Advertising

FORT LAUDERDALE — To spread their messages across so many different kinds of marketing channel these days, advertisers are going to have to create spots for more formats than just standard, 30-second TV ads. Fortunately, that is now beginning to happen, says Innovid CTO and co-founder Tal Chalozin. “In order to really apply sophistication on […]

FORT LAUDERDALE — The emergence of so-called “programmatic” ad-trading techniques, in which new software platforms enable precise, data-driven ad buying and selling, has kicked off a race of ad tech suite vendors. Each promises to serve customers with a specific part of the value chain – but one vendor says this just confuses customers. “There […]

FORT LAUDERDALE — Viewers love TV, but they love watching TV on multiple device screens even more, says a video ad tech vendor targeting benefits form the consumer shift. “Consumers see TV as TV – an episode of Family Guy is an episode of Family Guy, regardless of where you watch it,” says video ad […]

FORT LAUDERDALE — Many in the video ad tech space think the old way of buying and selling TV ads will soon be overturned by new technology. But TV planning and buying tool Mediaocean‘s product VP Cordie DePascale says the old guard must be eased in to the new world for mutual benefit to occur. “There’s […]

FORT LAUDERDALE — Companies in the TV advertising business don’t need to adopt all of the so-called “programmatic” technologies vendors tout to benefit from some of their key efficiencies, says one such vendor in the chain. “You don’t have to have complete automation, dynamic ad insertion,” Adap,tv programmatic SVP Dan Ackerman tells Beet.TV in this panel […]

FORT LAUDERDALE — Content marketing discovery platform Taboola has completed its latest fundraising above the $100mn rumored in recent reports, with its founder saying some advertisers are spending eight-figure sums through the company. Taboola is announcing a $117mn Series E round, led by Fidelity Management and Research Company along with previous backers Marker LLC and […]

FORT LAUDERDALE — The industry talks a good game about using data from addressable TV sets to target TV ads at household level. But Tracey Scheppach has been knocking at that door for the last 13 years. Scheppach, EVP, who leads innovation at Starcom MediaVest Group and who leads VivaKi’s The Pool initiative, says TV operators […]

FORT LAUDERDALE — Over the last couple of years, the digital advertising industry has woken up to the problem of fake ad views, in which ads served by a publisher are not really seen by genuine consumers. If you thought “premium” publishers are off the hook, think again… “When we look at the top  top […]

FORT LAUDERDALE — Mobile is one of the key areas of focus for video ad tech firm BrightRoll in 2015, and the company reckons its recent acquisition by Yahoo, for $640mn, will help it execute. “It’s been underpenetrated and underserved by the video market over the last couple of years,” Brightroll marketplace SVP and GM Dan […]

FORT LAUDERDALE — Since launching in 2011, video aggregator VideoElephant of Dublin has built some traction in the UK and Israel; now it wants to beef up its US operations. “Later this year, we’ll be opening an office in New York,” head of business development and partnerships Brian Cullinane tells Beet.TV in this video interview. Marketers […]

FORT LAUDERDALE — NFL’s annual Super Bowl may be renowned for generating vast sums in advertising revenue on TV. But that requires a big budget – what if the TV broadcast could trigger a downstream bump in advertising buzz online? That’s the technology which data and watermarking vendor Civolution is deploying for Sunday’s game between […]

FORT LAUDERDALE — Advertisers like to talk about their search for “premium” ad inventory – the kind of places that only quality brands like to be seen. But is inventory really “premium” if hardly anyone sees it? “What defines premium is in the eye of the beholder,” says Irfon Watkins, CEO and co-founder of Coull, a Bristol, UK-based […]

FORT LAUDERDALE — It’s going to be gigantic when all the technology is in place – but why let the future get in the way of disrupting the present? “At end of 2015, we’ll be lucky if 3% of the total video universe is transacted programmatically,” ad tech firm Videology Group‘s north America MD Tim Castree […]

FORT LAUDERDALE — If you advertise to reach an audience demographic in online video and in TV, you may think you have maximised your reach – but, if some viewers saw your ad in both media, have you overpaid? Nielsen agency solutions MD David Hohman says new measurement tools like his own Cross-platform Campaign Ratings […]

FORT LAUDERDALE — So you’re an advertiser and you only want to pay for ads that humans can actually see? Be careful what you wish for – today, that may be like cutting off your nose to spite your face. “They believe they should have always been paying for the viewable impression,” Jane Hong, Google […]

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved sales, says comScore executive chairman emeritus Gian Fulgoni. In this video interview […]

FORT LAUDERDALE — While so-called “programmatic” techniques for controlling, planning and trading online ads have gained traction in display advertising, the concept is slower to reach the same penetration in video and TV. But the prospect is set for wider adoption after a year in which many ad tech platforms “postured” about their capabilities, according […]

FORT LAUDERDALE — So-called “programmatic” ad-trading techniques may have come to market at the real-time bidding (RTB) end of the spectrum, allowing ad buyers and sellers to do business in real-time marketplaces – but that doesn’t mean they have to stay there. In this video interview, enterprise video ad software tech firm Videology‘s North America […]

FORT LAUDERDALE — Personalization of web editorial experiences has been talked about for years, with few publishers deciding to let their readers customize their own editions. BBC News last week launched its most personalizable app to date, but content recommendation service Taboola‘s CEO says publishers should go further. “We’re just getting to be overwhelmed with […]

FORT LAUDERDALE – The digital ad industry may be starting to get to grips with the problems of fraud and viewability, but next up is the creeping threat from nefarious code. “The big priority for us is switching everything over to Secure Sockets Layer (SSL),” Google’s head of media platform sales, Jay VanDerZee, tells Beet.TV […]