Having launched last September 29, the OpenAP television audience targeting consortium platform of Fox, Turner and Viacom has more than 700 users. Meanwhile, Turner is beta testing mapping audience segments across its digital footprint. “We have a roadmap that takes us through essentially a 1.5 release and it’s going to go even beyond that,” Dan Aversano, SVP, Ad Innovation & Programmatic Solutions [...]

SAN FRANCISCO – Since its merger with Rovi, TiVo has been on a mission to bulk up its television viewership data by working with service providers “to acquire as much TV viewership data as we could amass,” says Walt Horstman, the company’s SVP/GM, Automated Media & Advertising. “So that’s been very successful and we have a large population of TV viewership [...]

SAN FRANCISCO – Television isn’t very “people-based” right now, a dynamic that LiveRamp hopes to change by extending its IdentityLink platform to the TV space. “There’s a lot of untapped opportunity in TV,” says LiveRamp Co-CEO Anneka Gupta. “It’s not very measureable.” The IdentityLink extension was announced to coincide with RampUp 2018, the LiveRamp conference that attracted nearly 3,000 attendees in its [...]

SAN FRANCISCO – Matching IRI purchase data for 100+ million households with television ad exposure data from Alphonso’s 34 million household penetration produces “the missing piece” of multi-touch attribution. What finishes the puzzle is 12 million common households and more ways that TV can help to inform digital. “We’re seeing a full circle here where digital used to influence TV,” says [...]

Creativity in media is less about pushing one big message out to lots of people than it is generating conversations with consumers at every step of their purchase journey, says David Gaines, Chief Strategy Officer, Wavemaker US. “We’re moving away, I would argue, from media planning and saying ‘well, we actually need a content strategy,’” Gaines says in this interview with [...]

SAN FRANCISCO – Based on a survey of 88 Association of National Advertisers members and the Everett Rogers innovation adoption model, addressable television advertising has reached its inflection point and will grow quickly. This is because 15% of respondents regularly include addressable in their TV plans while another 35% have experimented with it. “These numbers to me really indicate that we’re [...]

Few people would contend that the modern consumer journey leading to purchases of products and services is easy to understand. But for Wavemaker, it’s a distinct way to both differentiate itself from other agencies while helping brand marketers cope with fragmentation and focus on optimizing the right things. This is why Wavemaker’s “principal and defining obsession” is with the purchase journey, [...]

Europe's new consumer data privacy rules have been touted as having a massive impact on the digital advertising world. But, for companies and countries which already sing from the same hymnsheet, could the impact be muted? In this video interview with Beet.TV, one of the biggest ad-tech companies discusses the likely effects - or non-effects of the The General Data Protection Regulation (GDPR). "There [...]

The OpenAP audience-targeting consortium of Fox, Turner and Viacom has made it a lot easier to talk about advances in the traditional television ecosystem. And while last year’s Upfront was “very, very strong” for Fox, “this Upfront is going to be exponentially more powerful about focusing in on this type of conversation about precision audiences,” says Noah Levine, SVP, Audience [...]

While it’s clear that the ratings erosion in linear television “dam has broken,” more networks offering their audience audience targeting solutions means more walled gardens, according to Jonathan Steuer, Chief Media Officer, Omnicom Media Group. Meanwhile, during this year’s TV Upfront season, “There’s going to be a much bigger focus on delivery across all platforms,” Steuer adds in this interview with [...]

More than 40% of US companies remain open to fines of up to €20 million for non-compliance with new European consumer data legislation. The General Data Protection Regulation (GDPR) came in to effect back in 2016, whilst the final deadline for compliance comes this May. Now any global company which deals with EU citizens' data must comply with a new and more stringent [...]

PALM SPRINGS, Calif --  To date, the biggest beneficiaries of programmatic digital ad buying have been the larger ad buyers, those which are buying at such scale that every efficiency adds up to a big gain. But an emerging school of thought has it that the next wave of digital ad targeting growth won't come from national brands, it will come [...]

Declaring that “less is more” when it comes to the television viewing experience, NBCUniversal says it’s cutting advertising clutter by 20% in original, primetime programming and 10% across the portfolio starting this fall. In addition, the media giant is launching a new, 60-second, contextually programmed PRIME POD in the first or last break of a show dedicated to up to [...]

PALM SPRINGS, Calif -- The publisher whose brands include AskMen, PCMag, Mashable and the Ookla Speedtest service has a clear focus on the tech vertical. But Ziff-Davis doesn't want to leave its advertisers to rely on off-the-shelf "tech" audience segments to reach their customers. In this video interview with Beet.TV, Ziff Davis Senior Vice President, Strategy and Growth, Jason Sinnarajah explains that the company [...]

PALM SPRINGS, Calif -- Blockchain technology may be commonly associated with cryptocurrencies like Bitcoin, but there are a host of vendors out there trying to bring blockchain benefits to other sectors, and advertising is not missing out. Among the use cases cited for blockchain in ad-tech is improving transparency by making transactions supremely recordable and viewable in an authenticated ledger. That is [...]

PALM SPRINGS, Calif -- Over the last year, the scourge of digital ad fraud has risen up to become one of the industry's biggest bogeyman. But what if you could cut ad fraud by up to 600%? That's what Mike Zaneis claims he can do, for companies that follow his organization's recommendations. Zaneis heads up the Trustworthy Accountability Group (TAG), a non-profit [...]

PALM SPRINGS, Calif -- In an online advertising world increasingly excited about the application of customer data sets and segments, the conversation usually is confined to consumer data. But what if you are a marketer that sells not to consumers but to businesses? Anudit Vikram has got you covered. He is SVP at Dun & Bradstreet, the 176-year-old business data provider that has collected [...]

PALM SPRINGS, Calif -- After a year in which calls for "transparency" in advertising technology reached "cacophony" on the controversy scale, advertisers understanding of the issues has increased significantly - and their demands are growing in lock-step. That is according to one ad exchange operator which reports a maturation in the questions marketers are asking of their platforms and publishers. "So, the [...]

PALM SPRINGS, Calif -- After another year of outcry over insufficient transparency in the digital advertising chain, supply-side platform PubMatic kicked off the year by making two pricing pivots geared toward soothing concerns. As the company's platform sales VP Kyle Dozeman tells Beet.TV in this video interview: "The first was the removal of our buy-side fees" "The second was our transition to a [...]

PALM SPRINGS, Calif – Imagine an advertising agency that creates its own data and technology, produces video content and sells ad inventory in that content and you’ve got IBM Watson Advertising. So it’s in a unique position to actually help clean up the digital ecosystem. Like many in the industry, Watson Advertising believes there are too many tech players. With lots [...]