Xandr Media Activates Turner Integration While Rolling Out Its SSP Welcome Mat

LAS VEGAS—As Xandr Media begins to cross-pollinate data and technology with Turner and other AT&T family entities, it wants the outside world to know that from a supply-side platform standpoint, its doors are open. “The welcome mat is out. It’s got neon lights around it,” says Xandr Media President Rick Welday. Roughly four months after […]

 
 

Data Is A Product: Turner, Tru Optik, NinthDecimal Execs Discuss

SAN JUAN — It’s now 13 years since the phrase “data is the new oil“, it is believed, was first uttered. Now we are living in a world which is swimming – or, perhaps, drowning – in the sticky, digital substance. For many in broadcasting, data is proving to be transformational to the way they […]

 
 

Blending IQ & EQ For TV Ad Sales: Turner’s Redniss & Furious’ Swartz Discuss

SAN JUAN — As much of the advertising landscape moves from human-, direct-sold advertisements to a data-infused, automated process, does the nature of TV become mechanistic along with it? That was one of the many tricky balances debated in a fireside discussion at Beet Retreat between Turner EVP of data strategy and product innovation Jesse Redniss […]

 
 

Viacom’s Gordon Traces The Arc Of ‘Outcome Optimization’

Entering 2019, transacting advanced-television buys will continue on a publisher-by-publisher basis. But Viacom’s Bryson Gordon expects to see “a lot more integration” of advanced-TV capabilities and KPI’s into how large advertisers plan their marketing. “What we have seen over the past twelve months is almost like a smoothing out of the market,” the EVP of […]

 
 

For Turner’s Levy, Viewers And Traditional TV Ecosystem Are Top Priorities

For most of the three decades that David Levy has been with Turner, it’s been advertising first, distribution second and consumer experience third. “We’ve now flipped that over the last couple of years and consumer experience is number one, distribution second and advertising third,” Levy says. As he looks ahead to CES 2019, he talks […]

 
 

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 […]

 
 

At 50% Of Domestic TV Impressions, OpenAP Expecting More Members: Viacom’s Halley

Representing 50% of the domestic television impression supply, the OpenAP audience-targeting consortium has reached critical mass and created a uniform currency around advanced advertising, says Viacom’s John Halley. Phase Two will see more publishers joining OpenAP as it works on ease-of-use and other improvements for media buyers. In this interview with Beet.TV at the recent […]

 
 

NBCU Brings Audience Optimization Tech In-House, Custom Develops Algorithms

SANTA BARBARA, CA – NBCU has brought audience optimization technology in-house, developing its own algorithms and making it more responsive to market demands, says Denise Colella. NBCU had been using market-available software for its optimization activity, the company’s SVP, Advanced Advertising Products & Strategy, says in this interview with Beet.TV at the recent Xandr Relevance […]

 
 

AT&T, Turner ‘Visions’ Are Aligned, Says Speciale

COLOGNE – Turner’s Donna Speciale knows the value of consumer data for advertising targeting and has been working with AT&T as it prepares to unveil its future at The Relevance Conference later this month. “I’m thrilled to be attending the conference in the next week or two,” she says. “I want to hear Brian’s vision […]

 
 

How Horizon Leverages Addressable TV For Entertainment Clients

One of the easier sells when it comes to addressable television advertising is the entertainment category, where advanced targeting can give a major boost to tune-in messaging. “I think it is something that we feel is a pretty integral part of the buy. We’re beyond trying to extol the virtues of addressable. It’s a base […]

 
 

Matt Prohaska Tracks OpenAP Uptake, Impact Of GDPR In EU

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

 
 

In A Cross-Platform World, You Need A Host Of Partners: NBCU’s Colella

CANNES – In the modern-day television business, you can’t have too many partners to meet the growing demands of both viewers and advertisers. This is particularly true in the attribution space. “We understand that brands are going to demand their own special measurement. It’s not our place to determine exactly who they should use,” says […]

 
 

With Time Warner In Hand, AT&T Unveils New Brand Identity At Cannes

CANNES – On the heels of its court victory and completion of its acquisition of Time Warner, AT&T is flying a victory flag of sorts at the Cannes Lions International Festival of Creativity. It bought advertising at the iconic Carlton Hotel that combines the traditional AT&T blue with bright coral that embodies “energy, passion, innovation,” […]

 
 

Progress Of OpenAP, NCC Media Helps Solve Fragmentation: MAGNA’s Anson

With advertisers still in the “test and learn phase” with advanced targeting of television audiences, NBCUniversal joining the OpenAP consortium “will really move OpenAP’s momentum forward towards a more usable tool that advertisers will want a part of,” says Julie Anson, Associate Director, Partner Innovation, Advanced TV MAGNA Global. Currently on the sell-side, there’s too […]

 
 

NBCU In OpenAP Means More Scale, Standardization: Initiative’s Bosetti

NBCUniversal’s decision to join the OpenAP audience-targeting consortium one year after its creation is a positive move that “gives us even more scale to buy and transact on from an audience standpoint,” says Maureen Bosetti, Chief Partnerships Officer at Initiative, IPG’s global communications agency. “Certainly the more partners that join OpenAP the more it allows […]

 
 

With More Than 700 Users, OpenAP TV Audience Consortium Eyes Growth Roadmap

Having launched last September 29, the OpenAP television audience targeting consortium platform of Fox, Turner and Viacom has more than 700 users. Meanwhile, Turner is beta testing mapping audience segments across its digital footprint. “We have a roadmap that takes us through essentially a 1.5 release and it’s going to go even beyond that,” Dan […]

 
 

Fox Networks Group Focus: Audience Target Optimization, Reducing Risk With Guarantees

The OpenAP audience-targeting consortium of Fox, Turner and Viacom has made it a lot easier to talk about advances in the traditional television ecosystem. And while last year’s Upfront was “very, very strong” for Fox, “this Upfront is going to be exponentially more powerful about focusing in on this type of conversation about precision audiences,” […]

 
 

OpenAP Audience Buying Consortium ‘A Tipping Point’: comScore’s Cathy Hetzel

Matching data sets for video advertising audience targeting is nothing new to comScore, particularly with Rentrak under its wing. Now with “100 percent market share” of all U.S. video-on-demand transactions, the company is encouraged by what partnerships like the nascent OpenAP consortium represent. Earlier this year, after Fox, Turner and Viacom announced the formation of […]

 
 

Advanced TV Targeting Can Produce ‘Value Differential’ For Advertisers: GroupM’s Lyle Schwartz

Media companies working together on advanced television audience targeting is “a nice first step.” What needs to happen faster is measurement of content on different devices—not of the devices themselves, says Lyle Schwartz. The President of Investment for GroupM North America acknowledges that advertisers know more about TV households than ever before. “The plethora of […]

 
 

Out-Of-Home Viewing Metric Assigns Value To Overlooked Audiences: Nielsen’s Kelly Abcarian on Turner Deal

Television networks whose programming is seen in such out-of-home venues as airports, restaurants and offices are getting a welcome lift from Nielsen. Lift as in the incremental size of OOH audiences beyond traditional ratings metrics. Time Warner’s CNN and Turner Sports this week signed on for Nielsen’s OOH measurement service, which uses a panel of […]

 
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