With software makers clamping down on use of device identifiers for advertising purposes, it seems like the fabric of digital advertising is being torn up, leaving ad agencies scrabbling to cook up alternative routes to audiences. For one agency digital chief, what comes after identity comprises three approaches: An "agnostic" approach to alternative solutions. Embracing content-based targeting. Discovering the new science [...]

The marketing and advertising world is at an exciting, expansive point. In fact the true scope of the industry is under counted. But it lacks the energy and positivity to grow, opines the longtime agency futurist and best-selling author Rishad Tobaccowala in this wide ranging podcast interview with guest host Matt Spiegel, EVP at TransUnion. While he is bullish on the building [...]

Television advertising sales are becoming increasingly automated as digital technologies transform the way marketers and media agencies run campaigns. Computerized auctions of video ad inventory have established a foothold in connected TV (CTV), and are expected to transform the broader television marketplace amid its technological evolution. Managing Sales Amid Complexity Mark Gorman, chief executive of Matrix Solutions Publishers and TV networks face a [...]

Millions of people this year have quit their jobs, a trend that has been described as “the Great Resignation,” as the economy adapts to a “new normal”.  The transition to remote work has loosened the ties that people feel toward their workplace, challenging organizations to develop stronger relationships among employees. “The ‘new normal’ is a remote and hybrid environment for organizations [...]

NEW YORK – Buyers and sellers of media are pushing for a “common currency” that unifies audience measurement for traditional channels like linear television with newer digital video platforms. They also want a broader variety of metrics other than reach and frequency, which have been a staple of the media and marketing industries for decades. “We are in a terrific, terrific [...]

NEW YORK – Measuring television audiences can be limited when the metrics don’t indicate whether individuals actually saw commercials and programming. TVision was started to measure audience attention among consumers in a representative sample of 5,000 U.S. homes. “We believe the future of marketing data is a fusion between the big data sets, such as smart TV data, set-top box data [...]

A system introduced two years ago to help advertisers understand the contents of audience data segments needs an upgrade, according to one of the people who helped drive the initial initiative. In this video interview with The Project X Institute executive director Jon Watts for Beet.TV, Jonathan Steuer explains why the IAB's Data Label needs to be 'fixed". Steuer is the former [...]

NEW YORK - Consumers have more ways to watch television programming among different electronic devices, challenging the media and marketing industries to measure that activity. NBCUniversal, whose media brands include NBC, MSNBC, USA, SyFy and the Peacock streaming service, has called for new ways to quantify audiences and the effect of advertising. The company in August sent a request for proposal [...]

By now, many people are aware of the concept of "cognitive bias". Because humans are humans, it is something that can manifest in advertising creative. Now IBM's machine learning engine Watson wants to find evidence of biased advertising, so that it can build a solution. Uncovering bias https://twitter.com/IBMNews/status/1408101117515415557 Back in June, IBM Watson Advertising announced it had begun a research project to apply open-source AI [...]

If media measurement companies want to regain their footing in the new world, they are going to have to beat off competition from ad agencies that, armed with data and software, believe they can do the job themselves. In recent years, the traditional measurement companies have tried to transition their panel systems forward. But, in this video interview with Beet.TV, Kate Sirkin, [...]

Measurement companies are not keeping pace with rapidly evolving viewer behavior and advertiser demands - so Disney plans to do something about it. That was the view expressed by Lisa Valentino, executive vice president of client solutions and addressable enablement at Disney Advertising Sales, as she launched launched a series of ad-tech offerings. In this video interview with Beet.TV, Valentino explains what [...]

Digital ad identifiers like cookies may be drying up - but some media companies think that offers them an opportunity. For many, the current moment is about re-establishing the primacy of publisher-audience relationships. In this video interview with Beet.TV, Susan Parker, chief strategy officer at Nexstar Digital, which recently purchased The Hill for $130 million, explains her company's approach. More Hills in the stars? Nexstar's [...]

We were at Advertising Week in New York Hudson Yards and we were delighted to see so many colleagues in person.  Congratulations to the event producers for taking such care around health safety.   It was really well done. Our world of advanced TV was the subject of extensive programming.   Measurement and data was a key content line and we caught up [...]

Marketers and media owners are looking for ways to get the most out of consumer data amid changes to privacy laws and growing restraints on online audience tracking. They can unlock the value of their data by breaking down siloes within their organizations, making the information more interoperable. Consumer identity management company Infutor seeks to help businesses with its trove of [...]

Rocked by the withering of traditional ad identifiers, increasing privacy regulation, and increasingly fragmented audiences – advertisers are steadily regaining the ability to effectively use audience data across TV platforms. “Clean room” technology, through which media companies and advertisers connect and exchange data within the scope of privacy rules, are gathering pace. Once the domain of just digital advertising, that technology is now equally [...]

Television advertising is on the cusp of becoming more targeted on national cable and broadcast networks, giving marketers more control over the reach and frequency of their biggest campaigns. This addressability will support linear TV advertisers that want to engage focused audience groups and connected TV (CTV) advertisers that are looking for greater scale across multiple screens. “The aperture of addressable [...]

The modern digital advertising industry has a difficult decision point, with many executives wanting to heed the new privacy imperative whilst nevertheless sharing that audience data with third-party data companies. That dualism would seem to be intractable - but Bill Stratton doesn't think so. In this video interview with Beet.TV, the global head of media, entertainment and advertising at data services  company [...]

In a challenging business environment and with traditional TV viewing waning, a growing number of brands and their ad agencies are leaning into connected TV. There, they can employ data-driven buying, targeting and measurement. But what's the right balance of digital and linear, and how can buyers wring the best effect from the new channel? That is what seven executives discussed during [...]

In an industry in which "addressable" advertising has seemed to describe the extent to which inventory itself can be targeted, one man has a different take. Charlie Weiss says "addressability" shouldn't just refer to opportunities but also to outcomes. In this video interview with Beet.TV, the head of business development at TV advertising measurement and analytics platform EDO, explains how it is [...]

I am delighted to welcome my dear friend Tracey Scheppach to this episode of the #BeetCast. I call her the “mother of addressable TV”. Well, she didn’t exactly invent addressable TV but she was by all accounts the first buyer of the medium. She was deeply involved with pilot projects in Colorado and Alabama in some twenty years ago. In our chat, she recalls [...]