How 605 Is Helping Brands Measure Effects: Dolan explains

When some brands advertise, they place their money on a particular channel, believing it to be useful for a particular kind of goal – brand-building, or sales-generating. But Kristin Dolan would like advertisers to get out of that siloed mindset. The former Cablevision exec, who jointly set up 605 to bring better ad insight to […]

 
 

Engagement Is Proof Of Attention: Fox’s Marchese

If there’s a German word for the pleasure felt when all your detractors are finally thronging around you, then Joe Marchese is probably feeling it right now. The video ad-tech firm has spent the last few years trying to popularize technology that helps consumers see fewer ads in digital video when they engage with an initial […]

 
 

IBM, Mediaocean Scale Blockchain Offering For Unilever, Other Brands

This week, we have already seen how blockchain infrastructure can help ensure the integrity of pork and mango supply chains. Now what could it do for advertising? A lot, according to ad-tech firm Mediaocean and IBM’s iX agency. They have partnered to launch what they are calling “a blockchain consortium for the digital media supply […]

 
 

FreeWheel Extends Measurement To More On-Demand Viewing

FreeWheel announced that it will expand its measurement capabilities to over-the-top and set-top box video on-demand inventory, after a partnership with Nielsen. In this video interview with Beet.TV, FreeWheel general manager David Clark says the deal will help ad buyers get better incremental reach, including to light TV viewers. The partnership will expand measurement to over-the-top […]

 
 

Cannes By The Numbers, With Festival Chairman Thomas

As the Cannes Lions International Festival of Creativity kicks off again for another year, this year looks slightly different. Amid changing times and budgets for mainstay agency attendees and the arrival of a new kind of delegate, the festival is changing its own shape. In this video interview with Beet.TV, festival chairman Philip Thomas highlights how […]

 
 

How Pork & Mangos Beckon Advertisers To Blockchain: IBM’s Rangaiah

Blockchain is still early in its life cycle of development – but could soon help advertisers and others track the provenance and history of what they buy. That is the new idea bubbling in some sections of ad-land, as technology companies look for ways to take the new infrastructure to new customer categories beside crypto-currency. […]

 
 

Group M’s Schwartz Breaks Down Device Barriers To ‘Holistic’ Media

Publishers and ad agencies have spent years adding new channels to their overall content mix. But, whilst that strategy has undoubtedly allowed marketers to reach consumers in new places, a growing school of thought holds that it has also created a whole new array of silos. That’s the view of one ad agency man at […]

 
 

Combined Video Measurement A ‘Game-Changer’ For Dentsu Aegis

Business at the Dentsu Aegis Network has been revolutionized by an earlier shift in the way it spends money on video and TV. In 2018, many buyers are struggling to bridge the chasm across multiple media channels like these, which they nevertheless need to deliver through. In this video interview with Beet.TV, Dentsu Aegis Network’s product […]

 
 

605’s Tatta Goes ‘Full-Funnel’ On TV Ad Measurement

Many in the advertising world are shifting their goals for TV marketing. No longer is the format just about building brand – in the connected TV era, attribution can also help marketers close the loop, all the way through to purchase. But Ben Tatta doesn’t think marketers should focus only on a single goal. He […]

 
 

Tru Optik’s Swanston On 8x Advanced TV Growth

We have seen new TVs come with curved screens – but what if the next shape in TV was hockey-stick? That is the growth trajectory the industry is now seeing in the realm of advanced TV advertising, the practice of serving TV ads targeted to individual viewers. “I think that the conversation has really shifted […]

 
 

Targeting & Reach Are Chocolate & Peanut Butter: Omnicom’s Steuer

As an advertising medium, TV has traditionally been all about attaining the biggest audience reach possible. Now that connected TV has the ability to reach individual consumers based on refined targeting criteria, some in the industry want it to become a one-to-one medium. But there is a third way. For Jonathan Steuer, Omnicom’s chief research […]

 
 

Wavemaker’s Smith Has A Recipe To Make The Future

Almost 12 months to the day after Group M merged its MEC and Maxus agencies, the combined entity finds itself starting up just as everyone talks about the prospect of the sun setting on ad agencies. But Wavemaker, which started up in September, is responding to the talk of agency disintermediation with a clear plan. […]

 
 

OpenX’s Leichman Predicts ‘Massive Consolidation’ In Ad-Tech

For at least as long as there has been a Lumascape, consolidation has been the check and balance on ad-tech proliferation. But could we be about to enter another wave of merger and acquisition? One platform exec thinks so. In this video interview with Beet.TV, OpenX’s senior director of buyer development says the new practice […]

 
 

Brands Must Refocus On Consumer Relationships: Forrester’s O’Connell

Just because you can reach a consumer through super-targeting, doesn’t mean you should. That is the new advice from one leading marketing analyst who has worked at an ad-tech platform but who also benefits from reams of consumer insights. In this video interview with Beet.TV, Forrester VP and principal analyst Joanna O’Connell says many marketers are […]

 
 

Facebook Backlash Won’t Change Consumer Behavior: IBM’s Bitterman

The #DeleteFacebook campaign may have reached fever pitch – but Facebook’s Q1 daily active users were up 13% over the previous year. With performance like that, it is enough to make observers wonder, did the Cambridge Analytica scandal even happen? That scandal, coupled with Europe’s new GDPR legislation, has put the digital marketing industries on […]

 
 

MediaMath’s Man In DC On Global Privacy Debate

If you thought ad-tech companies weren’t taking seriously the prospect of GDPR-style privacy legislation coming to the US, consider this – in March, MediaMath hired a State Department official as its VP of government policy. Daniel Sepulveda had been deputy assistant secretary at the department, and had served as its “ambassador” on international communications policy. […]

 
 

MediaMath CEO Zawadzki: GDPR Must Be A Global Brand Standard

It may be a law conceived in Europe to protect European citizens – but many ad-tech companies, whose data processing capabilities may be impacted by GDPR, are now operating on an assumption that similar considerations should apply more broadly than just Europe. Over the last couple of years since GDPR passed, we have seen a […]

 
 

Wavemaker’s Castree Pores Over Purchase Journeys

It was one of the latest steps in a series of ad agency reconfigurations. But what are the founding philosophies of Wavemaker, the agency formed from the merger of Group M’s MEC and Maxus? In this video interview with Beet.TV, global CEO Tim Castree offers three pillars… Marriage of media content and technology: “Media is not just […]

 
 

Ad-Tech Is Complex & Over-Engineered: Wavemaker’s Korenfeld

There are “point solutions” – and then there are “what’s the point?” solutions? In ad-tech, many software vendors are risking ending up in the last category, as a dizzying array of function-specific tools risks confusing buyers. That is according to one agency boss communicating how technological complexity is actually working against buyers and their vendors. […]

 
 

GDPR Reboots Our Pact With Users: Rubicon CTO Kershaw

Europe’s new General Data Protection Regulation sees new requirements for consent placed on the collection and use of EU citizens’ data That would seem to mean a hefty challenge for ad-tech techniques that, in recent years, have grown so fast that users cannot keep up. But Tom Kershaw relishes the challenge. As Rubicon Project’s chief […]

 
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