Visible World, which has been developing addressable TV technology since 2000, claims to cover nearly 90% of cable TV households in the US through its targeted ad products. The company has developed a video and TV campaign platform used by advertisers directly or by distributors to sell to advertisers. That same platform is now being […]
Adap.tv, acquired by AOL six months ago, unveiled on Monday a new add-on to its Audience Path demand-side platform (DSP), called Audience Path for TV, to let advertisers and agencies apply more data to their linear TV ad buys. The release capitalizes on a trend in which data-driven ad buying on linear TV presents opportunities for […]
Addressable TV advertising shouldn’t be viewed as a replacement for mass audience or network buys – or executed without rich data extensions, warned cable operators, agencies and media companies at the Advanced Advertising forum Thursday in New York. Ultimately the promise of addressable TV depends on the granularity of audience-targeting data marketers get at the household level. […]
By Ryan Joe and Judith Aquino Media and cable conglomerate Comcast Corporation’s $45 billion deal to acquire its peer, Time Warner Cable, could be a boon for the advertising and marketing industry, combining Comcast’s superior digital platforms with Time Warner Cable’s audience reach across major metropolitan markets. “[This will provide] a level of scale and […]
FreeWheel, a technology and services company cofounded seven years ago by Jonathan Heller, Doug Knopper and Diane Yu, helps media companies like NBCUniversal and Viacom connect TV buyers with premium digital video inventory. It also worked with Amazon to help power video ad content for the ecommerce giant. Knopper, who also serves as FreeWheel’s co-CEO, […]
Google is injecting real-time metrics into its DoubleClick ad business via a partnership with comScore, the Mountain View, Calif., company said Tuesday. On day two of the IAB’s Annual Leadership Meeting, Neal Mohan, Google’s VP of display advertising, outlined the challenges marketers face in measuring the results of digital ad campaigns. “Existing frameworks don’t do a […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is by Mike Zeman, director of North American digital marketing at Netflix. Numerous studies have outlined the importance of impactful creative in successful advertising campaigns. Many have shown that creative variables, such as messaging, formats and aesthetics, account for […]
Video syndication firm News Distribution Network (NDN) has migrated to Google’s DoubleClick for Publishers (DFP) ad server and will offer some video inventory through the DoubleClick Ad Exchange. The deal is noteworthy because it suggests Google is making some progress in diversifying its video supply beyond YouTube. Google, through a spokesperson, declined to comment specifically […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is by Mike Zeman, director of North American digital marketing at Netflix. It comes as a surprise to most publishers, ad-tech firms and other marketers I speak to that Netflix operates its own internal programmatic trading desk. In other […]
WPP Group-owned media agency GroupM’s launch Monday of spinoff Modi Media, intended to improve targeted television ads, expands WPP’s authority on addressable and interactive TV tools and services. Michael Bologna, GroupM’s former director of emerging communications who was named as Modi’s president, said Modi will operate as a separate business unit with access to clients […]
It took the better part of a year, but Facebook has overcome its internal angst about “motion” in the News Feed with the debut of cross-channel, auto-play video ads. The offering (officially in beta) instantly creates the largest digital video buy ever, with potential daily reach covering nearly half the U.S. population. Mindshare purchased the […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Dina Zelikson, senior marketing manager at Intuit. Programmatically traded media continues its impressive growth, with 2013 spending projected to hit $7.5 billion in the US and $12 billion worldwide, […]
Over the past year, many sell-side ad-tech companies have offered publishers solutions around “programmatic direct.” Publisher analytics provider Yieldex has rolled out a simple tool called ” YieldEdge Sponsorship Calendar” that has been adopted in recent weeks by Comcast Spotlight, the local media sales arm of the cable giant. The product sounds fairly mundane, but it […]
TV is still the king of media, but the social “back channel” is now an indispensable part of its ambience. No surprise then that advertisers are hungry for media vehicles that bridge the two. A number of companies are positioned to feed that appetite, but Twitter is the frontrunner. Its Amplify program lets broadcasters sell […]
Content-distribution network Akamai sold its Advertising Decision Solutions (ADS) business to Mediamath earlier this year. Many assumed the move marked the end of Akamai’s involvement in the ad business. Not so. Soon after it auctioned off its ADS assets, Akamai focused on video ads when it launched its Ad Integration Services in February. Part of […]
This morning NBC Universal entered a strategic partnership with Comcast and Twitter to engineer a “See It” feature allowing Xfinity TV viewers to take action around a TV show from their Twitter stream. The integration allows Xfinity TV viewers to take actions such as starting a show on-demand or setting a DVR to record. Executives […]
Twitter is in New York this week talking up Amplify, which is at the heart of the company’s monetization strategy around broadcast content. The Amplify program offers audience extension for TV networks by letting them tweet short video clips such as sports replays minutes or seconds after their on-air broadcast. Broadcast advertisers can “ride along” […]
Advertising across devices and bridging the gap between online and offline campaigns should be key components of every marketer’s strategy, according to Lisa Utzschneider, Amazon.com’s global VP of sales, who outlined the ecommerce giant’s marketing tactics yesterday at the Dmexco conference. Amazon’s customer strategy is based on three rules: “Start with the customer and work backwards, […]
While audience measurement giants Nielsen and comScore have scrambled to meet online ad industry demands around TV’s gross ratings points, WPP Group’s Kantar Media has concentrated more narrowly on “return path data” – metrics derived from pay TV boxes. While talk of addressable TV (aka advanced or “targeted TV”) has floated around for over a […]
NBC News has acquired the user-generated live video service Stringwire, in addition to hiring the startup’s founder, Phil Groman. Stringwire’s technology allows NBC News to gather video footage from the public more efficiently, but the technology poses challenges from an advertising standpoint. When Twitter users tweet about a news event, NBC News will be able […]
Adap.tv was not the only video company to have a good day yesterday. On the same day that AOL snapped up video-ad marketplace Adap.tv for $405 million, digital ad management provider DG saw its stock shoot up 25% to $10.31 at yesterday’s closing bell. Although DG rescheduled its earnings call from Wednesday afternoon to Thursday, […]
AOL is not taking its foot off the programmatic gas pedal, and agencies are impressed. The $405-million acquisition of video ad platform Adap.tv sheds new light on other recent developments, including the hire of Razorfish’s global CEO Bob Lord to lead AOL Networks and a planned “programmatic upfront” event in September. Their obvious conclusion: AOL’s […]
AOL has agreed to buy video-ad company Adap.tv in a deal that will add another arrow to the programmatic quiver, with products facing both the buy and sell side. Adap.tv is one of a handful of mature companies, alongside YuMe, Tremor Video and TubeMogul, that are seizing the digital video opportunity. Its revenue growth has […]
If there was any doubt of Twitter’s impact on TV ratings and viral viewership, new findings from Nielsen may help dispel it. Nielsen, which recently ran time series analysis of 221 broadcast prime-time episodes through Nielsen SocialGuide, found that Live TV ratings played a statistically significant role in related tweets for 48% of the episodes. […]
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeremy Steinberg, senior vice president of digital ad sales for The Weather Company. You know a big storm is brewing, but you’re not quite sure from which direction it will come or how it will […]
With Tremor Video taking its video-advertising technology company to the public markets this week – and YuMe preparing to follow suit — AdExchanger reached out to ad-tech industry veteran Dave Morgan to discuss the implications. Morgan, who founded TACODA and Real Media, has experienced the whims of the public markets. To be sure, Morgan has an interest […]
Earlier this year we noted that investment company JMG Exploration, the parent company of the ad network AdVantage Networks, had acquired travel ad network Travora Media and rebranded itself as MediaShift. AdExchanger caught up with Brendon Kensel, MediaShift’s president, to talk about the company’s first launch since the acquisition and its strategy for monetizing Wi-Fi […]
In pitching the marketer-centric audience at Merkle’s customer summit about the benefits of DIRECTV’s addressable televison advertising product, the company’s VP of Advanced Advertising, Tom Hagopian, identified two of its challenges, too. The first was the limited scale of the addressable TV market. The second… “On the TV buying side, we are constantly involved in […]
Addressable TV ads company Visible World is working with FourthWall Media to make it easier for cable operators to deploy Household Addressable TV Advertising across any of the major cable operators’ set-top boxes. FourthWall Media purchased digital TV ad management platform Navic from Microsoft in May 2012. Following that deal, Navic was folded into FourthWall’s […]
Aol wants to be the “new TV.” During its lavish NewFront presentation last month, it pressed the message “We’re ready for primetime” – that is, primetime TV ad spending. Today the company released a survey of 770 ad industry executives on the migration of TV spend to digital video. Respondents indicated plans to shift spend […]
Apple has a new block list for data brokers and ad tech vendors that do cross-site user tracking – which could expand to include a much broader slate of ad tech and martech vendors across the entire ecosystem. Plus: a few thoughts on Advertising Week New York.
Against the backdrop of Advertising Week New York this week, the programmatic ecosystem has been buzzing madly like the inhabitants of an overturned beehive after the release of Apple’s iOS 27.
Given how much agentic AI pervades nearly every conversation these days, it’s easy to overlook how nascent the technology still is, particularly when it comes to buying ads on connected TV.
OAAA COO Patrick Dolan explains how the organization is changing to guide the out-of-home channel through programmatic’s agentic era.
PubX has acquired media-quality startup Compliant and raised a $5 million Series A as it expands its agentic ad-buying platform into the US.
Warner Bros. Discovery has a new white paper analyzing the data and methodologies of five top video measurement providers: VideoAmp, iSpot, Comscore, Innovid and Samba.
