Why Did Mediaocean Buy INVISION? DePascale Explains

MIAMI — Back in July, when the sun was still high in the sky and the presidential election was yet to rip the US apart, an event took place in ad-tech land that united two disparate tribes. Mediaocean, whose software helps advertisers automate their operations, acquired INVISION, a peer whose technology helps TV companies do […]

 

Two Steps To Scaling Addressable TV Heights: Invision’s Marshall

FORT LAUDERDALE — This year, the promise of “addressable TV”, allowing advertisers to target individual TV sets, became a reality. But it remains just a slither of a US TV industry that is worth circa $75 billion. “There’s two parts to scaleability with addressable:,” says Invision CEO Steve Marshall, whose company helps deliver ads to “addressable” […]

 

Programmatic Buying Moves Closer to TV, Brings More Digital Dollars, Invision’s Marshall

One of the biggest challenges in selling video in a package across both TV and digital screens has been the use of different metrics, but that’s poised to change with audience buying strategies, says Steve Marshall, CEO of multi-platform advertising sales software firm Invision, in an interview with Beet.TV. As the TV industry begins to integrate capabilities […]

 

Programmatic TV Going From Seed To Roadmap: Havas’ Keller

It’s taken some time to convince them, but advertisers are now on-board and enthusiastic for the various ways “programmatic” ad-buying can help them better target and automate their messages. Havas Media channel investments EVP Melissa Keller says her agency has gone from “seeding” experiments with clients last year, to implementing full-on “roadmaps” this year, in an […]

 

Programmatic TV Challenges: Transparency And Management, Execs Say

Slowly but surely, television is opening up to the “programmatic” ad sales revolution that has happened in online display and video. What are some of the biggest inhibitors? One factor is lack of a common, open format for audience targeting data, says Havas Media channel investments EVP Melissa Keller. In an interview with Beet.TV, she targets […]

 

TV Can Be As Accountable As Digital: INVISION’s Miller

Advertisers reared on a generation of scientific online targeting and measurement may pour scorn, nowadays, on the relatively imprecise medium of TV – but new television techniques with a digital flavor may change that, says an ad tech exec. “Buying television has always been about buying audiences – but the measurement hasn’t been there,” David Miller, […]

 

Digital and Linear TV Ad Workflow Will be Unified, INVISION’s Miller

SAN FRANCISCO –  With the introduction of new data from Rentrak and other providers, technology provider INVISION will be able to provide unified ad workflow for both digital and linear television, predicts David Miller, VP for Product Management, in this interview with Beet.TV The company recently announced partnership with Rentrak. We spoke with him at […]

 

Programmatic TV Needs Quick Wins: INVISION’s Miller

SAN FRANCISCO — Automated, “programmatic” trading of digital ads in linear television may have a long and bright future ahead – but it will need some adoption victories in the here and now before that dream becomes a reality, says an ad tech exec. “It’s about what can be done today,” says David Miller, VP Product […]

 

Open APIs Can Drive TV AdTech, INVISION’s David Miller

SAN FRANCISCO — Programmatic buying has great potential to bridge technology between TV and digital buying systems, says David Miller, VP Product Management at INVISION, a multi-platform ad sales provider during an interview with Beet.TV. “When you compare the ease of buying TV to digital we hear a lot that TV is easier, but TV has […]