Sony Pictures TV thinks there’s power in remaining subscription-free. In the case of its free streaming premium video network Crackle, which clocks 22 million monthly uniques, it promises brand partners a 93% ad completion rate and an engaged audience. Sony Crackle in April staged its first upfront presentation. “Because we see ourselves as a TV […]
Longtime agency exec Julian Zilberbrand will join Viacom as EVP of Audience Science, the company revealed Friday. His transition comes at a time when Viacom is renewing its emphasis on data to address the slumps in linear TV ad sales and plummeting ratings. Zilberbrand will lead Audience Science, a Viacom unit that manages audience onboarding […]
When most people think about experiential advertising – like sponsoring a music festival or finding a way to showcase Coca-Cola into the Olympics without actually buying an ad – few consider it data-driven. Lucien Boyer, global president and CEO of Havas Sports & Entertainment for the past seven years, has focused exclusively on these unblockable […]
The merger of comScore and Rentrak, announced Tuesday, creates a powerful new player providing unified digital and offline measurement. The deal poses a real challenge to Nielsen, which nevertheless is not about to be overthrown as the reining champ of marketing and media measurement. Pending regulatory approval, comScore will begin to combine its digital audience measurement […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Matt Naeger, executive vice president of strategy and analytics for Merkle’s Digital Agency Group. Addressable marketing is not new – we’ve been doing it for many years in the offline world. […]
Google said Monday it will let marketers use their first-party CRM data to target specific users based on hashed email addresses. The product is called Customer Match. While Facebook and Twitter both enable CRM matching, that Google now allows it constitutes “a seminal shift for first-party, addressable targeting,” said Merkle’s EVP of digital strategy, Matt […]
Merkle, which bills itself as one of the industry’s largest privately held agencies, is moving beyond database services into tech territory. The company on Monday launched MerkleOne, its version of a people-based marketing platform for advertisers and publishers, including inaugural sell-side partner News Corp. “M1 will enable advertisers to bring their own data, anonymize IDs […]
Pirated content and ad fraud are like a nefarious version of peanut butter and jelly – but there’s not lot of awareness in the industry about their connection. “The people who create pirate sites are the same ones who perpetrate clickbot fraud – they’re the ones who spread malware and create the armies of bots that generate […]
Global media powerhouse Carat has lowered its 2015 global ad spending forecast from 4.6% to 4.0%, reaching $529 billion, in the wake of a similar ad sector demotion from rival agency group Zenith Optimedia. “That’s the new normal [for growth],” said Jonathan Barnard, Zenith’s UK-based head of forecasting. Barnard cited volatility in the eurozone, slowdowns […]
As agencies face increasing pressure to produce more content with shrinking budgets, some are streamlining production with in-house capabilities. At least, that’s what WPP had in mind when in 2009 it partnered with Hogarth Worldwide, a global marketing implementation firm. As a sister organization to WPP, Hogarth acts as a production and global distribution resource […]
The founders of six AI startups offer insights on the founding journey and what problems their companies are solving.
Roku’s streaming data will now be integrated into Nielsen’s campaign measurement and outcome tools, the two companies announced on Monday,
Viant struck a deal with IHeartMedia and its Triton Digital advertising platform that will make IHeart’s broadcast radio inventory available through Viant’s DSP.
The film and TV studio Lionsgate has chosen Comcast’s FreeWheel as its exclusive ad server to help manage and sell the growing volume of ad inventory Lionsgate creates with new FAST channels.
The Trade Desk is cutting its workforce. A company spokesperson confirmed the news with AdExchanger. The layoffs affect less than 1% of the company.
One of the DraftKings founders now leads HardScope, parent of FaZe Clan, aiming to bring FaZe’s content and distribution magic to creators beyond gaming.
