Ampersand has a new self-service tool within AND, its TV ad buying platform, that turns linear campaign reporting around in 24 hours so buyers can optimize campaigns quickly based on a short list of priority metrics.
More advanced targeting on CTV requires exponentially more data than demo-based targeting, but ensuring all that data is accurate – with consistency across linear and streaming – is a big challenge.
Broadcasters are now using a cross-platform planning tool within Nexxen (formerly Tremor International) to simultaneously activate the linear and digital aspects of their campaigns.
Charter’s full linear footprint is going programmatic, the result of a partnership between Spectrum Reach, the ad sales division of Charter, and supply-side platform Beachfront.
Warner Bros. Discovery decides to transact media with VideoAmp and Comscore currencies during its upfront this year.
TV fragmentation is only getting worse. And, according to FreeWheel’s newly promoted chief product officer, troubleshooting means simplification.
Lots of people are talking about addressable TV. “Data-driven linear,” though? Not so much. But despite the fact that data-driven linear (DDL) doesn’t get as much attention as its somewhat sexier addressable cousin, it’s becoming an increasingly popular choice for linear advertisers attempting to make more informed media buys.
Despite transparency woes, programmatic buying on CTV is evolving. M&A is helping spur maturation in the market. Tremor International, for example, is a “much different business” now that it has integrated Amobee’s tech into its stack, said Chance Johnson, the company’s new chief commercial officer. The next step? Getting more data to plug into those programmatic pipes.
The future of TV is addressable, meaning one-to-one ad targeting to a device, across not just CTV but also linear inventory. Yet still, addressable TV remains a small piece of media buying, which the industry addressed at Paramount’s Addressable Now summit in New York City on Tuesday.
The growth of streaming has pushed TV into the realm of digital media, enabling data-driven, audience-based advertising and near-real-time impression-level decisioning. This new era of TV advertising requires a new era of measurement that delivers the granularity and speed advertisers need to maximize campaign performance.
Although advanced, addressable and convergent TV might sound like synonyms, they are distinct concepts. Think of advanced TV as the umbrella term for anything that is not traditional, over-the-air broadcast TV, with specific techniques including addressable and convergent TV, data-driven linear and OTT. To make the most of TV’s advancements (get it?), it’s important to understand the nuances.
