Contextual Targeting Will Rise As Cookies Fade: Kargo’s Harry Kargman

Online audience tracking is undergoing a major upheaval as consumers demand more control over their personal privacy, challenging the adtech industry to develop better ways to help marketers reach target consumers. Digital publishers that deliver those viewers to advertisers aren’t immune to the upheaval as contextual targeting becomes more pronounced. For mobile ad exchange Kargo, […]


Connected TV Drives Growth in Audience Identifiers, Tapad’s Mark Connon

Consumers are using a wider variety of connected devices to view content, challenging marketers to reach target audiences and measure the results of their advertising campaigns. Connected TV is adding another dimension to this environment, providing another source of data that marketers can harness to improve their targeting. For Tapad, which specializes in helping companies […]


Rise Of The TV Bots: How Fraudulent Apps Are Poaching CTV Ads

The problem of ad fraud has become all too familiar for many working in the industry, spawning a collection of companies that aim to root it out. But, whilst many people think digital ad fraud stops at display and video, it has also crept in to emerging connected TV platforms – and now it is […]


Better Planning Needed For Connected TV Ads: Kantar’s Tillou

LOS ANGELES — Ad buyers want the world of TV to throw off its analog past and begin offering planning, buying and measurement tools more akin to those they have become accustomed to in digital. So media measurement firm Kantar is partnering with Tru Optik, an identity resolution service for connected TV, to better tackle […]


‘We Have Opportunity to Drive Addressability Forward’: Vizio’s Adam Gaynor

Television advertising for years has been the best way to reach mass audiences, and ongoing technological advancements are helping to refine its reach with better targeting. Addressable TV advertising is poised to grow with upgrades to the ad-delivery infrastructure and integration with audience data that will shape the marketplace in the next decade. Adam Gaynor, […]


Connect Digital Ads to TV Viewing: Verizon Media’s Markman

LOS ANGELES –  TV audiences have more viewing choices than ever as technology transforms the media landscape, making measurement more challenging for advertisers. Verizon Media is taking steps to help marketers measure their omnichannel marketing efforts, most recently with the rollout of a service that provides more in-depth audience data to connect digital ads with […]


Signal CEO Weinstein Sees ‘Best Of Both’ In Sale To TransUnion

CHICAGO — With its sale l to TransUnion, Signal CEO Lisa Weinstein hopes the pair-up can be a “game-changer”. In the deal announced on Monday, TransUnion said it is acquiring the 11-year-old company, which started as BrightTag, to advance its ability to offer consumer data and identity information to marketers. Signal’s core offering was tag […]


Context Fuels Brand Suitability: ZEFR’s Nicol

LONDON — The early-pandemic kerfuffle during which many advertisers blocked news sites from their ad-buying lists using “brand safety” tools seemed to teach the industry one thing – news is actually very safe, but it isn’t necessarily suitable for every brand. That’s why more companies in 2020 are starting to talk, instead, about “brand suitability”. But […]


Close The CTV Loop With Outcome Data: LoopMe’s Upstone

LONDON — Too many ad campaigns are ineffective and wasteful because they are not using available audience signals to better target. That’s according to one ad exec who says he knows how to close the loop. “We were talking with some large agency groups over the last couple of years, and when you measure TV […]


CTV Primed to Reach ‘Persuadable’ Cord Cutters in Extraordinary Election

Political candidates this year face a daunting task in reaching voters as the coronavirus pandemic disrupts traditional publicity efforts like rallies, conventions and stump speeches. Campaigns also must adjust to changing media consumption habits as more households cancel cable and satellite subscriptions, and connect their TVs directly to the Internet. Connected TV (CTV) has the […]


Marketers Seek More Insights on Programmatic Ads: Forrester’s Joanna O’Connell

Marketers are asking for better proof that their digital advertising is working, but many are frustrated with the programmatic marketplace that brings together buyers and sellers of media electronically. Accountability is a top priority for marketers who seek greater transparency into the supply chain that connects them with digital media outlets, a recent study found. […]


Work from Home Drives Local News Resurgence: Nielsen Research

Music and news are the media formats to capture the day-times of a new generation of homeworkers during the COVID-19 pandemic, according to research from Nielsen. And the company thinks the reduction in commuting is driving an increased interest in local news. That may come as a relief to the many local publishers and broadcasters […]


Streaming Viewing Up 74% Annually, Disney+ Has 4%: Nielsen Research

Streaming services now represent 25% of all US TV-viewing minutes, according to new data pulled by Nielsen. According to its Streaming Meter, a panel of almost 1,000 streaming-capable US homes, streaming’s Q2 2020 share is up from the 19% it represented in Q4 2019. In all, average weekly streaming minutes are up from 81.7 billion […]


Acquisitions Transform Mediaocean Into a Global Powerhouse

TV audiences are watching programming on a broader variety of screens, making media buying more complex for advertisers that want to reach target audiences as they move across platforms. Mediaocean is adapting to those changes as linear TV converges with streaming platforms and social media. With the financial backing of private-equity firm Vista Equity Partners, […]


Measuring CTV Ads Takes People & Data Science: Survata’s Kelly

OAKLAND, CA – If a tree falls in a forest and market research is not in place to observe whether audiences saw it, did it really make a sound? Across advertising, brands and buyers are getting excited about the new possibility to deliver targeted, engaging TV campaigns through internet-connected viewing screens, connected TV (CTV). But, […]


Self-Serve, Fraud Fight & Forecasting Focus For New-Look ZypTV’s Sareen

LAFAYETTE  CA – After rebranding from ZypMedia to ZypTV, the San Francisco-based company is planning three big initiatives: A self-service connected TV ad-buying platform for small and medium-sized ad agencies and brands. A drive to limit connected TV ad fraud. Real-time forecasting of ad inventory and audiences. Founded seven years ago, ZypMedia has until now […]


Console Games Are Ripe for TV-Like Ads: Simulmedia’s Dave Madden

LOS ANGELES – TV-like advertising is starting to find a place in video games that people play on consoles like Sony PlayStation and Microsoft’s Xbox as the entertainment software industry undergoes a massive shift in the way games are distributed. Pioneering the effort to put commercials into video games is Simulmedia, an advertising technology startup […]


Let’s Move from GRP’s: Impression-Based Metrics Are Key for Video’s Growth: Effectv’s James Rooke

Consumers are watching video content on a broader range of devices including smartphones, making multi-screen measurement an essential part of the growth in video advertising. The shift in video consumption habits will underpin a move away from traditional methods of measuring viewership and toward metrics that include more media channels. “We need to move away […]


“We are an Audience Delivery Company,” Effectv’s James Rooke

Audience-based targeting is transforming TV advertising as marketers seek to reach consumers based on more robust data including their intentions to buy products and services. The shift has led Comcast Cable to emphasize a data-driven approach that builds on its foundation in local advertising for small- and medium-size businesses. “Our roots are very much in […]


Crumbling Cookies Fueling OTT Ads, First-Party Data: IAB’s Richardson

For many, the deprecation of third-party cookies by Mozilla, Apple and, soon, Google’s Chrome comes as the end of a chapter in online advertising. But it is also the beginning of a new era. A new IAB report, The State of Data 2020, reveals how the crumbling of cookies is fuelling several new trends: US spending on […]

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