Verizon Media’s Multi-Layered Data Offering: Lucas

It’s the mother of all roll-ups. Engadget, TechCrunch, HuffPost, AOL, Yahoo, Flurry, Verizon and a host of other media properties, all part of what once was called “Oath” and is now just “Verizon Media”. But how do advertisers take advantage of that mega media platform, and what exactly is Verizon Media’s offering? In this video interview […]

 
 

YouTube Mixes Premium & Personal In OTT Ad Pitch

With YouTube’s TV and Originals still evolving, the company is trying new ways to bring more valuable ad inventory to this year’s digital content NewFronts. In this video interview with Beet.TV, Tara Walpert Levy, YouTube VP, Agency and Brand Solutions, says YouTube TV, the cable-free $49.99-a-month TV service, is now being offered to advertisers outside of Google Preferred, […]

 
 

Comcast’s Sky Adopts NBCU’s CFlight To Measure Cross-Screen Viewing

The global combination of Sky and NBC Universal’s ad operations is continuing apace, with news that the European platform will adopt NBCU’s CFlight unified advertising metric. Sky’s Sky Media ad sales house, which sells inventory for both Sky’s owned-and-operated channels and others’, will adopt CFlight across all content and platforms in the UK from autumn […]

 
 

Twitter’s New Content Line-Up: Money For Publishers, Exposure For Brands

Twitter has gone in to the 2019 NewFronts with a new raft of content, revealing that last year’s line-up didn’t just benefit brands – it also led to a 60% hike in payouts back to the publisher partners. “Payouts to our publishing partners grew 60% over 2018 and they did the same in 2017,” says Laura […]

 
 

From Tin Foil To OTT: McCollum On Philo’s TV Dreams

Why do some of the best innovations emerge out of college campus hacks? Once upon a time, Mark Zuckerberg bestowed The Facebook on Harvard, soon joined by four other founders including another Vardian, Andrew McCollum. By the time Facebook was busy turning cashflow-positive, in 2009, two other Harvard students, Nicholas Krasney and Tuan Ho, were busy […]

 
 

OTT Mobilizes Buyer Behavior: Havas’ Mann

Over-the-top TV services are booming, and marketers are scrambling to understand how a new world with so much ad-free subscription TV can add up to an opportunity for them. But, in that sizeable portion of OTT which remains ad-supported, an emerging strain of strategy thinking is this – OTT doesn’t just offer hope of precise […]

 
 

Amid SVOD Boom, Linear Amplifies OTT Ads: Pluto’s Marinescu

In the exploding world of online TV viewing, it may seem like all the real gravity and momentum is with subscription and on-demand providers. Netflix, Amazon and, soon, Disney+ will have garnered significant market share. But a growing school of thought posits that, whilst the subscription video-on-demand rivals scrap it out in a segment increasingly […]

 
 

NBCU & Viacom Launch OpenAP Version 2.0

The US TV consortium set up to ensure advertisers can buy advanced TV ads using consistent audience segment descriptions may have just lost a key member, after WarnerMedia decided to approach the same problem on its own. But that isn’t stopping the remaining members of OpenAP from launching in to a new phase with the […]

 
 

Finding OTT’s Ad Value Amid The SVOD Boom: UM Worldwide’s Stimmel

Subscription video-on-demand services are booming, as a new generation of viewer decides the combination of at-your-service TV without commercial breaks is worth paying for. That growth, coupled with networks’ reduction in linear ad times, seems to put advertisers in a tricky fix – if the size of the ad hole is diminishing, where do ad […]

 
 

David Moore: Publishers Must Unite To Make An Open-Web ID Ecosystem

In the face of the digital ad duopoly, many rival publishers in parts of Europe and South America have, over the last three years, began begun putting aside their differences. In search of bigger audience scale and more user detail, they have began pooling audience ad data, in a bid to impress ad buyers who are […]

 
 

Connected TV Is Huge, Now Connect The Dots: Nielsen’s Ferguson

Connected TV has gained massive consumer penetration. Now comes the monetization part. In this video interview with Beet.TV, Eric Ferguson, Nielsen VP media analytics, reveals the sheer scale at which over-the-top TV devices have gained US traction: “238 million Americans in a given month have access to a Connected TV device.” “That’s almost 80% of all […]

 
 

Why Scale Matters For OTT Ads: Tru Optik’s Wiesenfeld

Compared with the outgoing medium of linear, analog TV, internet-connected over-the-top (OTT) transmission seems to offer unrivalled opportunity for advertisers to target and measure their ads, and to attribute those ads through to business lifts. But that opportunity could be squandered if marketers don’t use technology which has full sight of the addressable market. That […]

 
 

FreeWheel Unifies A+E’s Ad Decisioning

A 1980s TV commercial for the combined shampoo-and-conditioner Wash & Go made famous the catchphrase: “Take two bottles in to the shower?!” Now ad-tech firm FreeWheel is effectively uniting the “shampoo” and “conditioner” of TV ad sales – creating a unified product in which A+E Networks can manage two different kinds of ads. Comcast-owned FreeWheel has […]

 
 

For MVPDs, Third-Party Video Can Drive Broadband Profit: Searchlight’s Glatt

As subscription video-on-demand services have gained enormous up-take with consumers, traditional cable companies feel threatened enough to launch their own takes on the online bundle. But what if, for a cable provider, video wasn’t the thing worth paying for at all? What if market evolution suggests MVPDs should open their platforms to the new competition, […]

 
 

Are Transparency Woes Coming To TV?: Webbula’s Egeth

While the world of online ad targeting was suffering from fraud and transparency concerns, television held its head up high. If digital was being exposed to dark data tactics, good ‘ol TV seemed altogether cleaner. But what happens when TV becomes digital, when even linear TV ads start getting targeting using data obtained from virtual warehouses […]

 
 

After WPP, Moore Helms New Ad ID Initiative BritePool

He already showed he can start a marketing technology company that goes large. Can he do it again? David J. Moore, who sold his 24/7 RealMedia to WPP in 2007 and remained in the agency group in several roles, now has a new gig – and he says it combines the best interests of consumers […]

 
 

Mithera’s Feldman Backs Tru Optik To Ride OTT Wave

It may not have imagined numbers this big when it started out in Stamford, CT, six years ago, but Tru Optik – the tech vendor which helps ad buyers target and measure ads through connected TV platforms, now has technology tentacles in 80 million US homes. That scale has just brought another investment round, totalling […]

 
 

Credit Score Giant TransUnion Making Moves in Media Sector, Matt Spiegel explains

In 2019, more audiences and more regulators than ever before are concerned about how consumer data is being pieced together from various sources to track and target potential customers. That comes after Facebook, suffering its own Cambridge Analytica scandal, last year shut Partner Categories, the program which it allowed advertisers to target ads using customer […]

 
 

Coming This Year – Programmatic Linear TV: MediaMath’s Fisher

The collection of modern, automated ad trading practices known as “programmatic” may seem to sit with natively digital media. But, little by little, other platforms are getting lit up with these new tricks, too. That’s why the man who heads MediaMath’s video operations expects programmatic to hit TV in a much bigger way. “I think […]

 
 

TV Is A Performance Channel, Too: TVSquared’s Kinsella

According to the accepted depiction of the marketing “funnel”, television is a medium marketers best use to drive initial brand awareness. But that is only because, without access to return-path data, TV has never been able to boast the kinds of user attribution that new digital media do. Now that TVs have got connected, however, […]

 
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