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» Alyssa Boyle

Alyssa Boyle
Associate Editor

Alyssa Boyle ( alyssa@adexchanger.com ) covers the TV ecosystem from linear to video and connected TV. She also writes about measurement and data privacy. Her journalistic passions stem from a background in language and translation. She received her B.A. in linguistics and Korean studies from Binghamton University in 2020. When she isn’t writing, she’s probably deep in a history novel or busy performing stand-up comedy.

Articles by Alyssa

Blockgraph Brings FullThrottle’s Cookieless Identity Strategy To TV

TV ad tech and identity resolution company Blockgraph – jointly owned by Comcast, Charter and Paramount – announced a partnership with FullThrottle, which focuses on household-level data as opposed to user data like third-party cookies, to expand its pool of anonymized advertising IDs.

by Alyssa Boyle // June 9th, 2022 //
»
How Interoperability Can Help Solve CTV Measurement Feuds

The growth of connected TV advertising isn’t simmering down anytime soon – but the lack of an industrywide standard for campaign measurement is making it a rocky road. Several executives at AdMonsters’ Ops conference in New York City discussed how interoperability between TV publishers can help solve for some of the standstills stemming from the lack of consensus.

by Alyssa Boyle // June 9th, 2022 //
»
Goodbye Cookies, Hello “Identity Walled Garden”

Cookie deprecation is hanging over the media and advertising industry like a storm cloud. New identity solutions built on first-party data are clearly one solution, but publishers and advertisers differ on whether they’re building their own proprietary solution or a shared shelter that will scale – and explained why at AdMonsters’ Ops conference in New York City.

by Alyssa Boyle // June 8th, 2022 //
»
Ampersand Adds A Self-Serve Option For Incremental Reach To Its TV Planning And Buying Platform

Ampersand released a self-service option for TV marketers to monitor incremental reach across multiple screens. The capability was already available as a managed service, but advertisers have been demanding more control and transparency over the buying process, said Andrew Matero, Ampersand’s VP of platform – and effective incremental reach calls for considering much more than just streaming.

by Alyssa Boyle // June 7th, 2022 //
»
If And When Roe v. Wade Is Overturned, Publishers Need Better Ways To Fight Misleading Ads

Whenever there’s a sociopolitical or economic crisis, the lowest rung of online marketers finds a way to prey on the vulnerable and disenfranchised. The pending overturn of Roe v. Wade is no different – it’s creating a new class of online audiences that are potential prey, and publishers can stand to take more steps to filter out misleading ads (like donation scams and brand infringement) that harvest and sell users’ personal information.

by Alyssa Boyle // June 2nd, 2022 //
»
IAB Tech Lab Launches Global Privacy Platform To Transmit Kosher Consent Strings

The IAB Tech Lab announced its Global Privacy Platform (GPP), a framework to standardize the sharing of consent signals so companies can more easily comply with global privacy regulations. “It’s a protocol for streamlining and managing cross-jurisdictional privacy compliance,” said IAB Tech Lab CEO Anthony Katsur – which is why the platform will be ready to incorporate new consent strings within the framework as they emerge.

by Alyssa Boyle // June 1st, 2022 //
»
How TikTok Capitalizes On The Twin Trends Of Creators And Online Commerce

TikTok’s content relies heavily on influencers and creators. As prime ad real estate for targeting younger “video native” audiences, TikTok is using its market positioning with brands to capitalize on both the creator marketplace and ecommerce through shoppable video trends, said Melissa Yang, TikTok’s head of ecosystem partnerships, speaking at AdExchanger’s Programmatic I/O conference earlier this week.

by Alyssa Boyle // May 27th, 2022 //
»
How Coldwell Banker Is Shifting Gears To Older Home Sellers Through Linear And Social

Real estate franchise Coldwell Banker, like the rest of the housing biz, has been targeting buyers who might be in the market for a new abode. But due to various macroeconomic factors, the company launched a new campaign to shift gears and start talking directly to home sellers – which also means targeting an older audience across channels.

by Alyssa Boyle // May 25th, 2022 //
»
Streaming Was The Star Of This Year’s Upfronts

If the NewFronts is where buyers flirt with newer media channels and streaming services, the upfronts, which wrapped up this week, is where things start to get serious, as legacy broadcasters showcase their new content in the hopes that advertisers will put a ring on it – but this year, pretty much all of the major programmers had streaming on the brain.

by Alyssa Boyle // May 20th, 2022 //
»
Toy Company WowWee Quadruples ROAS On YouTube With Precise TV Contextual Platform

Under COPPA, businesses can’t target ads based on the data of children under 13 years old. Toy manufacturers like WowWee need other ways to get their products in market via advertising, and after testing a YouTube campaign with contextual ad platform Precise TV, the promising results allude to the potential of contextual in targeting ads effectively without audience data, profiles or cookies.

by Alyssa Boyle // May 18th, 2022 //
»
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