Keep Calm, It’s Still TV: ViacomCBS’ Dean Soothes Buyers On Addressable Ads

The new-wave opportunity to precision-target TV ads at individual households may be novel and may be plagued by operational inefficiencies – but that doesn’t mean ad buyers should sit on their hands. In this video interview with Beet.TV, ViacomCBS’ advanced and addressable ads SVP Mike Dean explains addressable TV is worth a shot, and why […]

 

Burgers Beyond Broadcast: How McDonald’s Agency Uses CTV For QSR

TORONTO – If you had told Richard and Maurice McDonald, the founders of McDonald’s in the 1940s, that, one day, they would get to use fine-grain customer data to electronically target fans of particular meals in the palm of their hands, they might have looked at you crazy. But, in 2021, that is exactly what […]

 

FreeWheel’s New Tech Splits TV Ad Impressions: Wallace

Is it a targeted TV ad, swapped-out in a slot carved out for addressability, or is it a traditional linear TV ad, the same one that was always destined to be played out? Thanks to a new technology that brings control to how commercial breaks are constructed, the answer could be either. In this video […]

 

Activate & Buy: The Trade Desk’s Danziger Advances & Integrates Unified ID 2.0

The Trade Desk’s new deal with a Publicis Groupe agency division gives it a boost as it aims to popularize its audience identity system across the industry on a non-profit basis. Publicis Groupe’s Epsilon is integrating its CORE ID, a audience identity system for Publicis’ clients, with The Trade Desk-based Unified ID 2.0, a post-cookie […]

 

Addressable TV Isn’t Just A Test Anymore: WarnerMedia’s Blumberg

Once upon a time, the ability to target ads at individual linear households was confined to just two minutes of local cable air-time per hour. But new services have expanded the addressable ad opportunity. As a result, addressable TV is coming out of the shadows. In this video interview with Beet.TV, WarnerMedia Ad Sales VP […]

 

Epsilon’s CORE ID Integrates With Trade Desk To Bolster Identity Drive

Little by little, the advertising world is picking up the pieces left by the deprecation of third-party cookies, creating alternative mechanisms to reach digital audiences. In the latest, Publicis Groupe is partnering with The Trade Desk to integrate their two respective identity solutions. In this video interview with Beet.TV, Joe Doran, chief product officer of […]

 

IRIS.tv Nails $18 Million Round led by Intel Capital

LOS ANGELES – IRIS.tv is taking an $18 million Series B funding round to tackle problems in connected TV and online video advertising. The LA company offers a contextual video marketplace which uses natural language processing to automatically add and structure video metadata, helping ad buyers decide which inventory to buy against. In this video interview […]

 

Act Now Or Miss The Window: Addressable TV Research Is ‘Call To Arms’

The promise of using data to bring precision to TV ad planning, coupled with the ability to laser-target ads at specific households, hang like shining incentives around addressable television. But new research undertaken by a team of sell-side TV companies and intermediary tech suppliers channels’ ad buyers concern and confusion. In this video interview with […]

 

Ad Buyers Want Unified Measurement: LiveRamp’s Prasad

A new report shows ad buyers have a laundry list of changes they would like to see to addressable TV ads, if audience-based buying is to become more popular. But recent changes may suggest some of their prayers may get answered. In this video interview with Beet.TV, Jay Prasad, chief strategy officer, describes some of […]

 

Samba’s Navin Sees TV ACR Evolving, Strikes 605 Deal

SAN FRANCISCO – Samba.tv, the company whose software reports TV viewing behavior from millions of American devices, says it has to change tack to cope with changing privacy expectations. Launched in 2008 and backed by investors including Mark Cuban, the outfit works by having software embedded on the chipsets of millions of viewing devices which […]

 

TripleLift Investment Funds Next Innings For CTV: Lewine

TripleLift, the ad-tech company that was founded to enable scaled and automated trading of native ad formats for publishers, is taking an investment from Vista Equity Partners to fund its continuing push into connected TV (CTV). Vista, a enterprise software investment firm with 480 private equity deals under its belt, already owns several leading ad-tech […]

 

After The Cookie, Spark Has A New Ad Recipe, Giacosa Says

Traditional ad-targeting and measurement methods like third-party cookie matching and mobile identifiers are crumbling, it’s true. But many in the industry are not as pessimistic as some may have you believe. In this video interview with Beet.TV, Lisa Giacosa, president of Publicis Media agency Spark Foundry, suggests that the erosion of the accepted infrastructure also […]

 

The Cookieless Cookie Co.: How Mondelēz Went All-In For Consumer Data

It may be one of the world’s largest snack companies, with brands like Cadbury, Milka and Oreo. But, when it comes to digital marketing, Mondelēz faced two big challenges: As a consumer packaged goods (CPG) company, retailers and not Mondelēz own the data about its customers. The looming deprecation of digital identifiers like third-party cookies […]

 

Addressable TV Is Too Complex, Buyers Say. Verizon Media Wants To Change That

The new power of connected and addressable TV technology offers a remarkable promise – the ability to transform TV from a one-to-many medium in which everyone saw the same ad, to one in which advertising is customized for individual households. Getting there has been a slog – and buyers still say the process is too […]

 

Comcast Lets Fox Sell VOD Addressable Ads on Set-top Boxes

In a further sign that industry companies are coming together to help all boats rise, Fox and Comcast have done a deal through which addressable, household-targeted ads can be sold in Fox-portfolio on-demand video viewed over Comcast Xfinity boxes. The deal sees FreeWheel become the technology enabler for Fox channels including its AVOD service Tubi […]

 

Identity Graphs Are Learning To Talk To Each Other: OpenAP’s Davis

In the detritus left by the crumbling of classic digital audience identifiers like cookies and mobile signals, a plethora of tech companies and publishers alike has been building up identity technology of its own. An ‘identity’ graph is the collection of data points from disparate devices that, when pieced together, add up to indicate a […]

 

CTV Has Crossed The Linear Frontier: Trade Desk’s Sims

For so many years, ad buyers’ complaint was that the connected TV (CTV) ecosystem had too little inventory. Well, after an explosion of new services and a tsunami of viewer adoption, that has changed. In this video interview with Beet.TV, Tim Sims, chief revenue officer of The Trade Desk, says CTV has crossed the threshold. […]

 

Wavemaker’s New Toolset: Geospatial, ML & Identity

The life of a modern media exec is all about balancing amazing new capabilities with traditional tech that is actually drying up. Case in point – GroupM agency Wavemaker is having to negotiate the ongoing deprecation of audience identifiers like cookies. But, even as it does so, the agency is embracing advanced new tools, says […]

 

Prove It: Why AVOD Ad Sellers Are Winning, Says TVSquared’s Kinsella

What exactly is the power of advertising via connected TV (CTV)? Not just targeting but also fine-grain measurement of the kind that TV advertisers never had before. That is according to one tech executive who helped a US supermarket chain use CTV to great effect. Win-win for Winn-Dixie In this video interview with Beet.TV, TVSquared […]

 

Innovation Needed To Solve Media’s Silent Accounting Problems: Hudson MX’s Batson

Accounting may not sound like the sexiest part of the media industry – but it is certainly one of the most important, and one which frustrates many media providers and buyers alike. That is why Hudson MX this week unveiled a new platform, FinanceAssist, designed to reinvent media accounting for the modern era. In this […]

 
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