Cadreon Offers TV Targeting; Brands Changing The Agency Model

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Cadreon Does TV

IPG-owned Cadreon and TubeMogul have paired up to build TV targeting tools for ad delivery across networks. Cadreon will draw proprietary data from its Audience Measurement Platform as well as from set-top boxes and other consumer shopping sources in order to serve targeted TV ads. “This enables us to take our data, sync it with other data sources and do it far more efficiently than we have to date,” Cadreon’s global president, Arun Kumar, told the WSJ. But Kumar was quick to clarify that Cadreon isn’t building the equivalent of a TV trading desk. “We take no position on inventory … We don’t do arbitrage.” More. With the Upfronts percolating, it’s TV day over at the WSJ. Read its two other stories on the changing world confronting linear television powerhouses.

More Tremors In Agency-Land

The world’s premier advertisers are looking to more channels and partners than ever before. Ad Age reports that Frito-Lay has followed brands like Best Buy and Mondelez International by ditching the agency-of-record model in favor of accepting RFPs on a project basis. Frito-Lay North America CMO Ram Krishnan said, “The way we look at it is: Who is the best-suited for what we are trying to do with the consumer and the message?” Citing internal and external marketing groups, PR firms, video production houses and social media managers that increasingly tread in the same pool, Krishnan doesn’t see a need for a single brand “custodian” anymore.

Uber For Advertising

DOOH is coming to ridesharing, Business Insider reports, as start-ups like Viewswagen work with drivers to place advertising screens in cars. For a driver, it’s low-hanging fruit, and some deals could be offered based on a rider’s known destination. But Uber is proceeding with caution. The company, which is separately being sued by a group of drivers, discourages the use of its DOOH screen for ads (for now, at least). Uber must balance the modest pay raise – “Viewswagen estimated drivers for services like Uber and Lyft could earn about $3 more per hour if they signed up to the service.” – with potential rider dissatisfaction.

Certifiably Analytical

A new certification program from the IAB will help aspiring marketers pass muster in data analytics, managing data supply sources and creating “data products,” among other skills. “This IAB program will address the change in skills required to operate in this new digital media environment,” said IAB EVP and COO Patrick Dolan in a press release. Adweek has more.

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