FreeWheel’s Marcus: How Smart TV’s Complement Cable Box Viewing Data

When you co-mingle television-viewing data from set-top cable boxes with data from smart TV’s, you get closer to tracking fragmented consumption. But what complicates measurement of IP-delivered video content is an understanding of what IP-connected devices are actually associated with people in a given household. That’s a person-level frontier that FreeWheel plans to tackle, according […]

 

Spark Foundry’s Giacosa Wants AI To Get Emotional

People keep talking about artificial intelligence as though it is some distant future. The reality is that many companies are now using variants of AI to enhance their business processes. Case in point – Publicis agency Spark Foundry is using machine learning on audience data points to enable the creation of dynamically-produced ad creative, customized […]

 

OTT Won’t Stop US TV Ad Shrinkage: GroupM’s Wieser

Five months after the “most-quoted man in advertising” moved from Pivotal Research to go in-house at GroupM, Brian Wieser has some mixed news for his new employer. Wieser, who was a media and marketing soothsayer at the research firm and is now business intelligence global president for the agency, says TV ad spend will decline […]

 

Focus On The Outcome: WarnerMedia’s Riess

A marketing industry which has traditionally measured proxy metrics that came prior to a hard-to-see eventual purchase now needs to change to consider the end goal as its prime destination. That is according to one man whose primary medium has not always been considered adept at measuring through to actual consumer purchase – but, for […]

 

Converged At Cannes: Amobee’s Venuto On TV Data

For a company that is, itself, increasingly the product of a growing acquisition trail, Amobee may be well within its rights to talk about “convergence”. And that is exactly the message Domenic Venuto wants to bring to the upcoming Cannes Lions ad festival. After a couple of years in which Amobee acquired Turn and Videology, […]

 

Xandr Has Created a New ‘Community’ Marketplace

After a couple of years of intense change in the wider group, AT&T’s Xandr unit last month created a whole new digital marketplace for trading video ads. Xandr, AT&T’s unit for advanced TV advertising, is barely nine months old, itself coming after a period in which AT&T has gobbled up WarnerMedia. But, in May, it […]

 

EY’s Balis Reflects On Unification Versus Competition, Changing TV Landscape

In the general quest for more advanced advertising resources, the overarching conversation is about “unification and interoperability” across the industry. Underneath is the day-to-day reality of competition among a variety of players with different business models. “I think we’ve got a lot of bets in motion right now,” says Janet Balis, Global Advisory Leader, Media […]

 

Innovid’s Netter On Advanced TV, Coalescing Industry Leaders

Sometimes you have to push the envelope and concentrate on innovating, other times listening to the market is more of a priority. For the fast-growing Innovid, right now it’s time for the latter six years after releasing its first connected-TV product. Having helped to create Innovid 11 years ago to transform video experiences on the […]

 

Nielsen Prepping Platform For Addressable TV, Ad Decisioning

Having bulked up on assets in the smart-TV space, Nielsen is targeting next year for the launch of a platform that will help scale addressable television advertising. Key to the effort will be executing ad replacement and decisioning. One of Nielsen’s most recent acquisitions was of Sorenson Media. The company now has technical underpinnings of […]

 

Vevo’s McGurn: After Shift In Distribution, Video Ad Inventory Expected To Sell Out In UpFront

About a year after sunsetting its own apps in favor of distribution via YouTube and virtual MVPD’s, Vevo expects to sell out “a nine-figure body” of music video advertising inventory in the UpFront. It’s part of Vevo’s plan for “returning music television to the living room,” says Kevin McGurn, President of Sales & Distribution. In […]

 

Brands Want Deeper Relationship With Fewer Tech Partners: SpotX’s Buckley

If the process of brands and their ad agencies contracting advertising technology vendors were like the dating game, well, these days more of them are becoming less promiscuous. In this video interview with Beet.TV, Sean Buckley, CRO of SpotX , says brands are now seeking out deeper, more meaningful relationships with fewer tech suppliers. That […]

 

true[X] Extending Uplift Measurement To CTV, Publishing Partners: CEO Midha

Engagement-ad format pioneer true[X] continues to focus on brand lift as “the leading indicator of conversion” as it expands into connected TV and offers its measurement technology to publishing partners. “Today we’re actually able to measure brand lift in near real time across the true[X] network on CTV, desktop, mobile for every campaign that we […]

 

Omni-Channel Depends On Measurement: Xaxis’ Anderson

In the marketing world, omni-channel – the ability to reach a consumer across one or many of a range of different media, but only the right media at the right time – is gathering steam. But knowing which channel to use and when is a thorny problem that must be solved before a marketer can really […]

 

Brands, New Awards, CMO Growth Council: Cannes Lions Chairman Thomas Previews 2019 Festival

With a host of brands seeking to unlock growth through creativity, two new awards and a new initiative called Connect, Learn, Experience (CLX), the Cannes Lions International Festival of Creativity “will be a little bit busier and a little bit bigger than last year,” says Chairman Philip Thomas. Although Cannes Lions started in 1954, it […]

 

Identity Resolution Needed To Enable Data-Driven TV: FreeWheel’s Manningham

Coming in to view, the new world of using audience data to precision-target connected TV advertisements depends on a solid understanding of who those consumers really are. But do marketers have what they need to succeed in this new world? “Identity is really at the center of data-driven TV,” says Jason Manningham, General Manager of […]

 

NBCU’s Colella Explains The Partnership With Sky, Status Of OpenAP

The sky is the limit for global addressable television at NBCU given its joint advertising initiative with Sky, which NBCU parent Comcast purchased in the fall of 2018. “The exchange of best practices between the two is really going to help us both,” says Denise Colella, SVP of Advanced Advertising at NBCU. In this interview […]

 

IAS CEO Utzschneider Aims At Differentiation, OTT & Platform Support

If advertising viewability is, as many folks say these days, “table stakes”, where does that leave one of the original digital ad verification vendors? Integral Ad Science’s (IAS) new CEO says she is focused on differentiation, on Internet TV and on big platforms. “Many marketers are asking IAS, ‘Hey, get in the OTT game’, says […]

 

Interactive TV Has Finally Reached Maturity: Chalozin

The dreams go back a long way. In the 1990s, conceptual fantasies of shopping, browsing and navigating on-demand “interactive TV” were everywhere – and it seemed like the future was just around the corner. Then… not much. The internet boomed and video eventually graced connected screens. But interactive TV was still largely an unrealized dream. […]

 

RTL AdConnect Coming To America: Coruble Seeks D2C Dollars

Can a TV group from Luxembourg crack the US market for digital video advertising? Last year, acquiring SpotX, pan-European RTL Group created Video Marketplace (VMP), an initiative to combine various source of online video ad inventory which its AdConnect sales house represents. Now the outfit is doubling down on its US presence. “(When) I stepped […]

 

Post-Cookie, Open Web Has A Bright Future: Rubicon’s Barrett

In the days after the desktop web was the only channel game in town, many publishers struggled to adapt to a world without cookies. Then, new regulations and changing consumer sentiment put the brakes on advanced ad techniques which sought to solve the cookie problem. But the latest emerging tech promises to give open-web publishers […]

 
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