Technology Is Transforming Media Sales: Execs from Matrix Solutions, Hearst, Weather Group, Univision, Xumo, FreeWheel, Fox, Comcast

Television advertising sales are becoming increasingly automated as digital technologies transform the way marketers and media agencies run campaigns. Computerized auctions of video ad inventory have established a foothold in connected TV (CTV), and are expected to transform the broader television marketplace amid its technological evolution. Managing Sales Amid Complexity Mark Gorman, chief executive of […]

 
 

SSP’s Add Value to Premium TV Inventory: FreeWheel’s Mark McKee

Providers of premium TV programming have more ways to reach audiences who are spending more time watching video on connected devices like smart TVs and mobile phones. The growth of connected TV (CTV) has added another layer of complexity to the advertising marketplace. “Our focus has always been around premium TV, and how do we […]

 
 

Videology: Media Mix Modeling Growing in Use

The growing sophistication of both TV and online data is making cross-platform media mix modeling more reliable, says Mark McKee, Senior VP Global Marketing and Strategy at Videology in an interview with Beet.TV. “The first party and third party purchase behavior is effective in reaching and delivering both brand and sales metrics,” he says in a conversation […]

 
 

Videology’s McKee: Analogue Data Is Changing Digital Ads

One of the biggest changes in the digital video industry is coming thanks to the arrival of ye olde traditional TV advertising practices, says one industry exec. “The biggest lever I’ve seen in pushing this forward is this concept of TV data coming online, which really didn’t exist a year and half ago,” says Mark […]

 
 

Advanced Targeting in Video Campaigns Rising Quickly, Videology Report

The use of advanced targeting in online video has grown tremendously year over year, says Mark McKee, Senior VP Global Marketing & Strategy at video at tech platform Videology in an interview with Beet.TV. About two-thirds of online video campaigns now include advanced targeting beyond age and gender, such as purchase behavior, and that’s up from […]