Advertisers have a growing number of ways to measure the effectiveness of their campaigns as more consumers spend time with connected devices like smart TVs and mobile phones. Roku, the maker of a popular video streaming device, has added to its menu of measurement services as marketers demand more outcomes-based metrics. “We’ve expanded the roster of third-party measurement partners that we [...]

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 as more ad buyers have wanted a better handle [...]

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 you go to more performance-savvy advertisers [...]

More advertisers are relying on a broader set of measurement tools to evaluate the effectiveness of their campaigns. These outcome-based metrics seek to provide more insights into how advertising affects consumer behavior. “Clients are getting a lot savvier in terms of being able to ask the right questions, to be able to measurable business results to some of the programs that [...]

In the space between mobile and TV, what's old is new again. Started in Japan in the mid-nineties, QR code were initially popular with the countries NTT DoCoMo mobile carrier. They never quite took off until they were baked into the cameras of iOS and Android. Recently, however, practices like contactless ordering from restaurant menus have seen QR codes become even more [...]

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 of the idea of corporate responsibility [...]

Marketers are developing strategies to reach audiences who are spending more time with streaming platforms, specifically those that carry advertising. Measuring the effectiveness of their campaigns has become more challenging as they seek to ensure they’re reaching target audiences. “We are in the process of working with our partners to evaluate and validate these [measurement methods],” Bharad Ramesh, executive director of [...]

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, VMLY&R's global lead for human-centered design and [...]

Welcome to this episode of the BeetCast. Hope you are well and enjoying the summer. We are finishing up this season in fine form with two leading figures in our industry: This week’s guest is Laura Desmond and on August 9 we  publish our season finale my chat with Lou Paskalis. Great to catch up with Laura, to unpack her incredibly successful career in [...]

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 consider the consumer,” Ashley Luongo, senior [...]

If you could see, in near real-time, how well an ad campaign was driving sales, you might be able to recalibrate it in "mid-flight". That is what IRI, a consumer-packaged-goods (CPG) purchase data provider, is helping ad-tech companies and their ad buyers do. In this video interview with Beet.TV, Jennifer Pelino, EVP of omni-channel media at IRI, explains how it works - [...]

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 standard that all digital advertising has [...]

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 been consumed more than ever before. [...]

BANGALORE -  FAST is exploding. Free Ad-Supported TV options are rising growing fast. According to eMarketer, in January 2021, just over a third (34%) of US households that had video streaming capability used ad-supported streaming services. But, whilst 26% of that was AVOD (ad-supported video on demand), the remaining 8% was something more familiar to traditional viewers - linear. In this video [...]

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 to help. Loss of signal "Many marketers already made [...]

Welcome to this episode of the #BeetCast, Hope you are well and enjoying the summer. For this week’s episode, I am happy to chat with Matt Seiler. Many of you know Matt as the longtime CEO of IPG Mediabrands and later at Dentsu where he was President of Brand Solutions. An innovator who saw the transformation of the media business to programmatic, Matt [...]

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 interview with Beet.TV, 4As EVP for government relations [...]

Dentsu's John Lee, Global Chief Strategy Officer at its Merkle unit, is joining NBCU in the newly-created role of Chief Data Officer, sitting within the company’s Global Advertising & Partnerships division. The announcement was made today.  The news was first reported by the Wall Street Journal. Late last year we spoke with Lee about publisher uses of "identifiers" in audience targeting.    [...]

When you're a peacock whose rainbow wings spread across a wide variety of media channels, ensuring you get the correct assets in place can be a challenge. That's why NBCUniversal has announced it will adopt Ad-ID, a kind of "bar code" identifier for advertising, as its standard for managing ad asset in-flow through its One Platform suite. Ad-ID was developed and is [...]

Entrepreneurs can expect to face plenty of rejection as they seek financing from venture capital firms. For Rajeev Goel, co-founder and chief executive of sell-side platform PubMatic, those hurdles were a sign that his company was a pioneer in advertising technology. “I felt there was a big opportunity to create a multibillion-dollar technology company focused on the needs of premium publishers, [...]