It is now over a year since some US TV networks came together to strive for commonality in how they tap the opportunity of advanced TV ad targeting. Now, it seems, they want to kick it up in to the next gear. Last year, Fox, Turner and Viacom teamed to co-found OpenAP, a new consortium to agree on commonality in the way granular [...]

CANNES – Just because Joe Marchese is probably the most outspoken advocate for reducing video advertising load and giving consumers more choices doesn’t mean he’s naïve about the challenges involved. Give him 20 minutes to explain those hurdles and lunar landings can seem simpler to achieve. Such was the case at the 2018 Cannes Lions International Festival of Creativity when Marchese [...]

CANNES - A social media pioneer, who was the first digital director at Ralph Lauren and now heads digital at global powerhouse CAA-Global Brands Management Group, Kendra Bracken-Ferguson says that diversity needs to start with personal outreach and mentoring. CAA-GBG’s clients include companies as Coca-Cola, Hershey’s and Cheesecake Factory, as well as artists Jennifer Lopez, Eva Longoria, Kelly Ripa, Kate Hudson [...]

CANNES – When most people consider a data-management platform (DMP), they see data and technology. Damian Garbaccio of Nielsen, which Sony Crackle recently chose to power its addressable advertising capabilities, sees “connective tissue” between data and measurement assets. Garbaccio, EVP, Advertiser Direct & Marketing Cloud, is working with Sony Crackle and much of its connected TV inventory to better monetize it [...]

CANNES – IRI has almost 400 million reasons why television should no longer be planned and bought based on traditional age/gender metrics and related proxies. That’s the number of consumer loyalty cards the company can access to discern what virtually every U.S. household purchases offline. But until recently, data from those cards has taken a back seat to the traditional buying [...]

The digital platforms are commanding a greater and greater share of ad spend, and may even now be contributing to a forecast decline in US TV ad spend. How can the TV industry fight back? By simplifying and going large, says Operative CEO Lorne Brown, in this video interview with Beet.TV, Together with FreeWheel, Brown's company just launched Premium At Scale - [...]

CANNES – How does a huge marketer like Nissan convince its procurement people to explore new, non-traditional ways of reaching audiences and measuring those efforts? “We have this kind of internal joke that right now we have more pilots than American Airlines,” is how Allyson Witherspoon, Nissan’s GM for Global Brand Engagement, explained it. At the recent Cannes Lions International Festival [...]

CANNES -- Over-the-top TV adoption may be exploding - but that explosion is louder in some corners of the world than others. In this video interview with Beet.TV, the chief revenue officer of ad-tech firm SpotX explains that his company has seen a swing for its revenue mix toward OTT - but that is not the case uniformly. "We've seen over the [...]

It's no coincidence that TV companies are facing a challenge to retain ad spend migrating to digital ecosystems run by the big native behemoths. Several initiatives and companies are now trying to tackle that problem. But what will it really take for TV to become a "platform"? In this panel discussion moderating by MediaLink's Matt Spiegel for Beet.TV, Viacom Executive Vice President of advanced [...]

New York adtech company MediaMath has raised $225 million to fund expansion and acquisitions from investment firm Searchlight Capital Partners, the Wall Street Journal reported today. The investment brings the valuation of the company to $1 billion, the Journal says citing sources. Earlier this year, Beet.TV interviewed MediaMath CEO Joe Zawadzki. The topic was the pending impact of GDPR.  We have republished [...]

A blockchain is a public, distributed, anonymised ledger of transactions that is supremely trackable and traceable. It is the technology that underpins digital currencies like Bitcoin – but, in theory, those “transactions” don’t have to be monetary. Over the last year, businesses of all kinds have explored the potential it offers to record every action and modification in a distributed ledger. Chad Andrews knows. [...]

CANNES -- A lot of industry insiders are talking these days about how the traditional ad agency is dying. That may or may not be true, depending on your persuasion. But a 2018 intervention by new blockchain technology could at least improve the quality of agencies' lives in the foreseeable future. That was the hope of one big-brand marketer, excited about the [...]

CANNES – Whether it’s marketers catching up, getting head or trying to leapfrog others, the need for transformation is the theme that drives everything, to Shane Ankeney, President, Havas Media Group North America. “They are looking to us as change agents, as transformation stewards, to help them do that because they realize that it’s very difficult changing their own organization sometimes,” [...]

CANNES - A big topic at Cannes was the imperative for the industry to become more racially diverse as a business priority.  One essential step is to get more people of color into the creative process, says Steven Wolfe Pereria, CMO of Quantcast. In America, marketing is now fully multicultural, and the industry has to follow with it its hiring and [...]

CANNES—Television ratings have been a consistent metric for several decades, despite their limitations. Now that new TV ad formats are emerging, “There’s just no consistency,” according to Joe Marchese. That doesn’t seem about to change anytime soon judging from a one-on-one interview with Marchese, who is President of Advertising Revenue at Fox Networks Group, and Dave Clark, GM of Comcast’s FreeWheel, [...]

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from buyers and even from a couple [...]

CANNES -- Several years after the term was first coined, "omni-channel marketing" - the process through which brands reach customers in a unified fashion despite that being through multiple devices or places - is still far from ubiquitous In this video interview with Beet.TV, Essence president Jason Harrison says the roll-out of the omni-channel approach is still a mixed bag. "Some are really [...]

CANNES -- The construct of "The Four Ps of Marketing" has been in circulation for some decades now. But old needs a reboot. In this video interview with Beet.TV, Wavemaker global chief client officer Aaron Smith redefines the "Ps" for a new era. "The old ways of building relevance no longer work," he says. "To really drive relevance in today's world, brands need to [...]

CANNES -- Brands and agencies have more data thane ver before - so why is it getting more difficult to prove the real outcomes of marketing? In this video interview with Beet.TV, Wavemaker global head of strategy Stuart Sullivan-Martin says proving value is getting harder, not easier, as two imperatives of marketers come together in a clash. "Accountability, understanding of what's working, [...]

The technology used to process cryptocurrency doesn't need to be particularly fast. At peak, there were barely 500,000 global Bitcoin transactions per day. When you think about using the same technology for digital ad management, however, it becomes clear that the infrastructure would need to cope with tens of millions of transactions per second. Many people are starting to talk about the prospect [...]