Audience-based targeting is transforming TV advertising as marketers seek to reach consumers based on more robust data including their intentions to buy products and services. The shift has led Comcast Cable to emphasize a data-driven approach that builds on its foundation in local advertising for small- and medium-size businesses. "Our roots are very much in local advertising," James Rooke, general manager [...]

For many, the deprecation of third-party cookies by Mozilla, Apple and, soon, Google's Chrome comes as the end of a chapter in online advertising. But it is also the beginning of a new era. A new IAB report, The State of Data 2020, reveals how the crumbling of cookies is fuelling several new trends: US spending on third-party data in 2019 was up 6.1%, [...]

LOS ANGELES - Advertisers are seeking more flexibility in their marketing campaigns, including the ability to target audiences among multiple media platforms in a cost-effective manner. They also want more insights into how their advertising drives business outcomes like sales, especially with media budgets being squeezed in the pandemic economy. In this environment, audience targeting platform OpenAP today announced a collaboration [...]

Being one of a relatively small number of Black senior executives in the AdTech industry has been "exhausting," says  Kerel Cooper, SVP Global Marketing at LiveIntent. The relentless effort to fit in, to "code switch," into a person who fits the workplace norms results in losing "bits of yourself," he adds in this interview with Beet.TV Seeking to build a dialogue among [...]

The new chief revenue officer of an industry initiative aimed at helping marketers and publishers share audience data segments without technology intermediaries has issued a call to major data and broadcast partners, as he joins the company. Aleck Schleider has joined Blockgraph from Amobee, where he was SVP of client and data strategy.  The company announced today. "We're really talking to all [...]

The COVID-19 pandemic may have winded the economy, the advertising business and personal lives around the world. But, for over-the-top (OTT) and connected TV (CTV), lockdown looks like being a catalyst. Not only have OTT services seen a big uptick in consumption during the period, but the whole ecosystem appears to have come together to improve the tools available for advertising placement [...]

When people say that they don't notice color in the workplace, it's simply not true. But that's fine.  Being identified as a Black man in a leadership position in a major media organization and mentoring others, is a good thing, says Brian Norris, SVP of Advertising Sales at NBCUniversal. Norris, who heads the direct-to-consumer sales efforts at NBCU, says that mentorship is [...]

Cord-cutting is still happening at a rate of knots whilst, for many viewers, traditional appointment-to-view TV is a thing of the past. Amid these shifting audience behaviors, it would be tempting for marketers to contemplate switching from one medium to another. But emerging evidence suggests a tag-team approach can drive optimal results. In this video interview with Beet.TV, Jack Bamberger, the chief commercial [...]

Diversity in the workplace is an imperative but it has to happen in the context of the wider issues of racial separation in our society, says Sean Robertson, a veteran of the advertising and media industry who is Director of Partnerships at DISH. We need to understand our differences and celebrate them.  Galvanized by recent events of racial injustice, we are [...]

LOS ANGELES -  In the pandemic economy, many brands are dialling down their ad spend, not least on awareness-raising TV ads. Traditional linear TV ads typically target mass demographic groups and offer little in the way of measurement to truly discern return on investment. By contrast, the new wave of advertising-supported over-the-top (OTT) TV services is trying to make hay during the [...]

MOUNTAIN VIEW, CA - With some marketers becoming more skeptical toward top-of-funnel, awareness-driving campaigns in a tricky economy, television is being challenged to transform itself into a digital-style medium that can offer guaranteeable results. One expression of that is attribution technology that can link up a known exposure to a TV ad with a consequential outcome like website visit, store visitation [...]

TV viewership this year has surged as people look for news, information and entertainment while being stuck indoors during pandemic lockdowns. That increased interest in late-breaking developments helped to boost viewership of CNN to the best second quarter in its 40-year history, more than doubling total viewers to 1.19 million for the total day. The increased viewership helped CNN to expand [...]

So far in its evolution, header bidding - a software process revolutionizing digital ad sales - has been seen as a a seller tactic. But could the technology also be a boon for buyers? In this video interview with Beet.TV, the director of ad platforms at one of the two leading over-the-top TV device conduits says it could be. Both sides benefit "Header bidding [...]

DENVER - It has long been a medium used to fill the top of the marketing funnel, awareness. But, bit by bit, the connection of TV to the internet is upgrading the old box in the corner of the living room with new tricks. The new ability of TV to not just deliver messages but to help track, measure and trace those [...]

How does the owner of TV properties like HGTV, Food Network, TLC and Eurosport like to sell its ads? Via as many channels as possible, automatically - but with a high degree of business control. In this video interview with Beet.TV, Bill Murray, Vice President, Programmatic Revenue and Ad Products at Discovery Inc, explains how the company is working with ad platforms [...]

It is the digital ad-selling software process that has done so much to bolster the revenue earned by publishers. Now "header bidding" is making in-roads to connected TV. In recent years, display advertising has been revolutionized by the technique, which sees ad auction systems able to entertain bids from multiple demand sources simultaneously, thereby increasing publishers' yield. But header bidding has been [...]

CHICAGO - Connected TV (CTV) viewing is exploding with audiences, and advertisers want to follow suit. But where, once, TV was relatively straightforward to buy, how are agencies how approaching the proliferating platforms, opportunities and challenges? In this video interview with Beet.TV, Beth Weeks, VP and director of media at Digitas North America, explains. Standardization sought Weeks says she hopes the industry can begin to [...]

What is it going to take for TV networks to front up and match big players like Google, Facebook and Amazon when it comes to offering advanced advertising opportunities? Answer: learning to function with the same ecosystem mentality as the tech giants. In this video interview with VAB CEO and president Sean Cunningham for TV Reset, a Beet.TV industry discussion series, 605 [...]

Comcast's NBCUniversal entered the video streaming market with the launch of Peacock, which is now available on multiple platforms to watch on TV and mobile devices. The ad-supported service has a mix of live and on-demand programming including movies, news, sports, reality series and late-night shows for free, and a premium tier with exclusive original programming for $4.99 a month. Viewers [...]

The growing audience for advertising-based video on demand (AVOD) services like Pluto TV, Roku Channel and Tubi is driving a shift in media spending that's likely to be long-lasting. More of their video ad inventory will be offered among programmatic platforms that shaped the market for digital display ads in the past decade. Magnite, a sell-side platform (SSP) that was formed [...]