DENVER - When it comes to connected TV, many people have considered the channel fraud-free - at least, relative to display advertising. But, slowly but surely, fraudsters are following the money to the booming OTT TV landscape. So ad-trading platforms are plugging in fraud-fighting software in a bid to eradicate the problem before it smothers the nascent opportunity. Emerging channel In this video interview [...]

LONDON - Almost a year after it was announced, the addressable advertising platform from the UK's biggest commercial broadcaster is about to go fully live. In November 2019, ITV announced Planet V, a platform enabling data-driven buying, optimization and monitoring of ads on ITV Hub, the multi-platform app through which viewers can watch catch-up and live ITV shows. Whilst the system has been [...]

DETROIT  -- Two TV worlds are colliding: the old one, in which advertisers bought air-time watched by rough demographics and then completed modelling to understand its effectiveness the new, over-the-top TV ecosystem, which can accurately measure consumption and even track through to outcomes. In this video interview with Beet.TV, Amy Guenel, VP of Product Marketing at video ad platform Tremor, explains [...]

CHICAGO - Consumers have more ways to consume media than ever before, challenging advertisers to track the effectiveness of their marketing efforts. The growth of the omnichannel universe is driving a shift toward audience-based measurement, and TransUnion is working to be at the forefront of that development. The company, which is best known as a provider of consumer credit reporting, has [...]

TransUnion will continue its expansion from providing consumer financial profiles into powering advertising transactions with audience data, by fully acquiring Tru Optik. Tru Optik is a data marketplace and management platform that includes the behavior of more than 80 million homes on connected TV, streaming audio and gaming. Deal terms were not immediately disclosed. TransUnion already made an investment in Tru Optik [...]

The company which has pioneered the creation of interactive ads that can reduce ad load and yield higher viewer engagement will get another owner, after Disney off-loaded it. True[X] is being sold to Gimbal, a technology company focused on using location information to activate ads. In its announcement, Gimbal says true[X] publisher integrations enhance its own identity solutions - effectively offering it [...]

Combine two giant digital ad management platforms, and what do you get? A content powerhouse, according to the man bringing them together. From October 1, the video ad management platforms at Disney and Hulu combine as a single one called Disney Hulu XP, helping ad buyers make one buy across the combined footprint and reduce repeat ad exposure on either platform. In this [...]

Connected TV may be having a "moment" - but the future is about allowing brands to advertise through both connected and linear television. That's according to an ad-tech exec who is trying to give them that capability. There's been a lot of chat in the industry about the growth of CTV of up 50% in COVID time," says Amobee chief commercial officer [...]

Mark Zagorski has a vision for a unified connected TV effectiveness metric. But first, he's going to need to ensure connected TV ads can all be seen in the first place. In September, Zagorski joined as CEO of DoubleVerify, after exiting the same role from Telaria amid its merger with Rubicon Project. In this video interview with Beet.TV, he says his new [...]

Successful omnichannel advertising strategies require a holistic approach involving people, process and technology. The ultimate goal of that approach is to reach target consumers among the growing universe of fragmented marketing channels while also avoiding wasteful media spending. "The linchpin for omnichannel anything is really to start with the audience and with the consumer, versus starting with the channels," George Manas, [...]

FARMINGDALE, NY /  SAN JUAN, PR - September 29, 2017 – A shipment of nearly a thousand pounds of essential medicines including antibiotics, vaccines, asthma and diabetes drugs has landed in San Juan. The items are bound for medical facilities here and on the nearby islands of Vieques and Culebra. The delivery was shipped Friday morning by private jet from Long [...]

Another nail in the coffin for traditional ad measurement metrics? NBCUniversal has become the latest media owner to launch its own effort to quantify impact for advertisers. It's called Total Investment Impact, an attempt to measure the effectiveness of advertising across campaigns, screens and platforms, focused not on simple impressions but on business results. In this video interview with Beet.TV, Kavita Vazirani, EVP, [...]

CHICAGO - Capping off a month of virtual events called Fall 2020, which had been previously known as NYC TV Week, the focus of next week's sessions will be on measurement and streaming, two of the most dynamic sectors of the television industry. For a preview of the event, we spoke with next week's sessions producer Tim Hanlon, CEO of the [...]

By ripping up the fabric of ad targeting on iOS devices in pursuit of consumer privacy enhancement, Apple will impact advertisers and publishers alike. That is the view of one marketing executive who has been trying to solve this kind of problem for several years. Apple is due to change its Identifier for Advertisers (IDFA), which advertisers use to identify iOS devices [...]

SAN FRANCISCO - How can ad platforms hope to front up against Google and Facebook when the fabric of ad targeting is being ripped apart? By laying a new infrastructure, says Travis Clinger. Third-party cookies are being deprecated by browser makers and Apple is switching its Identifier For Advertisers (IDFA) system to opt-in by consumers - threatening traditional modes of targeting users. But, [...]

BOSTON -  Deprecation of third-party cookies and now Apple's decision to make its IDFA mobile ad system opt-in by consumers will have a profound impact on how advertisers can target audiences across screens. So how can ad buyers adapt and change tactics? Apple is due to change its Identifier for Advertisers (IDFA), which advertisers use to identify iOS devices so they can [...]

SEATTLE - Omnichannel marketing has become more challenging as the media universe grows more fragmented, but that trend also has led to some surprising results for GrubHub. The food-delivery app has seen strong results from its cable TV commercials, defying expectations that digital channels were best suited to reach a target audience. "We are part of the digital-first economy … spending [...]

AUSTIN - What lies on the other side of the some of the most fundamental changes to digital advertising infrastructure that we have ever seen? Around a dozen enablers of a new, identity-driven digital ad landscape. That is according to one executive whose company has been trying to bring about a consensual, yet consolidated approach. In this video interview with Beet.TV, Jim Sink, [...]

Apple is tearing up the fabric of ad targeting on iOS devices in pursuit of consumer privacy enhancement - but a majority of marketers are scratching their heads and may move from iPhone to Android. That is according to a man who represents more than 800 leading brands on the topic of mobile marketing. Apple is due to change its Identifier for [...]

LOS ANGELES - Families with young children are spending more time with digital entertainment as the coronavirus pandemic limits many of the outdoor activities they used to have, spurring demand for kid-friendly programming. Increasingly, those households are turning to digital platforms like over-the-top and streaming services for shows they can enjoy together. WildBrain Spark, the multichannel network that makes and presents [...]