Fragmentation and inefficiency are key challenges in the CTV space. The principals in the CTV market aim for an efficient supply chain that doesn't erode value through excessive costs. That's the assessment of one ad-tech boss who sees consolidation as one way to improve the landscape. Combining Mediaocean with Innovid offers a route to efficiency for marketers, according to Bill Wise, co-founder [...]

MIAMI - PayPal is positioning itself as a new heavyweight in the digital advertising space, unveiling a bold vision for its ads business centered on what it calls the “transaction graph”—a data-driven foundation built on the behavior of its 400 million users and 30 million global merchants. Speaking this week, Mark Grether, senior vice president and general manager of PayPal Ads, [...]

MIAMI — For Bill Koenigsberg, the color blue represents more than just a hue in the spectrum—it symbolizes a technological change reshaping his business from the ground up. The marketing intelligence engine known as “blu” is transforming how Horizon Media operates, compressing months of work into minutes through advanced artificial intelligence capabilities that the agency chief believes outperforms legacy systems developed [...]

SAN JUAN, PR - NBCUniversal is doubling down on its integrated approach to live event advertising, and according to James Kreckler, senior vice president of digital media sales at the media company, it all starts with the content. Content as the foundation for advertising success “The way NBCUniversal maximizes effectiveness and reach for an advertiser and live events really starts with the [...]

Gamers are typically categorized as either “mobile players” or “console players.” But that no longer reflects reality, said Claire Nance, Head of Gaming Business Success Strategy at Activision Blizzard Media. Nance wants brands to be aware that bifurcating players in opposing buckets has significant implications for how they should approach the gaming audience. “Today’s gaming audiences are actually playing across multiple gaming platforms,” [...]

The convergence of sports, streaming and shopping is creating new opportunities for brands seeking to connect with new, active, diverse audiences. With figures like Caitlin Clark, Simone Biles and Livvy Dunne driving interest and attendance, women's sports are positioning themselves as a prime advertising investment opportunity. "I truly believe women's sports is going to be positioned to be one of the greatest [...]

For many advertising and media industry veterans, gaming still feels new, despite its steady rise over the last two decades. In part, that's due to the vast differences between it and more traditional media. But as Samantha Lim, SVP, Gaming Strategy & Innovation, Publicis Media, says homing in on the values that gaming offers to marketers and consumers makes this [...]

The "black box" that has long shrouded connected TV advertising is finally cracking open, according to one of the industry's technology providers. As advertisers increasingly seek clarity on where their ads appear and the quality of content they're adjacent to, the murky world of programmatic CTV is being forced to provide greater transparency. "People really want quality content and they're willing to [...]

SAN JUAN, PR – Who said a television had to have just one screen? While the “second screen” craze of the noughties revolved around the smartphone, Telly is aiming to popularize a TV with an ad-supported second screen right underneath the first, monetized viewing through ads. "We're constantly thinking about how can we make everybody's lives more convenient, more social, the user experience [...]

Once seen as a niche hobby, gaming has emerged as a dominant force in entertainment and culture that's reshaping how brands think about engagement. The gaming audience is not only massive but also increasingly diverse, spanning generations and lifestyles, Jarell Thompson, vice president of gaming at Havas Play, said in this interview with Lisa Granatstein, editorial director of Beet.TV. “Gaming is [...]

A landmark antitrust ruling against Google’s advertising technology business has sent ripples through the digital media ecosystem after finding the tech giant liable for maintaining illegal monopolies. The decision targeted specific pillars of Google's vast operation, potentially setting the stage for significant structural changes. The ruling focused on Google's publisher ad server DoubleClick for Publishers (DFP), its ad exchange AdX, and [...]

SAN JUAN, PR — In an advertising landscape dominated by performance metrics and retail media expansion, Colleen Hotchkiss, President of Growth Practices at Publicis Groupe’s Zenith Media, is calling for a renewed focus on brand building. While performance media remains essential for short-term results, Hotchkiss argues that brands must not lose sight of what truly drives long-term equity: consumer connection [...]

As the scramble for television advertising dollars continues to heat up, many still think that premium content is the key to attracting both viewers and advertisers. But, while content may be king, the signals that accompany that content are becoming increasingly important, too. According to Jennifer Hess, VP, global ad operations, Fubo, discussions this year will likely emphasize the signals passed in [...]

SAN JUAN, PR - As the media landscape rapidly evolves, Nav Singh, vice president and managing director of programmatic at Horizon Media, said advertisers are entering a new era — one defined by data, customization, and the power of AI. “The consumers are there,” Singh said in this interview at the Beet Retreat San Juan, reflecting on the consistent year-over-year growth [...]

The connected TV (CTV) advertising space is at a critical juncture, with performance advertisers demanding greater visibility into their investments. According to David Nyurenberg, director, video product development and innovation, Rain the Growth Agency, transparency benefits all stakeholders by enabling smarter budget allocation and more effective campaigns. He told Beet.TV that the industry is entering a phase where advertisers are prioritizing better [...]

SAN JUAN, PR – Connected TV advertising is providing a sweet spot for brands in the early stages of building awareness, offering them the benefits of television with the precision of digital. The medium gives marketers the opportunity to know exactly who they're reaching, while also placing messages in a more premium environment than standard digital channels. "You're elevating your brand, which [...]

SAN JUAN, PR - In a rapidly shifting media landscape, the rise of digital video consumption is not just a trend — it’s reshaping the very core of advertising strategy, particularly when it comes to live events and sports. Jessie Schwartzfarb, executive vice president and head of video investment at Dentsu, shared insights into the digital transformation during a recent conversation [...]

The good news for advertisers is that gaming is where engaged consumers are. Advertisers must take note that generational shifts and technological advancements have transformed gaming from a niche hobby into a mainstream cultural force. “You increasingly have generations of individuals that grew up gaming. So as they grow into adults, they, too, are carrying those habits forward,” said Jonathan Stringfield, VP, Global [...]

SAN JUAN, PR — The traditional divide between national and local marketing strategies is outdated and ineffective in today's complex media landscape, according to Diana Bernstein, Managing Partner, Partnerships at Havas Media Network. “What we've been doing at Havas is rethinking local marketing within community marketing," Bernstein told Beet.TV’s David Kaplan at the Beet Retreat San Juan.“Right now, when you're looking [...]

The push for cleaner supply paths in connected TV advertising often focuses on what publishers provide, but true clarity may require more than just one side laying its cards on the table. With programmatic buying in CTV reckoned to have hit $30.1 billion in the US in 2024, the complexity of the transaction chain demands a reciprocal flow of information. Ensuring brand [...]