Advertising

Brands Not Afraid To See Full Ad Data: Veenome’s Lenane

These days, many ad tech vendors offer to give brands and networks the data that reveals the true effectiveness of their ads. But which side wants to see that data, and which would rather look away? “If a big ad network doesn’t like what they see…  they don’t necessarily want…

Nielsen’s Hohman Ready To Measure Netflix

Netflix may not want to open up its audience ratings to industry onlookers – but that doesn’t mean measurement houses aren’t trying to put some numbers on the video behemoth’s growth regardless. “We are actually going to be able to have measurement for content that’s playing on Netflix because we…

MySpace Userbase Is Now Viant’s Giant Ad Targeting Machine

MySpace may have struggled to retain relevance over the last few years, but its latest owner recently rolled up the social network in to a proposition it hopes advertisers will find appealing. Interactive Media Holdings, which also owns Specific Media, Vindico and Xumo, has reacast as Viant Ad Cloud. “We realised,…

Digital Isn’t Boosting Overall Ad Growth Much: comScore’s Fulgoni

Digital advertising has grown fast over the last few years – but its surge is not causing the overall advertising economy to inflate, says an ad measurement veteran. “Digital has skyrocketed – but it’s coming from other budgets,” according to comScore executive chairman emeritus Gian Fulgoni. “Total US advertising spending is not…

Ad Tech Consolidation Doesn’t Mean Walled Gardens: BrightRoll’s Mosher

Ad-tech M&A is in full-swing. Whilst the industry lumascape looks complex today, large internet operators are snapping up some of the bigger ad tech platform vendors? So, as consolidation occurs, will vendors under new ownership be temped to lock customers in to their parents’ business ecosystem? “That’s one of the…

eXelate Launching TV-Mobile Ad Solution: CEO Zagorski

It’s been going for seven years with its customer data services. Now eXelate is also one of the companies helping advertisers knit together messaging in the multi-screen era, with some pretty cool-sounding technology. “We’ve partnered with Innovid and connected mobile app data with smart TV boxes to be able to…

Retargeting is Huge on Mobile, Video is Next, Criteo’s Deichert

Ad retargeting has become known for serving users with ads for products they have already looked up on the Internet. So could the same work for video? Not yet, according to a man from one of the top display ad retargeting services. “To do a really quality job with video…

Social Sharing Drives Video Ad Returns: Unruly’s Kosinski

Making your video ad shareable doesn’t just mean a wider audience – it increases its chances of stimulating real marketing outcomes, says Richard Kosinski, president of video measurement agency Unruly Media. That company produces the Viral Video Chart and tracks how videos are watched and shared on the web for brands. Kosinski says he can…

Small TV Networks Allow Programmatic Buying By Magna Global Advertisers

The US TV business has moved another step closer to selling its advertising programmatically, with 15 small broadcast networks signing up to allow programmatic buying by clients of IPG Mediabrands’ Magna Global investment unit. Its data-driven ad targeting capabilities will be used by small networks whose ratings are not typically…

Teads Outperforms Competitors In Video Ads, Nielsen Commissioned Study

French video ad tech company Teads has lately been shouting about the performance of its ad format InRead, which inserts auto-playing video ads between text paragraphs on major publisher sites. Now it is using a study commissioned from Nielsen to claim it outperforms its competitive video ad format technology. According to…