Premium Content Defines Prime Ads, Whatever The Channel, FreeWheel’s Bremond

LONDON — What differentiates prime from sub-prime advertising inventory? Different media platforms can charge for ads in different and unique ways – but, in the end, value all comes back to content, says one ad-tech exec. “You may end up saying ‘my set-top box inventory is worth a lot more valuable than my IP inventory’,” says Thomas […]

 

Invidi’s Kubin Sees Addressable TV At A Tipping Point

LONDON — TV ads targeted through addressable linear platforms made up just 0.1% of total us TV ad spend in 2014, according to eMarketer. But the prospect is now at a “tipping point” that will push it faster and higher, with no turning back, says one exec in the space. Invidi EVP Michael Kubin tells Beet.TV, in this […]

 

Targeted TV Ads Reduce Channel Hopping: Videology’s Block

LONDON — He’s a smart cookie who spent eight years running UK commercial broadcast leader ITV’s online commercial products. Now that he’s dedicating himself to the advanced-TV boom with ad-tech vendor Videology, how is Jon Block sizing up the sector? “In this modern fragmented data future … one person is a member of hundreds of different audiences,” Block, […]

 

After Modi Deal, Innovid ‘Enters The Gate Of Media Giants’

Straight from striking an important partnership with Group M’s advanced TV division MODI Media, video ad-tech outfit Innovid is aiming to buddy up with the Goliaths of the industry – whilst challenging some of their more myopic tendencies. Innovid, which helps brands create, deliver and measure video ads for a range of 25 online TV platforms, was […]

 

Ireland’s RTÉ Targets Dynamic Ads For Digital Player Reboot

LONDON — Irish public broadcaster RTÉ is readying to build the next generation of its multi-platform digital player brand, hoping summer-time tests of dynamic ad insertion can lead it to new riches in ad sales for live digital programming. RTÉ Player, a catch-up VOD service, first launched on desktop in 2010, later coming to mobile systems, cable and games consoles. Now the build of […]

 

More Mobile Browsers Will Block Ads By Default: Sourcepoint’s Barokas

For anyone who thought mobile ad blocking was a minority sport, last week’s new PageFair report about ad blocking on the mobile web was a shot across the bow. Drawing from a range of data sources, it claimed 22% of smartphone users globally are blocking mobile web ads, the vast majority using mobile browsers that block by […]

 

Ghostery Backs IAB’s LEAN Bid To Vanquish Ad Blocking

If you believe the oft-quoted PageFair data, 198 million around the world use ad blocking software, while 22% of smartphone users are even now blocking mobile web browser ads. Industry figures often advocate “better ads” as a solution to the problem. But the truth is, bloated and intrusive web pages drag on load times and weigh […]

 

Publicis, WPP Execs See Programmatic TV Coming In To View

LONDON — After revolutionizing online display and digital video ad sales, many expect so-called “programmatic” technology to shake-up the TV advertising industry, too. Even a sliver of the $79bn US TV ad industry would be worth a small fortune. But indusstry opinion appears divided on whether “programmatic TV” will take off any time soon. However, two […]

 

Britain’s Sky with Ad-Tech Partners to Go Global, West Says

LONDON — Sky, the UK’s leading pay-TV platform is hoping to add more ad-tech services partnerships to a recent raft of deals, as it looks to expand on the effectiveness of its TV ad targeting and multi-screen ad sequencing technologies against the rise of online rivals. The satellite TV company’s own addressable TV offering, Sky AdSmart, has been live in the market […]

 

Digital Is Complete Only When It Disappears: DataXu’s Baker

LONDON — The last couple of decades have been marked out by a rapid focus on digital media business models. Now digital is joining up with other media channels. But Mike Baker wants them all to blend together entirely. “The digital migration is not complete until it disappears,” says Baker, chief of DataXu, an ad-tech vendor bringing data science […]

 

Viewability Will Re-Price Premium Inventory Next Year: comScore’s Trigg

LONDON — When buyers can successfully identify which ad impressions are really viewable, how will ad pricing change? For one thing, publishers are going to work a lot harder, according to one measurement exec. “Viewability has become the conduit for identifying, at least, some really good quality traffic that does the work,” says comScore advertising SVP […]

 

FreeWheel’s Acquisition of StickyADS Marks Move to Global Programmatic TV Offering

LONDON —  The recent acquisition of   SSP StickyADS.tv marks a global expansion of the company’s programmatic  TV offering, explains Thomas Bremond, managing director FreeWheel in the EU, in this interview with Beet.TV He explains that FreeWheel works with some 90 percent of U.S. broadcasters and operators.  And, the company is well entrenched in the U.K. […]

 

Native Can Scale, As Plista Hits US: Xaxis’ Moore

After Outbrain, Taboola, ShareThrough and other native advertising technology offerings, comes Plista. That is the German native ad tech company acquired by Group M two years ago. Since then, the agency’s Xaxis unit has been deploying native ad formats around the world. Now it is finally set to be deployed in the US. “We look forward to launching […]

 

Direct-Response TV Will Get Specific: Publicis’ Bertozzi

LONDON — Marketers have always regarded television as the big box that can reach a mass audience, the medium at the top of the funnel that fuels initial consumer awareness. But times are a-changing, and new technology means targeted television can serve advertisers just like laser-guided online ads can. “TV can absolutely be a performance medium,” according to […]

 

Xaxis’ Schlickum Sees TV As Fuel For Online Ads, Not Vice Versa

LONDON — The excitement in ad-land is all about the eventual appearance of “programmatic” advertising technology, which has already revolutionized online display and video ad sales, in to the $75 billion traditional television industry. But Caspar Schlickum doesn’t quite see it that way. While many tech vendors get excited about converting TV in to another programmatic video end point, […]

 

Sky Has Served Three Billion Addressable TV Ads

LONDON — Two years after it launched, UK satellite TV operator Sky’s addressable TV technology has hit some milestones. The AdSmart system was a long time coming, but has already begun to change change the market. Amongst the numbers, head Graeme Hutcheson revealed at a Beet.TV recorded panel: 5,000 campaigns placed to date. almost 1,000 advertisers so far. […]

 

Ad Threats & Consolidation In Kawaja’s ‘House Of Cards’

The threats are mounting. With challenges like viewability, fraud and ad blocking rising, the online ad industry could risk falling, just as Rome’s empire did before it. That’s the view of Terence Kawaja, the famed digital media M&A advisor, whose just-released 100-slide deck, inspired by Netflix’s House Of Cards, lays the industry bare. LUMA's State of Digital Media at DMS 16 […]

 

Four Reasons FreeWheel Is Buying StickyADS: Rooke

The video ad-tech roll-up continued this month, as Comcast-owned premium video ad-tech vendor FreeWheel announced it was acquiring France-based server-side platform (SSP) StickyADS. StickyADS offers premium publishers software to build, run and operate their own private exchange. So why did FreeWheel buy? “We knew we had to become a full-stack provider to enable our clients to […]

 

Emerging: ‘Offline Retargeting’, Marrying Physical And Digital, Bannerconnect’s Geenen explains

SEVILLE — By now, people know all about ad retargeting – the practice through which ads for products you have viewed online follow you around the web. But what if those products followed you out of a store, through the shopping mall and in your car home after a visit to your local shop? That’s what Bannerconnect […]

 

Viant And Time Inc: ‘More Synergies Than We Expected’

SEVILLE — Back in February, the remnants of MySpace ended up located at Time Inc,when the publisher acquired Viant, the advertising data company that was the latest owner of the once-mighty social network. But Time’s interest was about more than social. It was buying Viant because of its considerable bank of first-party data about consumers, also including in […]

 
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