Telaria’s Zagorski On The Potential For App-Based OTT Providers

Telaria CEO Mark Zagorski sees “a ton of growth” for app-based companies providing over-the-top television services. Their potential comes as OTT and connected-TV have gone from discovery to the make-it-better stage. “If you think about advertiser demands, they increasingly are becoming focused on addressable,” Zagorski says in this interview with Beet.TV at the recent LUMA […]

 

iSpot.tv’s Muller: Advertisers Leading The Way On TV Attribution

Led by direct-to-consumer brands, marketers are ahead of the curve when it comes to attribution of television advertising spending. “The advertisers have actually been doing attribution for much longer than the media companies and the agencies,” says Sean Muller, Founder & CEO of iSpot.tv. “So we see the advertisers as actually driving the marketplace forward […]

 

Local TV Needs Better Measurement: Alphonso’s Chordia

Whilst national TV networks upgrade their technology to support better targeting, buying and measurement of TV and digital video ads, local TV operators risk being left out. That is according to one technology supplier who doesn’t, as some might, see local as back water – he sees it as an opportunity. “One of the parts […]

 

Industry On Track For Fully Deterministic Data Future: Matt Prohaska

Consultant Matt Prohaska believes the advertising industry is on track to benefit from consumers having full transparency over their data and fully opting in across all media channels. But he doesn’t think it will happen for another five years or so. One of Prohaska Consulting’s top services this year is helping buyers, sellers and technology […]

 

How Foursquare Balances Geo Ad Power With Ethics: CEO Glueck

With power, comes responsibility. And, for a company that is currently tracking the whereabouts of 150 million Americans on the go, that responsibility is great. Which is why Foursquare CEO says he takes consumer privacy deadly seriously. “We’ve turned down millions of dollars of requests from customers who ask for something that violates our ethics […]

 

Cadent’s Troiano Sees Big Growth In Addressable Television

Addressable television advertising has been mostly “a conduit or corollary to what happens in digital” in terms of being able to bring attribution and accountability to television, according to Cadent’s Nick Troiano. But things are changing on both the demand and supply side. The CEO of the advanced-TV platform cites pay-TV operators like Comcast, AT&T/Xandr […]

 

Tru Optik’s Swanston: Determine Household Makeup, Not Just Individual Identity

Amid growing concerns about tougher data privacy restrictions, give people the opportunity to opt out and they might just give you more information about themselves, according to Tru Optik’s Andre Swanston. “We knew very early on that privacy compliance was going to be something critical for the future of our entire business,” the CEO and […]

 

Untold Consequences Of Tech Regulation: GroupM’s Norman

In 2019, barely a week goes by without another big scandal or controversy concerning a big technology company, the rules around its platform access or the use of its audience data. And all that comes on the heels of the prior two years of ad-tech outcry, when advertisers lamented the opaque and often fraudulent digital […]

 

More National Brands Executing TV Locally: Premion’s Wilson

While discussions about consumer identity graphs “are continuing to emerge,” TEGNA’s Premion has been working on two of them. One is in conjunction with 4INFO and the other, for connected-TV devices, is with MadHive, according to Premion President Jim Wilson. 4INFO has long made custom identity graphs for Premion to identify certain audiences, Wilson explains […]

 

Comcast Advertising’s Greenwald On The Power Of TV And Local Targeting

At the recent LUMA Partners Digital Media East conference, Beet.TV caught up with Kevin Greenwald, Sr. Director of Strategic Initiatives at Comcast Advertising. He talked about what Comcast Advertising is excited about as a champion/partner to Comcast Spotlight, FreeWheel and NCC Media in the rapidly changing TV space. He sees tremendous opportunity in the power […]

 

Axios Subscription Coming Soon, CEO VandeHei

The in-brief news publisher Axios has been talking about launching a paid tier for a couple of years now. In November 2016, CEO Jim VanderHei told a conference such a tier could cost $10,000. Fast-forward to 2019, and VanderHei says a subscription scheme is still being tested, and could be coming soon. “We’re beta testing […]

 

Pixability’s George: From Walled Gardens To Connected TV

If anyone understands what it’s like to work inside one of the walled gardens, it’s David George, who left Facebook as Head of Mobile Publisher Solutions just over a year ago. Now as the CEO of Pixability, he’s helping to expand the company’s data and machine learning platform from social media giants like Facebook and […]

 

OTT, Connected TV ‘A Huge Rollout’ For Simpli.fi: CEO Prioleau

Within the past year, Simpli.fi has moved into household-level advertising targeting and brought its digital advertising targeting strategies to OTT and connected TV, says CEO Frost Prioleau. OTT and connected TV “has been a huge rollout for us where we rolled out all our digital advertising targeting strategies, including behavioral targeting and demographic targeting,” Prioleau explains […]

 

Publicis’ Tobaccowala: AdTech Must Yield Control, Compensate For Consumer Identities

Longtime advertising industry soothsayer Rishad Tobaccowala believes we’re all entering a third “connected” age that blurs the lines between advertising technology and consumer data rights. In a book to be published in early 2020 and in this interview with Beet.TV at the LUMA Partners Digital Media East event, he talks about why consumers should be […]

 

TransUnion Acquires People-Based Marketing Firm TruSignal

On the heels of its recent investment in OTT data specialist Tru Optik, TransUnion has acquired people-based marketing technology provider TruSignal. Both relationships will help to enhance TransUnion’s role as an “enabler” that helps map consumer identities in a complex, multi-platform world, says the Matt Spiegel, the company’s EVP of Digital Marketing Solutions and Head […]

 

Mapping The Identity And Privacy Challenges With 4INFO’s Jenkins

Mapping consumer identities for the purposes of advertising targeting and attribution isn’t getting any easier in the face of rising privacy standards and consumer expectations. That’s in addition to the challenges TV programmers face in trying to stitch together their various viewing platforms, says 4INFO CEO Tim Jenkins. Finding a common ID across platforms for […]

 

Identity Tech Will Figure In Media M&A: LUMA’s Kawaja

The online advertising world is now navigating a set of seemingly contradictory trends. On the one hand, technology which pieces together the various parts of audience’s online identity is becoming important. Yet, on the other, regulation is now limiting some of the excesses of ad targeting. The digital marketing world’s arch deal-maker says that adds […]

 

As The Cookie Crumbles, Bet On Identity: Providence’s Desmond

The business of corporate investment isn’t quite like gambling, despite what can frequently be uncertain outcomes. But, for one former media agency boss who now is now part of a private equity company, the next gamble make in marketing is clear. “If I were a betting person, I would go long on identity,” says Laura […]