TVSquared Sells To Innovid For $160M, Kinsella to Lead Measurement

UPDATE (February 7, 2022): TVSquared announced it has signed a deal to be acquired for $160 million by Innovid, which raised money by going public in December. The pair say the deal creates “a new currency-grade standard for cross-platform measurement, powered by the scale and automation of an independent global ad server”. With TVSquared CEO […]


Media Companies Will Reinvent Themselves with Technology: Progress Partners’ Domenic Venuto

The significant shift in media consumption habits in the past couple of years has compressed the timeline for technological development. As people spend more time with on-demand content from streaming companies, advertisers are seeking ways to improve cross-platform measurement as they shift billions in media spending out of linear television. Streaming services are “pumping out […]


OTT Ad Rates Booming On Buyer Maturation, Effectiveness & Scarcity: SMI’s Tatta

If you want to know what’s really happening in the evolution of TV ad pricing, ask a man who can see almost every TV ad invoice in America. In this video interview with Beet.TV, Ben Tatta of ad price intelligence provider Standard Media Index says ad buyers are adding OTT channels on to conventional linear […]


Amid Media Fragmentation, Linear TV Still Has Broadest Reach: Fox’s Dan Callahan

LOS ANGELES – Consumers are spending time with a wider selection of media outlets, challenging advertisers to reach them with omnichannel campaigns. Amid this fragmentation, traditional linear television boasts significant scale for major brands. “Linear still provides massive reach and scale. It provides immediacy when you think of live, linear programming – in particular, sports […]


Harness Media, Data & Technology for Best Results: Kinesso’s Jean Fitzpatrick

LOS ANGELES – Advertisers increasingly need a combination of media, data and technology to improve the outcomes of their campaigns. These tools are especially important as the media marketplace grows more fragmented among connected devices and types of content. “We know not all of our clients are going to want the same thing, and typically […]


Original Content Provides Better Context for More Advertising: Tubi’s Mark Rotblat

LOS ANGELES –  The audience growth for ad-supported streaming services is driving more marketers to set aside part of their television media budgets to these newer platforms. Amid that shift, they’re also scrutinizing the content that provides the surrounding context for their advertising campaigns, as they’ve done with traditional linear television. “There’s more attention to […]


NBCUniversal Joins Alt-Currency Movement, Taps For Next Upfront

January 2022 is shaping up to herald a Cambrian explosion of new video currencies. NBCUniversal says it has picked as its first cross-platform Certified Measurement Partner for cross-screen video, starting with a “test-and-learn” approach for the “alternative currency” with Publicis Media this Q1. That will lead to “massive pilots” for the 2022 Olympic Winter […]


First-Party Data Help With Audience Suppression Strategies: Camelot’s Sam Bloom

LOS ANGELES – Successful advertising campaigns not only depend on reaching the right audiences at the right time, but also minimizing duplicated reach among different media channels. First-party consumer data can help to be more selective with ad targeting on connected TV platforms. “That data can be used in a variety of different ways — […]


Broadcasters Shouldn’t Fear Ad-Sales Automation: Beachfront’s Maccaro

LOS ANGELES – The term “programmatic advertising” has negative connotations for television networks that don’t want to see the value of their media inventories plunge. They fear the same “race to the bottom” that was seen in the digital display market, where websites could load up their pages with an almost limitless supply of banner […]


Come Together: Operative’s Fischmann Wants Programmers & MVPDs To Get Closer

LOS ANGELES — It is now an industry whose transactions are mediated by a host of platforms. But Hans Fischmann thinks media buyers and sellers should work more directly. In this video interview with Mediatel Events director Justin Lebbon for Beet.TV, Fischmann, SVP, Sales Solutions, Operative, says both sides need to focus on their relationship. […]


Vizio’s Bergman Puts Viewer At Center Of Ad Targeting

LOS ANGELES — Its smart TVs offer some of the best value in the market, so combining a direct ad offering with a growing sales footprint is proving powerful. Vizio, which has steadily built itself into a leading TV electronics brand, is now transforming itself by helping advertisers go directly to viewers of Vizio screens. […]


Frequency-Capping of Ads Is Possible on CTV Platforms: Publica’s Ben Antier

LOS ANGELES – Viewers of streaming services that have commercial breaks are familiar with the phenomenon of seeing the same ad repeated throughout a show. Advertising technology companies are working to prevent these occurrences on connected television (CTV), giving marketers the ability to cap the frequency of their ad placements. “It’s not a difficult problem […]


Discovery Acquires 10% Stake in TV Ad-Targeting Group OpenAP

Discovery bought a 10% interest in OpenAP, the ad-targeting consortium whose owners include NBCUniversal, Fox and ViacomCBS. The media companies founded OpenAP in 2017 to create tools to help brands harness consumer data to improve the targeting of their advertising campaigns among several TV networks. Discovery in April had integrated OpenAP’s OpenID identifier for cross-platform […]


WMX Re-Thinks The Artist-Audience-Advertiser Trinity: Moran

LOS ANGELES — When it comes to the synergy of advertising and music, streaming services don’t have a monopoly. Labels, too, are getting in on the act. In this video interview with Howard Shimmel for Beet.TV’s Beet Retreat Santa Monica, Erin Moran, the just-in Global Chief Revenue Officer of Warner Music Group’s new WMX division, explains […]


How Blockgraph Works: Schleider Combines ISP & TV Data

LOS ANGELES — After the cryptocurrency hype, many people now know what a blockchain is. But what exactly is Blockgraph? In this recorded interview with Mediatel Events director Justin Lebbon for Beet Retreat Santa Monica, Aleck Schleider, chief revenue officer at Blockgraph, explained how the company’s technology works. Ledger in the cloud Originally set up […]


FreeWheel Names Mark McKee As General Manager to Oversee Global Operations

FreeWheel promoted Mark McKee to general manager to oversee all parts of the advertising technology company, which is a unit of Comcast. In this new role, McKee is in charge of FreeWheel’s sales, product, engineering, operations and support services worldwide, the company announced. He succeeds Dave Clark, who announced his departure after leading FreeWheel since […]


Data Clean Rooms Will Strengthen Ad Targeting: Disney’s Laura Nelson

LOS ANGELES – Data clean rooms that allow media buyers and sellers to match their consumer data without directly sharing it with each other are emerging as powerful tools in the advertising market. The technology promises to correlate target audiences with campaign messaging, improving the efficiency of marketing budgets. Disney Advertising Sales is harnessing clean-room […]


TV Ad Prices Won’t ‘Race to the Bottom’ Like Digital Display: Dish Media’s Kevin Arrix

LOS ANGELES – Media buyers and sellers fret that intermediaries in the programmatic advertising market are charging excessive fees, resulting in a “tech tax” that drains media budgets. These commissions are likely to fall as ad-tech companies seek greater scale, said Kevin Arrix, senior vice president of Dish Media, at Beet.TV’s Beat Retreat. “The pressure […]


In-Game Ads Reach Highly Engaged Audience: Frameplay’s Cary Tilds

LOS ANGELES – As video game publishers seek more ways to monetize their content, in-game advertising is seen as a source for growth. Because playing video games demands a person’s undivided attention, they can provide brands with a way to raise awareness and recall. Video games are “one of the most scaleable, cinematic, high-quality content […]


SpringServe Is Magnite’s Springboard For Improving CTV Ad Experience

LOS ANGELES — In a nascent market replete with both opportunity and inertia, there is always a need to smooth off the rough edges. That is why Sean Buckley’s company acquired video ad-serving platform last year. In this video interview with Beet.TV, Buckley, Chief Revenue Officer, CTV, Magnite, explains how SpringServe can help catapult CTV […]

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