Robert Williams

Gathering data directly from consumers has become a bigger priority for marketers as they not only comply with stricter privacy laws, but also find ways to harness first-party information. Google’s plan to stop supporting tracking cookies in its popular Chrome browser and Apple’s steps to curb the sharing of device identifiers are pushing marketers to […]

SAN JUAN, Puerto Rico – Newer technologies often come with a dizzying array of buzzwords, technical jargon and flashy bells and whistles. As advertisers seek help in evaluating martech and adtech platforms, they need to be mindful that the technology delivers on its promises. “A lot of times when you hire the consulting firms, they talk […]

SAN JUAN, Puerto Rico – Connected television can help advertisers to reach a wider audience by complementing their presence on local TV stations, though there are hurdles that need to be overcome. Advertisers may have caps on ad frequency that prevent them from buying commercial time on local stations and CTV channels that reach the same […]

SAN JUAN, Puerto Rico – National television networks are gradually expanding their support for addressable advertising, which lets marketers send different ads to different households during the same shows. The transition will open up 14 minutes an hour of linear TV ad inventory for improved household-level targeting. “With the success of the addressable campaigns that we’ve […]

ISpot.tv, a company whose software helps advertisers to measure the reach of TV and streaming-video campaigns, today said it had received a $325 million investment from Goldman Sachs Asset Management. ISpot’s platform recognizes content in real time and organizes metadata to tell which commercials play during ad breaks.  It also gives marketers a way to […]

SAN JUAN, Puerto Rico – Television networks are in a period of major disruption as consumers seek greater control over the viewing experience, whether they’re watching traditional linear programming or streaming content to connected devices such as smart TVs and mobile phones. Networks also are seeing greater demand from advertisers to automate their sales operations in […]

Samsung Ads, the consumer electronics giant’s advanced advertising platform, today introduced software tools for media agencies to manage and measure cross-platform video campaigns. The Samsung Ads Total Media Solution gives media buyers a more holistic view of ad exposure on TV networks’ linear and digital streaming apps. The offering is built on Samsung’s demand-side platform […]

Consumers worldwide are exposed to countless advertisements, making the measurement of which messages from brands capture people’s attention more important to marketers. These metrics can help advertisers to improve the efficacy of their campaigns. “There’s a lot of attention on attention at the moment,” Jason Tonelli, chief product officer at advertising agency Publicis Groupe ANZ, […]

Xandr, the advertising marketplace that Microsoft agreed to buy from AT&T, today introduced a data framework to give marketers more choices in setting the value of advertising transactions in linear television. The alternative currencies are available through a collaboration with media-measurement firms 605, Comscore, EDO, Samba TV, TVision and VideoAmp. “Activating these data sets for […]

SAN JUAN, Puerto Rico – Out-of-home advertising is rebounding as brands seek to reach consumers who getting outdoors more often after being stuck at home during the early days of the pandemic. Alongside this shift, technological advancements are transforming outdoor advertising. “We’re going through a big digital transformation right now,” Anna Bager, president and chief […]

Mass marketers with millions of customers must avoid seeing consumers as abstract data points whose behaviors are quantified in web visits, ad impressions and social media “likes.” Instead, marketers need to take a more “human” approach to reaching their target audiences as tracking cookies disappear from the internet. “There has been I think in the […]

SAN JUAN, Puerto Rico – Marketers can improve the effectiveness of their advertising campaigns as they develop a more complete picture of consumer behavior, especially as people split their time among multiple media channels and viewing devices. “The convergence of datasets and technology have changed the way we view and operate in the media landscape, […]

Political campaigns increasingly face the challenge of getting their message out to voters who divide their time among a wider variety of media channels and viewing devices. Those campaigns are expected to spend as much as $9 billion, including $1.8 billion on connected TV, during this year’s midterm election cycle. As these campaigns seek to […]

SAN JUAN, Puerto Rico – Measuring television advertising has become more competitive as newer data providers vie for acceptance in the media marketplace. There’s an ongoing debate about which metrics are most meaningful to advertisers and television networks, especially as viewers spend more time with streaming services. “It is the advertisers and the agency’s money who […]

Marketers face challenges in reaching consumers who may be spending more time with ad-free video services or dividing their attention among multiple viewing devices. Brand safety and privacy issues add to these hurdles, pushing brands to consider how their ads appears in the context of surrounding content. “When I think about contextual, it’s all about […]

SAN JUAN, Puerto Rico – The fragmentation of the media marketplace has challenged advertisers to manage campaigns among a variety of platforms, publishers and channels. Mediaocean is developing a set of solutions for advertisers following its acquisitions of ad-serving company Flashtalking and marketing technology firm 4CInsights in the past couple of years. “We’re really at a […]

Advertisers and their media agencies have a growing set of tools to reach target audiences though traditional linear television and newer streaming platforms. Data-driven linear (DDL) TV technology has gained traction as marketers seek these viewers who are dividing their time among different media channels and devices. “The exciting thing to me and what’s driving […]

SAN JUAN, Puerto Rico – National television networks are in the process of opening themselves up to addressable advertising, which lets marketers send different ads to different households during the same shows. The capability has existed in local cable markets for two minutes of commercial breaks every hour, making the national inventories of 14 minutes every […]

SAN JUAN, Puerto Rico – The ongoing fragmentation of the media marketplace has challenged advertisers to determine how they’re reaching viewers who are dividing their time among linear television and digital video channels. Going into this year’s upfront sales season for television networks, marketers want to unify their media-buying strategies as they seek to engage consumers. […]

Discovery Inc. today announced that Jon Steinlauf will be the future chief U.S. advertising sales officer for Warner Bros. Discovery, the company being formed in the merger between Discovery Communications and WarnerMedia. Steinlauf has more than 35 years of sales experience and will report directly to Bruce Campbell, future chief revenue and strategy officer for […]