Robert Andrews

MIAMI — The partnership Comcast and Nielsen announced last month came as TV and advertising companies are making bigger and bigger demands for data that understands the modern viewer, according to one of the women familiar with the deal. The deal involves Comcast agreeing to give its set-top data to Nielsen’s local TV measurement service. “The need […]

It may have just bought ad-funded Mashable, but Ziff Davis’ portfolio was already stuffed with tech and lifestyle media brands. So how does the publisher plan to adapt to latest ad-tech trends? In this video interview with Beet.TV, Ziff Davis ad ops VP Michael Irenski explains the company likes to roll up its sleeves. Case […]

There is no shortage of horror, in digital media circles, that it is big platforms which are gobbling the lion’s share of ad spending. The latest Zenith figures estimate Google and Facebook took 96% of spending outside of China last year. But one of the world’s biggest media-buying agencies says there are bigger problems than […]

MIAMI — The announcement was made in the summer but, already, it seems like cable operator Charter and TV ad data tech outfit 605 have converted their partnership in to visible results. In July, the pair announced 605’s methodology and technology would be used by Charter to fuel census-based TV measurement and analytics. In this recorded […]

It took only a few short years of “programmatic” advertising for a new sub-variant, “header bidding”, to come on to the scene. But one publisher thinks that technology, which lets ad sellers entertain bids from multiple demand source simultaneously to achieve higher yield, should not be talked about as a distinct product. “Header itself, overall, […]

MIAMI — A European ad-tech firm founded by Adstream executives is examining a US launch for some time in 2018. Honeycomb TV, operational in the UK, France and Spain, was founded in London to help deliver TV ads to broadcasters for play-out. And the experience negotiating European regulatory terrain may stand it in good stead. […]

MIAMI — At the end of a year in which the “transparency” debate and the arcane structure of agency and tech platform fees have come under pressure, some vendors have begun to accede to demands for a new way of working. Case in point: Videology, one of the leading providers of technology to enable advanced […]

Tom Kershaw is deadly serious about header bidding. Last year, his company felt the pain of the new technology, which allows publishers to entertain multiple simultaneous ad bids for higher yield. Rubicon conceded it had been slow to roll out – an admission that sent its stock tumbling, forcing it to make wide-ranging lay-offs and prompting it […]

Header bidding, the ad-tech practice through which publishers are now able to entertain multiple ad bids simultaneously rather than in a waterfall sequence, has apparently worked wonders for display ad sales. But, for video, the situation looks altogether more challenging. For one, the VAST and VPAID tags on which client-side video depend impose time-out limits […]

In the last couple of years, header bidding, the ad-tech practice through which publishers are now able to entertain multiple ad bids simultaneously rather than in a waterfall sequence, has tantalised buyers and seller alike. But, whilst the technology is now getting more widely deployed on display ads, arrival in video ads will take some time. […]

MIAMI — Slowly but surely, TV advertising has arrived on the internet. But now it needs to start functioning more like TV advertising again. In this video interview with Beet.TV, one of the leading platforms helping brands deliver ads to over-the-top TV platforms says the potential is huge – but OTT ads are a different […]

Publishers around the world are racing to provide their advertisers with more scale, more data and targeting capabilities more like they are used to from pure-play digital platforms. News Corp just took another step in that direction by launching News IQ, a platform uniting first-party data, brand data, media properties and data science tools to […]

MIAMI — One of its main brands may be History but, when it comes to the future, A+E Networks knows it doesn’t have all the skills in-house to make its ad inventory more targetable. That is why A+E recently partnered with 605, the newly-formed company helping MVPDs optimize their ad spaces using data and technology. In this […]

Since time immemorial, TV ads have been bought with a blunt instrument – broad age-and-gender demographics of viewers to shows. But that time is changing. Thanks to the infusion of a raft of new data points, TV ad planning, buying and insights are getting smarter. At the Beet Retreat, comScore EVP Cathy Hetzel and chief product […]

In the digital, cloud-stored era, the new bottomless treasure-trove of shows from the entire history of TV is changing the whole nature of what constitutes a “new” series – and, with it, how marketers should insert themselves in to the rhythm of a season. At the Beet Retreat in Miami, Disney/ABC sales and marketing SVP […]

It is now two years since Sling was reborn as an over-the-top TV experience for cord-cutters in the DISH Network stable. In that time, DISH hasn’t just been helping position the service as a paid platform for the post-cable era. It has also been using Sling as a Trojan Horse in to the new world […]

Advertising through over-the-top TV services is still nascent, still essential and still waiting to be fully unlocked by better measurement. That is according to one executive in the space who co-founded her own company to help advertisers benefit from the opportunity. “I think we’re early days for OTT, the targeting layer just started,” one2one Media’s […]

What is the relative marketing impact of advertising in different kinds of digital video? Many debate the benefits of so-called “premium” video but, in this video interview with Beet.TV, Videology CEO Scott Ferber breaks out a three-tier stratification of that construct, with with different impact ratios for each: 4:1 – Full episode player (eg. Fox, NBCU, […]

MIAMI — TV ad rates are known for being amongst the highest in the business. So what happens when ads get pumped to a TV set over an internet connection? According to an executive from publishers’ advertising trade body, OTT TV ads should be higher-priced than those on TV. Asked how the over-the-top rates should […]

When GroupM launched Finecast, after a year of development, this fall, it may have seemed like yet another industry attempt to crack the addressable TV advertising opportunity. But, in the smaller UK market, Finecast has quickly gained real traction – and now its boss wants to give it to the world, too. The agency’s business […]