CTV

Smartphones – and Apple’s iPhone in particular – may seem ubiquitous in the US (see AdExchanger’s Q1 mobile RTB report). Yet worldwide, Samsung beat out Apple and Android-based smartphone sales in the first quarter 2013, according to Gartner. Gartner found 426 million mobile phones were sold in the first quarter, up 0.7% from Q1 2012. Worldwide smartphone […]

Mediaocean, fresh from striking a collaboration with digital video rights manager FreeWheel for handling Aol’s ad inventory across TV and online, has just netted an even bigger assignment – Comcast. The media buying workflow software company will be in charge of processing ad buys for Comcast AdDelivery, the cable operator’s cloud-based tool for distributing spot TV. It’s […]

“Can the TV upfronts work in digital, too?” This is a question the Wall Street Journal’s Nina Lawrence gets to consider after she and her WSJ team present their wares at today’s Digital Content NewFronts, produced by the IAB. With only five months under her belt as VP of Global Marketing and Advertising Sales, after […]

MailOnline’s site is an endless broadsheet of breaking news, tabloid gossip and tawdry thrills (pictured: the money a stripper makes in just ONE shift – and it’s more than most people make in a month). Some might consider this publishing format tailor-made for real-time bidding. But the site, which has its own dedicated editorial and […]

“I hear people say I can buy premium video content wherever I want. Then at the other end, I hear people say there’s not enough. And they say that they can’t even buy data on top of it, because the minute you apply data to premium, the cake becomes smaller and smaller. This is why […]

The Weather Company, owner of The Weather Channel and its digital extensions, unveiled a plan to bring more addressability to its TV advertising. Dubbed “CableFX,” the new offering from the company’s WeatherFX Division brings existing “big data” to its local and regional TV targeting system. The idea  is to more closely bridge TWC’s TV, web, […]

Among the key questions for video ad buyers are these two: Did anyone see my ad? And did my ad run where it was supposed to? Without a set of standardized measurements for viewability and verification, companies have been forced to cobble together various technologies to gain insight into their investments. Video ad server Vindico […]

Mobile and video are the fastest growing segments of display – eMarketer has video’s growth rates rising 46.5% for 2012, while it says smartphone based ad spending will jump 180% this year to top $4 billion. And yet, aside from Google/YouTube, Facebook, and Hulu, there are very few sites that can truly make the claim […]

Last week’s news out of the Consumer Electronics Show that Time Warner Cable had struck a deal with streaming video delivery device Roku had ad industry attendees wondering whether “over-the-top” TV was near to having an advertising moment. So we put the question to a mix of video ad observers: “Given news such as this […]

Analysts expect real-time bidding to account for between 25% and 50% of total display ad spend by 2015. Meanwhile the video RTB space is growing at an even faster clip, but not accounting for as much media investment — yet. “We do see RTB in video but it is still early, for everyone from ad […]

“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 by Mark Trefgarne, CEO of LiveRail, a provider of a supply-side platform for video. The need for online GRPs has come clearly into focus this year. Solutions like ComScore VCE, DoubleVerify […]

“Brand Aware” is a column from the marketer’s point-of-view on the data-driven, digital ad ecosystem and written by Bob Arnold, Associate Director of Global Digital Strategy at Kellogg Company. As consumer adoption of online video continues its rapid ascent, there’s understandable buzz about video’s potential move into the programmatic space and the opportunities for marketers […]

“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 Kevin Haley, Chief Scientist at Videology. Verification is good. Everyone wants to know that what they bought is what they got. With regard to online video, for years the […]

The burning issues affecting digital advertising these days can be boiled down to handful of recurring themes: ad effectiveness and verification; “Do Not Track” and relevance; and whether social media extends a publisher’s content distribution — or merely fragments it. Given that video is a highly engaging form of media and easily trackable (via completion […]

Having built one of the early ad servers at Matchlogic, TruEffect CEO Ron Hill and his core team have deep experience in ad tech.  Among the fruits of those ad serving days were patents that Hill says have become the backbone of his company’s first-party advertising technology today. To be clear, TruEffect isn’t a young […]

There’s a lot of talk about the need for online advertising to be less “obtrusive.” (Okay, that view is mostly coming from Microsoft with regard to the default “Do Not Track” feature in its latest Internet Explorer web browser. But still.) When it comes to video, the notion of user control has been a big […]

Tracking agency adoption of data-driven strategies is pretty easy in the media planning sphere. Media agencies partner with trading desks, data platforms, demand side platforms, and others to launch and optimize audience buying programs. With creative and “general” agencies, the adoption curve is more obscure. But if you squint, you can see it. Take Cheil USA, […]

Total ad spending on Hispanic media in 2011 was $5.7 billion, with $3.6 billion of that going to TV, according to Nielsen data released last spring. Nielsen also noted that Hispanics spend 68 percent more time watching online video and 20 percent more time watching video on their mobile phones compared to non-Hispanic Whites. That […]

Even if TV ads aren’t available for real-time bidding — but that’s only a few years away, right? –Kantar Media is trying to interest agencies in using the kinds of instant readouts of viewing behavior that’s so much apart of online advertising right now. While Kantar is far from alone in trying to position itself […]

Facebook now holds a secure place behind YouTube as a video content property as online streaming continues to grow, according to the latest comScore rankings. Read the release. A year ago, comScore’s July 2011 video rankings had Facebook in the number three spot, behind video music site Vevo. Google Sites, as comScore identifies YouTube along […]

Australian media conglomerate Fairfax Metro Media has extended its existing relationship with Google DoubleClick’s Ad Exchange to focus on online video inventory. However, unlike most publishers, Fairfax is in the middle of trying to extend its ad platform, known as drx, to allow the company to buy — not sell — inventory tied to streaming […]

The Summer Olympics is still primarily a major broadcast event and is expected to draw some $3 billion in related ad spending — $1 billion of which could go directly to NBC Universal, which has the TV rights to the global games. But the viewers will have unlimited amounts of live viewing options through mobile […]

Earlier this month, streaming video distributor Ooyala raised its fifth funding round — $35 million from Telstra Applications and Ventures Group, the investment arm of Australia’s telecom giant, Telstra. In addition to giving Ooyala a big opening in Telstra’s home country, the move also signaled a new level of importance for Ooyala to try to […]

It’s been a year since photo ad network Pixazza morphed into Luminate, which a wider platform for sharing, indexing and monetizing publishers’ online images. The four-year-old Google Ventures-backed Mountain View company has steadily been rebuilding itself from an “AdSense for Images” into a platform for consumer-facing image apps, as Chief Revenue Officer Chas Edwards tells […]

Speculation on how Facebook will expand its revenue streams will only become more intense once the social network issues its first public stock offering on May 18th. Although Facebook is the top display advertising seller, according to eMarketer, an SEC filing last month revealed that ad dollars had slipped 7.5 percent, dragging down total revenues […]

Discovery Communications has explored web video here and there over the past few years as a promotional vehicle for its various cable TV networks, which include its flagship, TLC and Animal Planet. Online advertising has tended to be a secondary focus, with TV naturally being front and center. Online video programming producer Revision3 CEO Jim […]

More than any other streaming video joint venture, Hulu has never had to work too hard to resemble the TV experience – thanks to its backers, NBC Universal, News Corp., ABC, it is the primary spot for primetime viewing on the web. But as YouTube continues to build its own more “professional” channel spaces and […]

While it’s not surprising that a Forrester report (sign-up required) commissioned by video ad platform SpotXchange suggests that the market for real time bidding for video inventory is starting to take off, the conclusion of the analysts is hardly cheerleading. The report identifies three things hindering the growth of online video RTB, starting with the […]

The “Newfronts” online advertising sales period that to be kicked off by Digitas and its outside partners next month is going to have some added competition apart from the traditional TV upfront marketplace. Adap.tv, the digital video sales platform, has formed its own Upfront Marketplace as it seeks to automate the entire process for securing […]

Mark Trefgarne is Co-Founder and CEO of LiveRail, a video advertising technology company. AdExchanger.com: Let’s start with a little background on you. How did your consultancy lead to video advertising technology? MT: We started LiveRail about four years ago, which came out of a consulting company that I was running in London. The founding team […]