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»advanced tv

Podcast: The New Viacom

Bryson Gordon leads advanced advertising initiatives at Viacom. Catch him at AdExchanger’s upcoming Programmatic IO New York on Oct 15-16. Ahead of its planned merger with CBS, Viacom is scaling up new, more data-driven models for TV advertising. Its Vantage product offers impression guarantees against narrowly defined audience segments. Vantage was the brainchild of Bryson... Continue reading »
by Zach Rodgers // October 11th, 2019 //
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Viacom On Advanced TV: ‘Frustration Can Be Great For Innovation’

Viacom’s Bryson Gordon will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on Oct. 15 and 16. Around five years ago, advanced TV was still “a science experiment,” said Bryson Gordon, Viacom’s EVP of advanced advertising. But during this year’s upfront cycle, data-driven buying through Vantage, Viacom’s advanced advertising platform, more than doubled. “Marketers... Continue reading »
by Allison Schiff // September 30th, 2019 //
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TV Broadcasters Are Hot On Addressable – But CCPA Might Hamper Their Plans

The California Consumer Privacy Act (CCPA) could disrupt audience-based TV advertising before it really has a chance to take off. The law, which goes into effect on Jan. 1, 2020 – less than 140 days from now – is chock full of language and requirements that TV broadcasters and their data partners need to pay attention to.... Continue reading »
by Allison Schiff // August 15th, 2019 //
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Inscape On Addressable: We’re Never Going To Get There Pushing An End-To-End Stack

Jodie McAfee, SVP of sales and marketing at Vizio-owned Inscape, likes to stay “within whispering distance” of the engineering team. “I don’t ever want to be out there promising what I can’t deliver,” said McAfee, who joined Vizio in 2015 after more than four years helping build Samsung’s ad platform. But that doesn’t stop the... Continue reading »
by Allison Schiff // August 15th, 2019 //
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LiveRamp To Buy TV Analytics Startup Data Plus Math For $150 Million

LiveRamp said Monday it has agreed to acquire the television analytics company Data Plus Math for a cash and stock deal worth $150 million. It’s a strong exit for Data Plus Math, which has raised $7.5 million over two rounds since 2016, and has about 20 employees. And the acquisition gives LiveRamp a strong foothold... Continue reading »
by James Hercher // June 24th, 2019 //
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CTV Data Is Massively Fragmented: Here Are Three Ways The Industry Is Stitching It Back Together

The tsunami of data surging into TV introduces a massive amount of complexity and fragmentation into what used to be a simple media buy. “It’s really complex to buy, and that’s spooking a lot of buyers off,” said Tracey Scheppach, who buys addressable connected TV (CTV) with her agency Matter More Media. CTV, which is... Continue reading »
by Sarah Sluis // May 23rd, 2019 //
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How Digital Agency Essence Hopes To Bring Addressability To TV

Last year, the GroupM digital agency Essence broke into traditional TV. Now, Essence is working with all of the major TV networks to sell their inventory in a more addressable way, said CEO Christian Juhl. “We’re trying to work with major publishers on changing the way they sell media,” he said. “But the things we're... Continue reading »
by Alison Weissbrot // March 8th, 2019 //
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Are Advertisers’ ‘Tried-And-True’ Methods Lagging In The Age Of Me TV?

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chuck Moxley, chief marketing officer at 4INFO. The good news: Today’s TV viewers are more reachable across more addressable channels than ever before, broadening how and where they consume media. The bad news: Many... Continue reading »
by AdExchanger // February 4th, 2019 //
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Three Investment Trends To Watch In 2019

Investors are well over their brief love affair with independent ad tech, but other categories –namely mar tech, customer data platforms (CDPs) and advanced TV technology – are now catching their eye. Why? In a word: growth. “Growth is still what commands exit premiums – growth is what people pay for,” said Deborah Farrington, founder and... Continue reading »
by Allison Schiff // January 28th, 2019 //
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How To Break Your Addiction To Linear TV

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today's column is written by Brian Lee, director of programmatic strategy at Cadreon. I’m a digital guy and I will be the first to admit that TV is very powerful and should be the foundation of the marketing plan... Continue reading »
by AdExchanger // January 21st, 2019 //
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