging UK ad blocking at 14% of internet users in 2015. But its forecast rises to 27% in 2017, commenting: “Once seen […]

 
 

Ad Land In Catch-Up On Creativity, Measurement: Xaxis’ Martin

SEVILLE — The ad-tech world has got pretty good at finding the right audiences and executing the right media buys at the right time. But what’s left on the table? Mobile, measurement and that little matter of creativity, says one exec working at the numbers end of an ad data company. “There’s a surge in people […]

 
 

How Viewability Will Get Specific: Integral CEO Knoll

SEVILLE — Discovering whether your ad is actually being seen by a human being is now just “table stakes” – viewability is about to get more sophisticated. That’s according to ad ad-tech exec working on an upgrade. Integral Ad Science CEO Scott Knoll says he sees a problem with current implementations of viewability metrics. “A small percent (of […]

 
 

Bloomberg’s Bickford Sees TV Ads Held Back By Lack Of Data

Bloomberg Media wants all its outposts to remain free. That’s going to require continued advertiser finance. So it’s no wonder the company is frustrated with the state of TV ad sales. Bloomberg TV sales head David Bickford wants to teach the old dog of telly some new tricks – namely, the kind of measurement and […]

 
 

NAB’s New Digital Group Must Fill Data Gaps: Cablevision’s Tatta

On the eve of a special digital-only meeting at the National Association of Broadcasters’ (NAB) Show in Las Vegas, one cable operator has urged it to solve TV’s data problem. The NAB is has tabled a Digital Summit, including assembling a board to tackle the issue – namely, how to standardize measurement and reporting mechanisms for quantifying viewership […]

 
 

WideOrbit By The (Big) Numbers, And Outing ‘Fauxgrammatic’

MIAMI — It’s the behemoth media platform that has a hand in perhaps around 40% of US TV ad spending, if numbers are to be believed. So why do so few people talk about WideOrbit? The San Francisco-based company offers a software platform that handles scheduling, billing, content management and invoicing for mostly local TV ads around the US. In […]

 
 

‘Ad Blocking Is Good For Us’: How the Washington Post Wrestles With Choice

MIAMI — The Washington Post says it is trying hard to show ads that don’t suck – it’s other people’s ads that are the problem. WaPo made headlines late last year, when, like some other publishers, it began serving a range of responses to users running ad blocking software – from email captures to subscription invitations. “At […]

 
 

New NAB Group Aims To Wrestle Back TV Data Measurement

A new world is coming in to view, in which TV broadcasters will be able to help ad buyers target viewers more precisely. The only problem, TV broadcasters may not be in the picture. That’s why the US industry’s umbrella body, the National Association of Broadcasters (NAB), is convening members to gain control. For the NAB Show at […]

 
 

Thrillist’s Rich Threads Publishing From Email To Social

VAIL, CO — It still majors on food and drink, but digital men’s lifestyle publisher Thrillist has expanded a lot in its 12 years online. For one, what started as an email newsletter distributed to 600 friends is no longer just destined for your mailbox. “Our email audience … is the pebble we can throw in the […]

 
 

Forget Cord-Cutting, Subscribers Stick With The Skinny Bundle, Wieser Says

Remember cord cutting? Once upon a time, observers thought the rise of online video delivery would lead to mass cable and satellite TV cancellations. Sure, more than 1.1 million households cut the cord last year, according to a new Convergence Consulting report. But consistent data is hard to find. Nielsen April estimates suggest a 1.7% decline in […]

 
 

Neustar’s MarketShare Teams With Simulmedia For Ad Analysis

When marketing data and analytics company Neustar acquired the marketing technology company MarketShare Partners for $450mn last year, it was to bolster its ability to plan, optimize and allocate marketing spending in a changing, multi-channel world. Now the combined company is spreading its wings. “I’ve never seen such good identity-level data,” MarketShare co-founder and CEO Wes Nichols, now Neustar’s chief […]

 
 

Judgement Day For Ad-Tech? Kawaja On Investor Withdrawal

The company logo lumascapes for advertising and marketing technology platforms have got so crowded in recent years, it can sometimes be hard to figure out who’s who. So, is the segment due a shake-out? Investment in ad-tech has receded a little from the frenetic dash of a couple of years ago, as the performance of certain newly-public […]

 
 

Bloomberg’s Justin Smith Sees Strength In Digital Outstripping TV Audience

VAIL, CO — Bloomberg Media may now be finding its TV audience is almost half the size of that it gets on the Internet – but that doesn’t faze CEO Justin Smith – he thinks putting TV in the shade puts Bloomberg on the right path. “Bloomberg Media is now a majority digital video company,” Smith […]

 
 

No Nudes Is Good News, As Playboy Bares All For Upfronts

VAIL, CO — Playboy is gearing up to take its content roster to advertisers this coming Digital Content NewFronts, with a brand that has now been virtually purged of the naked flesh that was once is stock in trade. The publisher relaunched playboy.com to remove nudes, and the magazine followed suit in the fall in what was a big move for the […]

 
 

People Magazine Goes Live With ‘Urgent’ Facebook Video

VAIL, CO — Whether it’s Twitch.tv, Twitter’s Periscope or Facebook’s new live-streaming capability, live video is shaping up to be one of the biggest media trends. That’s an opportunity for certain publishers, and People magazine is amongst those showing interest. “It’s all very new at this point. Our approach to live has been opportunistic – […]

 
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