A month after raising $270 million in its IPO, ad verification company Integral Ad Science (IAS) is spending almost that much to buy a further step into the world of connected TV (CTV). IAS announced it had acquired Publica, a CTV ads server platform, for $220 million in cash and stock. Now it plans to […]
LOS ANGELES – Automated bidding for commercial time is becoming more predominant as advertisers demand more flexibility in their over-the-top (OTT) and connected (CTV) media buys. That shift comes as video publishers seek to monetize their growing audiences for higher-quality programming. “The programmatic CTV landscape has changed dramatically just in a handful of years,” Nicole […]
Sell-side advertising platform Magnite today said it acquired SpringServe, the ad-serving platform for connected TV (CTV), for about $31 million. SpringServe’s technology handles inventory routing, customized ad experiences and advanced podding logic for CTV publishers. “We look forward to collaborating with the Magnite team and their clients on product development and new features that will […]
LOS ANGELES – The journey to the future of advertising identity is long and winding. Amid the deprecation of third-party cookies and limits on other tactics like mobile identifiers, the industry is striving to develop new methods with which to identify audiences. In doing so, perhaps it has become so used to reading about forthcoming […]
The television advertising marketplace is undergoing a major shift as marketers seek to reach audiences who are watching more video on internet-connected devices. The digital transformation makes ad servers a fundamental part of the way video publishers help those marketers get seen by viewers. “For publishers, ad serving is the foundation of a tech stack. […]
Traditional TV advertising may have settled on a commercial break consisting of 30-second commercials a long time ago. But, in the internet-connected TV (CTV) era, the old shapes are being rebooted. In this video interview with Beet.TV, Dan Callahan, SVP of data strategy and sales innovation at Fox, describes how new technology is ushering in […]
There are those in the media industry who think anything that can be automated will be automated. But, when it comes to TV, even connected TV, it’s not yet entirely clear that everything will be automated. In this video interview with Beet.TV, Roku VP of product management for advertising Louqman Parampath describes how his company […]
If you want to know which way the new digital TV ad sales will go in the next couple of years, look toward the experience of digital display – but not too closely. In this video interview with Beet.TV, Bill Murray, VP of programmatic solutions at Discovery, says a sprinkle of digital must be balanced […]
The advertising marketplace has found multiple applications for artificial intelligence (AI) technology that handles more advanced problem-solving at higher speeds. Those uses include several parts of programmatic marketplace that brings together buyers and sellers of advertising in automated auctions. “Each of these will drive some sort of revenue lift yield, from the perspective of publishers,” […]
It was technology that caused the digital ad supply chain to become cluttered and ineffective – so can technology put it right again? In the battle to straighten-out the digital ad ecosystem, artificial intelligence is being leveraged to do the volume of work that humans cannot. In this video interview with Beet.TV, Charlie Archibald, VP, Data […]
PALO ALTO – Connected TV is booming, offering advertisers powers like household targeting, geo-targeting frequency-capping. But, where automated systems book the ads, there is also a risk of creative ending up in undesirable positions. That is why ad server vendors like Publica are working to introduce optimizations. In this video interview with Beet.TV, Ben Antier, […]
The sale of ads in connected TV environments has reached an “inflection point” because recent advances in software are allowing TV publishers to exert more control and reap more efficiency from the channel. That is according to one executive in the box seat for the connected TV revolution. “We are now seeing supply that’s available […]
How does the owner of TV properties like HGTV, Food Network, TLC and Eurosport like to sell its ads? Via as many channels as possible, automatically – but with a high degree of business control. In this video interview with Beet.TV, Bill Murray, Vice President, Programmatic Revenue and Ad Products at Discovery Inc, explains how […]
CHICAGO – Connected TV (CTV) viewing is exploding with audiences, and advertisers want to follow suit. But where, once, TV was relatively straightforward to buy, how are agencies how approaching the proliferating platforms, opportunities and challenges? In this video interview with Beet.TV, Beth Weeks, VP and director of media at Digitas North America, explains. Standardization sought […]
As advertising technology evolves to serve a world that is increasingly about video and TV, traditional methods will fade to black, leaving a new class of vendor in charge. That’s the view of one ad-tech executive trying to bring about the change. “In the world we’re living in today, where you have parallel auctions, header […]
What started as a way for publishers to sell their video ad space more easily quickly became a series of disconnected islands. “Header bidding” technology sought to solve all that – eliminating the “waterfall” through which publishers would entertain ad bids from different demand platforms sequentially, thus allowing them to entertain maximum prices in a […]
For publishers which want to take advantage of header bidding but which find the main open-source technology too onerous to manage, Rubicon Project thinks it has an answer. Discovery Inc., Clearing House, AutoTrader, Southern Cross, Austereo and Domain are amongst the publishers participating in a closed beta of the new Demand Manager. a solution which […]
COLOGNE – As publishers have worked to clean up the digital media ecosystem, advances like header bidding have lifted their revenue. But it’s all still a work in progress, according to PubMatic Co-Founder & CEO Rajeev Goel. “One of the biggest issues right now is trust and transparency across the ecosystem,” says Goel. “We’ve all […]
COLOGNE — It makes programmatic buying solutions, real-time bidding tech and header bidding solutions that facilitate more than 12 trillion advertiser bids per quarter – so PubMatic should know a thing or two about mobile ad spend. In its Quarterly Mobile Index (QMI), the tech vendor unveils regular barometers on industry movements, as seen through […]
For at least as long as there has been a Lumascape, consolidation has been the check and balance on ad-tech proliferation. But could we be about to enter another wave of merger and acquisition? One platform exec thinks so. In this video interview with Beet.TV, OpenX’s senior director of buyer development says the new practice […]