Matter More Media’s Tracey Scheppach On Addressable TV Tech, Holding Company Silos

SAN FRANCISCO – New technology solutions are going to help replace household-level addressable television advertising with more granular targeting. But will agency holding company siloes stand in the way of creating, executing and optimizing the best advanced-TV campaigns? Former Starcom MediaVest Group advanced television specialist Tracey Scheppach has a foot in both of those spheres […]


Identity Resolution The ‘Underpinning Of Future Success’: MediaLink’s Spiegel

SAN FRANCISCO – While there’s little question that being able to identify and target individuals across devices and screens will play a huge role in future marketing, we should not think that everything will go one-to-one. This might seem unusual for those with their roots in digital media, but not to Matt Spiegel. “I think […]


Look Beyond Media Tactics To Brand Strategy: Simmons CEO Feigenson

SAN FRANCISCO – One of the many positive outcomes that have emerged as the result of major marketers demanding greater digital transparency is a renewed focus on data quality. “I think what’s actually exciting is that we’re coming back to a sense of quality after a large period of flux,” says Simmons CEO Andrew Feigenson. […]


OpenAP Targeting Consortium Looking Beyond Traditional Measurement Data Sources, Fox’s Nicole Ruby

SAN FRANCISCO – As the advertising industry inches its way to more addressable linear TV, the OpenAP audience targeting consortium is looking to add more datasets to its platform. “There’s still a lot that we’re looking to be able to bring into it,” says Nicole Ruby, VP, Advertising Data Solutions, Fox Networks Group. Within OpenAP, […]


Alphonso’s Chordia Brings TV Ad Analytics To Europe, UK First

SAN FRANCISCO — It is often said that, when it comes to advanced TV advertising, the UK has a lead through the Sky’s AdSmart offering. But, when it comes to insights in to advanced TV advertising, one company is now bringing capabilities to Europe that it says have existed in the US for years. Alphonso‘s […]


NBCU: Powered By Marketers’ Datasets, Advanced Television Keeps Getting Better

SAN FRANCISCO – Offering marketers mass reach is what television’s always been about. But in this age of advanced TV, it’s becoming more about “mass, targeted reach,” according to Mike Rosen. The EVP of Advanced Advertising & Platform Sales at NBCU talks about taking an agnostic approach to more advanced audience targeting and why the […]


TiVo Ramping Up TV Viewership Data ‘Quite Rapidly’ Via Service Provider Agreements

SAN FRANCISCO – Since its merger with Rovi, TiVo has been on a mission to bulk up its television viewership data by working with service providers “to acquire as much TV viewership data as we could amass,” says Walt Horstman, the company’s SVP/GM, Automated Media & Advertising. “So that’s been very successful and we have […]


As It Extends IdentityLink To TV, LiveRamp Looks To Make Addressable Campaigns Easier

SAN FRANCISCO – Television isn’t very “people-based” right now, a dynamic that LiveRamp hopes to change by extending its IdentityLink platform to the TV space. “There’s a lot of untapped opportunity in TV,” says LiveRamp Co-CEO Anneka Gupta. “It’s not very measureable.” The IdentityLink extension was announced to coincide with RampUp 2018, the LiveRamp conference […]


Alphonso SVP T.S. Kelly Explains The Three Phases Of TV Ad Campaign Attribution

NEW YORK – With brands waiting for attribution of their television ad effectiveness, it used to be a case of wanting it “as quickly as possible.” Now it’s “immediately as possible,” according to Alphonso’s T.S. Kelly. “They want to see that every minute of the day, every hour of the day, every day of the […]


Industry TV Veterans Tackle Targeting And Attribution At Beet Retreat Miami Panel, With MediaLink, Matter More Media, Cadreon/IPG, Publicis Media Exchange, 605 And Team Arrow Partners

MIAMI – What’s the best way to approach television targeting and measurement? And what’s the value of “waste” in the form of TV ad impressions? These and other topics were the focus of spirited and insightful debate at the recent Beet Retreat Miami 2017. Following are some of the more cogent exchanges during a panel […]


Who’s Ready For Advanced TV?: A Beet Retreat Miami Panel With Furious Corp., Invidi, SintecMedia, Videology And Google

MIAMI – The next generation of television—as represented by things like the ATSC3.0 standard—is now in sight. Then again, so is the moon. To hear panelists at the recent Beet Retreat Miami explain it, lunar landings might be easier to achieve than getting TV broadcasters en masse to quickly embrace the future. Asked by moderator […]


Advanced TV Measurement Under The Beet Retreat Microscope With Panelists From Forrester, Tru Optik, Inscape, Nielsen Catalina Solutions and Team Arrow Partners

MIAMI – Put several media industry professionals on a panel and ask them about the challenges of television and video audience measurement and you’re going to get lots of lively conversation. Along with some very blunt observations about just what’s holding back the progress of “advanced TV.” So it was at the recent Beet Retreat […]


Ad Personalization, Content Discovery Are Focus Of Beet Retreat Miami Panel Featuring MediaLink, Innovid, TiVo And Sorenson Media

MIAMI – The old adage “don’t take it personally” will be upended in the world of advanced television. Respecting viewer attention and guiding them to relevant content are going to be critical elements in perpetuating the ad-supported business model. Such observations arise when people in key positions peer beyond what’s currently happening in the TV […]


Beet Retreat Miami Panel Probes Advanced-TV Roadblocks: Furious Corp., 4C Insights, Oracle Data Cloud And Finecast

MIAMI – If you could change just one thing tomorrow that could speed up the advanced-television business, what would that be? Maybe nothing that would have an immediate impact on the way things were done—inertia being what it is—but it’s good to ponder the question anyway. This was the approach taken by Ashley J. Swartz, […]


Advancing The TV And Video Ecosystem: A Beet Retreat Miami Panel With Furious Corp., Alphonso, Eyeview, FreeWheel And dataxu

MIAMI – As the advertising industry seeks to unify premium video and traditional television, there is a need for speed and there are speed bumps. Given these dynamics, it’s fair to ask whether consolidation on the adtech side will drive the most change or will it be the increasing demands of advertisers for greater outcomes […]


Consumer Ad Attention Key To Digital/TV Convergence: Consultant Joan Fitzgerald

MIAMI – Yes, digital media and traditional TV are converging, but there’s much yet to be learned about improving the advertising viewing experience across screens. Moving from impression-based metrics to understanding consumer attention will help move things along. Some thinking holds that video is video, regardless of the platform, as sellers are more frequently combining […]


FreeWheel’s Neil Smith On The Publisher Benefits Of Unified Ad Decisioning

MIAMI – Viewing of premium video continues to shift from desktop to the big television screen. Underlying the transition are big increases not only in video views and full-episode player content consumption, but also a surge in watching live sports in over-the-top environments. Citing the FreeWheel Video Monetization Report for the second quarter of 2017, […]


Brands Want More Accountability, Predictability For Video Campaigns: Eyeview’s Jason Baadsgaard

MIAMI – Brand marketers want more accountability and predictability for their video campaigns, and more creative versioning based on viewer profiles will help deliver it, according to Jason Baadsgaard. The Chief Revenue Officer of Eyeview says the desire for more predictability involves helping marketers figure out how various inputs—among them audience, calibration, media and creative—actually […]


Digital Decisioning Will Help Unify Digital And TV Currency: Herve Brunet of FreeWheel

MIAMI – Viewers are way ahead of the television and video ecosystem, which remains siloed in some quarters. But there’s an inevitable shift happening that will culminate in both a unified currency and inventory pool. With over-the-top and set-top box viewing at about 50%, the big TV screen still accounts for four out of five […]


From ‘Conversations To Action’ In The Changing TV Industry: Forrester’s Joanna O’Connell

MIAMI – From a perch like that of Joanna O’Connell at Forrester Research, it’s hard not to see the big picture in the roiling television business and what needs to change. Whether it’s the “insane” practice of continually chasing lower CPM’s or the “chicken-and-egg” Netflix business model. Overall, the Principal Analyst believes that things are […]

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