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»Mediahub

Buyers Are Dragging Their Heels On Seller-Defined Audiences Over A Lack Of Transparency

Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Seller-defined audiences is a technical spec that was released by the IAB Tech Lab earlier this year to help publishers monetize their first-party data on the open web. Problem is, although publishers are eager to test the performance… Continue reading »
by Anthony Vargas // August 3rd, 2022 //
»
The NBA Increases Tune-In For Live Games By Buying High-Attention CTV Ad Spots

The National Basketball Association is scoring higher tune-in for live games by optimizing its media planning using attention, including on connected TV. The league has been on the hunt for a more effective real-time optimization metric tied to larger business goals, like brand lift and tune-in, said Larisa Johnson, VP of paid and CRM media… Continue reading »
by Allison Schiff // December 6th, 2021 //
»
Mediahub: The Completion Rate Is Still A Viable Video Performance Metric

Mediahub, the planning and buying arm of Mullen Lowe, has partnered with cross-device platform Tapad to help identify viewers cross-screen. In doing so, it hopes to help brands – as well as “tune-in” clients such as entertainment and media broadcasters PBS, VH1 and National Geographic Channel – drive audience viewership across all devices. “Given the… Continue reading »
by Kelly Liyakasa // June 5th, 2015 //
»
The Opportunities Ahead For New Millennial Media CEO Barrett – Industry Reaction

Yesterday, mobile ad network Millennial Media announced the hire of industry – and programmatic-media – veteran Michael Barrett as its new CEO. As Barrett told AdExchanger’s Judith Aquino yesterday, “Buying programmatically is certainly a big interest with a lot of our advertisers, publishers and developing partners, and we’ll continue going down that path. [But] Millennial is also… Continue reading »
by John Ebbert // January 28th, 2014 //
»
Mullen’s Corcoran: Data And Creativity Are Not Mutually Exclusive

Sean Corcoran, SVP and director of digital media and social influence at Boston-based digital agency Mediahub/Mullen, says that while the company is “a little bit more of…a ‘right-brain’ agency” because of its creative focus, data and analytics can still drive that innovation. Mediahub/Mullen serves clients like VH1, JetBlue and Adidas, and Corcoran spoke with AdExchanger… Continue reading »
by Kelly Liyakasa // January 20th, 2014 //
»
 

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