Email Helps CTV Advertisers Engage With Consumers: Stirista’s Hamid Qayyum

SANTA MONICA, Calif. – Connected television advertising doesn’t use tracking cookies to help marketers retarget consumers as they switch among apps to watch streamed programming. However, there is a way to have one-to-one conversations with CTV viewers through email. “With identity and with ID graphs and those things coming along, we are able to connect […]

 
 

Data Collaboration Is Unlocking Value for Marketers: Snowflake’s Bill Stratton

SANTA MONICA, Calif. – The growth in video streaming is pushing media companies to not only establish one-to-one relationships with consumers, but also how to parlay their growing troves of consumer data into revenue streams. Data collaboration is becoming more important even as newer privacy regulations give consumer greater control over how their data are […]

 
 

Attention Metrics Add New Dimension to Media Measurement: dentsu’s Brad Stockton

SANTA MONICA, Calif. – Marketers are placing greater emphasis on attributing how their television advertising leads to an outcome, which other kinds of media such as internet search and social networks do. As consumers divide their attention among a variety of viewing devices and media outlets, marketers are seeking more insights on people’s awareness of […]

 
 

Consolidation of Media Inventories Improves Ad Buying: Magnite’s Mike Laband

SANTA MONICA, Calif. – Major media companies are working to offer marketers a way to simplify how they buy advertising among various distribution channels, especially as viewers migrate from traditional linear television to streaming platforms. “They’re able to now bundle their premium assets — whether that’s news, could be sports, could be entertainment — into […]

 
 

Audience Identifiers Help Overcome Media Fragmentation: Blockgraph’s Aleck Schleider

SANTA MONICA, Calif. – First-party data that consumers provide directly to marketers have become more valuable as privacy regulations and other legal liabilities limit how companies can share data. Amid these constraints, Blockgraph is working to help advertisers harness their first-party data for advanced advertising. “The basis of Blockgraph is around the ability for companies […]

 
 

Smartphone Data Help Marketers Unlock Privacy-Safe Insights: T-Mobile’s Mike Peralta

SANTA MONICA, Calif. – Smartphones give off a continual flood of information about their users, many of whom spend the entire day within a hand’s reach of mobile handset. Data about app usage and website visits can be compiled by cellular companies such as T-Mobile. The information is a potentially rich source of consumer insights […]

 
 

Content Signals Provide Foundation for CTV Advertising: PubMatic’s Nicole Scaglione

SANTA MONICA, Calif. – Marketers have the technology to help them automate what kinds of connected television programming will provide a brand-safe context for advertising. What’s known as a content-object signal is part of the technical standard for real-time bidding, and needs greater adoption to be useful in the programmatic CTV marketplace. “Content-object signals are […]

 
 

Full-Funnel Marketing Helps Guide the Consumer Journey: United’s Brittany Clauss

The onset of the pandemic had a profound effect on people’s behavior with restrictions on travel and public gatherings. It also sped up the growth of streaming services as people looked for ways to entertain themselves at home instead of going to the movies, restaurants, gyms, stores another venues. As people get back to traveling, […]

 
 

Contextual Data Provide Deeper Audience Insights for Brands: Nielsen’s Stacie de Armas

SANTA MONICA, Calif. – Many brands have become more conscientious about how their advertising corresponds with America’s changing demographic makeup. They also are becoming more aware of how media content adheres to these trends in providing context for their commercial messaging. Audience measurement company Nielsen is developing ways to make such information useful to marketers […]

 
 

Data Clean Rooms Are Key for Privacy-Safe Ad Targeting: InfoSum’s Marc Cestaro

SANTA MONICA, Calif. – The growing patchwork of privacy regulations in the United States and across the world is challenging advertisers to find ways to harness their data assets while also complying with the law. Data clean rooms provide a way for marketers and media companies to match their consumer data without commingling the information. […]

 
 

Streaming Growth Pushes Publishers to Adopt Ad-Tech Strategies: Roku’s Adam Royle

SANTA MONICA, Calif. – Many media companies including traditional print publishers, television broadcasters and digital startups have expanded their production of video content to engage readers who have higher-bandwidth devices such as mobile phones and smart TVs. That shift is pushing them to adopt technology that helps to maximize their advertising sales. “Viewer consumption continues […]

 
 

Marketers Can Expand Incremental Reach Among Cord-Cutters: TiVo’s Pete Mann

SANTA MONICA, Calif. – The millions of households that have either canceled cable and satellite service or never signed up for it in the first place have pushed advertisers to find other ways to get their messaging on the biggest screen in people’s homes. Incremental reach among these audiences has become more important for brands […]

 
 

Connecting Linear TV With Video Streaming Breaks Down Silos: Yahoo’s Beau Ordemann

SANTA MONICA, Calif. – Brands increasingly are taking a cross-platform approach to television advertising as consumers divide their time among traditional live linear programming and on-demand video streams. The trend is pushing media buyers to break down the silos that have separated specialties in television and digital platforms, including internet search, social media, open web […]

 
 

TV Measurement Has Advanced ‘Light Years’ as Data Grow: Tatari’s Philip Inghelbrecht

SANTA MONICA, Calif. – Media companies and advertisers are gaining more tools to measure not only their reach among audiences, but also the effect they on consumer behavior. Those metrics include a look at business outcomes and other kinds of response. “The TV measurement that we can bring about today is just light years ahead […]

 
 

Advertisers Can Drive Lower-Funnel Results With CTV: MNTN’s Matt Collins

As more households connect their televisions to the internet and choose among hundreds of CTV apps to watch, television’s mass audience is becoming more fragmented than ever before. In many ways, CTV resembles other kinds of digital media, offering a wider variety of brands a way to not only introduce themselves to viewers, but also […]

 
 

Cross-Platform Media Metrics Should Avoid Undercounting Hispanics: TelevisaUnivision’s Dan Aversano

SANTA MONICA, Calif. – The growing popularity of streaming video has led to a greater push for audience metrics that more accurately reflect people’s viewing behavior among different platforms and devices. Media measurement also is incomplete if it doesn’t capture data about the fast-growing Hispanic market, Dan Aversano, senior vice president of analytics and advanced […]

 
 

SAVOD Marks Next Evolution of Video Streaming for Brands: dentsu’s Brad Stockton

SANTA MONICA, Calif. – Media buyers have been look for sources of television advertising inventory to help them reach audiences, especially millions of younger consumers who canceled cable and satellite service or never ordered it in the first place. A significant source of inventory is coming from major streaming platforms such as Netflix and Disney+ […]

 
 

Next TV Upfront Will Bring More Measurement Choices: DatafuelX’s Howard Shimmel

SANTA MONICA, Calif. – Consumers are dividing their time among more kinds of electronic media and viewing devices, driving a call for additional methods to help set the value of advertising transactions, or currencies, in a multimedia landscape. Alternate currencies are likely to have a bigger role in the next upfront sales season, when television […]

 
 

Measuring People’s Attention to Ads Offers Mid-Funnel Insights: OMD’s Chrissie Hanson

SANTA MONICA, Calif. – Consumers for years have divided their time among electronic media, such as watching television while surfing the web or scrolling through a social media feed. The popularity of smartphones magnified this behavior, vexing marketers who seek assurance that potential customers are seeing their advertising. Brands increasingly want to know whether consumers […]

 
 

CTV Combines High-Quality Content With Performance Insights: Index Exchange’s Alex Gardner

The growing number of households that are hooking up their televisions to the internet is producing vast amounts of data about what kinds of programming and advertising is being delivered to viewers. As marketers face greater pressure to produce measurable results and business outcomes from their campaigns, connected television (CTV) is adding a new dimension […]

 
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