MIAMI – From a perch like that of Joanna O’Connell at Forrester Research, it’s hard not to see the big picture in the roiling television business and what needs to change. Whether it’s the “insane” practice of continually chasing lower CPM’s or the “chicken-and-egg” Netflix business model. Overall, the Principal Analyst believes that things are moving from “conversations about how the [...]

It has only been around for about two years - but, already, header bidding, the technology which allows publishers to entertain bids from multiple ad buying sources simultaneously to achieve higher yield, is changing fast. Quickly cornering segments of the display market, now header bidding is ready to thread its way in to richer ad formats, says one vendor. This September, Rubicon [...]

MIAMI – About six months ago, dataxu unveiled the first self-serve platform for custom, audience-based buying of connected-TV inventory. “I’m always surprised by what our customers are now coming up with,” says Tore Tellefsen, the company’s VP of TV Solutions. dataxu started down the road of expanding its OneView audience management platform some four years ago. Back then, the focus was [...]

MIAMI – It’s not just the television industry that’s undergoing massive change as linear slowly cedes to other viewing options. Marketers, meanwhile, must embrace new forms of measurement as table stakes in their efforts to keep pace with that change. For both, the question becomes “How can we enhance the speed of change,” says Matt Spiegel, Managing Partner at MediaLink. Thus the [...]

A leading NBC ad sales executive has stressed the importance of effective measurement for programming and ads across a plethora of screens, as the company convenes a summit to bash industry heads together on the topic. Nielsen’s Total Audience Report solution, for reporting cross-platform viewing of TV and digital content using a single metric, was  delayed earlier this year after key client NBCUniversal dubbed it “bad, inaccurate [...]

MIAMI -- We are nearing the end of a year in which the murmurings of discontent toward the biggest tech companies grew in to a crescendo. Media companies, advertisers, politicians, police and all manner of citizens have lined up to take pot-shots at the platforms. At this point, no-one would bet against lawmakers taking significant actions against the so-called "duopoly" of Google [...]

MIAMI – When the current-day Acxiom was founded in 1969 as Demographics, “people-based marketing” was basically direct mail. Having acquired LiveRamp in 2014, Acxiom is looking to be the predominate provider of identity graphs across digital and television. LiveRamp has long been active in the digital space, using both personally identifiable and anonymous information from device ID’s and cookies to provide [...]

MIAMI – When full-service ad agencies started unbundling their media departments in the 1990’s, the media landscape was a whole lot simpler—as in no digital. This is reflective of why when GroupM unveiled Team Arrow Partners for its client Target about 18 months ago, the announcement declared "Analytics and creativity are no longer opposing forces" Agency units dedicated to specific clients [...]

Over the last few years of digital marketing evolution, two accepted wisdoms have bubbled up. First, that TV is a top-of-funnel advertising medium - good for sparking interesting, but difficult to tack consumers all the way through to purchase. Second, that digital media are supremely measurable, but that they can make little impact on the TV screen. Well, the emergence of addressable and [...]

MIAMI – Investor decks for martech ventures are typically rosy if not a bit over-the-top in their marketplace prognostications. Then there is the one that Tru Optik put together in 2014 as it tried to project the scale and growth for consumer uptake of OTT and connected-TV by 2018. “For every single one we actually underestimated how fast and how rapid [...]

MIAMI -- It is the "new oil" that is fuelling value creation in businesses across the world, and now the TV ad sales business is really getting its motor running on data. Advertisers' own primary data, off-the-shelf datasets and more... a new world of viewer information has opened up to make TV ad targeting to over-the-top devices more powerful than ever [...]

MIAMI -- It has a large and increasingly switched-on populace, and, when it comes to television, more and more of that consumer base is going straight to over-the-top. In this video interview with Beet.TV, the CEO of a company GroupM has established to work on addressable TV advertising in the UK has an observation that may be surprising to some. "It's not as [...]

MIAMI – The year 2018 and, in particular, the Upfront television market will see a “tipping point” in achieving greater audience targeting precision. This should resonate well with direct-mail catalogers who should be looking beyond the mailbox to the set-top box. Thus says Tracey Scheppach, the former Publicis executive who spent upward of 15 years charting the future of more one-to-one [...]

MIAMI – Although best known for its video encoding software, Sorenson Media wants the television ecosystem to think holistically by using smart-TV data to inform every second of the viewing experience. Two of the company’s newest products are a measurement solution for local broadcasters and addressability for linear TV, according to VP of Advertising James Shears. Using automatic content recognition, “We understand [...]

MIAMI -- The partnership Comcast and Nielsen announced last month came as TV and advertising companies are making bigger and bigger demands for data that understands the modern viewer, according to one of the women familiar with the deal. The deal involves Comcast agreeing to give its set-top data to Nielsen's local TV measurement service. "The need for accurate audience data is greater than [...]

It may have just bought ad-funded Mashable, but Ziff Davis' portfolio was already stuffed with tech and lifestyle media brands. So how does the publisher plan to adapt to latest ad-tech trends? In this video interview with Beet.TV, Ziff Davis ad ops VP Michael Irenski explains the company likes to roll up its sleeves. Case in point is the introduction header bidding, [...]

MIAMI – Looking at the competition between digital and television as some kind of warfare isn’t very productive, according to Paul Alfieri, CMO of Cross MediaWorks. “TV shouldn’t be looking at Facebook or Netflix and saying they’re stealing our revenue,” says Alfieri. “TV should be saying what are Facebook and Netflix and Amazon and Google providing that the customer, the marketer, [...]

MIAMI – With addressable and programmatic advertising converging in the form of OTT television, expect a lot more one-to-one brand messaging and interactive viewer functions like commerce. “By bringing the strength of programmatic from the online and digital space over to this converging marketplace, it really changes the game of how you can buy and sell television advertising,” says Adam Lowy, [...]

There is no shortage of horror, in digital media circles, that it is big platforms which are gobbling the lion's share of ad spending. The latest Zenith figures estimate Google and Facebook took 96% of spending outside of China last year. But one of the world's biggest media-buying agencies says there are bigger problems than the duopoly. In this video interview with Beet.TV, [...]

MIAMI -- The announcement was made in the summer but, already, it seems like cable operator Charter and TV ad data tech outfit 605 have converted their partnership in to visible results. In July, the pair announced 605's methodology and technology would be used by Charter to fuel census-based TV measurement and analytics. In this recorded discussion at Beet Retreat, Charter ad products and strategy [...]