LOS ANGLES - How do you solve ad targeting when the fabric of the practice is being torn up? By dealing with real people. That's according to one ad agency exec using proprietary technology to maintain audience relationships as accepted targeting methods wane. In this video interview with Beet.TV, Karin Mihkels, EVP, Partnerships & Business Development at Matterkind. Three new trends Matterkind is the [...]

CHICAGO - Despite the traditional fabric of ad targeting being torn up, the key relationship between publisher and consumer can be restored by a holy trinity of new approaches. That is according to an ad-tech exec who sees the diminution of third-party cookies and mobile ad identifiers not as a negative but as a turning point. In this video interview with Beet.TV, [...]

If you want your ad campaign to produce the end result, a sale outcome, it's best to start at the beginning, a clear targeting strategy. That is the emerging viewpoint when it comes to the new trend in marketing - outcome-based advertising. And end has a start In this video interview with Beet.TV, Peter Sedlarcik of Havas Media Group says brands no longer [...]

The COVID-19 pandemic has thrown momentum back toward local media planning and buying that had begun to look like a poor relation to national. So Mediaocean, whose software helps advertisers automate their operations, is launching new tools to bring further efficiencies to what it says is still a highly manual process. In this video interview with Beet.TV, Mediaocean's Drew Kane explains the [...]

In a global pandemic crisis, doctors are the vital link between pharmaceuticals and patients. But, when in-person visits are shut down, how do medical marketers gain cut-through? In this video interview with Beet.TV, Ray Rosti, chief digital officer of healthcare marketing agency Publicis Health Media, explains how health brands are overcoming the modern ailment of COVID-19. The virtual physician's appointment "The things that we're [...]

CHICAGO - When businesses' backs are against the wall, they ask for money to work harder. But, even before COVID-19 threw a spanner in 2020's works, marketers were already becoming more likely to ask for proof of the effectiveness of every marketing dollar spent. That is a change from the days when they were content to let some brand awareness-building spend go [...]

CHICAGO - The advertising industry is only just wrapping its head around the necessary and beneficial move from indiscriminate ad targeting to identity-based audience targeting - but now the solutions on offer for the latter already look like splintering. That's the view of one ad-tech exec who says advertisers may have to accept that what comes after cookies is several different [...]

Despite promising to automate TV ad sales - a practice that, for decades, has been carried out manually - programmatic ad sales, even in connected TV (CTV) environments, have remained considerable hands-on. But now we are reaching a tipping point where the majority of CTV ad sales will be programmatically traded. At least, that will be the case for the world's largest [...]

If you needed any more proof that digital video was merging with traditional TV, look no further than the latest announcement from Comcast. Last week, it announced that its FreeWheel ad serving tech unit had begun unifying its technology set, with a first stage meaning NBCUniversal now using FreeWheen's dynamic ad decisioning capability to drive linear TV schedules. In this video interview [...]

LONDON  -  In the emerging world of addressable TV advertising, the dichotomy for buyers appears to be this - the technology makes buying TV cheaper than ever, yet channel fragmentation means doing so remains burdensome. Addressability allows ad buyers to target ads at particular groups of viewers - sometimes even individual households - thanks to viewing platforms' audience identifiers. But Harry Harcus, [...]

MIAMI  -- The events business has been crushed by the pandemic, and physical events won't come back until next fall. As events producers and publishers shift to virtual events, the results have been mixed, observes Brian Morrissey, long time editor-in-chief of Digiday, who stepped down from his position in October. He suggests that events scheduled this Spring as physical events will inevitably [...]

SAN FRANCISCO - They may have come to regard their own customer and prospect data as closely-guarded information. But retails have plenty to gain from sharing their customer data with other organizations. New software allowing that to happen in a way that respects both user privacy and client confidentiality now promises to unlock those benefits. Brand benefits In this interview with Beet.TV, Alice Stratton, LiveRamp's [...]

At the end of an otherwise "crazy" year, DISH Media sees a way forward after strong momentum in the growth of addressable TV ad sales. In June, DISH Media told Beet.TV it was selling 60% of ads programmatically. In this video interview with Beet.TV, Kevin Arrix, Senior Vice President, DISH Media, says players in an increasingly splintered industry need to come together [...]

It is the joint venture that promises to make 20 million New Yorkers available to advertisers at the push of a button? So, how is New York Interconnect (NYI) - a JV of Altice USA, Charter Communications and Comcast - approaching the growing desire of ad buyers to reach TV viewers across all their screens? In this video discussion with VAB CEO [...]

Addressable advertising that lets marketers target individual households on linear TV will revolutionize the way broadcast networks sell their commercial inventories and fuel higher spending. With TV ratings company Nielsen last month saying it would start measuring addressable ads on a national basis next year, a major barrier to spending growth will recede. "What we saw this year for the first [...]

If you thought your connected TV was fraud-free, Steven Woolway has some data points for you. "We identified - just this year, in the first half of this year - 800 fraudulent apps. That was more than we identified in all of 2019," says Woolway. He should know. As EVP, Business Development, at fraud and viewability ad-tech vendor DoubleVerify, Woolway is charged [...]

ATLANTA - Local news outlets this year have shown their power to reach viewers during times of crisis, as people seek information about that has the biggest effect on their regions. That's especially true during the pandemic, as various cities and states implement differing policies to halt the spread of COVID-19 based on the most immediate circumstances. "Throughout COVID, we've seen [...]

BOSTON - The history of online audio is a tale of closed-platform listening. But what if the future was interconnectivity with a suite of advanced audio advertising tools? That is what Nick MacShane believes could pan out. In this video interview with Beet.TV, the founder of media- and tech-focused M&A advisory Progress Partners says the new audio landscape is opening up to [...]

CHICAGO -  If you can make an ad strategy work there, you can make it work anywhere. It's up to you - but Brad Danaher recommends beginning your targeted TV ad strategy in New York. With connected and addressable TV technology, marketers can buy ads that reach specific audiences. In this video interview with Beet.TV, the director of TV solutions at Experian [...]

Marketers are seeking to boost the efficiency of their media buying as the economic fallout of the pandemic pressures their advertising budgets. The demand for greater efficiency makes transparency a bigger a priority in ensuring they're reaching the right audiences with their media buys. "Agencies and marketers are cost-conscious," Sarah Warner Harms, vice president and agency platform lead at Xandr, said [...]