Giving publishers better tools to understand the all-over identities of their audiences is the key that will help them compete for advertisers against big tech platforms. That is the growing consensus amongst a cluster of companies aiming to use so-called "identity graphs" to help publishers fight the "walled gardens" of Facebook and Google. "People spend more time on the open internet than [...]

Tubi doesn’t just see itself surviving the streaming wars, it sees itself winning. Mark Rotblat, chief revenue officer of the free, ad-supported movie and TV streaming platform, told BeetTV during Advertising Week that the streaming wars help Tubi “greatly.” As more platforms launch, like Apple’s streaming network and NBC’s Peacock, more people will cut the cord, argues Rotblat. “There’s been a decline [...]

The opportunity is massive, but the silos are deep. In the emerging world, there are enough possibilities and platforms that the market is becoming fragmented. Marc Bourget wants to bring it back together. Bourget is product management VP at Samba TV, a tech platform which helps advertisers approach the new world of connected TV. "All of the large CPGs, auto insurance, the [...]

It's the walled gardens' world; we just live in it. That is the growing fear in pretty much all walks of society these days. None more so than in media, where, on the one hands, publishers lament the attention and time gobbled by social networks, apps and search platforms, and, on the other, advertisers grumble at the paucity of choice they [...]

Three years after it set out to create a digital advertising supply chain platform that set out to ease publishers' worries, trade association Digital Content Next's own private marketplace is now facilitating more than "eight figures" in ad sales, according to the man running the non-profit organization. Over the last few years, a growing number of premium publishers has become increasingly vocal about [...]

If you are in the ad targeting game, it helps to know who your viewers or readers are. Traditionally, TV has suffered from inadequate knowledge about those viewers. The industry has come to call this "probabilistic" targeting. But its flip side, "deterministic" targeting, promises to give advertisers more accuracy by using real viewer data to find the known audiences. In this video [...]

The advertising these days is fond of talking about the perils of "walled gardens", the publisher platforms which don't allow the transport of data beyond their own confines. But Erica Schmidt is more interested in "open parks". In this video interview with Beet.TV, the global CEO of IPG Mediabrand’s unit Cadreon says "identity graph" technology is helping to give ad buyers a [...]

What if AI could perform many of the functions of modern marketing? That future is coming in to view. Today, technology's ability to collect and interpret vast quantities of data means marketers are swimming in reports, often leading to insights which can inform recalibrations in strategy. But the emerging possibility of "predictive" technology, underpinned by cloud-based AI compute technology provided by vendors [...]

Podcast listenership has exploded – Acast COO and president Oskar Serrander says that 90 million Americans listen to podcasts every month – and brands are starting to ride the wave. Acast, launched in 2014, is a global podcasting network that serves as the gatekeeper for brands and agencies to the podcasts it hosts, which have become valuable advertising real estate. Long [...]

A few years after the technology began its surge, artificial intelligence continues being talked about in advertising and marketing circles. But, beyond the abstract, understanding for how AI can help real use cases tends to remain spartan. So, what can AI really do for P&L? In this video interview with Beet.TV, Manish Mittal, SVP of predictive analytics vendor Course5, explains how it [...]

"Waste not, want not". The origin of that aphorism apparently goes back centuries but, in the super-charged TV ad market of 2019, it may be as relevant as ever. Especially for brands. In this video interview with Beet.TV, an ad agency leader says, when he buys ad campaigns across media types, he sees a lot of wastage in television. "What we're seeing [...]

Publishers have an identity problem. Index Exchange is seeking to solve it through a partnership with Target’s Roundel. In June, Index Exchange announced its partnership with Roundel, in an approach to programmatic advertising that uses Target customer data sets to inform media buys. According to Andrew Casale, president and CEO of Index Exchange, the partnership “brings addressability through first party data like never [...]

NBCUniversal parent Comcast acquired FreeWheel in 2014, but that affiliation doesn't appear to have affect FreeWheel's ability to strike deals with other broadcasters. In a deal announced today, Discovery Inc, which already was a FreeWheel customer, says it will now take on FreeWheel's "unified decisioning platform to enable holistic advertising management for Discovery’s full roster of cable networks". Discovery wants advertisers to [...]

The outcry over "transparency" in the digital ad ecosystem grew to a crescendo three years ago now, when the ANA’s K2 Transparency Report accused agencies of operating a system of rebates and kickbacks that worked against brand clients by hiding substandard effectiveness. That was just one piece of the problem. Ad-tech vendors also stood accused of obfuscating "ad-tech tax" fees siphoned [...]

Despite years of talk of "convergence" in media and technology, there is still confusion about how exactly it should play out on the ground, according to an executive trying to help advertisers better understand the market. "There's also a lot of confusion around it because oftentimes people think, 'Oh, connected TV, that's 'convergence'," says Philip Smolin, chief strategy officer at Amobee, [...]

In a world of Slack, social and video, it may be much maligned. But email, which dates back to at least 1973, could wind up being the unlikely glue of advanced digital marketing stacks. Email marketing is nothing new, of course - brands have practiced it for decades. But, somewhere along the line, marketers trying to use web and app outlets to reach [...]

SANTA BARBARA --  The non-profit umbrella representing advertising-funded digital media will bolster its defense to lawmakers it says don't understand the data-driven ad targeting technology they are legislating against. But the IAB also says it has its own ideas for limiting the mis-use of audience data. In the last couple of years, privacy scandals like those involving Facebook and Cambridge Analytica have [...]

Already, the announcement made during Advertising Week that Roundel is partnering with Disney to provide data for better-informed ad buys is sparking ideas for other industry heavyweights. Shoba Subramanian, the director of PepsiCo’s global Center of Excellence, sees it as an opportunity for more industry collaboration. “That [partnership] presents what could potentially be a very interesting opportunity for us to explore the [...]

SANTA BARBARA -- The marketing industry has been thrown in to turmoil by a collection of digital privacy scandals and regulatory responses that have changed the nature of ad targeting. But it will recover as one which executes similar opportunities on a different basis. That is according to one of the arch deal makers responsible for stewarding billions of dollars in ad-tech [...]

SANTA BARBARA -- Advertisers must reduce the number of ads to which they expose viewers on different devices if they want to avoid putting them off and turning them away. That is the view of one ad agency exec searching for technology to reduce the frequency of ads. They key, says Tim Spengler, the president of Dentsu Aegis Network’s M1 US, is [...]