Tapad’s O’Loughlin Targets Humans Using Diverse Data

LOS ANGELES — Trying to target an individual consumer when people’s breadcrumb trails are scattered across a plethora of devices feels like a headache for many marketers today – but those data trails can be united to piece people back together. Started seven years ago, Tapad was one of the first of what is now a rash […]


Bought By Oracle, Goodhart’s Moat Takes Ad-Tech To TV Upfront

When people think of advertising analytics vendors that offer an insight in to the viewability of ad inventory, Moat is often top of most minds. Now it is also part of one of the biggest IT companies on the planet. New York-based Moat, founded seven years ago, has signed an agreement to be acquired by Oracle in […]


Predicting Human Behavior ‘Scary And Exciting’ To Starcom’s Stopulos

LOS ANGELES – People are unpredictable and messy, so understanding what drives their purchase decisions is truly a work in progress despite oceans of data. Then there are machines like Alexa and Siri, who are slowly nudging humans from the decisioning process. But these realities are what excite Stephanie Stopulos, the SVP of Advanced Analytics […]


Better Data Leads To Better Ads, Less Complex Media Ecosystem: Publicis’ Shlachter

VIEQUES, PR – The transformative power of data is about much more than just being able to target audiences with more precision and relevance. Data also has the power to cure many digital ecosystem ills. “Data is paramount to every strategy we put together with our clients, with our partners. It’s sort of the universal […]


Faster, More Nimble Is The Mantra At Creative Shop Erich & Kallman

LOS ANGELES – Being big for the sake of buying clout used to differentiate media agencies. Now creative agencies are finding ways of trimming down to keep pace with ever-speedier, lower-paying client demands. For Steve Erich, “not your typical agency model” means contracting for the best creative talent for the nascent Erich & Kallman shop […]


Like Sponsorships, Content Marketing Requires Connecting With Audiences: Momentum Worldwide’s Weil

LOS ANGELES – If you could hold a mirror to the current world of content marketing it would largely reflect what’s been happening for a long time in sports and entertainment sponsorships. One of the elemental rules is that just borrowing enthusiast audiences doesn’t cut it unless you actually connect with them. “It’s not about […]


Innovid’s Chalozin On Internet TV’s UX Imperative

VIEQUES, PR — Around the world, television sets are getting connected to the internet – and that is creating a huge new opportunity for a new breed of gatekeeper. But the new broadcast contenders should not just assume they will become all powerful. One executive brokering the future of connected TV advertising thinks quality of […]


Adobe, Simulmedia Execs Examine How Digital Data Can Inform Linear TV

VIEQUES, PR – There’s no shortage of data to apply to linear television audience targeting and, likewise, a variety of ways to attribute campaign results. In the middle lies the customer experience, which is also data-fueled and growing more sophisticated by the day. These and other insights emerged from a discussion about enhancing the value […]


Programmers Are Making TV Ads Audience-Based: explains Disney/ABC, NBC, Turner, Viacom & 605 at Beet Retreat

VIEQUES, PR — Already this year, several of the big US TV networks have declared they will make moves to let advertising buyers use granular and first-party viewer data, over and above traditional Nielsen data, to target ads on linear TV. Speaking on this Beet Retreat panel, representatives of the networks explained their strategy. The recent announcements […]


Assembly’s Lee: Short On Silos, Big On Data And Transparency

VIEQUES, PR – Having worked nearly two decades for a major holding company media agency, Francois Lee prefers the “pipeline” of data that runs through MDC Partners’ Assembly to “siloed verticals.” When MDC launched Assembly three years ago, it combined the prowess of TargetCast, RJ Palmer and Doner Media under one roof. Lee joined in 2015 […]


West Elm’s Chatelain On Digital Channels: Start Small, Gauge Results And Ramp Up Successes

Television can drive big awareness, but with digital media brands can take small steps with small budgets and “test and learn” their way to success. This, in essence, is the approach online and brick-and-mortar retailer West Elm has taken during nearly 30 consecutive months of profitability. West Elm has shied away from spending money on […]


Is Viewability A Sideshow? Moat, Ooyala & Eyeview Discuss

VIEQUES, PR — Digital advertisers need a common metric for what constitutes user-viewable video inventory – but they shouldn’t rely on it as the prime driver of their strategy. That is according to a trio of ad-tech execs whose companies help bring some visibility to the problem, but who say the challenge is greater than that. Almost […]


New Data Sources Are Coming: TruOptik, Neustar, Alphonso & 605 Discuss

VIEQUES, PR — Age, gender and demographic just don’t cut it anymore. In the new age of advertising super-powers, marketers want to target consumers with more more granularity and certainty than traditional measurements allow. Fortunate, then, that a whole new raft of data sources is coming on-stream to help them do that. In a panel discussion convened […]


Alphonso’s Gall Targets Distracted TV Viewers On Second Screens

LOS ANGELES — For TV advertisers eager to see the effect of their campaign more quickly, a US- and India-based company claims to have the answer. Alphonso, which offers the ability for buyers to serve ads on to digital devices based on an understanding of consumers’ TV viewing behaviour, also this month launched closed-loop attribution. The […]


Twitter’s Greenberger on News Platform for Advertisers

LOS ANGELES — At a time when publishers’ spoils from relying on social platforms for distribution are coming under scrutiny, the man responsible for brokering Twitter’s deals with news organizations says the busy current news environment makes the platform perfect for publishers and advertisers alike, In its last-published quarter, Q4 2016, Twitter made $638mn from advertising, slightly less […]


Scheppach’s Matter More Media Gains Co-Founder Murtos, Partnership With Tapad

LOS ANGELES – It’s been a busy six months for Matter More Media CEO & Co-Founder Tracey Scheppach. The addressable television specialist formerly of Publicis has a new partner in Co-Founder and Publicis colleague Steve Murtos and a new strategic data partnership with Tapad. Scheppach is particularly excited about new addressable TV operators and the […]


Engaging With Consumers Means Thinking Beyond Boxes And Screens: OMD’s Rozen

LOS ANGELES – Reaching the right audience with advertising is only part of the bigger puzzle called engagement. It starts with figuring out the role of media in driving creative decisions. “I think the opportunity around creativity is to divorce it from the visual design standpoint,” says Doug Rozen, Chief Digital & Innovation Officer at […]


Beet Outcomes Summit: Exploring Lift With Placed, Experian, Facebook, Nielsen Catalina And MediaMath

Analyzing the impact of video advertising reveals not only incremental lift in offline store visits but also the vast difference in quality of inventory from one programmatic exchange to another. These are just two of the takeaways that emerged during a panel discussion by industry professionals at the recent Beet.TV Leadership Summit titled Outcomes, presented […]


GroupM’s Gotlieb On Addressable Ads, Creative Versioning And Brand Safety

LOS ANGELES – The year 2017 could see set-top box and other forms of addressable advertising become truly scalable, while a great deal of work is still to be done on creative versioning of campaigns. That’s the prognosis of GroupM Chairman Irwin Gotlieb, who doesn’t think media owners should be thrown “under the bus” because of […]


How Platforms Are Creating New Ad Formats: Spotify, Facebook, Innovid & true[X] Discuss

VIEQUES, PR — The IAB may have a list of standard ad formats, the hymnsheet that the online advertising industry sings from. But ad formats are changing every day. Publishers and platforms go on tinkering with offering new ad experiences in a never-ending quest to push the boundaries and increase consumer attention. But what happens when […]

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