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»OTT

Unilever Brand Liquid I.V. Takes Its First Steps Into TV, OTT, OOH And MMM

You can call it a heat wave – but Liquid I.V. sees an opportunity. The Unilever-owned brand, which makes powder that gets added to water to improve hydration (and taste), began its first national branding campaign a week ago, including its first TV, OTT and out-of-home media buys. Liquid I.V. was acquired by Unilever in 2020… Continue reading »
by James Hercher // August 3rd, 2022 //
»
The Shein Machine; The First Shots In The Brand-Safety War On Fox

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pronounced She-In, As In “Ooh … She In Trouble Now” The fast-fashion company Shein, a gigantic but secretive Chinese manufacturer of fast fashion, is getting a lot of attention. Which Shein both does and does not want.  On the plus side, Shein has… Continue reading »
by AdExchanger // July 22nd, 2022 //
»
Manual Deals Just Won’t Cut It For Premium OTT Inventory

Why wouldn’t DSPs want to secure the best possible access to OTT inventory through programmatic while accessing the impression commitments and set pricing provided by direct deals? If DSPs want to compete with more traditional advertising platforms, they will need to do just that, writes Doug Huntington, CEO of FatTail.
by AdExchanger Guest Columnist // July 5th, 2022 //
»
AdExplainer: What Is Advanced TV?

Although advanced, addressable and convergent TV might sound like synonyms, they are distinct concepts. Think of advanced TV as the umbrella term for anything that is not traditional, over-the-air broadcast TV, with specific techniques including addressable and convergent TV, data-driven linear and OTT. To make the most of TV’s advancements (get it?), it’s important to understand the nuances.
by Alyssa Boyle // June 23rd, 2022 //
»
AdExplainer: CTV Or OTT: What’s The Difference?

Connected TV has been a buzzword for years, but its categorization distinct from other over-the-top (OTT) media was only made official last summer. In August, the Media Rating Council (MRC) revised its official definitions to draw the line between CTV and OTT based on critical differences in measurement, viewability and attribution.
by Alyssa Boyle // April 11th, 2022 //
»
The Truth About Addressable TV Is That It’s Not As Targeted As It Seems

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Matt Krepsik, chief technology officer at Quotient.  Proponents of addressable TV call it the future of advertising – a world where marketers can better target their audience and lean on hard data to inform their marketing… Continue reading »
by AdExchanger Guest Columnist // March 31st, 2022 //
»
Paige Bilins, VP of video product management, Magnite
What’s Holding Back Live CTV Advertising?

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Paige Bilins, VP of video product management at Magnite. Viewers have shifted a lot of their TV viewing to CTV for the convenience of an on-demand experience. Advertisers’ dollars have inevitably followed. But there’s still… Continue reading »
by AdExchanger Guest Columnist // January 6th, 2022 //
»
Reddit Could Rake In $350M In Ad Revenue; IDG Communications Acquires Kickfire

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Reddit And Weep Reddit could clear $350 million in ad revenue this year, double its earnings from 2020. But Reddit’s percent-growth rate is high because revenue is relatively low; Pinterest has a similar number of active users, but earned $1.1 billion in the first… Continue reading »
by AdExchanger // September 16th, 2021 //
»
Comic: Date Night

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
by Nate Neal // September 10th, 2021 //
»
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 //
»
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