Harry Kargman wants to "decommoditize" advertising in the new era of connected television. In 2003, Kargman founded Kargo, a company developing creative ad formats for mobile publishers. Now Kargo is acquiring VideoByte, a company doing similar for CTV. Taking a byte Founded in 2020, Austin-based VideoByte offered an ad server which supports supports custom ad placements on CTV, including: relevance to in-show moments. overlaid [...]

MARCOS ISLAND, Fla. – Millions of households are hooking up televisions to the internet, promising a possibility that advertisers can reach target audiences like they do on search engines and social media. But achieving these goals for connected television (CTV) is a challenge. “We're getting closer to being able to leverage data for more precise targeting in CTV; however, we're not [...]

A year after it acquired a rideshare advertising network, T-Mobile has hopes it could be used to power ads in autonomous vehicles. In January 2022, T-Mobile acquired Octopus Interactive, the national network of interactive video screens inside Uber and Lyft vehicles. In this video interview with Beet.TV, Cherian Thomas, Head of Marketing & GTM, T-Mobile Advertising Solutions explains his vision. Auto-mobile attention "We want [...]

Christian Muche co-founded DMEXCO, one the digital industry's global tentpole events. He's moved on.  Now, in partnership with the MMA Global, he is heading the most ambitious new marketing event of the year called "Possible." The event will take place in Miami Beach at the Fountainebleau April17-19. A number of CMO's will speak including the top marketers from  AT&T,  General Motors Hyundai, [...]

Video advertising has grown incredibly - but Matt Wasserlauf thinks much of it is going down the pan. As CEO & Founder, Blockboard, Wasserlauf's software platform uses blockchain to facilitate connected TV advertising with impression-level transparency. In this video interview with Beet.TV, he says so much of the spend is getting wasted. Scale of waste "Roughly 30 to 40% of what is today a [...]

The hottest new tech tool designed to enliven digital advertising while staying within privacy rails requires a big cost - but can come with a big up-side. That is according to a leader from the digital ad industry's umbrella body, which just commissioned a big survey on the topic. In this video interview with Beet.TV, Pam Zucker, Chief Strategy Officer, IAB, explains [...]

LAS VEGAS — Respective privacy imperatives is just a first-order effect of the new category of "clean room" data technology. Early adopters of the software are now starting to imagine the downstream transformations which the emerging tech can enable. In this video interview with Beet.TV, Kemal Bokhari, Head of Data, Measurement & Analytics, DISH Media, explains how DISH is using clean rooms [...]

It is an ad-tech world some think is beset by "fragmentation" problems. But Travis Clinger sees that world coming together in a spirit of collaboration and interoperability. In this video interview with Beet.TV, Clinger, SVP, Activations & Addressability, LiveRamp, says the upcoming Beet Retreat 2023 San Juan is the place where a better ecosystem could be thrashed-out. Collaborating together Clinger and LiveRamp were present [...]

MARCO ISLAND, FL — The journey to create a solution for cross-media measurement has been a long one. But, according to Nielsen Audience Measurement CEO Karthik Rao, Nielsen ONE is finally ready for general release. In this video interview with Beet.TV, Rao tells Beet.TV contributor Jon Watts the company is "very excited." The problem of cross-media According to Rao, the biggest challenge of cross-media [...]

LAS VEGAS – The measurement of television audiences has been in flux as buyers and sellers of advertising seek metrics that accurately reflect the major change in people’s viewing behavior since the onset of the pandemic. Getting past the test-and-learn phase of developing new measurement tools that can be scaled for mass audiences has been a gradual process. “The transition is [...]

LAS VEGAS – Marketers are working to get ahead of the growing patchwork of consumer privacy laws by adopting a variety of technologies including audience identifiers and data clean rooms (DCRs). For beauty giant L’Oréal, clean rooms have helped to improve the outcomes of its advertising campaigns by matching its vast trove of first-party data with data sets from media [...]

MARCO ISLAND, FL — In the new era of TV ad attribution, the key to the kingdom is a real viewer relationship. That is according to a company whose tech helps MVPDs track the actual outcome of the ads they air. In this video interview with Beet.TV, Ethan Heftman, SVP, Agency Sales, Ampersand, explains what's moving the needle on TV measurement. Attribution is [...]

LAS VEGAS — In 2023, "clean rooms" are getting plenty of attention in a media and advertising industry seeking ways to collaborate with data. The tech lets partners work on connecting datasets - without sharing privacy-sensitive parts. But, in this video interview with Beet.TV, Matt Spiegel, EVP, Media & Entertainment Vertical, TransUnion, says "clean room" is a "buzzword". Hot-topic tech Spiegel says the software [...]

LAS VEGAS – The measurement of television audiences is evolving to encompass multiple platforms, expanding beyond traditional live linear broadcasts to on-demand streaming. Measurement data also include ways to evaluate the outcomes from different commercials sent to different households during the same programming, or what’s called addressable advertising. “With addressable advanced television, clients can actually -- through test and control groups [...]

Kantar this month launched Vivvix as an independent brand specializing in syndicated advertising intelligence among digital and traditional media. Those channels include mobile apps, streaming and social media platforms such as Facebook. Vivvix, which is led by Chief Executive Andrew Feigenson, brings together what had been Kantar Media’s syndicated media coverage and Numerator’s advertising creative data intelligence platform to become the [...]

MARCO ISLAND, FL — Companies involved in advertising have spent the last couple of years adjusting to a world in which digital identifiers like cookies and device IDs are drying up. They have traditionally been used to match and target audiences. Replacements include a range of identity technologies, in what is a significant upheaval. But Jeremy Hlavacek sees the up-side. Hlavacek, Chief [...]

LAS VEGAS – Consumers have more ways to watch video programming than ever before, whether they’re tuning into news from a local television station or streaming an on-demand movie. Advertisers, agencies, media owners and measurement companies are engaged in continual discussions about the best ways to quantify these viewing behaviors to help set the value of ad transactions, or what [...]

LAS VEGAS — One of the world's largest chocolate manufacturers likes the taste of a new tech category designed to enable data collaboration while maintaining privacy compliance - but The Hershey Company is also warning of a looming after-taste. "Clean room" software is gaining adoption in media and advertising for allowing partners to work with each others' datasets - without actually [...]

LAS VEGAS – The global economic outlook has become a bigger source of worry amid high inflation, rising costs to borrow money, war in Europe and significant job cuts at technology companies. As in past economic cycles, the uncertainty is pressing marketers to find ways to show measurable results from advertising budgets that may be tied to estimates of company [...]

LAS VEGAS – Consumers divide their time among multiple media channels and electronic devices, challenging advertisers to figure out the best ways to reach them. Marketers also want to identify the best combination of attributes that delivers an outcome. “As we're seeing things evolve, it's giving us more insight into behaviors taken, what consumers are doing once they see our ad,” [...]