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GroupM Scraps mPlatform; Mysteries Of Google's Search Algo

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. MPlatform No More GroupM is disbanding mPlatform, the unit it launched in 2016 to centralize client access to data and technology across its agencies. Newly minted CEO Christian Juhl wants to create more consistency across the group’s four media agencies, and the mPlatform brand... Continue reading »
by AdExchanger // November 18th, 2019 //
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Cannes 2019: As TV Broadcasters Make Their Pitch, Linear Is The Next Frontier

Two years ago, Disney’s presence at the Cannes Lions International Festival of Creativity focused on social inventory within the Disney Digital Network. This year, Disney has a lot more to pitch, with its refined data strategy, audiences available across all of its different properties, theme parks included, the acquisitions of Fox assets like National Geographic... Continue reading »
by Ryan Joe // June 19th, 2019 //
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With AT&T Breathing Down Its Neck, Comcast Looks To Acquire Ad Tech

Zach Rodgers and Allison Schiff contributed. Comcast is looking to enhance its targeted advertising business by acquiring more ad tech assets, and is evaluating a group of companies that includes Cadent and dataxu, AdExchanger has learned. Comcast is motivated by a range of factors, including stiffer competition from AT&T and its Xandr ad unit as... Continue reading »
by Ryan Joe // March 1st, 2019 //
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NBCU Will Use FreeWheel To Traffic Its Linear And Digital Inventory. Is Converged Buying Nigh?

Traditional broadcasters might soon bridge linear and digital ad buying. But first, baby steps. Before anyone reaches that holy grail, it helps if the ad inventory is trafficked through the same system. So in the spirit of unification, the video ad server FreeWheel said Wednesday that it will handle decisioning for NBCUniversal’s digital and linear... Continue reading »
by Ryan Joe // January 30th, 2019 //
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NBC And Telemundo’s Station Groups Embrace The Programmatic Possibility For Local

Although national broadcast networks have led the charge on audience data and automation – at least in the linear TV environment – local station groups aren’t far behind. NBCUniversal Owned Television Stations is laying the foundation for greater addressability at the local and regional level. The division houses 39 NBC and Telemundo local TV stations... Continue reading »
by Kelly Liyakasa // March 1st, 2018 //
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NBC: Inconsistent Measurement (And Bad Ads) Are Holding The Industry Back

The ad industry needs to check itself before it wrecks itself. That was the rallying cry Tuesday at NBCUniversal’s swanky State of the Industry Forum, where 150 digital and broadcast advertising luminaries gathered in midtown Manhattan for fancy eggs and frank discussion. “I’ll cut right to the chase: We have a problem,” said Linda Yaccarino,... Continue reading »
by Kelly Liyakasa // November 28th, 2017 //
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ARF: As More Audience Data Enters TV, An Emphasis On Quality And Consistency Emerges

Like the packaged products he helps market, Omnicom Media Group Chief Research Officer Jonathan Steuer wishes data segments disclosed their ingredients on the side of the label. “You really have to dig to figure out what’s in [a segment] right now,” Steuer said Monday at the Advertising Research Foundation’s Audience Measurement Summit in Jersey City.... Continue reading »
by Kelly Liyakasa // June 13th, 2017 //
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NBC Touts Brand Safety And Scale At 2017 Upfronts

NBCUniversal’s chairman of advertising sales, Linda Yaccarino, went straight for Google’s jugular at the network’s Monday upfront presentation. “At NBCUniversal, you never have to worry about showing up next to something objectionable,” Yaccarino said at the New York City event, alluding to the online giant’s brand safety struggles. “But, let’s be honest: Brand safety is... Continue reading »
by Kelly Liyakasa // May 15th, 2017 //
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Aflac Starts Connecting TV To Performance

Everyone knows the Aflac duck. “We’re lucky in the respect that the Aflac duck can stand alone and people automatically know it’s Aflac,” said Gail Galuppo, SVP and CMO for Aflac. “The Aflac duck, to me, is as iconic as the Target bull's-eye and the Nike swoosh.” But the insurance brand needed to reinforce its... Continue reading »
by Kelly Liyakasa // May 10th, 2017 //
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Nielsen Insists Total Audience Measurement Performs As Upfronts Loom

As the upfronts near, Nielsen is trying to prove the efficacy of its total audience measurement. The product, Nielsen’s framework for measuring viewership consumption across all screens, had a limited commercial release in early March. Nielsen has been criticized recently by networks like NBC, which claim total audience measurement is incomplete since it doesn’t consistently... Continue reading »
by Kelly Liyakasa // April 19th, 2017 //
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