IAB Approval; TV Budgets Go Online

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The IAB Approves

Following updates to the Quality Assurance Guidelines Program, 29 digital companies have received the IAB’s stamp of approval. Last July, the IAB announced plans to extend certification to a range of buyers and sellers, beyond networks and exchanges. With 29 approved, eight more digital sell-side companies are pending approval for the QAG 2.0 program. The aim is to increase brand safety across the industry and target copyright infringement. Read the press release.

From TV To Online

In The Wall Street Journal, Suzanne Vranica aggregates the latest data and opinion on ad dollars migrating from TV to online. Along the way, she speaks to Mondelez exec Laura Henderson, who see a young consumer demo shift to digital and consequently “[Mondelez] said it plans to shift 10% of its global TV ad spending into online video by the end of this year, following a double-digit percentage shift in the U.S. last year.” Read more (subscription).

Praise Programmatic

Religious site owner Spark Networks said in its Q1 2014 earnings call with Wall Street that ad revenue grew 20% to $737,000 in the first quarter. CEO Greg Liberman added, “That increase in revenue was driven by improvements in CPM’s especially on the programmatic advertising front as well as an increase in traffic to several sites.” Read a bit more on Seeking Alpha. One take away here: A long-tail publisher likes programmatic. Meanwhile, the big pubs miss their direct sales CPMs that programmatic has sucked away. Audience is everywherrrre.

Turner’s VOD Ads

Comcast and Turner announced a partnership that will give TV customers full access to past and current seasons of Turner’s programming. As part of the deal announced Tuesday, Turner will insert dynamic ads in Xfinity On Demand programming for TV, as well as for streaming on desktop, tablets and smartphones. “VOD is a great way to help grow our audience and introduce new viewers to our programming,” said Turner’s president, David Levy. “It also serves as another opportunity for advertisers with their targeted brand messages.” The new ad inventory will be up for grabs during the 2014-15 upfront. Variety has the story.

ABC Tests Programmatic

ABC will begin testing a new level of data-driven ad sales for its online video inventory this summer, Ad Age reported on Tuesday. Unlike most programmatic strategies, ABC’s trail will exclude real-time bidding and open exchanges. As part of the trial, ABC will offer long-form and short-form video inventory from its news and and entertainment programming to a handful of  advertisers at its upfront. ABC joins NBC Universal, A&E Networks and Magna Global as another broadcast network to climb on board the programmatic wagon. Read more.

Sizmek Tags All Video

Ad tech company Sizmek released a “single tag solution” for video campaigns, designed to sharpen playback quality and improve advertiser performance. Using only a single tag (instead of separate tags) for video campaigns crossing multiple screens enables smoother playback, according to Sizmek. This means instantaneous starts and less buffering across desktop video, mobile video and connected TVs. The solution is available to Sizmek customers using its MDX platform.

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