PALM SPRINGS - After comScore's merger with Rentrak to combine multi-platform media measurement, it's over to you, Nielsen. Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era. So last year Nielsen launched Total Audience Measurement, a way to apply its Total Content Ratings to viewing across all screens. Nielsen product [...]

LAS VEGAS -- These days, it seems it is no longer enough for a consulting firm to just offering consulting advice - you have to back it up with implementation, too. That's what Deloitte is doing by partnering with three software providers to wrap up their offerings as one of its own, the so-called MarketMix for Media. The company says the suite is an [...]

When programmatic ad trading entered the marketplace in the form of real-time buying from open online ad networks, many publishers feared it would devalue their inventory. But, slowly, publishers have begun to exert controls to keep pricing higher than that. Now rates could rise higher again, one exec says. "Publishers put their inventory in too quickly and didn’t manage that inventory - we started off [...]

PALM SPRINGS -- Bloomberg appears to have been undergoing a renaissance lately, with a line-up of strong products and a solid identity running across its many media outposts. In the latest new advertising tie-up, Bloomberg Media has sold a sponsorship for the green room, during its new Bloomberg Go morning TV show, to Hewlett Packard Enterprises. Variety reports: "The network joins some of [...]

Time was, newspaper folk sneered with apprehension at the rise of programmatic methods of digital ad trading, fearing automation in real-time open markets would devalue their ad inventory. But times have changed, and those publishers which have dipped their toe in the water are finding growing returns on their terms. "Programmatic is now a transactional channel that is just as viable as the [...]

PALM SPRINGS -- The merger of media measurement houses comScore and Rentrak just completed, heralding what the pair say is a new era in consumer tracking for brands and publishers. According to comScore, the new entity can now see 260 million desktop screens 160 million mobile phone screens 95 million tablet screens 40 million television screens 120 million video-on-demand screens 40,000 movie theater screens Brands are pushing for [...]

PALM SPRINGS -- The world of advertising demand-side platforms is so new, most people may only have dealt with one or two. Bruce Falck says he has worked for five. Falck spent just four months as Brightroll's COO until Yahoo acquired the company, last year joining Turn, the ad tech platform which boasts a DSP, a data management platform and an [...]

If you believe some of the market research about the prevalence of consumer ad blocking, the sky is falling on a publishing industry that has long depended on advertising. Those surveys may or may not be wholly accurate, but Ben Barokas is intent on solving the problem. Whilst working as general manager of marketplace development at Google, Barokas says German publishers reported 40% of [...]

LAS VEGAS -- When should you put an in-article video ad on a page - and when should you hold back? Two-year-old Genesis Media of New York is an ad tech platform aiming to sensitively place auto-playing out-stream video ads, a format that is gaining in popularity. "Video ad formats are easy to build, they’re difficult to deploy," Genesis Media CEO Mark Yackanich tells Beet.TV in [...]

LAS VEGAS -- Back in December, Adobe updated its Primetime ad platform with TV-buying capability, dubbed TV Media Management (TVMM), powered partly by Videology. The feature aims to let broadcasters plan and package up ad slots in their over-the-top (OTT) offerings. So, what is the big idea? "The content emerging on all of those platforms is premium content from broadcasters,"North America SVP Brent Gaskamp tells [...]

LONDON -- What if Netflix started running ads? It is a topic that has previously been debated here on Beet.TV, with one exec betting: "They’re going to have to start to deploy some type of advertising model to recoup some of the revenue that they’re spending on this programming." A new thorough analysis has shed some hard light on the possible impact to the [...]

As hundreds of executives from the media and marketing worlds gathered yesterday under the AWNY banner, at glitzy dinner to honor media luminary Wenda Harris Millard, we sat down with two of the evening speakers: GE's CMO Linda Boff and Carolyn Everson, advertising chief at Facebook. Both longtime acquaintances of Millard, they speak to her talent, leadership and the power and influence [...]

PALM SPRINGS -- Since it was launched more than a decade ago, the fan wiki hosting site Wikia has built up a huge following for, essentially, static information. Now it wants to put some momentum in to that content. That's why CEO Craig Palmer this month launched a big outgrowth of the site, calling it Fandom, a place where fans don't just author descriptions of [...]

FORT LAUDERDALE -- The company has lately been placing high on lists of the best places to work and the fastest-growing companies in America. Now Trade Desk advanced TV sales director Matt Mitchell tells Beet.TV in this video interview: "We are very close to releasing a self-service UI for executing programmatic TV buys. "We’re using a number of data sources to power that ... to buy through the guys [...]

FORT LAUDERDALE -- Earlier this month, a big media rumbling was felt in Canada, when multi-media group Corus Entertainment offered to buy TV channel operator Shaw Media for $2.65 billion. The deal would see Canadian media and telco company Shaw Communications exit the media ownership business, instead sticking with telecoms and broadcast network operation. So what would Corus be getting? A company that has [...]

FORT LAUDERDALE -- The advertising industry is going through enormous change. The internet has been fragmenting consumer behavior, taking analog ad dollars and now it is promising to overhaul TV. Sometimes, things are moving too fast. But, standing back to take a look, Furious Corp CEO Ashley J. Swartz says 2016 will bring a "reverence" that everyone is all in this - the [...]

The transformation of the media agency and its trading desk; the next evolution in programmatic; the new forms of video advertising across screens, will be among the topics explored at Beet Retreat, a two-day executive retreat being held on the Caribbean island of Vieques next week. Doug Ray, CEO of Carat U.S.  will be among the speakers of the group of 40.  The [...]

PALM SPRINGS - As the digital publishing industry gathered for the annual IAB Leadership Meeting this week to mark the  milestone of reaching $50 billion, its Chairperson says that publishers need reorient themselves around delivering advertising precisely to those who want the ads. Newly named IAB Chair Lauren Wiener, President, Platform Buyers,  Tremor Video,  says that the consumer has to come first. In [...]

PALM SPRINGS -- As the digital media industry celebrates its 20 years and the milestone of being a $50 billion global industry, the business needs to become more diverse, says Michael Kassen, CEO of the powerhouse media consultantcy in this interview. We spoke with him on Sunday at the IAB's annual leadership meeting.

In the last couple of years, private ad trading marketplaces have given ad sellers the efficiencies offered by programmatic trading technology, but by ringfencing premium inventory off from open-market fodder. Now ad tech platform vendor OpenX is launching its take on the concept to offer a best-of-both approach of its own. Its "real-time guaranteed" technology (RTG) mixes open and private marketplaces and "combines [...]