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»MadHive

You Down With OTT? The MRC Says It’s Now CTV

The Media Rating Council (MRC) may have stripped Nielsen of its National and Local TV accreditation last week, but it also made another significant announcement: It is now defining over-the-top as connected TV. The MRC issued final measurement guidelines on August 30 for CTV. The guidelines, first established with the IAB in 2018 in order... Continue reading »
by Tony Rifilato // September 8th, 2021 //
»
Christiana Cacciapuoti, SVP of marketing and innovation at MadHive and executive director of the AdLedger blockchain consortium, and Adam Helfgott, CEO of MadHive
MadHive: ‘The Medium Where Consumers Watch No Longer Matters’

OTT ad spending is on the rise, but there are a few things holding back the floodgates from really opening: measurement and educating TV buyers on the benefits of audience-based buying. TV advertisers, particularly in local markets, tend to have preconceived notions that need to be exploded about where to reach consumers. “Local car dealerships,... Continue reading »
by Allison Schiff // February 1st, 2021 //
»
The Marketer’s Guide To Blockchain

Blockchain, an unmodifiable and unbreachable digital ledger, was conceived 10 years ago to support the cryptocurrency bitcoin. But it has since seeped into new categories, jumping from finance to health care and, more recently, digital advertising. It's doing so with the backing of big companies like IBM and Comcast, as well as smaller startups like... Continue reading »
by James Hercher // July 6th, 2017 //
»
Online Advertising Puts Another Link In The Blockchain

The drumbeat of blockchain industry news continues this week with the launch of AdLedger Consortium, a blockchain-enabled online advertising group backed by MadHive, a blockchain ad tech startup, IBM, Integral Ad Science and Tegna's OTT ad subsidiary Premion. As with other initiatives, like Comcast's fledgling Blockchain Insights Platform, the AdLedger Consortium is still in the... Continue reading »
by James Hercher // June 26th, 2017 //
»
 

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