In-home, improved authentication protocols can dramatically improve the consumer experience for TV Everywhere, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. In some cases, log-in failure rates are north of 40% and that's too high to be sustainable. However, when multichannel video providers implement so-called "in-home authentication" success rates are hitting 80% to 90%. thePlatform is wholly owned by [...]

Eyeview, the New York-based company that provides marketers with the technology to personalize digital video ads to specific consumers, has raised an additional $15 million, the company announced on Monday. More on the raise and other developments reported here on Re/code by Peter Kafka. Last month, we spoke with CEO Oren Harvevo about the company's technology and growth strategy.   We are [...]

iJustine, a pioneering  innovator  in the Web originals space will headlining a two hour video summit on the emerging medium of digital video. Also participating will be  brand marketers  from McDonald's and Target and media agency execs from Digitas, Havas and Starcom MediaVest Justine will speak about her AOL series about wearable tech called HardWired and her approach to working with [...]

NAPA, CA -- As much as it poses challenges, the ongoing explosion in digital media is also opening up a wealth of new opportunities for marketers to reach consumers, says DigitasLBi North America's chief investment officer Adam Shlachter. "The numbers are there now - if you look at platforms like YouTube... the content creators are generating a tremendous amount of viewership - that [...]

NAPA , CA — NBC Universal recently launched a programmatic initiative called NBCUx as part of an effort to enable data-centric buying across its properties. As programmatic buying spreads in usage, the key is to view all inventory in this potential light, says Aaron Radin, SVP Partnerships and Portfolio Products at NBC Universal in an interview with Beet.TV. "There is no programmatic inventory. [...]

Comcast-owned video management outfit thePlatform is launching a new product with aims of helping content owners encode broadcast material for VOD quicker. So-called mpxReplay can be used to help viewers watch recently-aired shows as catch-up VOD or to start over watching currently-airing shows. "We can keep the same ads and include the Nielsen watermarking so you get credit," thePlatform co-CEO Marty Roberts tells [...]

Video star iJustine, whose series on AOL about wearable tech has gotten some 20 million views in its first season and is now in season two, will be among the speakers at a video summit in Chicago on November 19 at the Soho House.   The program will take a look at how Web creators, brands and their agencies are [...]

NAPA, CA -- Comcast-owned video ad server FreeWheel cut its recent partnership with TubeMogul to protect but empower both sides of the advertising chain, says FreeWheel business solutions GM James Rooke. The partnership sees advertisers use their own audience data to buy video ads via TubeMogul, whilst TubeMogul lets publishers do deals using that data - but sensitivities are safeguarded, Rooke tells Beet.TV in [...]

Lifestyle digital publisher Say Media is gung-ho about producing branded content for advertising partners on its content sites - but that doesn't mean it thinks it should have exclusivity over the ensuing material. "We give the partners rights and permissions to use that video content on their own (channels) - it needs to have a life of its own," branded content [...]

NAPA, CA -- It's one of the hottest media buzzwords of 2014 - but everyone seems to have a different definition for the set of new-wave ad-trading techniques collectively referred to as "programmatic". At programmatic's core, says Nielsen digital MD Andrew Feigenson, is moving dollars that, once, were transacted manually in to some automated process. But a description that ends there [...]

When it comes to measurement styles, video in the market is divided between TV replacement money and performance measurement buys, says Brian Pozesky, Chief Marketing Office for Eyeview, in this interview with Beet.TV. Interestingly, brand marketers are among the advertisers moving more aggressively in video marketing, but they're staying with GRPs for measurement rather than focusing on the performance tactics of [...]

NAPA, CA -- The TV industry may move from selling in-stream ads upfront to inserting them in real-time, if Chris Hock gets his way. Hock's Black Arrow helps cable companies dynamically insert ads in to streamed programming. "Through the third quarter of this year, we’ve seen a 250% growth over impressions from last year," says Hock, the company's product management and marketing [...]

TV dollars are beginning to shift to digital and more will come in the year ahead, says Tom Eaton, VP Client Services, Platform Group at Nielsen in this interview with Beet.TV. That transition started with a trickle, and became more significant at last year's upfront, he says. Having a GRP-like measurement in online in the OCR helps that transition. "The GRP is [...]

Video is primed for more detailed real-time measurement, says John Wallace, CEO of data insights company DataSong, in this interview with Beet.TV about video marketing. In fact, video is a key growth area for the company, which has logged a 60% growth rate in the last few years. DataSong measures media performance, including click streams to web sites, ad server logs, email, [...]

Yahoo will purchase the video ad tech platform BrightRoll for $640 million in cash, Yahoo announced today. Recently, we interviewed BrightRoll COO Bruce Falck about the company and the sector.  The senior Google executive joined BrighRoll in July. We have republished that video today. TechCrunch first reported the likely deal last month.

An impression does not equal awareness. Those are the watchwords from Scott Martino, Marketing and Analytics Lead at Mercedes-Benz, in this interview with Beet.TV about video marketing. "We should reconsider what awareness means. You need to show what awareness is and I don't think simply serving an impression is accomplishing the goal. We should be more detailed and more behavioral in how [...]

NAPA, CA -- TV ad billing and management software platform WideOrbit is moving in to the "programmatic" advertising space after observing "huge" industry demand for the new methods of trading ads. "We’re focused on building programmatic in to all of our television to make it a lot easier to transact, particularly with local broadcasters," the company's digital EVP Brian Burdick tells Beet.TV [...]

NAPA, CA - The promise of targeting individual TV viewers with ads just like advertisers can on the web is certainly appealing to many in the business. But, so far, it's mostly just an idea, says MediaVest advertising and technology platforms SVP Oleg Korenfeld. "It’s not scaleable enough (today)," Korenfeld tells BeetTV in this video interview. We’re going to get there. "Companies like the [...]

When John Battelle sold Federated Media earlier this year, he kept control of the company's programmatic publishing SSP which he named sovrn.   Sovrn provides programmatic sales operations for many long and mid-tail publishers who want to sell programmatically.  The platform is integrated with all the major DSP's. Walter Knapp, the former COO of Federated, now CEO of sovrn, tells Beet.TV [...]

Video personalization is going to be powerful development where consumers and control and create their own advertising experience.   It will be fully realized when virtual reality becomes widely adopted, but for now two dimensional personalizing works, says Jon Anselmo, Head of Digital Activation at MediaVest. We spoke with him last month in New York at an industry event organized by [...]