Since time immemorial, digital marketing has credited an online conversion to the last click a user made before the purchase was made. But that doesn't just ignore the plethora of exposures a consumer may have had to a marketing message prior to the last click; it also arguably fails to utilize the growing number of ways in which prior clicks and [...]

AT&T’s more than 170 million consumer relationships—north of 140 million of them in the mobile space—generate a ton of data. For Turner, the data from those relationships will be the basis for optimizing and guaranteeing campaigns based on business outcomes. Such guaranteed optimization could emerge by late this year or early 2020, Turner’s Dan Aversano explains in this interview at the [...]

Consultant Matt Prohaska has been into digital media from its cookie roots to the modern day quest to track consumer identities across platforms. A frequent Beet.TV contributor, Prohaska also was a key participant in the recent leadership forum titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World. In this event recap, Prohaska, CEO and Principal of Prohaska Consulting, talks [...]

Like many companies, Comscore plays an important role in seeking to derive unduplicated reach curves for television audiences, along with other data advancements. It recently played a key role in a project with NBCUniversal in which NBCU guaranteed business outcomes for the first time, in a campaign for the movie The Upside. Comscore’s seat at the table was its “data-centric, panel-informed” [...]

Back in 2015, Viacom was one of the first broadcast owners to sell ads based on data about advertisers' audiences. The product it launched to do that was called Vantage, and is now also used by rivals like Fox. In this video interview with Beet.TV, the man who runs it explains the undertaking. "How do we plan the campaign?," asks Gabe Bevilacqua, [...]

Time flies, and it is now almost two years since GroupM, the world's biggest ad-buying agency, reorganized its early programmatic ad buying initiatives in to [M]Platform, a new cross-agency unit. [M]Platform, the rationale went, would be a “suite” that comprises data analytics, audience insights, data scientists, technologists from across other GroupM divisions, including the Xaxis division. In this video interview with Beet.TV, Tanwir [...]

As identity resolution migrates from digital media to various forms of television, there are gaps to close as turf wars abound, says 4INFO’s Mari Tangredi. The end goal is to bring “some of the things that people have gotten used to in digital forward into the TV space. We’re bridging that gap between them.” From a tactical standpoint, getting marketing data [...]

If data really is the new oil, how do you know where to drill? And how do you extract and refine the black stuff, once found? Most marketers now understand the importance and the power of acquiring, segmenting and targeting against distinct audience data characteristics. But, as they jump in, many skip over the strategy part. That is according to one ad [...]

Using data to power identity graphs requires talent and a new way of looking at media planning and activation. But it’s all of little use unless creative and media people at agencies form effective means of collaborating, according to Erin Matts. The newly appointed U.S. CEO of Hearts & Science sees progress being made on the collaboration front, some of it [...]

PHOENIX -- If Maggie Zhang could choose a tagline for this year it would be “prove incremental value.” Because while it’s a given that digital and television advertising works, “altogether we need to understand how each channel, each different tactic actually works and contributes to the final outcome in order to advise or inform advertisers to allocate budgets and optimize [...]

PHOENIX – Between legacy data warehouses and other consumer information, marketers are “drowning in massive amounts of data,” says Art Muldoon of Amnet Group US. Given that some 80% of data is unstructured, “What that means is we’re really trying as marketers to find what are the best sources of data that’s most actionable to help advertisers achieve their audience engagement [...]

PHOENIX -- Twenty-five years after the first web banner ad was supposedly sold, the digital advertising business has come a long way. It took just a couple of years, after HotWired sold the ad to AT&T manually, for software to be applied to ad sales. Now in what the DMP managing director of ad-tech vendor Sizmek, Joshua Koran, calls the "third decade" [...]

PHOENIX – Converge and you will find convergence seems like an apt metaphor to describe the combination of Amobee and Videology. Easing the way forward is the ability to “make sure that connected TV starts to look like linear,” says Amobee’s John Rogers. Six months ago, multichannel video demand-side platform Amobee acquired Videology. Now the former describes itself as a video [...]

Contextual mishaps always existed in the days before digital. Ads always got placed next to editorial their buyers wish had not been there. But it is the control, power and automation promised by digital that has made media placement faux pas harder to take. That is a takeaway from one digital agency exec currently undertaking an audit of every brand client's risk [...]

PHOENIX – The demand for artificial intelligence in identity marketing seems to be outrunning figuring out how to mix personally identifiable data with various other data sources. “When you think about what a customer needs for overall data strategy, it is all different data points, not just any one specific form of data,” says the Head of Adobe’s Audience Manager, [...]

PHOENIX – Account-based marketing services provider Instinctive is shepherding BtoB companies into the national television space, but with more precise targeting and at a fraction of the cost for traditional BtoC TV advertisers, says Co-Founder Henry Lau. “Traditionally, TV for BtoB audiences is extremely expensive,” Lau says in this interview with Beet.TV at the IAB Annual Leadership Meeting. He cites as an [...]

PHOENIX -- The Washington Post’s in-house, self-built software line-up already numbers some products that lean on artificial intelligence. But the unit called Arc Publishing thinks the future is going to be orders of magnitude different - for better or for worse. In this video interview with Beet.TV, Shailesh Prakash, Washington Post CIO, outlines the evolution from rudimentary AI to a sophisticated future. "It's early [...]

PHOENIX – Just as someone clicking on an ad doesn’t necessarily lead to a sale, someone visiting a web page doesn’t necessarily lead to a new customer. Such metrics must yield to better indicators of potential business outcomes, according to Xaxis North America CEO Matt Sweeney. “The reality is even in 2019, we still have big-brand marketers and people spending lots [...]

PHOENIX -- News publishers need to come together to create a single method of storing user identities, according to News Corp's programmatic ad sales chief. In the last two years, rival publishers in many several countries around the world have come together to form joint systems which aim to unify audience data in to holistic reader identities that can be used [...]

Why is $300 million the new black? Because that is the amount that both Google and Facebook have each pledged to spend on initiatives for news publishers, both over three years. For one ad agency veteran who is now a board member at one of the world's largest news organizations, that may not be enough. "I do wonder from a value exchange [...]