“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. Conventional wisdom and recent history suggest that targeting trumps context. But what if this is based on a false success metric? One of […]
TV ad delivery will become more addressable as more viewers stream video from set-top boxes and consume IP-based content. Although the addressable TV ad market is still only worth $300 million compared to linear TV’s $70 billion, cable operators and agencies agree that growing the addressable TV footprint will introduce more flexibility into the cross-platform […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Randy Cooke, vice president of programmatic TV at SpotXchange. If you’re in the TV business, you’re painfully aware of how quickly things are changing. Less than a decade ago, TV was its own self-contained […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Irfon Watkins, co-founder and CEO at Coull. Private marketplaces (PMPs) are on the rise across programmatic video advertising. Some agencies and advertisers see them as a means to an end in solving issues of […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bob Ray, president, Americas, at DWA Media. Business-to-business (B2B) marketers have keenly observed the programmatic performance of business-to-consumer (B2C) marketers. Now is the moment to take advantage of more than a decade of progress, […]
The Programmatic TV Standards Group is drafting a standard designed to set baseline parameters for national and locally distributed inventory. The organization is championed by a few industry vets, agencies (Magna Global, Starcom MediaVest), one third-party measurer (Management Science Associates, or MSA) and vendors (AudienceXpress). “The first standard we’ll be defining is [what constitutes] national […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Aden Forshaw, co-founder and chief technology officer at Coull. Programmatic video advertising is growing at an acceptable rate, but unfortunately it won’t pick up the pace until the industry solves its transparency problem. Issues […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Lorne Brown, CEO at Operative. I believe impressions will win over gross rating points (GRP) as digital and TV converge. Impressions are more granular, allow for better targeting and create better measurability. But I […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Manny Puentes, chief technology officer at Altitude Digital. For the first time this year, more than half of digital display advertising spending will be transacted programmatically. The practice of media trading with RTB, private […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Walt Horstman, president at AudienceXpress. Based on the number of times it was cited in recent upfront presentations, people’s perception of programmatic TV appears to have morphed from wry skepticism among industry insiders to […]
