As a gamut of third-party vendors rises up to qualify the true consumption of ad inventory for buyers and publishers, if you thought one would emerge as a victorious standard - think again. "I can’t just rely on a publisher or a verification vendor - it has to be a blended approach in order to go to market," says ZenithOptimedia operations [...]

"Don't panic!" That is Internet Advertising Bureau US' research, analytics and measurement SVP Sherrill Mane's advice to an advertising industry growing alarmed by the rise of apparent fraudulent viewing of their ad buys. "The distinction between ('fraud' and 'viewability' is not being made correctly," Mane tells Beet.TV. "The danger to the reputation of the industry as a whole is massive when [...]

SAN FRANCISCO - Launched by Comcast in 2009 as a means to provide subscribers video on demand on the desktop, tablets and mobile has greatly accelerated the consumption of programming via the "TV Everywhere" scenario.   Originally it was used to stream video on demand programs, now there is a big move to delivering live, linear programming on devices.   [...]

SAN FRANCISCO -  The big growth of  "TV Everywhere,"  meaning the authenticated  viewing of  TV programming on digital devices by cable and satellite consumers, is creating expanded video viewing and new opportunities for advertisers, says Beet commentator Ashley J. Swartz, in this wrap-up of the TV of Tomorrow conference in San Francisco. Adobe has  reported that one-in-five cable and satellite customers [...]

Recent revelations that many online ad impressions - perhaps 40% - are prompted by internet bots defrauding ad buyers has spooked the industry. Now Google  wants to go to war with the bots. "The surge of non-human traffic … is really taking the entire industry by storm," Americas media platform sales head Jay VanDerzee tells Beet.TV. "This, too, shall pass. We’re not going to [...]

Advertisers won't get to correlate ad spending with actual business outcomes until they give intermediaries real-time sales data, says one major-agency ad exec. Asked if advertising measurements like CPMs should be replaced by client-oriented metrics like actual sales, DigitasLBi media activation head Adam Shlachter agreed: "What we should be focusing on is the outcomes we want to achieve." But the industry is not [...]

Unscrupulous publishers are causing advertisers sleepless nights by automatically playing video ads despite being out of human view, "below the fold" of web browser windows. So could mobile provide safe sanctuary? "The nice thing about the walled garden of iOS, and sometimes android as well, is that you cannot really run things 'below the fold'," says Tal Chalozin, CTO of video [...]

The realization, by advertisers, that many of the views they buy in video are faked by nefarious bots is serious - but not necessarily as serious as The Wall Street Journal recently suggested, according to one ad agency exec. "It was a little sensational," VivaKi Audience On Demand video director Cheryl Stump says of the Journal's recent report, which lifted the [...]

While the planning and buying of TV buying is efficient and will not move to an automated marketplace in the near term, it will over time as the TV viewing universe becomes increasingly fragmented, says David Moore, Chairman of Xaxis, the programmatic media agency unit of WPP, in this interview with Beet.TV We spoke with him about trends to watch the [...]

Digital agency Razorfish is registering robust business in its operations in Asia, with "growth of well over twenty percent," says Pete Stein, Global CEO, in this interview with Beet.TV.  Also in this interview, he outlines some of  the  themes he expects to see at the Cannes Lions Festival next week. We spoke with him as part of our series, "The Road [...]

SAN FRANCISCO -  CNN is expanding its new 'CNN X' product - a hybrid offering of live TV and personalized  digital content to cable and satellite subscribers with new distribution platforms.   CNN X, which is available on iPad, has just launched on the Web and will soon be available on DiretTV set-top boxes, explains K.C. Estenson, GM of Digital [...]

SAN FRANCISCO -  The X1 cable box from Comcast  will be become increasingly "immersive" with a number of new features including more  Apps, Web videos, data and social media over the next few months, explains Matthew Strauss, SVP and GM for Video Services, in this interview with Beet.TV More on developments with X1 in this report by Janko Roettgers on GigaOm. We spoke with [...]

SAN FRANCISCO -- The TV Everywhere system for allowing online viewers to watch channels from the US' patchwork of cable operators is booming thanks to sports popularity. "We saw about a 250% increase in TV Everywhere streams this past quarter over the previous year," says Adobe's Primetime VP Jeremy Helfand. "Live sports has been a catalyst. That type of content has been an [...]

Nefarious publishers that defraud advertisers by using code to artificially play video ads are responding to recent attempts to shut them down using fraud-busting software, according to one ad tech vendor. "People who create bots realize that now advertisers are focused on finding ads that are in-view," says Integral Ad Science CEO Scott Knoll. "So the bots purposely scroll an ad in [...]

While digital media has been  part of the conversation at the annual Cannes Lions Festival for some five years, the digital revolution means that the industry is now operating in a  pervasive, digital world.  Not just using digital marketing, we are "marketing in a digital world," says Dave Morgan CEO of Simulmedia, in this interview with Beet.TV We spoke with Morgan [...]

Video can be a highly effective tool in communication with health care providers, says Rob Rogers, Co-CEO America and Chief Creative Officer at WPP's Sudler & Hennessey, a health care communications network. "We look for ways of introducing simplicity. We need to deliver some very simple messages," he says, adding that video can aid in that goal. "We often look [...]

Brands that will be most successful in innovation are those that focus on it in a fine-tuned way, says Cary Tilds, Chief Innovation Officer at Group M during a conversation with Beet.TV about innovation, technology and what's coming down the pike in marketing. "The brands that are winning in creativity have 'purposeful innovation,' she says. "The industry is moving from [...]

Over the last year, video ad measurement firms have started reporting around 40% or 50% of video ad impressions may not really be viewed by consumers, instead invoked by fraudulent publishers looking to sell inventory. But comScore's chief research officer Josh Chasin says the problem is over-blown. "You’ll see headlines, 'X% of all video inventory is fraudulent'," Chasin tells Beet.TV. "Oftentimes, [...]

SAN FRANCISCO -- Mobile devices, led by the Apple operating system, are fueling the spread of TV Everywhere, says Tamara Gaffney, Principal Analyst with Adobe Digital Index in this video interview. "The iOS app has surpassed the browser as the most common access point for TV Everywhere," she says, sharing the details of a just-released study Adobe conducted that analyzes TV [...]

Given the shortened attention span and massive amounts of advertising, marketers face a daunting task in connecting with consumers, says Sean Reardon, President of Publicis-owned Roar. Consumers are exposed to about 5000 messages each week and will likely only remember 10 to 15 of them, he says. "It's a combination of engagement and exposure," he adds. "It's not just a big [...]