‘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 […]

 
 

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 […]

 
 

Most Advertising Is Irrelevant: Quantcast’s Feldman Wants More

MIAMI — Twenty-two years after the first web banner ad, you may have thought the online advertising business was pretty mature by now. But fear over a worsening consumer advertising sentiment, plus excitement about a new wave of ad outcomes, may mean the industry is only just beginning. “Most advertising today isn’t relevant,” according to Quantcast CEO Konrad Feldman, […]

 
 

Nielsen Hopes Cross-Platform Measurement Will Inform Upfronts

MIAMI — The upfronts season, in which US TV networks tempt ad buyers to open their wallets by presenting their roster of programming, has begun – and Nielsen is hoping it is just in time for buyers to judge the likely audiences using its new viewer data products. The measurement firms’ new Total Audience Measurement system, to ascertain […]

 
 

LinkedIn Doubles Down On Native As Biggest Ad Format

MIAMI — It only launched in summer 2013 but, already, LinkedIn’s native ad format Sponsored Updates, is making up half of all the firm’s advertising revenue, a company exec says – and they look set to make up the majority soon. “It’s already 50% of our revenue and it’s going to become an even bigger part, […]

 
 

Innovid Measures Snapchat’s Vertical Videos For Brands

MIAMI — Snapchat is becoming a video behemoth, clocking up a reported six billion daily views in February, up from just two billion nearly a year earlier. Unlike some other video platforms, however, insight in to individual performance is relatively hard to come by inside the app. That’s why Innovid, the video advertising technology company, sought a […]

 
 

TV Ad Budgets Can’t Stop Trump: explains Publicis’ Tobaccowala

MIAMI — In the race to the White House, some of the biggest advertising money is not yet being spent attacking across party lines. Instead, it is Republicans who are getting out their wallet to stop Donald Trump. As CNN recently reported, ahead of the recent Super Tuesday, Republican groups supporting rivals spent heavily on TV attack ads to stop Trump’s […]

 
 

Twitter Sees Life After 30 Seconds In Live Streams, Dave Roter

MIAMI — It may be known for its fast-paced and bite-sized status updates, but Twitter wants to tell brands they can both go shorter and longer with the formats they use on the platform. Twitter agency development director Dave Roter says pre-roll, in-feed video ads are working well – but he offers best practice, and alternative options. “The feed moves […]

 
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