Data Applications Aren’t Limited to Cross-Screen Currency: LiveRamp’s Christine Grammier

Consumers are dividing their time among linear TV and newer streaming channels, spurring discussion about a cross-screen currency for measurement. But data and metrics have many other applications for businesses, said Christine Grammier, head of TV measurement at data connectivity platform LiveRamp. “We see a vast ecosystem that uses data and metrics in different ways, not just for […]

 
 

The Four Pillars Of A Clean Ad Supply Framework: 4As’ Karandikar

In 2021, digital ad supply isn’t enough. Today, ad buyers want to know the provenance, the pathway and the performance of that inventory. If those are the three Ps of the practice known as supply path optimization (SPO), then here is another framework. In this video interview with Beet.TV, Ashwini Karandikar, EVP, Media, Technology, Data […]

 
 

Measure Cross-Screen Impact, Not Just Delivery: Wavemaker’s Nancy Beekman

The fragmentation of the media market has pushed advertisers to find ways to reach consumers among more devices, and determine which ones produce the best results. This approach to cross-screen measurement reflects changes in viewing habits. “When we plan media on behalf of our clients, we don’t plan them in channel siloes. We plan across […]

 
 

GroupM’s Jaffe Examines SSPs & Beyond In ‘Inclusive’ Supply-Path Interrogation

Of the many digital ad buyers now engaged in “supply-path optimization” (SPO), most consider it a quest for efficiency. But what if it could also move the needle on social responsibility? In this video interview with Beet.TV, GroupM VP, Managing Partner, Global Head of Programmatic, explains how SPO is changing. Socially-responsible SPO SPO has risen […]

 
 

Cross-Screen Metrics Are Evolving With Ad Targeting: Roku’s Louqman Parampath & GroupM’s Matt Sweeney

Cross-screen measurement of advertising has become a bigger priority for marketers as they seek to understand how consumers have changed their viewing habits among a wider group of devices. The growth in streaming video has not only made the media landscape more fragmented, but it also has provided another source of data about consumers. “If […]

 
 

Responsible Media Buying Supports Quality Content: Essence’s Mike Fisher

Improving the media ecosystem for advertisers and consumers is a significant undertaking that involves everything from tackling ad fraud to improving audience measurement methods. It also includes greater awareness of the environmental effects of advertising amid growing concerns about global warming. Responsible advertising “goes a step deeper, and it does get into a little bit […]

 
 

Empathy & Creativity: VMLY&R’s Gaikowski On Human-Centered Design

Until now, many brands will simply have looked at customers as, well, customers. But, increasingly, the demands of recognizing diversity – and the profits that can come from doing so – are compelling them to understand distinct groups of people. It is a practice called human-centered design. In this video interview with Beet.TV, Jason Gaikowski, […]

 
 

Programmatic Market Includes Premium Content: NBCUniversal’s Ashley Luongo

The programmatic marketplace has evolved to give advertisers greater flexibility in their media buying, while also being mindful of the consumer experience. That include a reduced ad load, innovative ad units and other opportunities for brands to engage with viewers. “In order to maintain and preserve a responsible ecosystem, particularly for programmatic, we must always […]

 
 

CTV Offers High Standards for Responsible Media: Xumo’s Colin Petrie-Norris & Essence’s Mike Fisher

Digital media companies, advertisers and ad-tech companies have fretted that the loss of tracking cookies and device identifiers is making audience targeting more difficult. Providers of ad-supported streaming video already work in a cookieless environment that’s mindful of the consumer experience. “The lessons in a way that smart TV or CTV advertising is creating a […]

 
 

Cross-Screen Metrics Don’t Have to Be ‘Perfect’ to Be Effective: Wavemaker’s Rinaldi

Whether viewers watch traditional linear TV or have shifted to streaming services, they’re still spending a significant amount of time with the biggest screen in their households. The change in consumption habits has spurred a need for measurement methods to capture demographic-based or audience-based buying. “The screen itself hasn’t lost consumption. The TV screen has […]

 
 

Machine Learning Can Build Back Signals Lost In Ad Privacy Movement: Wavemaker’s Hernoux

Google may have given third-party cookies a stay of execution to 2023 – but the trend is undeniable. Browser cookie deprecation, plus limits on mobile identifiers imposed by Apple amongst others, are limiting traditional targeting methods used by advertisers. In this video interview with Beet.TV, one ad agency executive says technology can come riding in […]

 
 

Agencies Want Uniform Ad Privacy Regulation, 4As’ Pepper Says

Alison Pepper wants the advertising industry to respect consumers’ privacy. She just doesn’t want a multitude of ways in which to execute that. Europe ignited the new privacy era with its GDPR legislation, prompting California’s CCPA, deprecation of third-party cookies and other mobile identifiers and now a federal look at privacy policy. In this video […]

 
 

Ad Attribution Is Gateway to Cross-Screen Measurement: Unilever’s Jennifer Gardner & GroupM’s Matt Sweeney

As people divide more of their time spent with media among a wider variety of devices, cross-screen measurement has become a key pursuit for marketers and advertising agencies. Any improvement to those metrics starts with setting some common standards that help to define how audiences are counted. “People are hearing what advertisers are needing in […]

 
 

Ford’s Roadmap To Safety & Diversity: Marla Skiko

For many of us, 2020 marked the emergence into a whole new world – one ravaged by pandemic and one awakening to a thirst for fairness. For Marlo Skiko, it also marked another change. From being EVP ad ad agency Starcom, Skiko went brand-side at Ford Motor Company, as US and global head of media. […]

 
 

Messiness Before Maturity: Forrester’s O’Connell On The Evolution Of Creative Ad-Tech

In the last 20 years of digital advertising, technology, it seems, has often been used to squeeze out optimization, efficiency and impact. But what if it could recalibrate the creative works that make all that happen? That is what is beginning to happen, as a new generation of AI-driven technology sets its sights on the […]

 
 

‘Programmatic CTV Marketplace Has Changed Dramatically’: PubMatic’s Nicole Scaglione

LOS ANGELES – Automated bidding for commercial time is becoming more predominant as advertisers demand more flexibility in their over-the-top (OTT) and connected (CTV) media buys. That shift comes as video publishers seek to monetize their growing audiences for higher-quality programming. “The programmatic CTV landscape has changed dramatically just in a handful of years,” Nicole […]

 
 

Panel Data Provide More Complete Picture of Viewing Habits: Comcast’s Claudio Marcus

Consumers have more ways to watch video than ever before, making it more difficult for advertisers to measure those viewing behaviors. Surveying consumers in a panel helps to supplement sources of viewing data, including set-top boxes and automated content recognition (ACR) from smart TVs and other connected devices. “The reason the panel remains critical is […]

 
 

ANA CEO Liodice Wants Answer To ‘Opaque’ Ad Supply Chain, a Conversation with Joanna O’Connell of Forrester

How much of brands’ digital ad spend is simply wasted? That’s the question Bob Liodice wants an answer to. In April, the Association of National Advertisers (ANA), of which Liodice is CEO, issued a call seeking a consultant to conduct a study to help the organization understand how much actual spend is siphoned off in […]

 
 

Balance Performance & Responsibility: MediaMath’s Cordier

How can modern marketers combine two of the leading priorities of the age? It all boils down to a need to balance two key pillars – performance and responsibility – according to MediaMath chief partnerships officer Laurent Cordier. In this video interview with Beet.TV, Cordier talks about how those imperatives can come to the fore. […]

 
 

Privacy, Diversity Underpin Responsible Media Investment: PubMatic’s Kyle Dozeman & Essence’s Adam Gerber

Advertisers are grappling with stricter regulations on data sharing and the loss of tracking technologies that help with audience targeting. These shifts have made first-party data collected directly from consumers more valuable for buyers and sellers of media. As a sell-side platform (SSP) that represents publishers, PubMatic is a key part of the advertising supply […]

 
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