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 […]

 
 

Unilever’s Blockchain Goals: Clearer Ecosystem, Better Business Decisions

CANNES – Rob Master is excited about the promise of transparency, visibility and measurement for Unilever as it helps to pioneer a blockchain consortium with IBM and Mediaocean. To him, it’s all about prioritizing dollars. “The digital ecosystem is fraught I think, as we’ve all seen with a host of challenges,” says the VP of […]

 
 

Mars’ Jane Wakely: Accountability Means Growth

CANNES – Big brands are far from dead, according to the Chief Marketing Officer of Mars Pet Nutrition. But they need to winnow out “fake news” about their supposed widespread demise and establish an evidence-based philosophy and operating model for driving growth, says Jane Wakely. “Accountability in marketing to me means growth. Ultimately, I think […]

 
 

ROI Measurement Proves ‘We’re An Investment, Not A Cost’: AT&T’s Carter

CANNES – While bigger can imply better when it comes to media scale, it doesn’t shield you from challenges like audience fragmentation and the “murkiness” of the digital advertising ecosystem. So while AT&T recently upped its vertical integration game with the acquisition of Time Warner, it’s as enthusiastic as smaller companies to see various industry […]

 
 

Mediaocean’s Sampath Explains The Role Of Blockchain In Media Transactions

CANNES — Even before digital media came along, it was a chore to reconcile buys across radio, print, television and other media while monitoring discrepancies and make-goods. Throw in the dizzying complexity of digital media transactions and it’s no wonder that marketers like Unilever are embracing blockchain technology. “What blockchain does is create a single […]

 
 

Transparency, Interoperability, Faster Reconciliation Focus Of Mediaocean/IBM Blockchain

CANNES — The blockchain consortium solution recently unveiled by Mediaocean and IBM’s iX agency could reduce the margins of many adtech players, but they might realize big gains as a result of an improved system, says Mediaocean CEO Bill Wise. And while blockchain technology in the advertising world is typically associated with digital media, the […]

 
 

Mediaocean’s Wise Begins Building Blockchain For Ad-Tech Transparency

Ad-tech provider Mediaocean will soon begin deploying the technology that underpins decentralised cryptocurrencies as a solution in the fight for ad transparency. In this video interview with Beet.TV, company CEO Bill Wise says Mediaocean will be making a blockchain announcement in the next few months, though initial activity in entered on discussions with potential partners. […]

 
 

Mediaocean’s Bill Wise: Convergence Is A Planning & Measurement Problem

If any tech company knows the economic value of traditional television, it’s 51-year-old Donovan Data Systems—now known as Mediaocean. So it’s in a unique position to respect that TV heritage while helping to shepherd the industry to a more digital-like future. “If all we do as an industry is make television look like digital programmatic […]

 
 

4C Insights’ Anupam Gupta: ‘What We’re Trying To Get To Is Cross Channels’

The fall of 2017 has been a big season of integrations for data science and media technology provider 4C Insights. First came its link to Mediaocean on the buy-side and shortly thereafter NBCUniversal on the sell-side. With NBCU making its television inventory available via application programming interfaces, “it was pretty natural for us to come […]

 
 

Premium Video’s Evolving Value According to FreeWheel, Integral Ad Science & Mediaocean

What is the value of premium video in the modern marketing mix? Big and growing, according to a three-strong panel assembled by Beet.TV to chew over the latest issues. In this interview, our panelists discuss lingering fraud issues, vendor challenges and the multi-dimensional value of video… Cross-platform brand safety Brand safety on web may have been […]

 
 

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 […]

 
 

Rubicon Links With Cadreon, Mediaocean To Facilitate Direct Programmatic Deals

Two new partnerships linking Rubicon Project with IPG’s Cadreon and workflow automation giant Mediaocean are a nod toward more direct programmatic deals for premium inventory in “well-lit environments,” says Rubicon’s VP of Sales for North America. Matt Greenberg describes Rubicon’s expanded involvement with Cadreon as the latest step in a relationship spanning about three years. Cadreon […]

 
 

Industry Should Scale Up Social TV Ads: Mediaocean’s Palmer

Threading consumers’ social media content in to TV ads in real-time is possible – it’s just going to take a push to make it a reality in the U.S. like it is in Europe and the Nordics, says one ad tech vendor. TV ad-buying management platform Mediaocean has partnered with Never.no to pipe users’ social […]

 
 

Video Is An Antidote To Mobile Ad Blocking: Mediaocean CEO

Advertisers these days seem worried about a litany of technologies with which bad industry actors and consumers alike can bypass advertising. The latest is ad blocking, which Apple’s iOS 9 now supports on mobile web. But that threat to mobile could benefit another media, one ad tech exec reckons. “It is incredible. Things like ad blocking, view […]

 
 

comScore + Retrak Merger “Nice,” But Won’t Replace Nielsen, Mediaocean’s Bill Wise

The news last week about the acquisition of Rentrak by comScore has been hailed by some as the emergence of a new competitor to Nielsen in the TV ratings space. For Bill Wise, CEO of TV media buying platform Mediacean, competition is a good thing, and while the newly combined forces will keep Nielsen “honest,” it […]

 
 

Digital Content Must Be Consumer-Centric: Conceptbakery’s Dorfler

COLOGNE — According to one local ad exec, Germany’s business culture emphasizes efficiency and planning up front, which minimizes the risk of failing. It’s very different from the ethos of some U.S. companies, which tend to try out several ideas to see what sticks. However, while risky, that approach can lead to the discovery of […]

 
 

Sky Blazing A Trail For UK TV Ad Targeting: Mediaocean’s Smith

COLOGNE — Time and time again, the advertising executives we speak to rate one TV platform above others for having brought the prospect for targeted linear TV advertising in to reality. UK satellite TV platform Sky’s AdSmart technology leverages household data the provider already holds about subscribers, and uses its broadband lines to send customised ads to customers’ […]

 
 

TV Ad Buyers Must be Eased into Automation : Mediaocean’s DePascale

FORT LAUDERDALE — Many in the video ad tech space think the old way of buying and selling TV ads will soon be overturned by new technology. But TV planning and buying tool Mediaocean‘s product VP Cordie DePascale says the old guard must be eased in to the new world for mutual benefit to occur. “There’s […]

 
 

TV And Video Ad Buying, Not Converging Yet, Mediaocean’s Wise

LAS VEGAS — We keep hearing a lot about how the ad-buying processes for television and digital video may be on a path to merging. But, asked if that was happening yet, agency ad-buying software platform Mediaocean’s CEO Bill Wise says: “They’re not converging. TV is vastly different from video, which looks and feels like ad tech […]

 
 

Mediaocean Extends Digital Video Ads With Videology

Mediaocean, which currently helps ad buyers plan, execute and analyze advertising on TV using software, is about to get greater traction in the online video world, through a partnership with Videology. The integration will make online video ad inventory amassed by Videology buyable by Mediaocean‘s customers within their existing dashboard of Mediaocean’s Spectra product. In […]

 
1 2 3