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»4C

Ad Tech Tax For Converged TV? Not So Fast.

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lance Neuhauser, CEO at 4C. TV’s transformation is often measured by all the ways it has adapted elements of digital media buying. Granular people-based targeting, outcomes measurement and real-time transactions are the signs of growth and progress.... Continue reading »
by AdExchanger // May 4th, 2020 //
»
Lance Neuhauser headshot
How Convergent TV Can Avoid The Pitfalls Of Open Web Digital Advertising

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lance Neuhauser, CEO at 4C. Marketers have long pined for more accountability within their television budgets, and now that accountability is at last coming to fruition. By transacting on audience impressions, buyers and sellers can provide consistency... Continue reading »
by AdExchanger // October 31st, 2019 //
»
4C Adds Integrations To Make OTT And Linear Inventory More Accessible

See you later, siloed views. Data science and technology company 4C is hoping its integrations with Freewheel, Telaria and SpotX, unveiled Tuesday, will streamline the buying of over-the-top (OTT) and linear inventory. These partnerships make more OTT and linear inventory accessible within 4C’s platform, Scope, a dashboard that lets ad buyers plan, purchase and measure... Continue reading »
by Rae Paoletta // October 2nd, 2018 //
»
Why Snapchat Could Become The Next Must-See TV Network

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Anupam Gupta, chief product officer at 4C. Snap was recently in the headlines with disappointing financials for its second quarter in a row, but the company is already one step ahead thinking of ways... Continue reading »
by AdExchanger // November 30th, 2017 //
»
Snapchat Dips Its Toes In Programmatic, But Advertisers Want To See More

On Thursday – amid strengthening rumors of an IPO – Snapchat finally released its anticipated ads API to enable better automation, targeting and measurement. It is running with nine partners. Advertisers can buy Snap Ads – full-screen, sound-on, vertical video ad units – programmatically on the platform. “Advertisers [can now] glean insights and better optimize... Continue reading »
by Alison Weissbrot // October 7th, 2016 //
»
Linear TV Tunes In To Social Media Data To Plan Campaigns

Social data is emerging as a way for traditional TV players to start moving beyond age and gender targeting. For a recent movie release, Turner ran a month-long ad campaign during shows where an audience segment built from social media behavior was predicted to appear in high numbers. That audience segment, built by cross-screen data... Continue reading »
by Sarah Sluis // June 22nd, 2016 //
»
Gadget Site The Grommet Reinvents Its Pinterest Strategy

Pinterest made sense for The Grommet right from the start. The Grommet is an ecommerce site where inventors and entrepreneurs can launch and sell their products – everything from the innovative (lunchboxes that unzip into placemats) to the strange, but cool (liquid that can be applied to the fingertips of gloves to make them touchscreen-friendly). In... Continue reading »
by Allison Schiff // December 22nd, 2015 //
»
How Valuable Is Social Data, Really? Twitter, Facebook And LinkedIn Weigh In

True or false: Social data is the largest and least biased set of observational data that ever existed. The answer depends on whom you ask. Twitter sees its platform as a sort of public playground of contextual social conversations. All you need to do is have the right tools to mine the insights. LinkedIn views... Continue reading »
by Allison Schiff // April 24th, 2015 //
»
ABC And 4C Partner To Connect Social Enthusiasm And Ad Sponsorships

The root of the network business is drawing a large audience to attract advertisers. As digital video and device fragmentation have disrupted the value proposition of traditional TV, data has become the equalizer. This is one reason why the ABC Television Network is spearheading an initiative with 4C Insights, a Facebook and Twitter ads partner.... Continue reading »
by Kelly Liyakasa // July 30th, 2014 //
»
Is It Time To Break Up With Your Managed Services Provider?

“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 Lance Neuhauser, CEO at 4C. It’s an eternal question in a marketer’s life: Should you choose the path of the agency or a specialized point solution? At the outset, employing a... Continue reading »
by AdExchanger // July 8th, 2014 //
»
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