Digital Content NewFronts

Connected TV has gained massive consumer penetration. Now comes the monetization part. In this video interview with Beet.TV, Eric Ferguson, Nielsen VP media analytics, reveals the sheer scale at which over-the-top TV devices have gained US traction: “238 million Americans in a given month have access to a Connected TV device.” “That’s almost 80% of all […]

Compared with the outgoing medium of linear, analog TV, internet-connected over-the-top (OTT) transmission seems to offer unrivalled opportunity for advertisers to target and measure their ads, and to attribute those ads through to business lifts. But that opportunity could be squandered if marketers don’t use technology which has full sight of the addressable market. That […]

As subscription video-on-demand services have gained enormous up-take with consumers, traditional cable companies feel threatened enough to launch their own takes on the online bundle. But what if, for a cable provider, video wasn’t the thing worth paying for at all? What if market evolution suggests MVPDs should open their platforms to the new competition, […]

While the world of online ad targeting was suffering from fraud and transparency concerns, television held its head up high. If digital was being exposed to dark data tactics, good ‘ol TV seemed altogether cleaner. But what happens when TV becomes digital, when even linear TV ads start getting targeting using data obtained from virtual warehouses […]

With its roots in local print, radio and television advertising, Cox’s Gamut has been branching out in recent years via partnerships with national TV networks for their OTT inventory. “So now we have an opportunity to be able to help local buyers kind of round out their entire local market video spend, get incremental reach […]

Trying to find needles in haystacks is an apt metaphor for marketers of rare-disease pharmaceuticals when the only choice is low-value, mass-market television. But advanced TV targeting has brought such companies to “an inflection point,” says Butler/Till’s Scott Ensign. The VP of Digital Media at the Rochester NY agency explains how things have changed and […]

While video content fragmentation is great for viewers, it can be “a little overwhelming” for advertisers. One of the ways that NBCUniversal hopes to make it easier—on a global scale—is its new AdSmart offering with Sky, which was recently acquired by NBCU parent Comcast. “One of the newer and exciting announcements for us is Sky […]

SpotX and clypd are integrating their platforms to enable media owners to manage audience-targeting campaigns across linear television, digital video and OTT using common audience targets. “The workflow capabilities are not to be understated. This is often a huge pain point for media owners,” says SpotX CRO Sean Buckley. “And also as we get into […]

Amobee was the first advertising technology video platform to integrate with Tru Optik about two years ago. Addressable targeting across connected TV and a single opt-out across all devices were two motivating factors, according to Amobee’s Aleck Schleider. “We saw early on the continued growth of connected TV and OTT supply and obviously it continues […]

With the global rights to some 30 years of its programming, Discovery is pretty confident about its ability to withstand competition from advertising-free, direct-to-consumer streaming services. But that’s not to say the company has ruled out its own such offerings. “We do think that we have a couple of really interesting categories that would play […]

It may not have imagined numbers this big when it started out in Stamford, CT, six years ago, but Tru Optik – the tech vendor which helps ad buyers target and measure ads through connected TV platforms, now has technology tentacles in 80 million US homes. That scale has just brought another investment round, totalling […]

In 2019, more audiences and more regulators than ever before are concerned about how consumer data is being pieced together from various sources to track and target potential customers. That comes after Facebook, suffering its own Cambridge Analytica scandal, last year shut Partner Categories, the program which it allowed advertisers to target ads using customer […]

Amid a raft of mergers and acquisitions in advertising, media and related technology, being independent and objective while delivering scale have their advantages. A case in point is MediaMath, the 11-year-old company whose demand-side platform is used by advertisers and agencies. Last July, MediaMath raised $225 million from Searchlight Capital Partners, bringing its total funding […]

Just shy of its sixth anniversary, Tru Optik has reached “an inflection point for us” with a $10 million venture round whose participants include TransUnion, with which Tru Optik will partner on data and privacy, says CEO Andre Swanston. The funding round for the provider of over-the-top targeting, measurement and privacy management was led by […]

As Hulu’s audience has continued to grow, the company has been building up its sales efforts and offerings for programmatic advertising transactions. “So now that we have that kind of scale we want to make sure that we’re maximizing it from an advertising perspective,” says Anthony Laurenzo. Hulu has had programmatic capabilities since 2014 but […]

Buying television inventory programmatically continues to grow along with TV content choices. Comscore is responding by augmenting its audience-targeting offerings, including various personas, according to EVP Anthony Psacharopoulos. “I definitely think we’re coming of age, if you will. We’re hitting that critical mass where yes there used to be scarce inventory. But especially with consumer […]

In the age of connected television, Connect All Fronts is MediaMath’s way to draw a focus on “a vision of the future” and its perceived role of uniting brands and consumers. Connect All Fronts is the name of the conference MediaMath, founded in 2007 as an early programmatic pioneer, recently hosted to connect the various […]

With nothing but more streaming competitors on the horizon, DISH Media’s Sling TV is nonetheless buoyed by consumer behavior. “The Sling TV audience basically consists of cord nevers and cord cutters. And that is only going to grow going forward. I think the consumer behavior stats that we see are most compelling for us,” says […]

The collection of modern, automated ad trading practices known as “programmatic” may seem to sit with natively digital media. But, little by little, other platforms are getting lit up with these new tricks, too. That’s why the man who heads MediaMath’s video operations expects programmatic to hit TV in a much bigger way. “I think […]

As subscription VOD services embed a culture of ad-free consumption, how can TV companies reconfigure the commercial break? Over the last two years, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. For one of the leading media agencies’ north America bosses, the […]