ACR Helping Brands Decipher Their Data For TV: dataxu’s Baker

SAN JUAN, Puerto Rico—There’s lots of industry talk about data being the “connective tissue” that can unify advertising buys across various channels. But while many hurdles currently prevent brands and agencies from normalizing the execution of buys across linear and advanced television, data is already playing a key role, according to dataxu CEO Mike Baker. […]

 
 

How Connective Tissue Eliminates TV Ad Duplication: DataXu’s Catanzaro

SAN JUAN — As marketers embrace advertising across the growing plethora of devices, their campaign naturally spreads to new devices. As that happens, they risk exposing the same person to the same ad on different channels. But, on the flip side of “reach”, technology can also help control the “frequency” with which an ad is shown, […]

 
 

dataxu’s TotalTV Linear-Digital Solution Powering Hearst Anyscreen Platform

There’s “a huge market opportunity” in local television for dataxu, whose TotalTV linear-digital audience offering is powering Hearst’s new Hearst Anyscreen platform, says dataxu’s Mike Baker. Hearst’s TV footprint spans 39 states where the company is now selling connected TV in conjunction with the same linear audiences for local TV, the Co-Founder, President and CEO […]

 
 

dataxu’s Catanzaro On TV, Cross-Platform Targeting And ‘Invisible’ Technology

With television advertising targeting slowly catching up to that of digital media, “We think the revolution is just starting,” says Sandro Catanzaro, dataxu’s Chief Innovation Officer & Co-Founder. What started with “very humble web ads” about a decade ago has progressed to the point where “where we can show ads on TV that are fully […]

 
 

dataxu, Sorenson Integration Reduces Addressable TV Speed Barriers

An integration between dataxu and Sorensen Media is designed to reduce the time needed to activate and measure addressable television campaigns so that addressable starts to mimic the speed at which over-the-top TV has taken root. “This is going to be an explosion, a dramatic change in the market,” says Sandro Catanzaro, dataxu’s Chief Innovation […]

 
 

dataxu’s LaHaise On Bridging The Divide Between Digital, Connected TV Campaigns

By the time Sling TV launched in early 2015, dataxu already was an established demand-side platform with all of the pipes in place for programmatic and real-time bidded inventory. “What really set things off for us is the ability to bring in a cross-device platform that extends the type of targeting and campaign execution you’d […]

 
 

dataxu’s Baker: We Combine Linear & OTT TV

The bears are circling traditional TV. With a continual digital migration, traditional TV ad spending entered last year entered what is forecast to be three years of downturn. By most definitions, that is a recession. But Mike Baker thinks it doesn’t have to be this way. The CEO of ad-tech firm dataxu thinks digital and linear […]

 
 

‘Bullish On Data Marketplace,’ Dentsu Aegis Adds IRI To M1 Platform

While there’s no shortage of data available for enhanced consumer targeting, some advertisers still cling to gross rating points and broad demographic targets. “Some clients are opting in a little bit more than others,” says Anthony Laurenzo, SVP, Non-Linear Video, Dentsu Aegis. “We’re starting a slow evolution away from age and gender demography to more […]

 
 

Advanced Targeting Yields ‘Really Healthy Prices’ For Quality Content: dataxu’s Catanzaro

As the ability to identify and target television audiences across devices becomes ever more precise, it’s changing the way advertisers perceive both quality and the prices they are willing to pay. “There is a return to premium media from an advertiser perspective, an appreciation and a willingness to pay actually a premium price,” says Sandro […]

 
 

With 2.2 Million Households, Sling In Year Of Addressable Convergence With Dish

The year 2018 is one of “convergence” for Dish Network and its streaming Sling TV service, which combined now offer addressable advertising to about 9 million households. “We spent a lot of last year tying together the existing data partnerships on the Dish side with the Sling side and making sure that attribution and reporting […]

 
 

To OpenX, Take Digital Quality Standards ‘And Run With Them’ Is The Path Success

SAN FRANCISCO – Investing in quality seems to be paying off huge for OpenX, the world’s largest independent advertising exchange. It just capped its 10th straight year of revenue growth, fourth consecutive year of profitability and its nascent video business saw 5,000% revenue growth in 2017. To CEO Tim Cadogan, the industry as a whole […]

 
 

ESPN Introducing Linear Optimization In The Quest For True Addressable Television

Although using first and third-party to target linear television audiences is in the testing phase, it stands to increase the attribution TV gets for prompting consumer behavior. “At ESPN, we certainly think the audience buying future is upon us,” says Vikram Somaya, SVP, Global Data Officer & Ad Platforms at ESPN. In this interview with […]

 
 

With More Than 700 Users, OpenAP TV Audience Consortium Eyes Growth Roadmap

Having launched last September 29, the OpenAP television audience targeting consortium platform of Fox, Turner and Viacom has more than 700 users. Meanwhile, Turner is beta testing mapping audience segments across its digital footprint. “We have a roadmap that takes us through essentially a 1.5 release and it’s going to go even beyond that,” Dan […]

 
 

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 […]

 
 

Targeting People And Households From Mobile To Connected-TV: dataxu’s Tore Tellefsen

MIAMI – About six months ago, dataxu unveiled the first self-serve platform for custom, audience-based buying of connected-TV inventory. “I’m always surprised by what our customers are now coming up with,” says Tore Tellefsen, the company’s VP of TV Solutions. dataxu started down the road of expanding its OneView audience management platform some four years […]

 
 

Oracle Data Cloud’s Daniel Harrison On The Quest For Holistic Digital, TV Planning And Activation

MIAMI – It’s hard to think of a company that has ramped up more data prowess than Oracle Data Cloud. But even with companies like BluKai, Datalogix, AddThis, Crosswise and Moat under its wing, achieving unified cross-screen audience measurement isn’t going to be a cake walk. “That is certainly one of the objectives for us […]

 
 

Beyond The Tipping Point, OTT Ads Are Exploding: dataxu’s Tellefsen

Maybe, one day, the addressable, programmatic, data-driven buying of TV ads will appear on our TV screens. That used to be the view in TV land – “one day”. But one ad exec elbow-deep in the data says that day is already upon us. “I spend a lot of time in the marketplace talking with […]

 
 

Buyers Want Automation, Digital Insights And Attribution From Programmatic TV: DataXu’s Mike Baker

COLOGNE – In the arms race that is automated or programmatic TV, there’s much realignment occurring among tech players. They know if they’re too slow on the drawing board an Amazon or Facebook or Google will swoop in and beat them to the launch pad. This is not lost on marketing analytics provider DataXu, which […]

 
 

Programmatic TV Update: DataXu, Google, FreeWheel, Videology Weigh In at the Beet Retreat

VIEQUES, PR — Video ad-tech vendors have spent the last couple of years sniffing around the TV industry, hoping to start processing even a fraction of the $75bn US TV advertising industry in the same way they have begun gobbling up online video ads. But a new rationalism has recently dawned on the vendor community, and ad-tech […]

 
 

Petabytes Of Data Power Cross-Screen Ads: DataXu’s Catanzaro

VIEQUES, PR — The future of multi-channel ad buying is here, now – and BIG. Marketers, challenged by the proliferation of modern media devices, are dreaming of a day when they can distribute their ads for a multitude of screens, from just a single screen. But Sandro Catanzaro says that day is already here. “Imagine a world where […]

 
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