LOS ANGELES – Media buyers and sellers fret that intermediaries in the programmatic advertising market are charging excessive fees, resulting in a “tech tax” that drains media budgets. These commissions are likely to fall as ad-tech companies seek greater scale, said Kevin Arrix, senior vice president of Dish Media, at Beet.TV’s Beat Retreat. “The pressure is going to continue to force [...]

LOS ANGELES – As video game publishers seek more ways to monetize their content, in-game advertising is seen as a source for growth. Because playing video games demands a person’s undivided attention, they can provide brands with a way to raise awareness and recall. Video games are “one of the most scaleable, cinematic, high-quality content channels you can possibly engage with,” [...]

The company had already streamlined its considerable ad sales offering as ertising/oneplatform/. Now NBCUniversal is consolidating the under-the-hood data that powers it all. In this video interview with Beet.TV, John Lee, Chief Data Officer, NBCUniversal, details the company's newly-launched data platform, dubbed "NBCUnified". Data difference The new NBCUnified platform comprises NBCU ID, Data Marketplace and Partner Integrations. Whilst NBCUniversal has had a data offering for [...]

LOS ANGELES -- In a nascent market replete with both opportunity and inertia, there is always a need to smooth off the rough edges. That is why Sean Buckley's company acquired video ad-serving platform last year. In this video interview with Beet.TV, Buckley, Chief Revenue Officer, CTV, Magnite, explains how SpringServe can help catapult CTV fortunes. Magnite's attraction SpringServe’s technology handles inventory routing, customized [...]

The UK advertising industry is steadily pushing forward with an initiative to implement a common approach to measuring media consumption across screens. Led by the ISBA (Incorporated Society of British Advertisers) trade body, Project Origin has brought together advertisers, platforms, broadcasters and media agencies. In this video interview with The Project X Institute executive director Jon Watts for Beet.TV, Sam Taylor, Head [...]

LOS ANGELES – Viewers are dividing their time spent with video content among a wider variety of devices and platforms, challenging advertisers to measure reach and frequency more accurately. ViacomCBS supports efforts to create a cross-platform currency for the media marketplace alongside its development of its Vantage platform for advanced advertising. “Optimization, targeting – all this stuff – is probably further [...]

Having raised $270 million from an IPO in 2021, ad verification company Integral Ad Science (IAS) is continuing an acquisition trail designed to accelerate key growth areas. The company has acquired Context, a Paris-based digital content classification company. Here is is the press release. In this video interview with Beet.TV, IAS CEO Lisa Utzschneider explains where the acquisition fits in. Building the classification [...]

LOS ANGELES – Advertisers, marketers and measurement companies agree on the need for a cross-media currency for buying and selling video advertising. However, they’ve been frustrated as the media landscape has grown more fragmented, and walled-garden environments hinder audience measurement. Diana Bernstein, executive vice president and managing director of investment at Havas Media Group, is optimistic that the media and marketing [...]

LOS ANGELES – The growth in e-commerce has spawned a variety of digitally native and direct-to-consumer (DTC) brands. As those marketers grow, they are developing television advertising campaigns to reach a wider group of potential customers. “We’re all customers in the direct-to-consumer space. The idea of going directly to a store is no longer the only way we’re interacting with our [...]

LOS ANGELES – Marketers have more ways to measure the effectiveness of their advertising campaigns with strategies that consider business outcomes. This transformation is affecting the way agencies work with clients and their media partners. “I would love to be able to spend less of my day thinking about strategic ways to work with the sell side…and focus more on solving [...]

LOS ANGELES – Consumers are reaching their limit on how much they’re willing to pay for monthly subscriptions to streaming video services. Those budgetary constraints are pushing many of them to seek out advertising-supported platforms that are free to watch. “What we’ve found in the past few years is that free content is growing extremely fast. For a long time, the [...]

LOS ANGELES -- Bill Livek didn't ask for much for Christmas this year - only a revolution to ensure that every TV set in every room in America is fully measured. At Beet Retreat Santa Monica in November, there was a growing belief that the TV industry, which had long depended solely on Nielsen's panel ratings, needs to evolve to accommodate [...]

LOS ANGELES -- The ability to precision-target and measure connected TV ad exposure, all the way through to metrics like website visitation or purchase, has lit up the prospect of TV becoming a digital-like performance marketing medium. But one man at the center of the medium's evolution says the opportunity is still well serving brand-building goals. In this video interview with Zach [...]

LOS ANGELES -- When is a stream not a stream? When the streams are played by viewers using a plethora of different devices. That creates a measurement problem for streaming platforms and their advertisers. But one company that has been monitoring streaming quality for two decades says it has the answer. In this video interview with Zach Rodgers at Beet.TV's Beet Retreat, [...]

LONDON - When TV ads came in just one flavor, things were more straightforward. Now that connected TV offers the possibility to target custom creatives at distinct micro-audiences, things are getting a little more complicated. In this video interview with Beet.TV, Ben Regensburger, CEO of Peach, a TV ad creative distribution company, discusses the possible solutions. Channels' challenges "We've had a sizeable increase in [...]

LOS ANGELES -- It is already a federation of nations. Could Europe now also form an alliance to unify online TV viewer data for advertisers? Stéphane Coruble hopes so. As CEO of RTL AdConnect, the ad sales division of RTL Group, he has already been responsible for helping start a continent-wide joint approach to advanced TV ad operations. Now Coruble wants to [...]

Welcome to this episode of the BeetCast podcast. We are bringing you these voices from the Beet Retreat last month in Santa Monica. Wonderful insights on what’s next for our industry. In this podcast, we are sharing these chats between David Levy, CEO OpenAP with moderator Jon Watts, and FreeWheel’s GM Dave Clark with moderator Denise Colella. And finally, hear Omnicom’s Kelly Metz chatting with [...]

LOS ANGELES — The television industry is grappling with significant changes in the way viewership is measured, including greater emphasis on how advertising campaigns drive business outcomes. With consumers splitting their time among a wider variety of screens, cross-platform measurement has become a bigger priority. Amid these developments, NBCUniversal this year undertook a major effort to understand the capabilities of measurement [...]

Digital channels like social may have a head start when it comes to applying identity to ad targeting. But TV, thanks to internet connectivity, is catching up. In this video interview with Jon Watts for Beet.TV, Will Keggin, Director, Advanced Advertising, UK, LiveRamp, explains how brands are taking an interest in the UK. Broadcaster innovation "As the barriers lower to make sure you've got [...]

LOS ANGELES -- The theory: the new-look TV ad business can look a lot like digital, significantly automated. The reality: so many Excel sheets still pushed between buyers and sellers. In this video interview with Furious Corp CEO Ashley J. Swartz for Beet.TV's Beet Retreat Santa Monica, Richard Nunn, VP & GM, Advertising Suite, Comcast Technology Solutions, says that contextual targeting is [...]