OneScreen, the Irvine, California-based video services company which helps publishers including Dow Jones get content on a variety of platforms, is readying a content syndication platform called Express for Web Publishers.
We spoke with OneScreen CEO Atul Patel at the IAB Digital Video conference last week.
As TV advertisers start demanding to buy ads from which they can expect real business outcomes like sales, how can vendors in the chain best deliver? Attribution technology is rising in prominence, as programmers seek ways to show agencies the effectiveness of new-wave, data-fuelled advanced TV ads. But an executive at the center of the […]
What is the future of TV advertising? Offering more platforms, serving more points in the marketing funnel and using more in-house customer and measurement data. That is the takeaway from a leading soothsayer at one of the US’ leading broadcast companies. In the last couple of years, Comcast has built a significant technology portfolio and […]
Its software was already embedded on nearly 200 million TV-viewing devices, helping advertisers and broadcasters know what viewers are watching. Now Samba TV is acquiring more technology to boost the viewing insights. The San Francisco-based firm is using part of its earlier Series B fundraising to acquire Axwave, whose automated content recognition (ACR) uses microphone-based […]
As TV gets lit up with advanced new advertising targeting capabilities, offers new controls for reach and frequency, buyers necessarily start wondering whether the expanding range of options can be unified. That doesn’t look like happening any time soon, says one man leading advanced TV for the world’s biggest ad-buying agency – but it also […]
Digital-native brands are embracing buying ads on good ‘ol television, thanks to an upgraded range of targeting capabilities. But they should nevertheless be realistic about the kinds of super-powers they can find on the screen, says an executive whose company manages the movement of TV ad inventory across the country. “We’re seeing the shift from […]
Nevermind the naysayers – addressable TV device capability is here, it’s real and it is rolled out at scale. Now vendors just want more TV shows to open up to run advanced ads. That is according to an executive who thinks critics of the emerging opportunity are wrong. Addressable TV, which gives brands the ability […]
Over the last year, TV networks have been bending over themselves to provide the capabilities demanded by the fastest-growing segment of new advertisers – smaller, “direct-to-consumer” brands. But it turns out those same capabilities may also trickle up to the big brands that were more commonly thought of as TV advertisers. That is according to […]
You don’t need to tell Beet.TV how problematic it can be when advertisers, seeking “brand safety”, use keyword-based blacklists to ensure they don’t get placed against certain news stories or even whole sites. This March, we ran a whole series – Why News in Today’s Marketplace – on how news publishers were arguing for their […]
The old dog is getting taught a lot of new tricks – but each of them is different. The world of enhanced TV capabilities needs better understanding. That is according to one TV ad executive whose company has been a pioneer in the emerging space. In this video interview with Beet.TV, DISH Media’s partnerships GM […]
US TV ad spending is forecast by eMarketer to decline by 2.2% through 2019, thanks partly to a lack of big advertising events. Next year’s presidential election will move the needle back up, but most people agree that TV ad spending is plateauing somewhat. What can restore positive momentum? Showing advertisers how TV advertising really […]
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