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» Tony Rifilato

Tony Rifilato
Associate Editor

Tony Rifilato is an associate editor at AdExchanger.com covering the linear and streaming TV space, ad tech and other topics. Previously, he was the Ops & Tech editor at Fund Intelligence, a leading daily news and data platform for the US mutual fund industry, where he covered D&I initiatives, the impact of Covid-19, the growing use of front-to-back automation, cloud technology, ETFs, large servicing/M&A deals and more. Tony is an award-winning journalist and was a senior editor at the Herald Community Newspapers on Long Island, where he wrote countless stories about politics, crime, local government, public corruption, business, education, the environment – and surfing in Long Beach, N.Y. He holds a B.A. in journalism from Hofstra University.

Contact Tony

Articles by Tony

The Rise Of The Walled Gardens Around ACR Tech In Smart TVs

In the wake of Nielsen losing its National and Local TV accreditation from the Media Rating Council, networks are eyeing alternative measurement companies. Sitting within many of these data sets is automated content recognition (ACR) tech. ACR tech captures and interprets audio and video snippets on a TV, helping data companies understand the totality of... Continue reading »
by Tony Rifilato // October 18th, 2021 //
»
Outside Inc. “Reinventing” The Subscription Model With Outside TV

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Outside Inc. CEO Robin Thurston is very aware of subscription fatigue. At a time when streaming platforms are working to boost their subscriber numbers with bundled ad-free and ad-supported channel packages, Outside TV is being used in part as a vehicle to entice... Continue reading »
by Tony Rifilato // October 7th, 2021 //
»
ViacomCBS Taps VideoAmp As Alternative Currency Provider

VideoAmp is getting its shot to take on Nielsen. ViacomCBS tapped the measurement company to guarantee media buys. VideoAmp will measure TV campaigns based on traditional age and gender demographics for linear TV. It will also guarantee advanced audiences. The move marks yet another shift away from the industry’s reliance on Nielsen as the dominant... Continue reading »
by Tony Rifilato // September 29th, 2021 //
»
NBCU Highlights Three Measurement Providers As Alternatives To Nielsen

NBCUniversal highlighted three streaming-oriented companies it is considering – Conviva, Dumbstruck and Truthset – to create a framework for alternative currencies as it prepares to move away from legacy TV ratings giant Nielsen as the industry’s single currency provider. Kelly Abcarian, NBCU’s EVP of ad measurement and impact, again called for “measurement independence” and for... Continue reading »
by Tony Rifilato // September 23rd, 2021 //
»
Alma Ad Agency Co-President Wants Marketers To Invest In Multicultural Campaigns

While diversity, equity and inclusion (DEI) efforts to work with minority-owned media companies and hire a diverse workforce are important, brands also need to address a rapidly changing cultural landscape in the United States, according to Isaac Mizrahi, co-president and COO of Miami-based multicultural ad agency Alma Ad Agency (no relation to the fashion designer).... Continue reading »
by Tony Rifilato // September 17th, 2021 //
»
IAB Tech Lab Rolling Out Two New Measurement Tools For CTV

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. The words we use matter. Last month, for example, the Media Rating Council recategorized the term “over-the-top” as “connected TV,” which is what most people in the industry mean when they refer to streaming. The distinction is important, because it helps buyers... Continue reading »
by Tony Rifilato // September 16th, 2021 //
»
Samsung Makes Audience Buying On AVOD Easier With Predictive Planning Tool

To help advertisers reach specific audiences in ad-supported video, Samsung Ads built a predictive campaign planning tool for connected TV. Audience Advisor is an analytics tool that uses Samsung’s own first-party data, combined with third-party data, to give brands and agencies a view into how much time specific audiences are spending viewing AVOD, as well... Continue reading »
by Tony Rifilato // September 9th, 2021 //
»
Creative Testing Platform Marpipe Snags $8M From Big-Name Investors

New York-based startup Marpipe clinched $8 million in Series A funding with the backing of some big-name investors that it will use to fuel the growth of its creative testing platform as it looks to become an ad tech unicorn. The company, founded by 26-year-old CEO Dan Pantelo last year, uses automation to generate thousands... Continue reading »
by Tony Rifilato // September 8th, 2021 //
»
You Down With OTT? The MRC Says It’s Now CTV

The Media Rating Council (MRC) may have stripped Nielsen of its National and Local TV accreditation last week, but it also made another significant announcement: It is now defining over-the-top as connected TV. The MRC issued final measurement guidelines on August 30 for CTV. The guidelines, first established with the IAB in 2018 in order... Continue reading »
by Tony Rifilato // September 8th, 2021 //
»
MRC Strips Nielsen Of Its National, Local TV Accreditation

The Media Rating Council stripped Nielsen of its National TV ratings accreditation Wednesday and formally denied its request for a hiatus after the measurement giant underreported viewers during the pandemic. Nielsen asked the MRC last month to put its accreditation on hold in order to address issues with its panels and focus on the development... Continue reading »
by Tony Rifilato // September 1st, 2021 //
»
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