SANTA MONICA, Calif. – First-party data that consumers provide directly to marketers have become more valuable as privacy regulations and other legal liabilities limit how companies can share data. Amid these constraints, Blockgraph is working to help advertisers harness their first-party data for advanced advertising. “The basis of Blockgraph is around the ability for companies who are heavy in first-party data [...]

SANTA MONICA, Calif. – Smartphones give off a continual flood of information about their users, many of whom spend the entire day within a hand’s reach of mobile handset. Data about app usage and website visits can be compiled by cellular companies such as T-Mobile. The information is a potentially rich source of consumer insights for advertisers. “You can particularly see [...]

LONDON, UK — If anyone was in any doubt that Netflix's ad-supported tier had finally arrived, they just had to attend The Future of TV Advertising Global forum,  in London, December 2022. There, Netflix’s president of worldwide advertising Jeremi Gorman introduced the scheme to ad buyers. In attendance, Dave Morgan, Founder & CEO, Simulmedia, liked what he heard. Tough economy "I've got to believe [...]

SANTA MONICA -- As connected TV advertising matures and takes shape, which kinds of brands stand to win - large or small? Perhaps the answer is "both". In this video interview with Beet.TV, Mediaocean chief development officer Ramsey McGrory explains how small companies will get a leg-up - and why that will drive continued spending by bigger rivals. Small-town big deal McGrory says the [...]

SANTA MONICA, Calif. – Marketers have the technology to help them automate what kinds of connected television programming will provide a brand-safe context for advertising. What’s known as a content-object signal is part of the technical standard for real-time bidding, and needs greater adoption to be useful in the programmatic CTV marketplace. “Content-object signals are really exciting for publishers and for [...]

LONDON, UK — What the ad gods give with one hand they can take away with another. Case in point - new ad offerings from SVOD and AVOD TV providers can restore ad reach that was lost to subscription video. But Simon Thomas, Global Director, Audiences Research, GroupM, says that is creating a risk of exposing viewers to duplicate ads. Reduced reach Thomas is [...]

LONDON, UK -- The great thing about connected TV ads is being able to target the right kind of viewing household. The flip side of that is, in a fragmented media ecology, the risk of over-exposing viewers to the same ad across multiple devices. Robert Coon, chief revenue officer, Samba TV, believes new software can stop that threat. Programmatic solution "We're seeing more and [...]

The onset of the pandemic had a profound effect on people’s behavior with restrictions on travel and public gatherings. It also sped up the growth of streaming services as people looked for ways to entertain themselves at home instead of going to the movies, restaurants, gyms, stores another venues. As people get back to traveling, United Airlines seeks to ensure that [...]

SANTA MONICA, Calif. – Many brands have become more conscientious about how their advertising corresponds with America’s changing demographic makeup. They also are becoming more aware of how media content adheres to these trends in providing context for their commercial messaging. Audience measurement company Nielsen is developing ways to make such information useful to marketers and media agencies in their [...]

SANTA MONICA, Calif. – The growing patchwork of privacy regulations in the United States and across the world is challenging advertisers to find ways to harness their data assets while also complying with the law. Data clean rooms provide a way for marketers and media companies to match their consumer data without commingling the information. “Being able to collaborate in a [...]

LONDON, UK — In an ad industry that is now invested in developing metrics to quantify audience attention, paying attention to the audience could yield the ultimate in user behavior signalling. Several tech vendors are now offering technology employing facial recognition to help quantify attention paid to programming and ads. In this video interview at Beet.TV's London summit in December, Nicolas Grand, [...]

SANTA MONICA, Calif. – Many media companies including traditional print publishers, television broadcasters and digital startups have expanded their production of video content to engage readers who have higher-bandwidth devices such as mobile phones and smart TVs. That shift is pushing them to adopt technology that helps to maximize their advertising sales. “Viewer consumption continues to shift to streaming. This has [...]

SANTA MONICA, Calif. – The millions of households that have either canceled cable and satellite service or never signed up for it in the first place have pushed advertisers to find other ways to get their messaging on the biggest screen in people’s homes. Incremental reach among these audiences has become more important for brands in the past few years, [...]

LONDON, UK — For viewers, viewing quality TV has never been more effortless. For advertisers, reaching them is becoming hard. But, just as technology has unleashed fragmentation, Guillaume Belmas of Realytics believes it can also become the solution. Real deal "We have now a lot of different services streaming, et cetera - so that makes the decision that the demand side takes more complex," says Belmas. His [...]

LONDON, UK — In the connected TV era, avoiding over-exposing viewers to a digitally-delivered ad is going to be all about having an understanding of viewer identity. There are many industry efforts looking at rolling out such an understanding. But Minai Bui, Director, Product Marketing, Europe & APAC, Samsung Ads, fears there may be too many data sets and not enough joined-up [...]

LONDON, UK — In a world of new streaming TV services and video apps, typical executive grumbles pertain to "fragmentation", "complexity" and the difficulty of understanding viewer behavior. But what if there were a glass-half-full way of looking at the struggle to understand viewers' cross-screen media behavior. In this video interview with Beet.TV, Radha Subramanyam, President & Chief Research & Analytics Officer, [...]

SANTA MONICA, Calif. – Brands increasingly are taking a cross-platform approach to television advertising as consumers divide their time among traditional live linear programming and on-demand video streams. The trend is pushing media buyers to break down the silos that have separated specialties in television and digital platforms, including internet search, social media, open web and retailer websites. “You have video [...]

SANTA MONICA — Individually, local households, even when addressable, may not sound like a large audience. But, when you consider the rapid adoption of streaming TV across the whole nation, "hyper-targeting" is a prospect that is reaching significant scale, even at the local level. In this video interview with Beet.TV, Adam Gaynor, Chief Revenue Officer, Gamut, describes how it works. Smart scale Gamut is [...]

LONDON, UK -- If TV is going to adopt "programmatic" software for selling ad inventory, it's going to take time, education and provable results. Steph Miller knows the playbook from stints at previous programmatic tech vendors. Now Miller, the new Commercial Director, EMEA, for connected TV (CTV) ad server provider Publica, says she is ready to help TV execs in the region [...]

SANTA MONICA, Calif. – Media companies and advertisers are gaining more tools to measure not only their reach among audiences, but also the effect they on consumer behavior. Those metrics include a look at business outcomes and other kinds of response. “The TV measurement that we can bring about today is just light years ahead of where we were just two [...]