Adobe, Simulmedia Execs Examine How Digital Data Can Inform Linear TV

VIEQUES, PR – There’s no shortage of data to apply to linear television audience targeting and, likewise, a variety of ways to attribute campaign results. In the middle lies the customer experience, which is also data-fueled and growing more sophisticated by the day. These and other insights emerged from a discussion about enhancing the value […]

 

Assembly’s Lee: Short On Silos, Big On Data And Transparency

VIEQUES, PR – Having worked nearly two decades for a major holding company media agency, Francois Lee prefers the “pipeline” of data that runs through MDC Partners’ Assembly to “siloed verticals.” When MDC launched Assembly three years ago, it combined the prowess of TargetCast, RJ Palmer and Doner Media under one roof. Lee joined in 2015 […]

 

MEC’s Fremont, Furious Corp’s Swartz Assess ‘Confusing’ Video Marketplace

VIEQUES, PR – Six years ago, the NewFronts were birthed to serve a burgeoning video marketplace. Sellers hoped to cash in on consumer viewing behavioral shifts while charging advertisers broadcast television-like CPM’s. “Guess what happened? Nobody was buying,” recalled Carl Fremont, Global Chief Digital Officer at media agency MEC. That’s because there was no measurement […]

 

Spotify Rolls Out New Metrics To Better Define And Target Users

VIEQUES, PR – If you think of music choices as a mirror as opposed to a filter, you can learn a lot about listeners. And you can serve them tailored ads as they “declare” key moments throughout a typical day. Streaming music provider Spotify has no shortage of insights that define its users, as the […]

 

605’s Dolan: Lots Of Moving Pieces To Audience Targeting And Measurement

VIEQUES, PR – Although consumers may perceive video content as being no different than traditional linear television programming, programmers and providers should try to look at things across a comprehensive ecosystem. The key word is “try.” This not to say that a common sales and measurement currency is in sight and, in fact, it seems […]

 

NBCU’s Optimization Offerings No Longer Limited To Upfront Or Scatter Buys, Says Colella

VIEQUES, PR – It would be an understatement to say that NBCUniversal is going all in on audience targeting and guarantees. Not only has the media giant committed to making up to $1 billion of its inventory available for guarantees in this year’s Upfront season, it’s switched all of its optimization offerings to “always on,” […]

 

MediaLink’s Spiegel: New Audience Targeting Useless Without New Measurement Metrics

VIEQUES, PR – As Managing Director at MediaLink, Matt Spiegel attends more than his share of conferences and hears more than his share of jargon. So he’s heartened that much of the discussion at this year’s Beet.TV Executive Retreat was about business outcomes. “We’re having the business impact conversation, which I think is great,” says […]

 

Fox, Turner And Viacom Consortium: Scale And Efficiency For Audience Targeting, Says Turner’s Porter

VIEQUES, PR – Underlying the just announced consortium formed by Fox, Turner and Viacom called OpenAP is the reality that audience-based television selling is “complicated and complex,” according to David Porter, Turner’s VP of Ad Innovation & Programmatic Solutions. To speed advertiser adoption, the three media companies are hoping to make it much easier for […]