HOLLYWOOD BEACH, FL  -- An expanded partnership between programmatic ad-tech firm AppNexus and exchange Index Exchange is one of the moves already changing the nature of ad trading's so-called "header bidding" technique. The pair announced they have worked to produce tight technical integrations for server-to-server header bidding. "Header bidding" is a technique that has only recently grown up, in which publishers place code on a web page [...]

Having made major advertising commitments to YouTube before last year’s Upfront television negotiating season, IPG’s Magna has a new partnership with Roku that gives its clients advanced audience targeting capabilities and “one-stop shopping” for premium inventory. In an interview with Beet.TV, Amanda Medeiros Kigel, Magna’s VP of Partner Innovation, says the exclusive arrangement provides advanced targeting “that we really don’t have access [...]

The world of ad-tech is tipping steadily from platforms that are managed by vendors for clients, to those that clients use themselves, and AOL is the latest provider to move with the tide. AOL has just turned on self-service capability for the supply-side platform inside its AOL ONE digital advertising offering. It makes it easier for small-scale app developers to sign up and start taking [...]

LAS VEGAS – If multichannel video programming distributors won’t share their set-top box data, how do media buyers and sellers expand the practice of audience buying? Not quickly. This is the main takeaway from a Beet.TV panel discussion at CES 2017 focusing on advanced television targeting. Held at held the OMD Oasis at The Venetian, the panel featured sell-side executives from [...]

LAS VEGAS – Everyone agrees that data can help to inform better video advertising targeting. The question is how best to do it. The narrow range of options was the focus of a Beet.TV panel discussion at CES 2017 conducted at the OMD Oasis at The Venetian. It brought together representatives of 605, NBCUniversal, Omnicom Media Group and Turner Broadcasting. Moderator Matt [...]

LAS VEGAS – In the early 1990’s, advertising agencies began to unbundle their media departments into separate operating units. Now television networks are unbundling their audiences to meet advertisers’ increasing desire for better ad targeting. “Cable programmers have always gone narrow in the sense that their individual networks tended to be much more niche content designed around specific audiences,” notes Jonathan [...]

Last year, Time Inc bought itself in to the ad-tech ecosystem, by acquiring ad data outfit Viant. Now Viant is making an acquisition of its own. Earlier this week, the company announced it is buying Waltham, MA-based Adelphic, a six-year-old demand-side platform for ad buyers. But why? In this video interview with Beet.TV, Viant chief revenue officer Jeff Collins says Viant made the buy to move ad-tech [...]

LAS VEGAS -- Toyota dealerships in five US states now know exactly how many people were driven to their showrooms by TV ads, after an addressable TV campaign worked on by vendors in marketing data and mobile location. In June, Gulf States Toyota, which comprises 150 dealerships, targeted 652,200 AT&T/DirecTV viewers believed to be in-market for a new Camry in Arkansas, Louisiana, Mississippi, Oklahoma and [...]

LAS VEGAS -- Time was, data was the oil that powered backward-looking reports examining the effectiveness of already-executed campaigns. But that's all changing now, as new technology allows ad-tech platforms to show live data and let clients respond by tweaking campaigns mid-flight. That's according to one ad-tech exec whose company helps advertisers use data segmenting to target linear TV ads. "We’re seeing a lot of companies [...]

LAS VEGAS -- The Consumer Electronics Show gets bigger and bigger each year - and it changes, too. Once a mecca simply for new gadget fans, now the show attracts marketers and advertisers eager to understand the new technologies that will represent the consumer engagement platforms of tomorrow. But that places a responsibility on advertisers to take advantage of the technology responsibly, says one [...]

LAS VEGAS -- Maybe the full-page, print-style ad format isn't the optimum format, even for an app that launched to replicate the modality of a printed magazine. In October, Flipboard, the flippable content aggregation app that borrows its interaction method from the page-turning paradigm, launched Storyboard, a new ad format for buyers. Speaking with Beet.TV at the Consumer Electronics Show, CEO Mike McCue explains [...]

LAS VEGAS – True one-to-one advertising targeting on digital and linear television is being held back by too many competing standards, says the President of VM1, the dedicated Verizon agency within Zenith. “The interoperability of all these different systems and platforms and devices just don’t play nicely together today. But over time it’s definitely where we see the world going,” [...]

Having just announced the launch of in-house sports marketing agency Turner Ignite Sports, the Turner Ignite unit has taken another step well beyond its traditional linear television clientele in content creation and distribution. And it’s not only the biggest advertisers that have come to embrace content creation and are seeking distribution beyond their own means, according to Frank Kavilanz, SVP [...]

LAS VEGAS -- USA Today is currently in production on a second "season" of its own virtual reality series, as it gears up to offer brands new ways to sell into the medium. A year ago at the Consumer Electronics Show, chief revenue officer Kevin Gentzel announced to Beet.TV the company would be making daily VR content. Now USA Today has a weekly show, [...]

LAS VEGAS -  Mobile has already shaken up the landscape for how brands interact with consumers. Now a new wave of technologies is provoking yet another big reconsideration for advertisers. That is according to an ad-tech exec who was just named to head Group M's reconstituted data and technology division. Brian Gleason, who already headed Group M's Xaxis programmatic division, is now CEO [...]

LAS VEGAS – Even if there’s no disruption at CES there’s always good reasons for media agencies and their clients to meet “on nice, neutral ground,” says OMD Worldwide CEO Mainardo de Nardis. This year is no exception. “It’s all about innovation, even in years like this when there hasn’t been something terribly disruptive to the industry,” de Nardis says in [...]

LAS VEGAS – To genuinely personalize today’s customer experience, marketers and agencies need to take a step back from the oceans of data at their fingertips. They should revisit the past and reacquaint themselves with some marketing basics, according to Adobe Video Solution’s Campbell Foster. “Too often, marketers forget about marketing 101,” the company’s Director of Product Marketing says in an [...]

LAS VEGAS – Fewer but more impactful and relevant ads per commercial break aren’t going to happen overnight. But it’s the beginning of a road the industry must start to travel so as not to lose both current and future viewers of linear television. This was the consensus of media sellers and audience targeting specialists who participated in a Beet.TV panel [...]

LAS VEGAS -- The tectonic plates of the ad-tech ecosystem have shifted in to alignment, allowing now advertisers to do many of the newfangled techniques that have been talked about for years. That's according to one media-tech exec whose company just passed some milestones of its own. 4C Insights ingests social media platform data and TV ad data from around the world to help advertisers [...]

LAS VEGAS -- Discovery Communications already has its own data management and optimisation platform for linear TV ad trading. Now it wants to bring it back to digital, too. "Discovery Engage, which is our linear optimisation platform, we started on the linear side," Discovery Communication data analytics VP Sam Garfield tells beet.TV in this video interview. "We’re looking to broaden it out later [...]