How Sensodyne Is Optimizing TV Ads Using Attention Metrics
Sensodyne wanted to do more than just get a sense of whether people were paying attention to its TV ads – it also wanted to optimize for attention.
Although the full revenue impact of Magnite’s exclusive SSP partnership with Netflix hasn’t hit yet, simply announcing the deal “created significant momentum for our business,” Magnite President and CEO Michael Barrett told investors.
The vast majority (90%) of programmatic Olympics ad sales on Peacock are coming from brands that are new to the Games, according to data NBCU shared with AdExchanger earlier this week. And agencies are seeing good results.
WBD’s overall revenue fell 5% year-over-year to $9.7 billion, continuing a recent decline and missing investor expectations, according to its earnings report on Wednesday. WBD shares dropped 8% during after-hours trading.
Last quarter, Disney’s combined streaming portfolio – Disney+, Hulu and ESPN+ – turned a profit for the first time, bringing in $47 million from April through June. It’s quite the bounceback from last year, when Disney’s media and entertainment segment lost $512 million.
Athletes aren’t the only ones competing during the Paris Olympics. Advertisers are bidding to reach tens of millions of viewers during the first programmatic Olympic Games.
Roku announced an integration with The Trade Desk’s UID 2.0 identifier to attract new buyers and “increase monetization per account” by improving ad targeting, said Roku CEO Anthony Wood during the company’s earnings call Thursday.
TV measurement platform Innovid has a new frequency management product that manages frequency caps across connected TV, mobile and desktop, including display and audio.
Investor, industry veteran and former SpotX CEO Mike Shehan returns from the ad tech sidelines to join the C-suite at Telly, a startup that gives away free TVs in exchange for viewer data.
Netflix grew its overall revenue by 17% year over year – a huge jump from Q2 last year, when that number was just 3%. Now that the platform’s ads plan is hitting a certain level of scale, ad revenue is becoming a source of profit.