TransUnion Acquires People-Based Marketing Firm TruSignal

On the heels of its recent investment in OTT data specialist Tru Optik, TransUnion has acquired people-based marketing technology provider TruSignal. Both relationships will help to enhance TransUnion’s role as an “enabler” that helps map consumer identities in a complex, multi-platform world, says the Matt Spiegel, the company’s EVP of Digital Marketing Solutions and Head […]

 
 

Cannes Lions’ “CLX” Connects Brands With Activision, Adobe, NBCU, TikTok: MediaLink’s Kassan in Preview

Back in November, we reported how MediaLink CEO Michael Kassan was seeking out some big-name entertainment companies to serve as foundational partners for Connect Learn Explore (CLX), a new strand at Cannes Lion International Festival of Creativity. With just a few weeks to go before the annual ad industry shindig kicks off in June, it […]

 
 

MediaLink’s Kassan Ponders The Impact Of TV Battles On Advertising

As the “battle of the titans” in streaming television rages on, advertising won’t be going away anytime soon, according to MediaLink’s Michael Kassan. “I think it’s going to have to find its level,” the Chairman & CEO says in this interview with Beet.TV at the 2019 Digital Content NewFronts. “I think it has to be […]

 
 

MediaLink’s Kassan Surveys The Risks, Gains For Marketers Going In-House

ORLANDO—The latest report on marketers taking certain activities in-house as opposed to using agencies comes as both sides need to produce more growth and profits. “Everybody’s under pressure at the same time,” observes MediaLink Chairman and CEO Michael Kassan. Noting margin inadequacies at agencies and profit-and-loss challenges at marketers, it’s logical to take a close […]

 
 

MediaLink’s Kassan Calls Creators To Inspire Brands At CLX

ORLANDO – After a few years in which the advertising business seemed to get consumed by numbers and efficiency, is creativity returning the fold? If the agenda for next year’s upcoming Cannes Lions International Festival of Creativity is anything to go by, it certainly is. In a new addition to the advertising festival’s agenda, CLX (“Connect. Learn. […]

 
 

MediaLink’s Kassan Seeks Global Scale Amid ‘Controlled Chaos’

COLOGNE – Strategic advisory firm MediaLink considers itself as occupying “the intersection of marketing, media, advertising, entertainment and technology.” To say it’s a busy place to be is an understatement, according to Chairman & CEO Michael Kassan. “We are in an absolute state of transformation. I’ll be kind, I used to say chaos. It’s controlled […]

 
 

At AT&T’s Relevance Conference, Kassan Will Share Stage With Katzenberg, Whitman

COLOGNE – To Michael Kassan, there could not be a better time for The Relevance Conference that AT&T will host later this month. “I think the name speaks for itself. We are at a point in time where we all are kind of drowning in information,” he says. Not only will AT&T unveil the name […]

 
 

Viacom’s Gordon Promises Panel A New Phase Of OpenAP

It is now over a year since some US TV networks came together to strive for commonality in how they tap the opportunity of advanced TV ad targeting. Now, it seems, they want to kick it up in to the next gear. Last year, Fox, Turner and Viacom teamed to co-found OpenAP, a new consortium to […]

 
 

Nissan’s Witherspoon Drives Cannes FreeWheel Discussion On Television’s Future

CANNES – How does a huge marketer like Nissan convince its procurement people to explore new, non-traditional ways of reaching audiences and measuring those efforts? “We have this kind of internal joke that right now we have more pilots than American Airlines,” is how Allyson Witherspoon, Nissan’s GM for Global Brand Engagement, explained it. At […]

 
 

Can TV Be A Platform? A Cannes Panel Discusses

It’s no coincidence that TV companies are facing a challenge to retain ad spend migrating to digital ecosystems run by the big native behemoths. Several initiatives and companies are now trying to tackle that problem. But what will it really take for TV to become a “platform”? In this panel discussion moderating by MediaLink’s Matt […]

 
 

Cannes Panel Unites OMD, Wavemaker, Nissan, true[X] Execs On Consumer Centricity

CANNES – People in advertising and media disagree about many things, but a more consumer-centric approach to both video content and advertising is a big exception. This was more than evident during a panel discussion at the 2018 Cannes Lions International Festival of Creativity as part of the FreeWheel Forum on the Future of Television. […]

 
 

A Shorter Cannes: Fewer Agency Execs, More Brands And Consultancies

CANNES – Shortened by one day this year, the Cannes Lions International Festival of Creativity attracted fewer agency people. But there was a 30% increase in attendance by brand marketers and a 20% rise in the number of consulting firms, according to MediaLink Vice Chairman Wenda Harris Millard. So the Festival is still a “very […]

 
 

TV Ad Load Reduction Could Cause ‘Short-Term Up And Down Pain’: MediaLink’s Spiegel

CANNES – At gatherings like the Cannes Lions International Festival of Creativity, audience segmentation strategies have been been front and center for the past few years. “I think now that a lot of learning discussions have come out we’ve come back to if you do that type of targeting, what are you going to say […]

 
 

Ken Auletta’s ‘Frenemies’ Book Chronicles Anxiety And Disruption In The Ad World

When The New Yorker writer Ken Auletta decided to take a hard look at companies that are dependent upon advertising, he came away seeing “frenemies” everywhere—all of them facing “existential assault.” The resulting book, being released today after three years of research, is titled Frenemies: The Epic Disruption of the Ad Business (and Everything Else). […]

 
 

Holding Companies In Survival Of The Fittest: MediaLink’s Kassan

What separates WPP from the dodo? One is an extinct animal – but could the ad agency holding group also about to become one, too? In recent months, many agency holding groups have reported revenue trending down and share prices have fallen, after challenges including the rise of brands buying direct from online platforms. And […]

 
 

Identity Resolution The ‘Underpinning Of Future Success’: MediaLink’s Spiegel

SAN FRANCISCO – While there’s little question that being able to identify and target individuals across devices and screens will play a huge role in future marketing, we should not think that everything will go one-to-one. This might seem unusual for those with their roots in digital media, but not to Matt Spiegel. “I think […]

 
 

MediaLink’s Millard Questions Preparedness For GDPR

The rules around consumer consent for digital tracking will be reset this coming May – but not everybody is yet prepared to change their business to cope. The European Commission’s General Data Protection Regulation means new measures that must be followed by any global company processing EU citizens’ data, with penalties of up to 4% of global […]

 
 

Industry TV Veterans Tackle Targeting And Attribution At Beet Retreat Miami Panel, With MediaLink, Matter More Media, Cadreon/IPG, Publicis Media Exchange, 605 And Team Arrow Partners

MIAMI – What’s the best way to approach television targeting and measurement? And what’s the value of “waste” in the form of TV ad impressions? These and other topics were the focus of spirited and insightful debate at the recent Beet Retreat Miami 2017. Following are some of the more cogent exchanges during a panel […]

 
 

Ad Personalization, Content Discovery Are Focus Of Beet Retreat Miami Panel Featuring MediaLink, Innovid, TiVo And Sorenson Media

MIAMI – The old adage “don’t take it personally” will be upended in the world of advanced television. Respecting viewer attention and guiding them to relevant content are going to be critical elements in perpetuating the ad-supported business model. Such observations arise when people in key positions peer beyond what’s currently happening in the TV […]

 
 

Balancing New Revenue Streams: NBCU, Fox, Acxiom, Oath, A+E Execs Discuss

MIAMI — These days, consumers have more choices than ever before about how to consume video and TV content. And that means a new spectrum of opportunities – and challenges – for content owners and distributors. For companies more used to selling the context of their content to advertisers, the hot new possibility – in […]

 
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