incremental reach

Marketers are pouring billions into CTV – but without the right tools, duplication, fragmentation and murky measurement can drain ROI.

The marketing funnel is ever-changing, and cookie deprecation isn’t making things any easier. Advertisers have two choices, writes Tom Wolfe, SVP of business development at Viant: Collaborate with industry partners on the front edge of next-generation data solutions, or cling to the past and hope for the best.

Ampersand released a self-service option for TV marketers to monitor incremental reach across multiple screens. The capability was already available as a managed service, but advertisers have been demanding more control and transparency over the buying process, said Andrew Matero, Ampersand’s VP of platform – and effective incremental reach calls for considering much more than just streaming.

You’ve heard of bring-your-own-beer (BYOB). But are you down with bringing your own media (BYOM)? On Tuesday, Samsung Ads announced a new product, Total Media Solution, to help more marketers manage their connected TV buys holistically. It’s dubbing its strategy BYOM to help emphasize the tool’s managed-service component.

TV measurement providers in the streaming era have quite a lot of boxes to check. But according to Samba TV, all is naught without incremental reach. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” said Samba TV’s CEO, Ashwin Navin.

CTV is the hot new programmatic media channel, but it suffers from fraud, a lack of clear media-buying signals and a hodgepodge of approaches to measurement. The lack of standards is hampering market growth – but rather than waiting for standards to be handed down, publishers can create positive momentum with media buyers now, writes PubMatic’s Nicole Scaglione.

Viewers are switching up how they watch their favorite shows. 2021 was a record year for CTV. Now, at least one CTV device can be found in over 80% of American homes, and CTV ad budgets are expected to double by 2026, according to GroupM’s most recent industry forecast. But the key to unlocking those […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Buzz Words Talk about a potential media juggernaut. BuzzFeed announced Thursday that it has acquired Complex Networks and went public via a special purpose acquisition corporation (SPAC). Read the release. BuzzFeed’s merger with Complex, a style, culture and music publisher, is part of a […]

Just before launching its Discovery+ streaming service in January, Discovery recruited a new sales leader to evangelize its advanced TV ads. Jim Keller joined Discovery in December as EVP of digital ad sales and advanced advertising after spending time at NBCUniversal, MTV and – most recently – Hulu. “Anything delivered over an IP address, whether […]