The ARF is devoting 2019 to working with its members on empirical research that can help to shape industry standards for cross-platform audience measurement and advertising attribution. Until then, tension will exist among the buy- and sell-side, along with the plethora of companies offering measurement and attribution solutions. The latter was evident at the recent CIMM Cross-Platform Video Measurement and Data [...]

Five years ago, in an excoriating and self-flagellating internal report, The New York Times gazed hard at its navel - didn't like what it saw. "We are not moving with enough urgency," said The New York Times' leaked Innovation Report. "Our journalism advantage is shrinking as more of these upstarts expand their newsrooms. Many (of our news) desks lack editors who even [...]

One aspect of cross-screen video advertising attribution that will need to catch up with others is being able to determine the impact of different creative iterations. Some research suggests creative can account for as much as 70% of overall campaign performance, according to FreeWheel’s Claudio Marcus. Much of the in-depth studies that FreeWheel has done to on the impact of creative [...]

In a world where advertising partners play for both teams, you never really know who is on your side. So says one executive whose company felt so strongly about that issue, it split in two. Telaria spun off its division serving ad buyers back in September 2017 to focus only on providing a programmatic advertising tech platform to publishers. In this video interview [...]

PHOENIX - It was only three years ago that advertising agencies stood accused, by the ANA's K2 Transparency Report followed by a host of others, of operating a system of rebates and kickbacks that worked against brand clients by hiding substandard effectiveness. Now Sir Martin Sorrell, the man who used to run the world's largest ad agency holding group, WPP, is [...]

Lack of innovation isn’t a problem when it comes to advanced television and cross-screen measurement, because there’s lots of it out there, according to Radha Subramanyam. But the Chief Research & Analytics Officer at CBS wonders about the ultimate goal. “I think there’s a ton of innovation, inventions, a lot of granular data in the marketplace,” Subramanyam says in this interview [...]

For something that has been evolving for several decades, marketing mix modeling is still very much a journey in progress. To Spark Foundry’s Lisa Giacosa, the final destination should represent a hybrid of short- and long-term ROI, brand equity and de-duplicated reach and frequency metrics. Overall, Giacosa says in this interview with Beet.TV at the CIMM Cross-Platform Video Measurement and Data [...]

Is bad news bad news for brands? A sometimes-toxic political climate has prompted some advertisers to shun news publishers. Some ad buyers buyers have even blacklisted news sites. Now publishers are fighting back. Vice has accused brand safety platforms of censorship and others like BBC News, News Corp, The Economist and CNN are protesting that bad news can be good news for marketers. One executive who has sat [...]

While a “TV identity graph” may sound simple, it consists of a whole lot more than television sets. To the tune of some 6.9 connected screens in the average household, according to 4INFO CEO Tim Jenkins. “It’s interesting that somebody would try to separate television from the broader identity ecosystem,” Jenkins says in this interview with Beet.TV contributor and Furious Corp. [...]

A couple of years back, Hewlett Packard Enterprise partnered with CNN-backed video site Great Big Story to make a series of mini-documentaries about innovation, The Dreamers... https://www.youtube.com/playlist?list=PLMFGVXWuJ1C4rBLA6IRVSSVlwb1dFrHL7 For Marissa Freeman, it's all part of a trend in which she sees appearing in a news environment as moving the needle. "For us, it's all about being in service to the reader or the viewer [...]

Over the last year, several news or so-called news sites have found their way on to the blacklists which some ad buyers and platforms use. Some media agency executives told Digiday they had blocked hundreds of news sites. We have also seen publishers like BBC News, News Corp, The Economist and now Vice Media protest that there is nothing bad about being placed next to bad news. Now [...]

LAS VEGAS -- Its pay-TV rival Sky may have been first to market to offer highly-targeted, addressable TV advertising capability - but, for UK cable company Virgin Media, moves including a partnership on the technology with Sky itself are paying dividends. Now Virgin Media's owner wants to replicate the impact across its global footprint. In this video interview with Beet.TV, John Paul, [...]

LAS VEGAS -- It is the edgy, indie lifestyle-news zine that became an 800lb gorilla - Vice has blown up. Now the publisher wants to help brands reach a young audience that it knows is increasingly skeptical of being marketed to. In this video interview with Beet.TV, Vice Media international and global chief revenue officer Dominique Delport lays out the scale now [...]

LAS VEGAS -- The traditional deployment for TV ads has always been the top of the marketing funnel, where a mass audience's interest gets ignited by awareness-raising branding ads. But new technology allowing TV to operate like digital channels means the medium can fulfil both awareness and "performance" goals, which aim to generate an actual, measurable business outcome. That is what a [...]

LAS VEGAS—Having just acquired digital platform marketing specialist Adaptly, Accenture Interactive Operations has added a key asset as it builds out its global “experience activation centers” for clients. “It was completely in our wheelhouse, in our sweet spot, and it’s going to allow us to scale our multi touchpoint activation credentials very, very quickly,” says Accenture Interactive Operations Global President [...]

The last two years have seen heady days - a sometimes-toxic political climate, on the one hand, and a growing trend in advertisers shunning that news, on the other. Some ad buyers buyers even blacklisted news sites, prompting one publisher to accuse them of censorship and others like BBC News, News Corp and The Economist to protest that bad news can be good news for marketers. The latest [...]

SAN JUAN, Puerto Rico—As it continues to build out its programmatic solution, WideOrbit is finding that not enough advertisers are willing to pay extra for addressable and targeted television inventory. “We need to see more and more advertisers willing to pay premium for those CPM’s. We’re still not seeing that,” says VP of Business Development Armine Khan. “The bulk of linear [...]

LAS VEGAS—If there’s one thing that unites media owners, ad-tech providers and advertisers it’s the value of understanding audiences. “They’re trying to find the customer too so we can join that up,” says Tim Spengler, the President of Dentsu Aegis Network’s M1 US. “So they’re very much aligned because they know that’s what we’re looking for is better precision around [...]

LAS VEGAS -- What do you get if you add together Engadget, TechCrunch, Huffington Post, AOL, Yahoo, Flurry, Verizon and a host of other media properties? A media megalith that, at first, was dubbed "Oath" and, since January, is just plain "Verizon Media Group". As a media proposition, what does a beast with such breadth add up to? Scale, says Verizon Media [...]

LAS VEGAS—Having categorized more than 400 marketers in the direct-to-consumer space, LUMA Partners knows what has helped to make many of them successful. Trying to imitate them within the confines of traditional marketing isn’t easy, so some legacy companies are acquiring them for both their market share and contemporary culture, according to Founder & CEO Terry Kawaja. “This isn’t some fad, [...]