Technology ‘Moving The Conversation’ From Addressable To OTT: Magna’s Cohen

As the U.S. addressable linear television footprint continues to grow, OTT is “here and now and scaled, and we are definitely seeing dollars flow in that direction,” says Magna Global’s David Cohen. “Whether it’s Roku or whether it’s Amazon, it’s a very, very big growth engine for us.” Amid the TV Upfront negotiating season, consumers […]

 

Adobe’s Todd Gordon on New Partnership w/ NBCUniversal

Like many agency television buyers, Todd Gordon spent a lot of time on the telephone buying inventory for clients that they didn’t necessarily want but that came in packages. “If you wanted to buy prime, you quite often also got late night and daytime,” says the Director of Programmatic TV for Adobe. “What’s remarkable about […]

 

Progress Of OpenAP, NCC Media Helps Solve Fragmentation: MAGNA’s Anson

With advertisers still in the “test and learn phase” with advanced targeting of television audiences, NBCUniversal joining the OpenAP consortium “will really move OpenAP’s momentum forward towards a more usable tool that advertisers will want a part of,” says Julie Anson, Associate Director, Partner Innovation, Advanced TV MAGNA Global. Currently on the sell-side, there’s too […]

 

Buy-Side Vets Tackle Audience Measurement, Creative Output Challenges

CANNES – Delve into the challenge of cross-platform video audience measurement with three buy-side veterans and you’ll get sports metaphors, frustration and eager anticipation for things like Facebook’s plunge into scripted programming. So it was when Comcast presented a panel at the Cannes Lions Festival of Creativity featuring Amplifi US’s Lucas Cridland, Magna’s David Cohen […]

 

Roku’s Rosenberg: Data And Interactivity Boost Value Of Advertising

HOLLYWOOD, Florida – Streaming television pioneer Roku foresees ad loads decreasing and, as a result, the value of ads has to increase. “From an ad strategy perspective, we feel strongly that an empowered consumer needs a more relevant and better ad experience than they’ve had historically in TV,” says VP of Advertising & Audience Development […]