COLOGNE — Marketing decision are becomingly increasingly technology driven and that creates challenges for companies who have long relied on the role of marketing executives, says Michael Kassan, CEO of the U.S. media advisory firm Medialink, in this interview with Ashley J. Swartz for Beet.TV
We spoke with him last week at the AOL booth at the DMEXCO conference.
Rocked by the withering of traditional ad identifiers, increasing privacy regulation, and increasingly fragmented audiences – advertisers are steadily regaining the ability to effectively use audience data across TV platforms. “Clean room” technology, through which media companies and advertisers connect and exchange data within the scope of privacy rules, are gathering pace. Once the domain of just […]
Television advertising is on the cusp of becoming more targeted on national cable and broadcast networks, giving marketers more control over the reach and frequency of their biggest campaigns. This addressability will support linear TV advertisers that want to engage focused audience groups and connected TV (CTV) advertisers that are looking for greater scale across […]
The modern digital advertising industry has a difficult decision point, with many executives wanting to heed the new privacy imperative whilst nevertheless sharing that audience data with third-party data companies. That dualism would seem to be intractable – but Bill Stratton doesn’t think so. In this video interview with Beet.TV, the global head of media, […]
In a challenging business environment and with traditional TV viewing waning, a growing number of brands and their ad agencies are leaning into connected TV. There, they can employ data-driven buying, targeting and measurement. But what’s the right balance of digital and linear, and how can buyers wring the best effect from the new channel? […]
In an industry in which “addressable” advertising has seemed to describe the extent to which inventory itself can be targeted, one man has a different take. Charlie Weiss says “addressability” shouldn’t just refer to opportunities but also to outcomes. In this video interview with Beet.TV, the head of business development at TV advertising measurement and […]
I am delighted to welcome my dear friend Tracey Scheppach to this episode of the #BeetCast. I call her the “mother of addressable TV”. Well, she didn’t exactly invent addressable TV but she was by all accounts the first buyer of the medium. She was deeply involved with pilot projects in Colorado and Alabama in some twenty […]
Advertisers are shifting their media spending to streaming platforms not only to reach audiences, but also to steer them toward the lower parts of the purchase funnel. In that way, connected television (CTV) resembles digital media with its more immediate performance metrics. “Interestingly, we have been working with the streaming television publishers and partners to […]
The TV ad buying world is evolving, from majoring on demographics to profiting from data. But how prevalent does data-driven buying need to be in the new-look TV, and how are different agencies finding value? That is what eight executives discussed during Optimizing a Rapidly Converging TV & Video Marketplace: What’s Next, a recently-wrapped Beet.TV […]
Piece by piece, ad-tech companies and others are solving what has become a spaghetti soup of TV systems, by integrating their infrastructure. In the latest example, VideoAmp has extended a deal through which it uses data from 18 million VIZIO smart TVs for planning, measurement and TV ad sales. In this video interview with Beet.TV, […]
Even as subscription OTT TV services go on growing, the rise of ad-funded TV platforms is producing a growing number of digital TV ads. For some in the industry, that is a blessing but also a curse. In this video interview with editorial advisor Jon Watts for Beet.TV, Comcast Technology Solutions’ VP and GM Richard […]
If Tubi wasn’t already growing fast enough under its own steam, growing support from integration partners could help the streaming TV service expand even farther. This month, Yahoo announced Tubi is extending its use of Yahoo’s supply-side ad software (SSP) to also connect with its demand-side platform (DSP). As Iván Markman, chief business officer of […]
As the business world steps up to the plate on diversity, equality and inclusion, the advertising industry appears to have a greater responsibility than others. Not only do ad agencies have to get their own corporate practices straight, they also have to represent wider society in the work that they bring to the world. In […]
If you thought Apple’s privacy controls for users posed a challenge to advertisers identifying consumers, wait until Google finally gets around to deprecating cookies. Google may have delayed its switch-off for third-party tracking cookies in Chrome until 2023. But, in this video interview with Beet.TV, Yieldmo’s CEO Mike Yavonditte says the erosion of targetability presents […]
Last week was the big, annual brand marketer’s conference in Orlando, the ANA’s Masters of Marketing. We were not there this year to cover, but heard great things. There was a smaller crowd on hand than normal, but many more folks participated virtually. It was probably the biggest and most successful hybrid marketing industry event […]
He thinks the challenges posed by the search for alternatives to third-party cookies add up to a “holy mess”. But Raja Rajamannar isn’t sorry. The chief marketing officer of Mastercard’s health business says the quest for user privacy is right-on. In this video interview with Beet.TV, Rajamannar explains which replacements may work best, and how […]
Marketers can gain greater insights into television audiences as more households connect their TVs to the internet. They can harness the smart TV data from original equipment manufacturers (OEMs) to support their efforts to ensure that their campaigns are reaching target consumers. “A lot of people use the data that the OEMs have in their […]
Brands that run campaigns on fast-growing connected TV (CTV) platforms can lower their overall media spending by retargeting viewers through other media types including digital display, video or mobile. Ad-tech company Simpli.fi recently introduced an audience retargeting tool to help lead consumers to the lower part of the purchase funnel. “The goal of the product […]
Could connected TV’s achilles heel also be its superpower? Many who have dabbled with advertising through streaming TV services know that its lack of cookie identifiers has historically been a problem. But the deprecation of third-party cookies in web browsers is proving to be a great leveller. In this video interview with Beet.TV, Michael Zacharski, […]
This week’s guest on the #BeetCast podcast is John Osborn, CEO of OMD, the Omnicom media agency responsible for many major brands including Apple, McDonald’s, State Farm and others. John joined OMD in 2017 from the global creative agency BBDO where he was CEO. In this conversation, he speaks about managing brand’s media investments during […]
Marketers face greater challenges in measuring the effectiveness of their marketing campaigns amid a combination of stricter privacy laws in many regions and changes to audience tracking technologies. Google plans to end support for tracking cookies in its popular Chrome browser, while Apple has given its customers more ways to hide their device identifiers (IDFA), […]
Technology companies including Apple and Google are giving people more ways to protect their online privacy, limiting the availability of consumer data that help advertisers reach target audiences. Contextual ad placements within quality content are making a comeback. “Contextual advertising feels a lot like ‘back to the future’ in the sense that we have been […]