Robert Andrews

While the world of online ad targeting was suffering from fraud and transparency concerns, television held its head up high. If digital was being exposed to dark data tactics, good ‘ol TV seemed altogether cleaner. But what happens when TV becomes digital, when even linear TV ads start getting targeting using data obtained from virtual warehouses […]

He already showed he can start a marketing technology company that goes large. Can he do it again? David J. Moore, who sold his 24/7 RealMedia to WPP in 2007 and remained in the agency group in several roles, now has a new gig – and he says it combines the best interests of consumers […]

It may not have imagined numbers this big when it started out in Stamford, CT, six years ago, but Tru Optik – the tech vendor which helps ad buyers target and measure ads through connected TV platforms, now has technology tentacles in 80 million US homes. That scale has just brought another investment round, totalling […]

In 2019, more audiences and more regulators than ever before are concerned about how consumer data is being pieced together from various sources to track and target potential customers. That comes after Facebook, suffering its own Cambridge Analytica scandal, last year shut Partner Categories, the program which it allowed advertisers to target ads using customer […]

The collection of modern, automated ad trading practices known as “programmatic” may seem to sit with natively digital media. But, little by little, other platforms are getting lit up with these new tricks, too. That’s why the man who heads MediaMath’s video operations expects programmatic to hit TV in a much bigger way. “I think […]

According to the accepted depiction of the marketing “funnel”, television is a medium marketers best use to drive initial brand awareness. But that is only because, without access to return-path data, TV has never been able to boast the kinds of user attribution that new digital media do. Now that TVs have got connected, however, […]

US pay-TV adoption is at its lowest rate since 2007, according to Leichtman Research Group. Fifty-nine percent of homes which get TV over antennae now also subscribe to subscription video-on-demand, according to Nielsen. US households are nearing three SVOD subscriptions per household, according to Ampere Analysis. Whichever numbers you look at, subscription TV over internet is […]

ORLANDO  –  In the age when brand marketers can use cloud-based tools to carry out many of the functions of their media agencies, the prospect of disintermediation seems to pose a risk to the historic agency model. But that is a challenge agencies are now trying to respond to. In this video interview with Beet.TV, Helen […]

ORLANDO – The growing number of brands choosing to undertake the traditional functions of their ad agencies under their own roof may seem to pose a threat. After all, the number of US brands which have launched in-house agencies has reached 78% – up from 58% in 2013, according to the ANA’s In-House Agency Report. But […]

It is only a few months since one of the world’s largest pharmaceuticals awarded its latest international media agency contract. But now GSK is the latest big brand to pull some of the traditional functions of an ad agency in-house. In this video interview with Beet.TV, Scott Grenz, GSK VP and global head of media, […]

As subscription VOD services embed a culture of ad-free consumption, how can TV companies reconfigure the commercial break? Over the last two years, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. For one of the leading media agencies’ north America bosses, the […]

Sooner or later, every marketing campaign comes down to one thing – selling more. But, somewhere along the line, digital advertising became about the steps along the journey, rather than the destination itself. That is why Xaxis, WPP’s programmatic-focused division, is now predicating its offerings on the outcomes marketers want to achieve. In this video […]

The idea of assembling a different ad, from multiple constituent pieces of content, for each individual audience member, depending on their targetable characteristics, goes back some way. Somehow, though, “dynamic creative optimization” (DCO) never quite seemed to hit prime-time – until now. After years on the sidelines, suddenly ad industry executives are back talking about […]

Around the world, news organizations are being caught in a perilous pincer movement. On the one hand, many consumers are now ebbing away from classical news outlets, instead getting their information through social platforms. On the other, advertisers are following suit – alarmed at either the consumer migration or the increasingly downbeat tenor of news […]

One was launched seven years ago, bringing targeted TV ads to individual households before the practice was even known as “addressable”. The other appeared in 2016, tying together four suites for buying ads across devices. Now Comcast is merging NBCUniversal’s Audience Studio with Sky’s AdSmart, after the owner acquired the European pay-TV company last year. […]

A few short years ago, few could have predicted that Game Of Thrones, Wolf Blitzer, basketball stars and broadband infrastructure engineers would be rubbing shoulders in the same company. But that’s what the modern AT&T – incorporating WarnerMedia’s Turner and CNN – now looks like. For the corporation – like Verizon alongside it – it […]

In the emerging world of targeted marketing, knowing your customers and prospects is becoming essential. As that importance grows, so does the position of companies offering identity “graphs”, records of consumer profiles. In this panel discussion at Beet.TV’s Identity In Focus leadership forum, two ad agency executives discuss how identity is being pieced together by […]

It is best known as the company which brought you out-stream, the video advertising format which serves auto-playing video advertising between text paragraphs in news stories. But Teads doesn’t want to be a one-trick pony. In this video interview with Beet.TV, Jim Daily, Teads president, explains how the vendor is branching out from out-stream. “That’s what […]

Viacom wants to help deliver TV ads that are targeted at individual viewers. It just needs three industry challenges to be overcome first. Back in 2015, Viacom was one of the first broadcast owners to sell ads based on data about advertisers’ audiences. The product it launched to do that was called Vantage, and is […]

Since time immemorial, digital marketing has credited an online conversion to the last click a user made before the purchase was made. But that doesn’t just ignore the plethora of exposures a consumer may have had to a marketing message prior to the last click; it also arguably fails to utilize the growing number of […]