Re-Think Ad Supply From The Source: MediaMath’s Steinberg

SAN FRANCISCO, CA — Five months after MediaMath launched a new platform aimed at reconstituting commonly-held digital ad trading practices, the technology vendor says it continues to hold talks with more potential partners. In October, MediaMath launched a new initiative, Source, that makes several promises all at once, including: 100% “accountability” by the end of 2020, […]

 
 

Streaming Wars Heat Up: FOX to Acquire Tubi for $440 Million

The OTT streaming service Tubi will be acquired by Fox Corporation, it was announced today. Last month at the Beet.TV executive retreat, we interviewed Tubi CRO Mark Rotblat about the company.  We have republished the interview and story with today’s news: It may be a fundamentally different business model, but there is one thing advertiser-supported […]

 
 

Crises Are A Test Of Brands’ Soul: GroupM’s Norman

VIA BEETCAM — People can learn a lot from a crisis. And we can also learn a lot about businesses. In this video interview with Beet.TV, Rob Norman, senior advisor to GroupM, the world’s largest media agency, says the coronavirus pandemic will allow us to assess brands against their stated goals. “We’ve had any number […]

 
 

Advertisers Want Unified OTT Measurement: iSpot.tv’s Bareuther

SAN JUAN, PR — In 2020, advertisers know there is a plethora of platforms through which they can reach over-the-top TV viewers. The complicated bit? Measuring your campaign holistically, when every platform is like an island. In this recorded interview session, Robert Bareuther, SVP of business development at iSpot.tv, says advertisers are asking for unification. “They’re […]

 
 

Computing Power Can Convert Reluctant Advertisers: 605’S Horner

SAN JUAN, PR — Not everyone in the advertising industry wants to share their data or to collaborate. Caroline Horner says she is used to hearing openness from people in the internet industry, who will say ” “I’m going to put the data out there because it’s going to be interesting and it’s going to […]

 
 

Brands Can Be Useful Through Virus Crisis: GroupM’s Wieser

VIA BEETCAM  — The coronavirus, COVID-19, has come as a shock to the global economy – and the media industry is likely to feel the force, too. Until the virus spreads more widely in the west and until more media organizations start reporting results, the full impact is hard to forecast – but brands have […]

 
 

Many Roads To Buy: Viacom’s Zilberbrand On Marketplaces & More

SAN JUAN, PR — How much methods should a broadcaster use through which to take advertising dollars, and how much control should it exert? Those were some of the questions being asked at the recent Beet Retreat San Juan 2020, when Julian Zilberbrand stepped up. Zilberbrand, EVP of audience science at Viacom, was asked by […]

 
 

How 2020 Election TV Ads Will Be Data-Driven: LiveRamp’s Bhalla

SAN FRANCISCO, CA — Political campaigns have long been amongst the keenest to use digital marketing tactics to reach voters. At the 2020 US presidential election, that is set to go in to overdrive. And it’s not just web, app and online video publishers who are set to benefit. In this video interview with Beet.TV, […]

 
 

Xandr’s Paley Mulls Life After Cookies

SAN JUAN PR — The looming deprecation of a key technology advertisers have historically used to track and target users has sent the industry in a scurry for a replacement. Google has declared it will phase out all third-party cookies – the tiny, user-side files that store information – from its Chrome browser by 2022. In this video […]

 
 

Addressable TV Is Going National: Beet Retreat Panel

SAN JUAN, PR — Until now, the shimmering promise of targeted TV ads was stuck in a marginal concept – that it could only be executed in live, linear TV, and only within a sliver of ad inventory. But that is all set to change. US addressable TV is going national. In a session dubbed […]

 
 

Ad Buyers Need Help On OTT Ads: Beet Retreat Panel

SAN JUAN, PR — The new TV landscape offers advertisers the opportunity to better plan, target and measure their campaigns, in a manner more reminiscent of digital marketing. But how are advertisers adapting to the palette of options presented by OTT (over-the-top) and connected TV delivery? In a panel called “Buy-Side Perspectives – The Big […]

 
 

Ad Attribution Figures In TV Upfronts: LiveRamp’s Hoctor

SAN JUAN, PR — At the upcoming “upfronts” TV ad sales season ad buyers will be striking deals with broadcast platforms to use attribution technology that can prove the business impact of their ad spend. That is according to an ad-tech boss whose platform is facilitating some of the deals. John Hoctor is president of […]

 
 

Addressable Pipes Are In Place But Slow & Complex: Beet Retreat Panel

SAN JUAN, PR — The ability to send tailored ads to individual TV households has been talked about for a long time. Now, after many early attempts, finally addressable TV is reaching scale. But just how advanced is the infrastructure behind “advanced TV”? In a Beet Retreat panel, Addressable Tech: Next-Gen Solutions: Fixing the Plumbing, […]

 
 

After The Binge, AVOD Can Shine: Tubi’s Rotblat

SAN JUAN, PR — After a couple of years of subscription video-on-demand boom (SVOD), a new model is emerging to capitalize on rumored “subscription fatigue”. Advertiser-supported VOD (AVOD) is bringing ad support back on the agenda, even as the rise of pay-for video services brought many to conclude that the era of ad-funding was over. […]

 
 

Go Beyond Legacy Panels With First-Party Data: Samba TV’s Navin

SAN FRANCISCO, CA — TV advertisers are going to need to leverage their own customer data sets in the coming era of advanced TV ad targeting – because the recent age of indiscriminate targeting is being nixed amid a flight to privacy. That is according to one executive who thinks advertisers need to use more […]

 
 

Embedding Data-Driven Ad Sales Takes Culture Change: Spectrum Reach’s Norris

SAN JUAN, PR — In 2020, the tools on offer in the TV industry allow advertisers to use data to plan and target the optimum ad campaign. But driving widespread adoption is going to take a culture shift. So says Kim Norris, VP at Charter’s Spectrum Reach ad sales division. “First, you have to change culture. […]

 
 

TV & Digital Ad Teams Must Come Together: Hulu’s Davidov

SAN JUAN, PR — Despite the apparent coming-together of television and digital video advertising, ad buyers are still too often divided in two two teams, according to one publisher hoping for change. In this video interview with Beet.TV, Hulu director of ad sales research Asaf Davidov complains that differences persist. “When we’re talking to TV […]

 
 

End Of Cookies Is Good News: LiveRamp’s Howe

SAN FRANCISCO, CA — The sun may be setting on the main way advertisers have historically used to target audiences. But there may be a better option on the horizon. Google has declared it will phase out all third-party cookies – the tiny, user-side files that store information – from its Chrome browser by 2022. Ad-tech companies were […]

 
 

Local TV Ads Must Be Easier To Buy: WideOrbit’s Mathewson

SAN JUAN, PR — Even in the era of hyper-targeted digital advertising, local TV is a great medium in which to buy ads – but it is going to need efficiencies in order for media agencies to buy them. That is the view of one software vendor aiming to bring simplicity to a local TV […]

 
 

Samsung Ads Explores Mobile-TV Ad Connection: Scott

SAN JUAN, PR — Samsung is preparing to tie together its mobile and connected TV ecosystems in an advertising services upgrade due later this year. In this townhall discussion for Beet.TV, Michael Scott, Samsung Ads’ head of brand sales in North America, was asked what role mobile plays in his connected TV offering. “We’re in […]

 
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