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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

Are Biddable Ad Buys In CTV’s Future? The Experts Weigh In.

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. It’s unclear what the future of TV ad buys will look like in connected TV. Since much of TV inventory — including much of CTV — is reserved in the upfronts each year, will programmatic auction-based buying eventually be used in CTV as... Continue reading »

by Tony Rifilato // March 22nd, 2021 //
»
Emerging Identifiers For Digital Advertising: Are Brands Really Prepared?

Advertisers and publishers are bracing for upheaval as two major identifiers commonly used for audience-based targeting are set to go away. But are marketers really prepared for the change? Putting aside the China affair, Apple’s IDFA restrictions could be phased in as soon as this week, while third-party cookies in Chrome will be phased out... Continue reading »

by Tony Rifilato // March 18th, 2021 //
»
EDO Teams With Univision To Launch New AVOD Measurement Solution 

EDO expanded its Ad EnGage measurement solution Tuesday so it can cover streaming environments and give brands insight into their competitors’ activity in AVOD platforms, traditionally a blind spot for marketers. The data and analytics company, co-founded by actor Edward Norton in 2015, uses data science and machine learning to measure how TV ads drive... Continue reading »

by Tony Rifilato // March 16th, 2021 //
»
Advertising And Audience Complicate The NFL’s Entry Into Streaming

A week before ViacomCBS rebranded CBS All Access as Paramount Plus on March 4, George Cheeks, president and CEO of CBS Entertainment Group, noted that NFL football in particular will be fundamental to the platform’s growth.  “It drives more subscriptions than any other program, and significant engagement too,” Cheeks said during the company’s Feb. 24... Continue reading »

by Tony Rifilato // March 12th, 2021 //
»
YouTube Investing Heavily In CTV, Short-Form Video And Ecommerce

YouTube Chief Product Officer Neal Mohan recalled how, over a decade ago during an IAB annual leadership meeting, he predicted that video would lead the growth of the advertising industry. Back then, 24-hours of video were uploaded to YouTube every minute. Fast-forward 10 years, and that number has skyrocketed to 500-hours per minute.  “Video has... Continue reading »

by Tony Rifilato // March 10th, 2021 //
»
Amazon-Selling Platform Jungle Scout Raises $110 Million To Expand Beyond Amazon

Amazon-selling platform Jungle Scout has clinched $110 million to expand. And it’s already applied those funds toward an acquisition: the ad tech startup Downstream Impact, which helps brands and entrepreneurs optimize their ecommerce businesses.  Terms of the deal were not disclosed, though Downstream’s 11 employees joined the Jungle Scout team on Tuesday. The funding will... Continue reading »

by Tony Rifilato // March 4th, 2021 //
»
Inside Disney’s Plan To Automate Half Its Ad Business Within Five Years

Disney laid out an aggressive plan to unify all of its screens, automate more than half of its business and make the majority of its inventory – both linear and digital – addressable within five years. As part of that plan, it created a programmatic exchange, DRAX, which will allow programmatic buyers to compete for... Continue reading »

by Tony Rifilato // March 2nd, 2021 //
»
Lasso Teams With Xandr To Drive Healthcare and Pharma Digital Campaigns 

WarnerMedia’s advertising and analytics unit Xandr has partnered with healthcare marketing and analytics platform Lasso to deliver programmatic advertising to the pharma and healthcare industries across CTV, social and email.  Mike DiNorscio, Lasso co-founder and chief revenue officer, told AdExchanger that the partnership, formally announced on Monday, had been underway since Lasso launched in December... Continue reading »

by Tony Rifilato // March 2nd, 2021 //
»
How Aniview Fends Off The Bot Attacks In CTV

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. With CTV ad spending in the United States expected to increase from $8.1 billion in 2020 to $11.4 billion this year, scammers are following the money. In the midst of an OTT boom that has created more opportunities for fraudsters, ad fraud detection... Continue reading »

by Tony Rifilato // March 1st, 2021 //
»
ViacomCBS Setting Itself Apart With Paramount Plus And Pluto TV

ViacomCBS attempted to set itself apart in the streaming wars during a three-hour virtual investor event on Wednesday ahead of the launch of Paramount Plus next week. The company is making a deep push into an already crowded streaming space with Paramount Plus while also bolstering its AVOD Pluto TV service, as it looks to... Continue reading »

by Tony Rifilato // February 25th, 2021 //
»
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