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BrightLine’s Corbelli Handicaps The Jockeying For Advanced TV Supremacy

When Jacqueline Corbelli founded BrightLine in 2003, television was a predictable if restricted experience for viewers, advertisers and content owners. Now, however, “Pandora’s out of the box,” Corbelli says as she observes the titanic machinations of media companies to keep up with contemporary viewing habits. Corbelli puts reasons for all those machinations into three buckets: […]

New Nielsen Gracenote Solution Yields Mobile Video Viewing Behavior Data

Nielsen’s Gracenote unit has a new Mobile Video Analytics solution embedded in mobile phones that provides a range of information on the quality and performance of the most popular mobile video streaming applications. It uses a combination of proprietary video quality and performance testing with real-time usage data from thousands of people in more than […]

Sorenson Aims For Total Addressability Through Programming Partners

The roll-out of addressable TV ad targeting systems continues apace – but total audience addressability still seems some way off. So Sorenson Media is getting creative in its approach to the problem. Sorenson’s solution is an addressable platform for linear TV which uses smart TVs to swap out ads otherwise broadcast in conventional transmissions. The […]

BrightLine’s Aksman On Making Commercials ‘Smarter’, Data Link With Cuebiq

Even as video content providers endeavor to keep up with viewing choices, commercials need to catch up with viewing technology. To do so, they need to get smarter, says BrightLine’s Rob Aksman. “The impetus is on us now to make sure advertising does not fall behind and keeps pace with all the personalization and seamlessness […]

Addressable Advertising Through The Lens Of GroupM’s Essence

As the market capabilities for addressable advertising continues to grow, it might best be considered a tactical balancing act whose ultimate utility resides in a perceived value exchange for individual brands. In the right situations, addressable can be “a fantastic tool,” says Adam Gerber of GroupM’s Essence agency. Whether to employ addressable depends on a given […]

BrightLine’s DataCast: Targeted Ads Across The OTT Landscape

Long known for its dynamic ad capabilities, BrightLine decided to add “a data side to the equation” with its DataCast offering in early 2018. The platform was built from scratch to account for core differences between Internet and mobile approaches that do not effectively port to TV, and many premium content providers have since signed […]

MediaLink’s Spiegel Joins TransUnion to Head New Addressable Media Unit

Matt Spiegel, managing director at MediaLink, has joined the giant data company TransUnion to head its new formed media vertical, focused on addressable solutions. In a press release, the company explains: “His expertise will further TransUnion’s ability to deliver the addressable solutions required by enterprise marketers and media companies to make informed modeling, strategic investment […]

Hulu Hopes comScore’s Campaign Ratings Quantify Shared Viewing

With 78% of its viewing happening on living room television sets, Hulu has a big stake in solutions like comScore’s soon-to-launch Campaign Ratings tool for measuring de-duplicated, cross-platform audiences. “I would say that there has been a lot of progress” in cross-screen measurement, says Hulu’s Julie DeTraglia. “I will give the industry all of the […]

AT&T’s Ad Group Spotlights The “Attention Economy” as it Prepares September Launch

As it prepares to launch “a new kind of advertising company,” the AT&T Advertising and Analytics unit is doubling down on the attention economy and how marketers and publishers must harness data and technology to attain relevancy amid an explosion of consumer content choices. “There is almost infinite information fighting and competing for finite human […]

Advanced TV A ‘Spectrum Of Capabilities’ Needing Uniformity: Essence’s Gerber

Defining the term “advanced TV” is complicated, but that’s just a reflection of reality right now. Because it’s going to be awhile before there’s uniformity in understand how people engage with video content and measuring the impact of that engagement, says Adam Gerber. As the President of Global Media for the Essence agency surveys the […]

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