DSPs Are Helping TV Ad Buying Become Agile: Pivotal’s Levine

The trend was already alight – but COVID-19 poured on gasoline. Increasingly, advertisers don’t want to commit to big upfront TV ad buyers – they want to be more responsive than that. In this video interview with Beet.TV, Michael Levine, Pivotal Research’s senior analyst for internet and media, says demand-side platforms (DSPs), software for buying […]

 

The Evolution Of CTV Ad Measurement: InMobi’s Barthur

It is a young medium with so much potential – but connected TV still needs to develop a set of new skills if it is going to satisfy advertisers getting excited about the opportunities. Emarketer previously forecast US connected TV ad spend would hit $14.14 billion by 2023, 4.7% of the total. It brings new […]

 

‘The OTT Election’: SpotX’s Welch On Connected Campaigning

WASHINGTON, DC –  U.S. election campaigners have upped their spend on TV ads through over-the-top (OTT) and connected TV (CTV) channels by 900% since April, according to one platform through which they are buying. SpotX says the elections for president, House Of Representatives and Senate is a watershed for the channels. Previous elections have been […]

 

Beyond Verified, OTT Needs Real Measurement: Essence’s Fisher

Suddenly, whether an ad impression was viewable on-screen is table stakes. In the new world, the emerging medium of over-the-top TV is going to need to convince marketers that their ad was truly effective. That’s the view of one ad agency leader charged with plotting the course to the OTT future. In this video interview […]

 

Connected TV – Going Global & Attracting Fraudsters: DoubleVerify’s Tiley

KENT, UK – Internet-enabled television advertising may be big in the US, but it’s not confined there. TV may be considered significantly more trustworthy as an advertising medium, but it’s future is not pre-destined to be the same. In this video interview with Beet.TV, Lauren Tiley, DoubleVerify Senior Director, Strategic Client Partners, says that connected TV […]

 

IBM Bringing AI to Programmatic Ecosystem with New Partnerships

Advertising stands to be rebooted by advances in artificial intelligence – but the industry must re-learn practices to embrace the power of machine learning. That’s the view of Jeremy Hlavacek, chief revenue officer of IBM Watson Advertising. The division of IBM leverages the company’s Watson intelligence engine on advertising use cases. In this video interview with […]

 

L’Oreal’s “New Normal” Redefined by Targeting, eCommerce and CTV, Shenan Reed

Why is L’Oreal interested in connected TV marketing? Because it’s worth it. But that doesn’t mean the beauty brand thinks the internet-enabled TV ad opportunity is unblemished yet. In this video interview with Beet.TV, L’Oreal’s SVP and head of media, Shenan Reed, a media agency veteran, opens up on how the company is navigating the […]

 

TV Measurement Is Up For Grabs: Ivins Joins TVSquared

The measurement of TV is in disarray, as audience behavior change accelerates and traditional firms struggle to catch up. That is according to a man who has just leaped from helping big TV distributors sell digital ads to helping advertisers analyze and optimize new-wave TV ad spending. “COVID’s accelerated the fragmentation of audiences – and […]

 

Connected TV Can Learn Measurement From Mobile: DoubleVerify’s McLaughlin

Brands want to advertise in connected TV environments, and publishers there are eager to earn what can be higher CPMs. But, for that opportunity to reach its potential, the industry is going to have to give both parties the metrics they need to prove effectiveness. In this video interview with Beet.TV, Remove term: Matt Mclaughlin […]

 

Health Marketers Embrace CTV: Publicis’ Imburgia

CHICAGO –  The emergence of connected TV has bifurcated viewing behavior along age lines, providing a neat segmenting opportunity for health and wellness brands. But those brands will need to do more than that to avoid marketing to off-limits audience members. That is according to healthcare media planning and buying agency Publicis Health Media. In […]

 

The Origin Of Source: IBM’s Brandolino On MediaMath’s Search For Transparency

“Big Blue” wants to pull advertising out of the darkness. IBM isn’t just operator of Watson, the AI engine being used to make advertising more efficient – it is also a big ad buyer in its own right. In this video interview with Beet.TV, Richard Brandolino, Head of Marketing Innovation and Programmatic Media at the […]

 

Stopping CTV Ad Fraud In Its Tracks: SpotX’s Frizzell

DENVER – When it comes to connected TV, many people have considered the channel fraud-free – at least, relative to display advertising. But, slowly but surely, fraudsters are following the money to the booming OTT TV landscape. So ad-trading platforms are plugging in fraud-fighting software in a bid to eradicate the problem before it smothers […]

 

‘Programmatic Properly’: ITV’s ‘Planet V’ Addressable Platform On Offer To Agencies

LONDON – Almost a year after it was announced, the addressable advertising platform from the UK’s biggest commercial broadcaster is about to go fully live. In November 2019, ITV announced Planet V, a platform enabling data-driven buying, optimization and monitoring of ads on ITV Hub, the multi-platform app through which viewers can watch catch-up and live […]

 

How TV Measurement Is Evolving: Tremor’s Guenel

DETROIT  — Two TV worlds are colliding: the old one, in which advertisers bought air-time watched by rough demographics and then completed modelling to understand its effectiveness the new, over-the-top TV ecosystem, which can accurately measure consumption and even track through to outcomes. In this video interview with Beet.TV, Amy Guenel, VP of Product Marketing […]

 

TransUnion to Acquire Tru Optik To Bolster Connected Identity Matching

TransUnion will continue its expansion from providing consumer financial profiles into powering advertising transactions with audience data, by fully acquiring Tru Optik. Tru Optik is a data marketplace and management platform that includes the behavior of more than 80 million homes on connected TV, streaming audio and gaming. Deal terms were not immediately disclosed. TransUnion […]

 

True[X]’s Gimbal Sale Fuses Location & Connected TV

The company which has pioneered the creation of interactive ads that can reduce ad load and yield higher viewer engagement will get another owner, after Disney off-loaded it. True[X] is being sold to Gimbal, a technology company focused on using location information to activate ads. In its announcement, Gimbal says true[X] publisher integrations enhance its […]

 

Disney & Hulu’s Merged XP Ad Platform Combines Best Of Both, Barnes Says

Combine two giant digital ad management platforms, and what do you get? A content powerhouse, according to the man bringing them together. From October 1, the video ad management platforms at Disney and Hulu combine as a single one called Disney Hulu XP, helping ad buyers make one buy across the combined footprint and reduce […]

 

Unifying In The CTV Moment: Amobee’s Bamberger

Connected TV may be having a “moment” – but the future is about allowing brands to advertise through both connected and linear television. That’s according to an ad-tech exec who is trying to give them that capability. There’s been a lot of chat in the industry about the growth of CTV of up 50% in […]

 

TV Viewability Is Not Guaranteed: DoubleVerify CEO Zagorski

Mark Zagorski has a vision for a unified connected TV effectiveness metric. But first, he’s going to need to ensure connected TV ads can all be seen in the first place. In September, Zagorski joined as CEO of DoubleVerify, after exiting the same role from Telaria amid its merger with Rubicon Project. In this video […]

 

Driving Ad Measurement Toward Outcomes: NBCU’s Vazirani

Another nail in the coffin for traditional ad measurement metrics? NBCUniversal has become the latest media owner to launch its own effort to quantify impact for advertisers. It’s called Total Investment Impact, an attempt to measure the effectiveness of advertising across campaigns, screens and platforms, focused not on simple impressions but on business results. In […]

 
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