SSPs Have Critical Role In OTT Ad Sales: Essence’s Fisher

In a medium where more of the ad inventory is sold by the people who actually make the content, the software they use to facilitate transactions will have an increasingly important role. After a decade in which so much display ad inventory was traded through open programmatic exchanges, the emergence of connected, over-the-top (OTT) TV […]

 

Header Bidding Can Redefine OTT Ad Sales: PubMatic’s Berlingo

TV networks and MVPDs want to sell ads in a new way for a new era- but they are going to need some new tools to help get them there. For example, many now want to sell more than just 30-second spots in sequence, preferring to to sell the whole of a commercial break in […]

 

Header Bidding Is Unlocking OTT TV Ads: Kinesso’s Fitzpatrick

LOS ANGELES — It took its time to leap from display to video and TV, but now the ad-trading technique known as header bidding convince more connected TV programmers to make ad inventory available to buy programmatically. That is according to one agency exec whose company is rolling up its sleeves. Header bidding is the […]

 

Fast-Growing Kidoodle.TV Family AVOD Service Joins PubMatic on Header Bidding

EDMONTON, ALBERTA – Your average seven-year-old may not know too much about the intricacies of header bidding through programmatic OTT ad exchanges – but Daniel Riddell doesn’t need them to. The CTO of kids online TV service Kidoodle.TV is witnessing amazing growth during the COVID-19 pandemic. And he is installing a stack of ad-tech to […]

 

DISH’s Robertson Sees Programmatic TV Rising In Pandemic

The COVID-19 pandemic has up-ended all the norms of traditional TV ad buying, with the usual upfront ad sales season largely suspended. That is what happens when brands, uncertain about their future prosperity, decide against making hefty upfront ad purchase commitments. But, in their pursuit, instead, of agility and flexibility, could those brands be accelerating […]

 

Omnicom Media Group Embraces National Addressable TV Amid OTT Boom: Kramer

Until recently, the common understanding of connected TV services was that they were mostly popular with younger cord-cutters and the typical view of addressable TV ad targeting was that it worked mostly at the local level. But ad agencies are now enjoying recent developments which are widening both of those apertures – audience breadth and […]

 

Lockdown Is Accelerating Data-Driven TV: Fox’s Darren Sherriff

With resources constrained and a new importance placed on sure-fire customers, marketers are responding to the COVID-19 pandemic by using data tools and data to find more bankable targets through advertising. In recent weeks, we have heard from several executives who have suggested ad buyers are moving further down the marketing funnel, looking to improve […]

 

In New TV World, Traditional Ad Serving Will Fade Away: PubMatic’s Olsen

As advertising technology evolves to serve a world that is increasingly about video and TV, traditional methods will fade to black, leaving a new class of vendor in charge. That’s the view of one ad-tech executive trying to bring about the change. “In the world we’re living in today, where you have parallel auctions, header […]