Vizio Forms Consortium Of Media, Tech Companies To Create Addressable Advertising Standard

Smart-TV manufacturer Vizio is teaming up with nine major media and technology companies to create an addressable advertising standard. Called Project OAR (Open Addressable Ready), the participants will define technical standards for targeting specific households and Vizio will build the technology. Along with Vizio and its data unit Inscape, the consortium’s members are AMC Networks, […]

 
 

Shrinking The TV Ad Feedback Loop With iSpot.tv’s Bareuther

SAN JUAN, Puerto Rico—iSpot.tv has been a third-party television data provider for the past five years. So when Robert Bareuther hears someone at Beet Retreat 2018 talk about third-party verification and measurement as being “royalty right now,” he takes a bow of sorts. “It’s like de facto. And that’s pretty cool. Maybe iSpot should get […]

 
 

Comscore’s Hinnant On Data Matching And Being In The OpenAP Universe

SAN JUAN, Puerto Rico—When it comes to matching consumer datasets, Comscore should be considered more of a chef than someone who actually produces food. “We offer these audiences tied to the viewing behavior of television and to digital audiences as well. What you have to understand is that we don’t have a hand in creating […]

 
 

Racing F1 With A Datsun: Furious Corp.’s Swartz On Local TV’s ‘Revenue Leakage’

SAN JUAN, Puerto Rico—For local television, the 2018 election cycle was tantamount to an early Christmas present. And although 2020 promises to be even better sales-wise, TV providers have to speed up their efforts to roll out targeted, impression-based advertising without cannibalizing their “core bread and butter traditional linear inventory,” says Furious Corp. CEO Ashley […]

 
 

Cross-Screen Planning, Measurement And Attribution An Iterative Process: TiVo’s Lutz

SAN JUAN, Puerto Rico—To TiVo’s Lisa Lutz, it’s not that people aren’t asking the right questions about creating audience segments and targeting them across platforms and devices. “It’s just that there’s so many questions and so many problems to be solved, we’re just not there yet,” says the VP of Product Management. “I think it’s […]

 
 

Hulu’s DeTraglia On Using Probabilistic Data To Track Co-TV Viewing

SAN JUAN, Puerto Rico—All the first-party television viewing data in the world won’t parse out co-viewing by individual human beings. In the meantime, Hulu is working with third-party providers like Comscore and Nielsen “to get at who are the people who are most likely to be sitting in the room,” says the OTT pioneer’s Head […]

 
 

Essence’s Gerber Outlines The Practical Realities Of Swift Advertising Change

SAN JUAN, Puerto Rico—Anyone can sympathize with traditional television networks given the transformational challenges they face. But to empathize, one has to have been there, as has Adam Gerber. In this interview, the ABC and agency veteran details the responsibilities for change of each constituency—from media to measurement companies, marketers and agencies—as he assays the […]

 
 

More Front-End Automation Needed For Addressable TV: DISH’s Arrix

SAN JUAN, Puerto Rico—For marketers, addressable television advertising should not be an either-or proposition, according to DISH Media’s Kevin Arrix. It’s all about deciding its appropriate role within the mix of advanced-TV options. In this interview at Beet Retreat 2018, Arrix talks about the partnership between Sling TV and audience measurement provider Comscore and the […]

 
 

LiveRamp’s Goal: Unduplicated Reach Across Broad Spectrum Of Platforms

SAN JUAN, Puerto Rico—Craig Berkley sums up LiveRamp’s role in reducing friction in television and video advertising targeting in one word: identity. “It’s clear that we all have various pain points that we can address or work on. Our mission and role in this whole ecosystem is to provide automated deterministic identity at scale,” says […]

 
 

Nielsen’s Hohman Explains Foundational Currency, Monetization Metrics

SAN JUAN, Puerto Rico—In the complex and confusing world of advanced television and more precise audience targeting, everything starts with a foundation constructed of currency data, according to Nielsen’s Dave Hohman. Atop that foundation can sit a variety of “metrics to monetize,” he explains in this interview at the recent Beet Retreat 2018. The currency […]

 
 

Research Veteran Shimmel On The Difficulty Of Amassing Reach

SAN JUAN, Puerto Rico—If reach is “God’s gift to advertising,” to paraphrase the late media research guru Erwin Ephron, it’s a gift that doesn’t keep on giving, according to Howard Shimmel. “We downplay the importance of being able to plan to optimize reach,” says Shimmel, formerly of Turner Broadcasting. Now the President of consultancy Janus […]

 
 

With Videology Assets, Amobee Eyes The Complete Consumer Funnel

SAN JUAN, Puerto Rico—Having acquired the assets of Videology last summer, Amobee picked up solutions for the sell-side and, as a result, stands to be “the most broad and deep omni-channel platform,” says GM of Business Development, Tony Yi. Singtel’s Amobee now seeks to simplify the delivery of advertising across all channels and screens—including video, […]

 
 

ACR Helping Brands Decipher Their Data For TV: dataxu’s Baker

SAN JUAN, Puerto Rico—There’s lots of industry talk about data being the “connective tissue” that can unify advertising buys across various channels. But while many hurdles currently prevent brands and agencies from normalizing the execution of buys across linear and advanced television, data is already playing a key role, according to dataxu CEO Mike Baker. […]

 
 

When Weighing Addressable TV, Think Value Not Complexity: Cadent’s Bologna

SAN JUAN, Puerto Rico—The advanced television train has left the station. And while the addressable TV car lacks certain systemic, logistical and executional amenities, testing addressable makes sense for at least half of all advertisers, says Mike Bologna, President, one2one media, Cadent. “What I think that we should focus on more is the value proposition […]

 
 

Measurement Needs To Catch Up With Transactions: Disney’s Nelson

SAN JUAN, Puerto Rico—As the industry learns to transact in new and hopefully more uniform ways, Disney is building targeting segments that will ultimately represent the totality of its audiences. It’s a process over which Disney has far more control than, say, reconciling disparities in current digital measurement options. To make audience targeting more mainstream […]

 
 

Beet Retreat Takeaway: Let’s Move On: It’s Not “Us” (TV biz) vs. “Them” (FANG) Anymore, Ashley Swartz

SAN JUAN, Puerto Rico—Beet Retreat 2018 brought together the entirety of the advertising industry value chain to help define the semantics surrounding advanced television and provide a clearer picture of measurable business outcomes. What follows is the five-minute synopsis of Ashley J. Swartz, who serves as “dean” of the annual event as well as CEO […]

 
 

Low Digital Ad Engagement Rates Show The Complexity Of Change: Forrester’s O’Connell

SAN JUAN, Puerto Rico—Consumer reported engagement rates across different advertising media show that “the digital channels are kind of in the toilet,” says Forrester’s Joanna O’Connell. Changing that will be a bit more complicated than just figuring out what constitutes premium ad environments, where engagement tends to be higher. The VP and Principal Analyst says […]

 
 

Data Is ‘A Massive Asset For Us Now’: Turner’s Redniss

SAN JUAN, Puerto Rico—With the Turner Data Cloud becoming the central depository for a multitude of consumer touch points, creating dynamic content experiences is on the horizon. But first comes standardization across a plethora of apps and websites, according to Jesse Redniss. “As a fan experience company, it’s really coming to its own now the […]

 
 

Comcast’s Clark Discusses The Challenges Facing ‘TV As A Platform’

SAN JUAN, Puerto Rico—Why can’t TV behave more like the platforms do? That is the question buyers have, and that’s where technology can help by relieving some of the unwanted friction that now exists in the world of cross-platform video advertising, says David Clark. In this interview at Beet Retreat 2018, the EVP of Advanced […]

 
 

Tremor Video DSP Expanding Alphonso TV Partnership To Canada: CMO Thomas

SAN JUAN, Puerto Rico—Combine a variety of data assets with an in-house creative agency and you have what Tremor Video DSP calls creative video intelligence. “Everybody has data strategies, but we’re going beyond just connecting to a specific consumer and really thinking about what that message is and means in that moment,” says CMO Abbey […]

 
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