IAB’s Randall Rothenberg: Seeing Brand Safety In A New Light, Dumping ‘Buy-Side, Sell-Side’ Lingo

Once again, the topic of “brand safety” will be front and center at the upcoming Internet Advertising Bureau Annual Leadership Meeting, but it will take on new meaning in light of IAB research into what it calls the Direct Brand Economy. Other industry semantics need to be updated as well, IAB President & CEO Randall […]


‘Direct Brands’ Will Be Under The Microscope At IAB Annual Leadership Meeting: President & CEO Randall Rothenberg

What’s the difference between “direct” brands and “indirect” brands? The distinction is the subject of the largest research project the Internet Advertising Bureau has ever done and it will be the centerpiece of the organization’s upcoming Annual Leadership Meeting. In this interview with Beet.TV, IAB President & CEO Randall Rothenberg explains why incumbent brands that […]


Navigating New Solutions: Simulmedia, IAB, DISH, Videology, Google Execs Discuss

MIAMI — The medium of television is moving faster than than it has in decades, maybe even ever, as new opportunities to deliver, measure and monetize programming emerge almost weekly. In advertising, buyers are getting excited about a world in which planning moves beyond the broad demographic audience targeting of yore, to a world of […]


OTT TV Ads Should Have Higher Prices: IAB’s Bager

MIAMI — TV ad rates are known for being amongst the highest in the business. So what happens when ads get pumped to a TV set over an internet connection? According to an executive from publishers’ advertising trade body, OTT TV ads should be higher-priced than those on TV. Asked how the over-the-top rates should […]


DEFY Media: Not Gen Z Or Gen X But ‘Individual And Unique’ Young People, Says Tu

To make things easy for brands during the extravaganza that is the annual Digital Content NewFronts, DEFY Media has condensed its advertiser offerings to three options: buy, badge, build. “We want to make it easy that when they see our shows, they know how to work with us,” says DEFY Media CMO Andy Tu. Buy […]


Awesomeness Listened To Gen Z And The Brand ‘Really Took Off,’ Says Bouttier

Not many companies these days compare themselves to the cable television network pioneers of the 70’s and 80’s. Awesomeness is one of them. Using digital pipes instead of coaxial wiring, Awesomeness picked up early funding and set out to capture Gen Z—youths 12 to 24. Just as cable TV networks “erupted out of the new […]


IAB Chair Jim Norton Wants To Clean Up Fakes And Frauds

HOLLYWOOD, FL — The ad-tech sector must do more to clamp down on a wave of “fake news” and ad fraud that is threatening both publishers and advertisers. That is according to the new chair of the US branch of the Interactive Advertising Bureau (IAB). Jim Norton was elected to the post this week in the organization […]


Household Level Cross-Platform Attribution ‘Absolutely Critical’: Carat’s Ray

The ability to target individual consumers with ads across digital devices and specific households via television is progressing well on parallel tracks. Just when those two paths will converge from a data standpoint is anyone’s guess. “Right now, that data doesn’t exist in a co-mingled way or in a way that would allow us to […]


IAB’s Wiener Sees More Creative Story Telling, Sophisticated Targeting

Never a dull moment at the Internet Advertising Bureau, and 2016 is no exception. Of three key themes codified in January, better user ad experience and more precision in consumer targeting have seen healthy uptake, while the desire to add 10,000 jobs in a diversity push is understandably a longer haul. “I’m very proud of […]


IAB Mulls ‘Header Bidding 101’ To Help Standardize Latest Ad Tech

Just when you wrapped your head around “programmatic”, a new variant of the data-driven advertising technology is creeping on to the scene. In so-called “header bidding“, publishers offer inventory to multiple ad exchanges before alerting their ad servers, intending to garner multiple bids on the same inventory and so make higher prices. Now the Interactive Advertising […]


New IAB Chair Wiener: We Need to Embrace “Precision Engagement”

PALM SPRINGS – As the digital publishing industry gathered for the annual IAB Leadership Meeting this week to mark the  milestone of reaching $50 billion, its Chairperson says that publishers need reorient themselves around delivering advertising precisely to those who want the ads. Newly named IAB Chair Lauren Wiener, President, Platform Buyers,  Tremor Video,  says that […]


Digital Media Business Needs to Embrace Diversity, MediaLink’s Michael Kassan

PALM SPRINGS — As the digital media industry celebrates its 20 years and the milestone of being a $50 billion global industry, the business needs to become more diverse, says Michael Kassen, CEO of the powerhouse media consultantcy in this interview. We spoke with him on Sunday at the IAB’s annual leadership meeting.


“Invalid Traffic” is Highest in Mobile Video, Ernst & Young’s Terlizzi

Fraud, malware and pirated sites are costing the digital media industry over $8 billion a year.   While the problem pervades all digital media, the highest percentage of invalid traffic is for mobile video at 12 percent, says Nick Terlizzi, Partner, Media and Entertainment Advisory Services at Ernst & Young LLP in this interview with Beet.TV E&Y […]


Too Much Money Fueling Ad-Tech Chaos: IAB’s Rothenberg

Sometimes, it takes a former reporter to tell you straight. Even if you don’t like the sound of what Randall Rothenberg has to say, the Interactive Advertising Bureau (IAB) president and CEO has a sharp and timely view from his vantage point at the top of the online ad industry. That view – you may see the […]


NewFronts Will Be Bigger, Open To Smaller Firms, IAB’s Rothenberg

The Digital Content NewFronts, the event in which digital content owners get to shop their latest productions to marketers eager for an audience, is coming up on April 27 in New York. “The NewFronts are expanding to almost two full weeks,” says IAB president and CEO Randall Rothenberg, whose organization stages the event. “There is more interest […]


IAB’s Rothenberg: The Problem with Viewabilty is the Tech Vendors

While publishers and advertisers are essential in agreement over what constitutes a “viewable” digital advertisement, the technology for measuring ‘viewability” is a big problem, with multiple tech vendors coming with vastly different findings, says Randall Rothenberg, CEO of the IAB in this interview with Beet.TV He says that there are disparities of 30-40 percent between […]


Branded Video Goals Wide Ranging by Brand, Maxus’ Jill Langan

Branded content goals vary widely by client, but can be used to deliver on a range of marketing goals, says Jill Langan, Senior Partner and Strategic Planning Director at Maxus, in an interview with Elaine Boxer, Director of Industry Initiatives at the IAB. Some Maxus clients lean on branded video to change brand perception. “We […]


IAB’s Shah: Too Many Viewability Platforms Will Hurt Industry

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah. “We’re creating a standard in […]


Omnicom Links with Facebook for Targeted Ad Delivery via Atlas

Omnicom has signed an agreement with Facebook as the first agency holding company to work with Facebook’s Atlas for its ad serving platform, the company announced earlier this week in New York. At the IAB MIXX conference, we spoke with Jonathan Nelson, CEO of Omnicom Digital about the alliance and the opportunity to deliver ads […]


Online GRP Standard In ‘A Year Or Two’: IAB’s Mane

The online ad industry’s recent embrace of TV-style gross rating point (GRP) metrics for audience measurement has come largely thanks to roll-out of GRP systems by individual metrics groups. But the whole industry will have a sector-wide agreed GRP within a year, according to an advertising representative. “Now that everyone is agreeing that GRPs are […]

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