All Ads Will Be Addressable as TV Evolves: Discovery’s Jim Keller

The television advertising marketplace is undergoing a period of rapid change as people’s viewing habits change and brands adjust their media plans to reach those consumers. More people are connecting their TVs directly to the internet or watching video on mobile devices, giving marketers another way to engage target audiences. “It’s really all about the […]

 
 

OpenSlate Sells to DoubleVerify for $150 Million, My Chat with Mike Henry, CEO

Late yesterday, DoubleVerify announced the purchase of OpenSlate for $150 million in cash and stock. In September, we spoke with OpenSlate founder and CEO Mike Henry about the company. We have republished this interview with the news. The media marketplace has become more fragmented with the proliferation of streaming video and social media platforms, giving […]

 
 

Brands Seek Greater Transparency for CTV Ads: IRIS.TV’s Field Garthwaite

The migration of viewers from traditional linear television to streaming platforms like Hulu and the Roku Channel is pushing brands to divide their advertising budgets among a wider group of media outlets. Their spending is expected to grow, though they will want greater transparency into the connected TV (CTV) marketplace. “Buyers don’t have transparency into […]

 
 

Contextual Ad Growth Foreshadows Cookie Deprecation: OpenSlate’s Andrea Ching

Marketers in the past few years have become more aware of how their advertisements can show up in places they didn’t expect, such as next to digital content that’s objectionable or offensive. They also face challenges in reaching target audiences as technology companies like Google and Apple give people more ways to protect their online […]

 
 

Technology Is Transforming Media Sales: Execs from Matrix Solutions, Hearst, Weather Group, Univision, Xumo, FreeWheel, Fox, Comcast

Television advertising sales are becoming increasingly automated as digital technologies transform the way marketers and media agencies run campaigns. Computerized auctions of video ad inventory have established a foothold in connected TV (CTV), and are expected to transform the broader television marketplace amid its technological evolution. Managing Sales Amid Complexity Mark Gorman, chief executive of […]

 
 

Hybrid Work Drives Need for Stronger Ties: Covalent’s David Lobo – New Platform to Connect Beet.TV’s Global Community

Millions of people this year have quit their jobs, a trend that has been described as “the Great Resignation,” as the economy adapts to a “new normal”. The transition to remote work has loosened the ties that people feel toward their workplace, challenging organizations to develop stronger relationships among employees. “The ‘new normal’ is a […]

 
 

‘TV Is Never Going Back to Single Currency Provider’: VAB’s Sean Cunningham

NEW YORK – Buyers and sellers of media are pushing for a “common currency” that unifies audience measurement for traditional channels like linear television with newer digital video platforms. They also want a broader variety of metrics other than reach and frequency, which have been a staple of the media and marketing industries for decades. […]

 
 

TV Measurement Needs to Track ‘Whole Viewing’: TVision’s Yan Liu

NEW YORK – Measuring television audiences can be limited when the metrics don’t indicate whether individuals actually saw commercials and programming. TVision was started to measure audience attention among consumers in a representative sample of 5,000 U.S. homes. “We believe the future of marketing data is a fusion between the big data sets, such as […]

 
 

TV Measurement Must Be More ‘Value-Based’: NBCUniversal’s Kelly Abcarian

NEW YORK – Consumers have more ways to watch television programming among different electronic devices, challenging the media and marketing industries to measure that activity. NBCUniversal, whose media brands include NBC, MSNBC, USA, SyFy and the Peacock streaming service, has called for new ways to quantify audiences and the effect of advertising. The company in […]

 
 

Interoperable Identity Graphs Are Future of Consumer Data: Infutor’s Kevin Dean

Marketers and media owners are looking for ways to get the most out of consumer data amid changes to privacy laws and growing restraints on online audience tracking. They can unlock the value of their data by breaking down siloes within their organizations, making the information more interoperable. Consumer identity management company Infutor seeks to […]

 
 

Addressable TV Delivers Results for Linear and CTV Advertisers: WarnerMedia’s Jason Brown

Television advertising is on the cusp of becoming more targeted on national cable and broadcast networks, giving marketers more control over the reach and frequency of their biggest campaigns. This addressability will support linear TV advertisers that want to engage focused audience groups and connected TV (CTV) advertisers that are looking for greater scale across […]

 
 

Streaming Video Has Bigger Role in Media Mix: Icon Media’s Minnie Dimesa

Advertisers are shifting their media spending to streaming platforms not only to reach audiences, but also to steer them toward the lower parts of the purchase funnel. In that way, connected television (CTV) resembles digital media with its more immediate performance metrics. “Interestingly, we have been working with the streaming television publishers and partners to […]

 
 

Buying CTV Ads Calls for Holistic Approach to Video: Dentsu’s Cara Lewis

Marketers can gain greater insights into television audiences as more households connect their TVs to the internet. They can harness the smart TV data from original equipment manufacturers (OEMs) to support their efforts to ensure that their campaigns are reaching target consumers. “A lot of people use the data that the OEMs have in their […]

 
 

Marketers Can Reach CTV Viewers With Lower-Cost Retargeting: Simpli.fi’s Ryan Horn

Brands that run campaigns on fast-growing connected TV (CTV) platforms can lower their overall media spending by retargeting viewers through other media types including digital display, video or mobile. Ad-tech company Simpli.fi recently introduced an audience retargeting tool to help lead consumers to the lower part of the purchase funnel. “The goal of the product […]

 
 

More Brands Are Investing in Full-Funnel Ad Strategies: LoopMe’s Simon Stone

Marketers face greater challenges in measuring the effectiveness of their marketing campaigns amid a combination of stricter privacy laws in many regions and changes to audience tracking technologies. Google plans to end support for tracking cookies in its popular Chrome browser, while Apple has given its customers more ways to hide their device identifiers (IDFA), […]

 
 

AI Improves Contextual Targeting for Brands: UM Worldwide’s Joshua Lowcock

Technology companies including Apple and Google are giving people more ways to protect their online privacy, limiting the availability of consumer data that help advertisers reach target audiences. Contextual ad placements within quality content are making a comeback. “Contextual advertising feels a lot like ‘back to the future’ in the sense that we have been […]

 
 

Streaming Broadens Reach for Video Commerce: Qurate’s David Apostolico

The cord-cutting trend has led television programmers to seek new ways to reach consumers as they spend more time on streaming platforms. For John Malone’s Qurate Retail Group, which owns shopping networks QVC and HSN, connected devices are another extension for its video commerce capabilities. “Our secret sauce is our authenticity in storytelling. We really […]

 
 

CTV Brings Addressable Advertising at Scale: LG Ads’ Raghu Kodige

The growing number of households with a smart TV gives advertisers a way to customize their campaigns for different consumers during the same programming. LG Ads offers more personalized ad placements among 120 million households worldwide, including 20 million in the United States. “I can say with confidence that we finally have this at scale,” […]

 
 

Streaming TV Offers Way to Reach Canada’s Cord-Cutters: Roku’s Christina Summers

TORONTO – More Canadian households are signing up for streaming video services as they cancel cable and satellite TV subscriptions, giving marketers a way to reach elusive consumers. Ad-supported video on demand (AVOD) is growing in popularity as a free alternative with a broader variety of programming and a lighter ad load. “Canadians are looking […]

 
 

Data Signals Validate Contextual Ad Targeting: PHD’s Joshua Palau

Contextual targeting of advertising is regaining some of its past glory as marketers seek to reach target audiences while also respecting consumer privacy and weighing brand safety. Technology companies are giving people more ways to be more anonymous online, challenging advertisers to find data signals that are meaningful to driving business outcomes. Tracking cookies have […]

 
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