Collective is Using Digital to Drive TV Ad Planning for “TV2.0”

Collective, a programmatic advertising technology company, is using its ad decisioning engine to buy linear television, explains Eoin Townsend, Chief Product Officer, in this interview with Beet.TV   The amount of video inventory to be bought on a programmatic basis is quite, small and limited largely to local time slots on cable programming, it will […]


Multi-Channel Network Collective Digital Studio Launches New Content for Purina

Los Angeles-based Collective Digital Studio (CDS) launched a new series of programming for its popular YouTube channel Petcentric as part of a recently minted deal with Purina, say Paul Kontonis, SVP in an interview with Beet.TV. That channel is now managed by CDS, which works with YouTube influencers to create the content targeting pet lovers and pet […]


ZenithOptimedia Trying To Overcome Addressability Fragmentation

LOS ANGELES — Addressable video advertising is now a reality – the problem is, it is actually multiple realities. “Addressability, to date, has been segmented in to private ecosystems,” says media agency ZenithOptimedia’s activation president John Nitti. “We’re still at the beginning pt of the continuum as far as being able to inform our full buy […]


Tablets Aren’t Mobiles: Collective CEO Apprendi

PALM SPRINGS, CA — Many mobile ad spending numbers consider smartphones and tablets together. After all, each is more portable than a desktop PC. But not for multi-screen video ad tech firm boss Joe Apprendi. “I’d argue mobile is a state of a device – you’re either in motion or you’re at rest,” says the […]


Newspaper Video Freelancers Defraud Ad Buyers: Collective’s Lusk

PALM SPRINGS, CA — The idea that many online video ad views are not really generated by actual viewers has been gathering pace lately. But could it really be that video content makers are defrauding their own system? Video ad tech firm Collective‘s inventory VP Travis Lusk is pointing the finger at freelance videographers hired […]


Collective’s CEO Apprendi: Sell Side or Buy Side, “You’ve Got to Pick Sides”

PALM SPRINGS, CA –  Since its inception, digital advertising services company Collective has focused on brand marketers, not publishers.    Joe Apprendi, CEO and co-founder says that a number of technology providers are covering both the “buy side” and the “sell side” of the advertising marketplace. He says that companies need to pick which side, […]


Multiscreen Consumers Outnumber Single Screen by Three Times

LAS VEGAS — Multiscreen consumers now outnumber single-screen consumers by three to one, with about 203 million multiscreen consumers in the United States, says Joe Apprendi, CEO of ad technology company Collective, during an interview with Beet.TV at CES. Collective is working with marketers and agencies to help them reach audiences in a targeted fashion across […]


Collective Targets TV Buys via Online Behavior

Data-centric advertising firm Collective recently raised $50 million in equity and debt funding as part of its efforts to grow its cross-screen tools. The company is focused on using set-top box data to help blend TV and digital planning, says Travis Lusk, VP of Inventory at Collective, in an interview with Beet.TV. “We can find out […]