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»On TV & Video

Vicky Chang headshot
Upfront Avoidance Should Be NBD To Shrewd TV Advertisers

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Vicky Chang, director of media buying and planning at Tatari. The TV industry was undergoing a sea change before the pandemic. Now, the future is even less clear. Viewership is up, but it’s buoyed... Continue reading »
by Monica Bhalla // October 8th, 2020 //
»
How QuickFrame Is Capitalizing On Digital Media’s Long-Awaited Transition To Video

For years, advertisers and publishers waited for a transition to video that always glinted right around the corner. Promises of Facebook video revenue didn’t materialize. And ad-supported OTT viewership lagged. But in the past year or so, the switch has finally flipped for video, said Spencer Weinman, CRO of the content production agency and video... Continue reading »
by James Hercher // June 23rd, 2020 //
»
Thought Leaders: AdExchanger’s Most Popular Opinions Of 2019

AdExchanger receives a ton of column pitches each week from authors eager to share their opinions on the industry’s most pressing issues. Based on the topics we were pitched this year – and how readers reacted to the columns we published – the cookie’s fate was top of mind. Many have long predicted the death... Continue reading »
by Tilde Herrera // December 30th, 2019 //
»
Dataxu’s Mike Baker: Scaling A DSP In A New World Dominated By TV

The programmatic ecosystem’s maturation into the television industry happened slowly before speeding up rapidly. Dataxu is a fitting example of the trend. The longstanding demand-side platform (DSP) has reshaped its business and client mix in the past two years. Once a pure-play DSP, dataxu now has supply-side deals that put it in the tech stacks... Continue reading »
by James Hercher // October 10th, 2019 //
»
Why Tatari Thinks Smarter Buying And Brands Will Reshape TV Agencies

Direct-to-consumer (DTC) brands reshaped the way many digital media agencies buy online and pioneered social media, ecommerce and first-party data strategies. Now those same companies are bringing a new mindset to television. “It can be a bit scary, because in Silicon Valley, TV ads often stand for wasted spend,” said Philip Inghelbrecht, co-founder and CEO... Continue reading »
by James Hercher // April 11th, 2019 //
»
Data-Driven TV Is More Than Addressable And Connected

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tom Weiss, chief technology officer and chief data scientist at Dativa. After decades of planning and measuring TV with only minor iterations of the same fundamental techniques and technologies, marketers now find themselves confronted... Continue reading »
by AdExchanger // September 6th, 2018 //
»
Mammoth Media’s Apps Take A Page Out Of TV’s Playbook

Mammoth Media, a media and entertainment network aimed at teens and millennials, wants to do for apps what Viacom did for TV. “Viacom has Nickelodeon, MTV, Comedy Central – program options and content based on demographics,” said Peter Szabo, Mammoth’s CRO and head of partnerships. “We’re taking the same approach with different monetization, and instead... Continue reading »
by Allison Schiff // June 25th, 2018 //
»
When Should Brands Choose TV Advertising?

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. Advertisers often wonder when it is the right time to move into TV advertising. Sadly, many wonder if TV even makes sense because of its reputation as... Continue reading »
by AdExchanger // April 9th, 2018 //
»
Is Marc Pritchard Fighting The Wrong Battle?

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Mike Baker, co-founder and CEO at dataxu. In early 2017, Procter & Gamble’s chief brand officer, Marc Pritchard, set the advertising industry on fire, launching a “brand-safety revolt.” In a speech at the IAB’s Annual... Continue reading »
by AdExchanger // November 2nd, 2017 //
»
Defining Reach In The Age Of Microtargeting

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Bryan Noguchi, an independent media and advertising consultant. I’ve been thinking a lot about the concept of reach recently. My background is mostly mid-sized to large ad and media agencies, so reach has largely... Continue reading »
by AdExchanger // August 24th, 2017 //
»
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