Data Applications Aren’t Limited to Cross-Screen Currency: LiveRamp’s Christine Grammier

Consumers are dividing their time among linear TV and newer streaming channels, spurring discussion about a cross-screen currency for setting the value of ad transactions. But data and metrics have many other applications for businesses, said Christine Grammier, head of TV measurement at data connectivity platform LiveRamp. “We see a vast ecosystem that uses data and metrics […]

 
 

Measure Cross-Screen Impact, Not Just Delivery: Wavemaker’s Nancy Beekman

The fragmentation of the media market has pushed advertisers to find ways to reach consumers among more devices, and determine which ones produce the best results. This approach to cross-screen measurement reflects changes in viewing habits. “When we plan media on behalf of our clients, we don’t plan them in channel siloes. We plan across […]

 
 

Demand Grows for Outcomes-Based Ad Metrics: Roku’s Gaurav Shirole

Advertisers have a growing number of ways to measure the effectiveness of their campaigns as more consumers spend time with connected devices like smart TVs and mobile phones. Roku, the maker of a popular video streaming device, has added to its menu of measurement services as marketers demand more outcomes-based metrics. “We’ve expanded the roster […]

 
 

Cross-Screen Metrics Are Evolving With Ad Targeting: Roku’s Louqman Parampath & GroupM’s Matt Sweeney

Cross-screen measurement of advertising has become a bigger priority for marketers as they seek to understand how consumers have changed their viewing habits among a wider group of devices. The growth in streaming video has not only made the media landscape more fragmented, but it also has provided another source of data about consumers. “If […]

 
 

Outcomes Provide Deeper Insights on Campaigns: Connelly Partners’ Michelle Capasso

More advertisers are relying on a broader set of measurement tools to evaluate the effectiveness of their campaigns. These outcome-based metrics seek to provide more insights into how advertising affects consumer behavior. “Clients are getting a lot savvier in terms of being able to ask the right questions, to be able to measurable business results […]

 
 

Responsible Media Buying Supports Quality Content: Essence’s Mike Fisher

Improving the media ecosystem for advertisers and consumers is a significant undertaking that involves everything from tackling ad fraud to improving audience measurement methods. It also includes greater awareness of the environmental effects of advertising amid growing concerns about global warming. Responsible advertising “goes a step deeper, and it does get into a little bit […]

 
 

Ad Metrics Are Evolving With Growth in Streaming Audiences: GroupM’s Bharad Ramesh

Marketers are developing strategies to reach audiences who are spending more time with streaming platforms, specifically those that carry advertising. Measuring the effectiveness of their campaigns has become more challenging as they seek to ensure they’re reaching target audiences. “We are in the process of working with our partners to evaluate and validate these [measurement […]

 
 

Programmatic Market Includes Premium Content: NBCUniversal’s Ashley Luongo

The programmatic marketplace has evolved to give advertisers greater flexibility in their media buying, while also being mindful of the consumer experience. That include a reduced ad load, innovative ad units and other opportunities for brands to engage with viewers. “In order to maintain and preserve a responsible ecosystem, particularly for programmatic, we must always […]

 
 

CTV Offers High Standards for Responsible Media: Xumo’s Colin Petrie-Norris & Essence’s Mike Fisher

Digital media companies, advertisers and ad-tech companies have fretted that the loss of tracking cookies and device identifiers is making audience targeting more difficult. Providers of ad-supported streaming video already work in a cookieless environment that’s mindful of the consumer experience. “The lessons in a way that smart TV or CTV advertising is creating a […]

 
 

Cross-Screen Metrics Don’t Have to Be ‘Perfect’ to Be Effective: Wavemaker’s Rinaldi

Whether viewers watch traditional linear TV or have shifted to streaming services, they’re still spending a significant amount of time with the biggest screen in their households. The change in consumption habits has spurred a need for measurement methods to capture demographic-based or audience-based buying. “The screen itself hasn’t lost consumption. The TV screen has […]

 
 

VC Relationships Are Formed With People, Not Firms: PubMatic’s Rajeev Goel

Entrepreneurs can expect to face plenty of rejection as they seek financing from venture capital firms. For Rajeev Goel, co-founder and chief executive of sell-side platform PubMatic, those hurdles were a sign that his company was a pioneer in advertising technology. “I felt there was a big opportunity to create a multibillion-dollar technology company focused […]

 
 

Ad Attribution Is Gateway to Cross-Screen Measurement: Unilever’s Jennifer Gardner & GroupM’s Matt Sweeney

As people divide more of their time spent with media among a wider variety of devices, cross-screen measurement has become a key pursuit for marketers and advertising agencies. Any improvement to those metrics starts with setting some common standards that help to define how audiences are counted. “People are hearing what advertisers are needing in […]

 
 

Branded Content Helps to Engage Younger Audiences: Team Whistle’s Anthony Susi

Younger audiences have been at the forefront of watching video on connected devices like mobile phones, tablets and smart TVs. Team Whistle seeks to engage those audiences with original content while also supporting brand integrations that help marketers prolong exposure to their brands. The digital sports and entertainment company has more than 50 series distributed […]

 
 

‘There’s a New Paradigm for Brand Integrations on TV’: MediaScience’s Duane Varan

Measuring the effectiveness of brand integrations in television programming can be challenging with traditional surveys that ask viewers to recall whether they saw a product placement. Research technology platform MediaScience aims to reduce possible biases in those study results by comparing how people respond to different versions of the same programming – one with the […]

 
 

‘Programmatic CTV Marketplace Has Changed Dramatically’: PubMatic’s Nicole Scaglione

LOS ANGELES – Automated bidding for commercial time is becoming more predominant as advertisers demand more flexibility in their over-the-top (OTT) and connected (CTV) media buys. That shift comes as video publishers seek to monetize their growing audiences for higher-quality programming. “The programmatic CTV landscape has changed dramatically just in a handful of years,” Nicole […]

 
 

Native Advertising Has Key Role in Future of Ad-Supported TV: TripleLift’s Michael Shields

The popularity of ad-free streaming services like Netflix and Disney+ has led to speculation about the future of ad-supported television. Native advertising that seamlessly integrates product placements within programming is emerging as a viable way for brands to reach consumers. “We’re looking at providing a more integrated, less interruptive experience that we think is responding […]

 
 

Panel Data Provide More Complete Picture of Viewing Habits: Comcast’s Claudio Marcus

Consumers have more ways to watch video than ever before, making it more difficult for advertisers to measure those viewing behaviors. Surveying consumers in a panel helps to supplement sources of viewing data, including set-top boxes and automated content recognition (ACR) from smart TVs and other connected devices. “The reason the panel remains critical is […]

 
 

Mediaocean to Buy Flashtalking for $500 Million as it Preps IPO, WSJ

Mediaocean will purchase Flashtalking, a digital ad serving company that is known for powering dynamic creative optimization for brands, for $500 million, The Wall Street Journal first reported the deal this morning. Citing sources, the Journal says the deal could be a precursor to an IPO next year for Mediaocean. Last month, we spoke with […]

 
 

Investors That Offer Strategic Advice Are Best Partners: DoubleVerify’s Mark Zagorski

Companies have differing needs for capital as they grow past the startup phase, build scale and support ongoing innovation to remain competitive. Before joining digital media authentication firm DoubleVerify as chief executive last year, Mark Zagorski was well acquainted with these stages in a career that has included a variety startups. Most recently, he led […]

 
 

Privacy, Diversity Underpin Responsible Media Investment: PubMatic’s Kyle Dozeman & Essence’s Adam Gerber

Advertisers are grappling with stricter regulations on data sharing and the loss of tracking technologies that help with audience targeting. These shifts have made first-party data collected directly from consumers more valuable for buyers and sellers of media. As a sell-side platform (SSP) that represents publishers, PubMatic is a key part of the advertising supply […]

 
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