With millions of households tuning into live TV through CTVs, advertisers need to overcome the constraints that are holding them back, writes Paige Bilins, VP of video product management at Magnite.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. M&A&A&A&A Digital ad dealmaking is off to the races in 2022 like a sprinter who doesn’t realize it’s a marathon. On Tuesday, Human (née White Ops) raised $100 million from a new co-owner investment firm, and Integral Ad Science acquired the French startup […]
Viewers are switching up how they watch their favorite shows. 2021 was a record year for CTV. Now, at least one CTV device can be found in over 80% of American homes, and CTV ad budgets are expected to double by 2026, according to GroupM’s most recent industry forecast. But the key to unlocking those […]
Mergers and acquisitions, the industry’s slow-motion pivot away from third-party data and the expansion of commerce-based business dominated the headlines for media and sell-side ad tech in 2021. What does the industry predict for 2022? More of the same as these trends continue to play out in the year ahead. First-party first In 2022 and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Double Dutch Salesforce and Oracle got a holiday gift from the Court of Amsterdam in the Netherlands last week, which dismissed a lawsuit brought against them by The Privacy Collective (TPC), a data privacy advocacy group. TPC alleged that the companies breached the […]
A picture – or a comic in this case – is worth a thousand words. But each of our most popular comics of 2021 illustrated a key development in the world of advertising and media this year, from the end of last-click attribution and the growth of CTV to mega media mergers and the birds in Google’s Privacy Sandbox. These are the stories behind our top comics of the past year.
2021 was a year of reckoning for TV measurement. On AdExchanger Talks, we spoke with three of the most important names in the space about these tectonic shifts: the CEOs of Nielsen, VideoAmp and Comscore. Here are the highlights.
Magnite acquired connected TV ad server SpringServe in July for $31 million as part of its ongoing ambition to go big in CTV. But SpringServe continues to operate largely independently, and that’s by design, said Joe Hirsch, general manager of SpringServe.
Keeping Track Third-party trackers were hosed by GDPR, right? Perhaps not. A University of Oxford study found that third-party trackers in Google Play and Apple iOS apps remain relatively unchanged. “The same handful of third-party tracking companies have similar prevalence and prominence,” according to the Internet Policy Review journal. The number of apps with zero […]
A growing number of companies are working to assemble all the building blocks needed for converged TV audience measurement. As solutions continue to emerge, these core building blocks will determine the effectiveness of measurement methodologies – and whether they can enable buyers and sellers to realize the full potential of converged TV, writes Jane Clarke, managing director and CEO of CIMM.
Another Cook In The Kitchen The ecommerce-focused publisher Food52 has acquired Schoolhouse, a lighting and home goods company, for $48 million, Forbes reports. The deal was funded by Food52’s private equity owner, TCG. To coincide with the deal, TCG also contributed an incremental round of funding. The capital will be used to back Food52’s expansion […]
Samsung Ads is adding to its AVOD toolkit. To provide brands a way to buy media using their own first-party data sets, it set up the Samsung Onboarding Partner Program. Built with data management platform (DMP) partners, the program allows advertisers to plan and activate advanced TV campaigns based on these audience insights. The program is […]
Have you ever seen the same ad an ungodly number of times while watching your favorite programming? If so, you’re a victim of the current connected TV (CTV) experience. Jon Ahuna, SVP of operations at Viant, uncovers two specific technical hurdles abehind this problem and shares how marketers can collectively overcome them through the smarter use of IDs.
Nielsen’s recent missteps have been Comscore’s opportunity to make hay. At the height of the pandemic, Nielsen identified an unlikely trend that the amount of time American adults spent with media while stuck at home had actually declined. But Comscore’s data told quite a different story, says CEO Bill Livek on this week’s episode. When […]
Google Fails To Deliver In 2014, Google’s then-CEO Eric Schmidt raised eyebrows when he referred to Amazon as Google’s primary search opponent, rather than Yahoo or Bing. Fast-forward eight years, and Amazon is now its obvious challenger, and Google has utterly failed to address its own ecommerce vulnerabilities, according to a LinkedIn post by Faisal […]
Digital advertising is on track to grow 31% in 2021, and will likely account for 64.4% of all advertising this year, according to GroupM’s year-end industry growth forecast. As of December, a total industrywide growth rate of 22.5% is expected for the year 2021. “It’s possible that this is the fastest growth in the history […]
The National Basketball Association is scoring higher tune-in for live games by optimizing its media planning using attention, including on connected TV. The league has been on the hunt for a more effective real-time optimization metric tied to larger business goals, like brand lift and tune-in, said Larisa Johnson, VP of paid and CRM media […]
Innovid is a rare breed of data-driven ad tech company. It’s an internet-based tech startup founded in 2007 that focused from day one on … old-school television. Fast forward 15 years to this Wednesday, and Innovid is going public under the ticker $CTV. Innovid is the latest in a troop of ad tech players to […]
When VideoAmp CEO and Founder Ross McCray first started reaching out to investors around seven years ago about his new company, they were less than impressed. “People hated the space,” McCray says on this week’s episode of AdExchanger Talks. “I would go and pitch our solution about the future and you’d have VCs saying … […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Sarah Lewis, global director for CTV at ShowHeroes Group. Once upon a time, CTV was the new kid on the block. But it’s fast becoming an integral part of many advertisers’ video strategy. Now, as […]
Street Appeal Outbrain will acquire Video Intelligence, a contextual targeting startup focused on video and CTV, for $55 million. It’s Outbrain’s first big move since the content recommendation company IPO’d in July. The deal makes sense. Web advertising isn’t dying, despite reports you may have heard. Then again, it’s also not in an impressive growth […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Polar CCO Matt Crenshaw. As of 2020, there are 10 million unique advertisers on Facebook. That means 10 million advertisers are already building ad creatives to target audiences on the social platform. Compare that to […]
The twentieth century saw very little disruption for category-leading brands. Del Monte fruit, Nabisco biscuits, Gold Medal flour, Sherwin-Williams paint, Gillette razors, Lipton tea, Ivory soap – across practically every consumer business, America’s top brands in 1923 were the same category leaders 60 years later. But nearly one century on, those rankings are starting to […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Ken Harlan, founder and CEO, MobileFuse. CTV is taking center stage as the digital media industry’s next frontier. But there’s still quite a bit of in-market confusion around best buying practices, realities of fraud and […]
Nielsen’s panel woes mean alternative measurement providers are having their moment. “We’re getting a lot of inbounds,” said Joanna Drews, CEO and co-founder of HyphaMetrics, a measurement startup that launched last year and now has a panel that’s working to scale to 5,000 homes and roughly 15,000 devices. But the recent wave of interest in […]
The Trade Desk spent the last year and a half signing up a host of partners to support the Unified ID 2.0 program – but none of that means much without getting brand marketers involved. Most of UID2’s supporters so far have been ad tech companies and online publishers, which makes sense. Ad tech players don’t […]
A single Media Rating Council audit can take thousands of man hours and cost tens of thousands of dollars depending on a vendor’s size and the complexity of its offering. It’s a long and rigorous process – which is why the MRC doesn’t take suspending or withdrawing a company’s seal of approval lightly, said George […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). With the ever-increasing availability of larger and more granular media exposure data sets, one of the primary questions in cross-platform […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Willard Simmons, VP, Product Management, Ad Platform, Roku. A mentor of mine used to say, “Money flows to certainty and flows away from uncertainty.” The reach and effectiveness of TV streaming is certain: The sight, […]
Nielsen’s been through the wringer this year. After underreporting local TV viewing during the pandemic, long-standing frustrations in the television industry hit a boiling point and interest in alternative measurement currencies began to peak. In September, after the Video Advertising Bureau rattled its saber and formally called for Nielsen’s Media Rating Council accreditation to be […]
Given how much the market has changed since the Google trial began, and the wiggle room in the ruling itself, publishers aren’t expecting much relief from the court’s behavioral remedies.
Indie agency KWG says sell-side curation can target more high-performing inventory with better match rates and lower data fees than buy-side curation.
Infillion checked in with its latest acquisition on Friday: Foursquare. Apparently, if there’s a strategically interesting or distressed ad tech asset on the market, Infillion will find it.
A week ago, HBO MAX had its verified Reddit account overrun by a hacker group, which eluded notice for two days while it ran 108 different ad permutations targeting an unknown number of Redditors.
Adapting other channels’ strategies might be what gaming platforms need to do to get advertisers comfortable spending more. Leaning into gaming’s differentiators will come later, after bigger budgets arrive.
Taboola has made an offer to buy Dianomi, a UK-based ad tech company that connects financial advertisers with premium business and finance publishers.
