The Misconceptions Of Addressable’s Youth: MODI Media’s Cestaro

Some world-changing technologies explode overnight, others take years to burn so brightly. Addressable TV may be in the latter category. The ability of marketers to target individual viewing households with specific messaging seems revolutionary. But, though it has existed for several years now and though consumer technology deployment is wider than ever, discussions from successive […]

 
 

Comcast Reports Big Increase in TV Viewing with VOD Surging 36% Year-Over-Year

Comcast’s cable TV ad sales unit is launching a new agency dedicated to making creative ad assets for smaller advertisers. Speaking at Beet Retreat in the City, “We’re Going Local!” , Brendan Condon,  Comcast Spotlight CEO, said: “If you don’t have good creative, your ad’s not going to work … especially when you’re thinking about […]

 
 

It’s About Time: Xandr’s Relevance Examines Consumer Attention

Is “relevance” still… relevant? Over the last few years, advertising “relevance” has, for many ad-tech execs become the holy grail of advertising effectiveness. For AT&T’s Xandr, however, it is more than that. This September 16 to 18 in Santa Barbara, the company hosts its second Relevance Conference. In its first year, 2018, the conference effectively […]

 
 

Attribution Will Bring ‘Significant’ Ad Spend Back To Local TV: TVSquared’s Kinsella

The emergence of digital attribution technologies plugged in to local TV ad sales promises to bring “significant” levels of ad spending back to local TV operators. That is according to an executive whose software company’s insights have been encouraging hundreds of advertisers to greatly increase their spending in the medium. TVSquared helps power Instant Impact, an […]

 
 

After Transparency, Attention Needs Addressing: PubMatic’s Linville

After several years of hand-wringing over advertising concerns like fraud, viewability and brand safety, it is only to be expected that the digital ad world ponders its next big hurdle. For Jordan Linville, that means understanding the true nature of the outlets where people are really spending their media time. “I’d say the biggest challenge […]

 
 

ROI Is ‘Living The Lie’: Marchese & O’Connell Fret About Outcomes

Pumped up by the foundational waves of programmatic and digital measurement, many advertisers in the last couple of years have pushed publishers to price their ads based on real business outcomes. After a recognition that proxy metrics like “clicks” didn’t necessarily translate in to real goals, like sales, certain publishers and even TV operators are […]

 
 

Digitas’ Berani ‘Trims The Fat’ On ‘Duplicative’ SSPs

Ad-buying agencies are keenly watching the supply-side digital ad tech platform to examine how M&A and competitive pressures affect where they should place their money. On this video interview with Beet.TV, Rahil Berani, Digitas North America VP programmatic, says his agency is having to respond to the changing dynamic by cutting the number of supply-side […]

 
 

Full Throttle For Addressable: Hulu, DISH & Comcast Execs’ Panel Debate

Major TV platforms are intent on selling ads targeted at individual households. They just would like to see a few industrial changes in order to fully realize that dream. In a panel discussion at Beet Retreat in the City, “We’re Going Local!”, three TV platform representatives discussed their take on “addressable” TV. Ahead of next […]

 
 

Supply Transparency Challenges Remain: Cadreon’s Muzzy

Three years after the ad “transparency” outcry exploded in media land, it seems like many of the issues have settled down, that solutions have partly been implemented. But transparency issues still remain on the publisher side of the industry, according to this agency executive. “As programmatic has evolved, there has been tremendous inconsistency in how […]

 
 

360i’s Porter On M&A And The Push For Programmatic-Guaranteed

The heady days of programmatic explosion may have cooled off a little, but that doesn’t mean ad-tech M&A is over by a long way. Noah Porter would welcome it – though the media agency executive would also do so cautiously. “There are lots of players in this space and it can be very complex to […]

 
 

Overcoming Local TV Inefficiencies: WideOrbit’s Zinsmeister

Local TV could be surprisingly effective for marketers – if only they had an effective way to buy the right commercial spots quickly, easily and with control. That is the view of a company that has long offered the infrastructure for local TV networks’ ad management around the US. But now WideOrbit wants to service […]

 
 

Programmatic Video Heading To Unified Auction: OMG’s Hovaness

What started as a way for publishers to sell their video ad space more easily quickly became a series of disconnected islands. “Header bidding” technology sought to solve  all that – eliminating the “waterfall” through which publishers would entertain ad bids from different demand platforms sequentially, thus allowing them to entertain maximum prices in a […]

 
 

What’s Holding Back National Addressable? Nielsen, Cadent & Amobee Discuss

In the complex and fragmented US TV ecosystem, the roll-out of “addressable” TV advertising capabilities outside of an OTT environment is somewhat limited. TV networks give cable and satellite platforms the ability to sell just two minutes per hour of advertising in their live feeds of network programming. What is it going to take for […]

 
 

Horizon Media’s Capelan Wants More Premium From SSPs

Can you combine the open programmatic landscape with the most premium ad inventory around? When it first reared its head, the automated ad trading model was more commonly thought of as a way to sell unsold inventory. Now that has changed, with new technologies offering ad buyers the ability to sell automatically from a smaller […]

 
 

Converged TV Buying Needs Operational Agreements: Amobee’s Smolin

Advanced TV targeting and transacting capabilities promise to bring together TV and digital video marketing strategies in a single whole – but that may require ad agencies’ own teams getting on the same page first. GroupM’s North America CEO Tim Castree used Beet Retreat to call for the industry to develop common standards for measuring […]

 
 

Magna Global Will Bypass Some Ad Exchanges: Paolozzi

IPG Mediabrands’ media arm has been through the rise of programmatic ad exchanges and the emergence of private marketplaces which give enhanced control. Now it wants to bypass some ad exchanges and deal directly with publishers. In this video interview with Beet.TV, Vin Paolozzi, Magna Global EVP innovation, explains that the unit needs to reduce […]

 
 

Three Steps To Unlock Future TV Ads: GroupM’s Castree

Ongoing data mismatches and the wish of some tech vendors to own the ecosystem mean the true opportunities for selling TV ads using advanced digital techniques have “plateaued”. That is according to the North America boss of the world’s largest media-buying agency, GroupM. Tim Castree, GroupM North America CEO, in this video with Beet.TV, says […]

 
 

Audience Means Outcome: FreeWheel’s Wallach

As TV advertisers start demanding to buy ads from which they can expect real business outcomes like sales, how can vendors in the chain best deliver? Attribution technology is rising in prominence, as programmers seek ways to show agencies the effectiveness of new-wave, data-fuelled advanced TV ads. But an executive at the center of the […]

 
 

Comcast Has Pivoted To First-Party Viewing Data: Zapata

What is the future of TV advertising? Offering more platforms, serving more points in the marketing funnel and using more in-house customer and measurement data. That is the takeaway from a leading soothsayer at one of the US’ leading broadcast companies. In the last couple of years, Comcast has built a significant technology portfolio and […]

 
 

Samba TV’s Axwave Acquisition Adds Automatic TV Ad Detection

Its software was already embedded on nearly 200 million TV-viewing devices, helping advertisers and broadcasters know what viewers are watching. Now Samba TV is acquiring more technology to boost the viewing insights. The San Francisco-based firm is using part of its earlier Series B fundraising to acquire Axwave, whose automated content recognition (ACR) uses microphone-based […]

 
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