Don’t Block News, Get More Granular: IAS’ Utzschneider

Amid the coronavirus crisis, many ad buyers, deeming the news too negative to appear next to, are adding virus-related keywords to brand safety tools that let them automatically filter the hottest news story of the day out of their media plans. That is kneecapping the revenue of many news publishers at a precarious moment, and […]

 

Digital Will Accelerate Through V-Shaped Recession: Sorrell

The COVID-19 pandemic will bring a recession unlike any seen before, one that will  see many brands cut advertising budgets – but it will also accelerate existing digital transformation trend lines and produce new ones. That is the view of Sir Martin Sorrell, executive chairman of his S4 Capital vehicle and former WPP CEO. Sorrell […]

 

VideoAmp Commingles ACR & STB Data To Unify TV Buying: Parkes

Now that audiences have so many TV viewing options, advertisers risk duplicating or misdirecting their efforts to deliver the right ads to the right viewer. So companies like VideoAmp are aiming to build a more reliable way to gain a single, cross-device, cross-service profile of a viewer. In its latest such effort, the LA-based company […]

 

Removing Cookies Cleans Up Ads: IBM Watson’s Carr

The end of the cookie era poses a big challenge to marketers that have historically used the tiny client-side files to track their audiences. But the emergence of multi-device user modalities had already posed a challenge to that method, and to brands that wanted to gain a holistic understanding of consumers’ cross-platform identity. In this […]

 

Bluntly Blocking COVID-19 Keywords Is Not Right: GroupM’s Montgomery

VIA BEETCAM — The brand safety leader at the world’s biggest media-buying agency is urging advertisers – blacklisting ad inventory against coronavirus news stories could kill newspapers and, with them, democracy. Last week, Comscore said 22% to 30% of all ad impressions were appearing in coronavirus-related content. Such content is now being widely blacklisted by […]

 

Measurement Needs Evolution, Not Revolution: iSpot.tv’S Muller

SAN FRANCISCO, CA — In the digital TV age, the old ways of measuring TV audiences often come under scrutiny. But should you throw the baby out with the bath water? No, according to iSpot.tv CEO Sean Muller. “Measurement is not broken per se,” he says. “There’s no reason to reinvent current age, and gender type […]

 

Pause Ads & Be Helpful During Outbreak: Forrester’s Nail Advises

VIA BEETCAM — COVID-19 has come as a black swan the communication industry could have done without, one that has sent companies of all kinds worrying and scurrying for answers. Amongst the questions brands are asking Forrester principal analyst Jim Nail – “What is everyone else doing?” and “Should I be cutting my advertising?” In […]

 

Post-Virus Platforms: Lawmakers May Leave Tech Giants Alone, Swisher Says

VIA BEETCAM — They often say it takes a crisis to really change. So how does coronavirus promise to change the technology industry? If and when COVID-19 passes: tech platforms will evade looming regulation. they will be unable to avoid categorization as editors. newly-remote workers will ultimately ditch Zoom and go back to the office. […]

 

The Quest For Common Measurement: Amobee’s Schleider

SAN FRANCISCO, CA — Now that marketers can, finally, accurately measure their TV advertising, you would think they may be happy. But the explosion in new measurement techniques and providers is actually causing a headache for ad buyers who want an apples-to-apples analysis of their ad effectiveness. No wonder so many are actually now calling […]

 

Context Is In The Eye Of The Beholder: ZEFR’s Oakins

SAN FRANCISCO, CA — After 10 years of obsessively super-targeting audiences using digital profiling data, the ad industry pendulum is swinging a little back to an older method. Contextual targeting is the practice of aligning an ad with content, not with the individual audience member consuming that content. In truth, the outcome doesn’t have to be an […]

 

Don’t Block Virus News: IAB’s New President Warns Advertisers

VIA BEETCAM — The new president of the Interactive Advertising Bureau (IAB) says he expects an encouraging response from advertisers and agencies whom he had asked to cease bypassing COVID-19 news content. IAB president David Cohen, who just joined from IPG’s Magna, published an IAB article, How Brands and Agencies Can Save American Lives in […]

 

Covid-19 Shows Social Networks Can Fight Misinformation: eMarketer’s Enberg

VIA BEETCAM — They have spent the last few years getting in hot water for struggling to combat misinformation. But could coronavirus be the moment social networks prove they can guide users to accurate news when they really want to? That could be the case, according to eMarketer senior analyst for global trends Jasmine Enberg. The […]

 

Personalized Ads Are Going Up-Funnel: Jivox’s Nesamoney

SAN FRANCISCO, CA — The concept of custom ad personalization has been around for many years, with more-recent crystalization around the idea of “dynamic creative optimization” (DCO). Often, ad buyers decide they want to swap out elements of an ad when they can see a consumer close to the point of purchase. But that is […]

 

A+E Networks Seeks TV Attribution Next-Gen: Heftman

SAN FRANCISCO, CA — The ability to track a consumer business action back to an ad exposure is one that has existed in digital media for some time. Now advanced connected TV platforms are getting in on the “attribution” act. Plain old linear TV can promise advertisers the same power – but more complex attribution […]

 

Innovation Or Instinct: What’s Stopping Advanced TV?: Beet Retreat Panel

SAN JUAN, PR — What’s to blame for lack of forward momentum in advanced TV targeting? Is it inadequate technology or executives who are not yet ready to embrace it? At Beet Retreat San Juan 2020, a panel dubbed Investment and Innovation – Where Next? chewed over that topic: Tal Chalozin, CTO & Co-Founder, Innovid […]

 

‘Lead With Soul’: Tobaccowala’s Five Ways To Go Beyond The Virus

VIA BEETCAM — When Rishad Tobaccowala decided to write a book on rebalancing business, he didn’t think it would landing in the middle of a global pandemic that threatens to up-end business and reboot the world as we know it. But that’s what is happening. The senior advisor of media agency holding group Publicis, an […]

 

Lotame’s Yeung Seeks Open Framework After Cookies

As the clock runs down on third-party cookies, many different methods and technologies purport to offer the solution to targeting consumers. But Amy Yeung thinks that proliferation may be bad. In this video interview with Beet.TV, Amy Yeung, the general counsel and chief privacy officer of Lotame, an audience data company, says she wants to […]

 

How Virus Will Hit Ad Spending: SMI’s Fennessey

VIA BEETCAM — Fears that COVID-19 will hurt the global media industry are spreading as fast as the coronavirus itself. But which parts of the ecology will suffer most, and how exactly? In this video interview with Beet.TV, James Fennessy, CEO of Standard Media Index (SMI), offers his view. SMI has sight of advertising trends because […]

 

Batelle’s Recount Grows Distribution At Apex Of Politics & Virus

VIA BEETCAM — He helped found Wired and The Industry Standard, two of digital business’ totemic publications. So, when John Batelle launches something new, people sit up and take notice. That’s what Batellte has done again in launching The Recount Delivered in videos under five minutes and launched alongside journalist John Heilemann, The Recount already […]

 

Comscore’s ‘Epidemic Safety Filter’ Lets Brands Opt Out Of Virus News: Gantz

VIA BEETCAM — Is coronavirus good or bad for advertisers and their publishers? The thirst for information about the pandemic is widely seen as driving a flight of audience to trusted news sources. So you may think that advertisers would be happy with the traffic boost. But some ad buyers are unhappy with the nuance […]

 
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