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»lance neuhauser

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 //
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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 //
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Lance Neuhauser headshot
DTC Adoption Will Help Make TV A Performance Medium

"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 Insights. To maintain incremental growth, today’s direct-to-consumer (DTC) darlings are looking to expand beyond the digital sandbox where they grew up. After years of slathering on the search and Facebook ads, DTC... Continue reading »
by AdExchanger // February 7th, 2019 //
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Lance Neuhauser headshot
Data: The New Economy Of Scale In Media That Will Decide The Future Of TV

"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 Insights. A decade ago, big brands had it easy when it came to media. They had big ad budgets and bought a lot of ads. The more ads they bought, the lower... Continue reading »
by AdExchanger // November 5th, 2018 //
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Lance Neuhauser headshot
Removing Risk From Content Investment: A Network’s Survival Guide

"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 Insights. From Comcast and NBC to AT&T and Time Warner, the unification of premium content with rich consumer data is driving our current phase of media consolidation. These companies are... Continue reading »
by AdExchanger // September 10th, 2018 //
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Lance Neuhauser headshot
The Telcos Just Strengthened Their Arsenal In The Fight For Brand Advertising Dollars

"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 Insights. The battle over the millions of brand advertising dollars that were routinely funneled to linear television has heated up to the point where it now resembles the climax of... Continue reading »
by AdExchanger // July 26th, 2018 //
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For OTT Giants Netflix, Amazon, Hulu, Roku And Apple, It’s A Jump Ball For Brand Budgets

"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 Insights. The new reality of consumer channel choice has thrown a wrench into the decades-old media model that funnels millions of brand advertising dollars to linear television. Competition for these... Continue reading »
by AdExchanger // May 28th, 2018 //
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The Squeeze Is On: The Battle For Brand Advertising Budgets Will Be Won By 2020

"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 Insights. We’re about to witness a generational realignment of the media mix. Consumers have complete control over how they receive information, and they can subscribe, fast-forward, opt out, block or... Continue reading »
by AdExchanger // April 5th, 2018 //
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Podcast: 4C Insights Stretches Beyond Social

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. 4C Insights might be the largest of the small handful of companies certified to buy media across all the social platforms. All the big agency groups, along with many independents, use its technology. Total ad spend through its platform exceeds $1 billion across Facebook, Instagram,... Continue reading »
by Zach Rodgers // March 15th, 2018 //
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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 //
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