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»programmatic TV

FreeWheel Is Deduping Audiences So Advertisers Can Use CTV For Incremental Reach

Comcast is making all of its national addressable inventory available programmatically for the first time. On Tuesday, FreeWheel, the ad tech arm of Comcast, announced that some TV buyers will now be able to get a unified view across their linear and connected TV campaigns so they can deduplicate reach and hit incremental audiences with… Continue reading »
by Alyssa Boyle // March 29th, 2022 //
»
Programmatic, Meet CTV: Ad Tech’s Latest Gold Rush

Digital ad tech companies are making their play to control advertising on CTV. But it’s not easy to become a star of the big screen. Ad tech companies that make it big in CTV must earn their spot in a few ways. First, they must understand the supply constraints of CTV and find their niche.… Continue reading »
by Sarah Sluis // May 4th, 2021 //
»
Adobe Advertising Cloud’s Keith Eadie: Why Adobe Is Pulling The Plug On Programmatic TV

Keith Eadie, VP and GM of Adobe Advertising Cloud and head of product for Adobe Analytics, is a man confident enough to cut his own hair. His wife takes care of the back and the sides, and then “it’s my own doing on top,” Keith jokes from his garage (aka home office). “It’s a little… Continue reading »
by Allison Schiff // July 17th, 2020 //
»
Mediaocean Acquires 4C, Bridging Broadcast And Digital Walled Gardens

Mediaocean, the de facto software for most US TV advertising, has agreed to acquire the ad tech and analytics startup 4C on Monday for $150 million. 4C raised $31 million in two rounds, most recently in 2016 at a valuation of between $50 million and $100 million. Mediaocean CEO Bill Wise told AdExchanger the two… Continue reading »
by James Hercher // July 13th, 2020 //
»
Samsung Ads Opens Up Its CTV Video Supply To Programmatic Demand

Samsung Ads is making its CTV video inventory available programmatically for the first time to buyers, via the supply-side platform SpotX. Previously, the only way buyers could access Samsung Ads-represented inventory was through an IO. Tests started last year and continued though Q1 with a major buyer. Although Samsung Ads hadn’t intended to add programmatic… Continue reading »
by Sarah Sluis // May 19th, 2020 //
»
No Spray-And-Pray: WD-40’s CTV Campaign Reaches Younger “Doers”

Linear TV may provide massive reach, but WD-40 had a particular audience in mind for its most recent campaign: a subset of millennial workers with jobs in hands-on industries. And so WD-40 turned to connected TV, focusing on a branding message celebrating “doers.” Executing its branding campaign programmatically allowed WD-40 to target that high-level message… Continue reading »
by Sarah Sluis // July 22nd, 2019 //
»
Adobe Hooks Into More TV Inventory As Addressability Slowly Coalesces

Despite the massive steps the ad industry has made in figuring out addressable TV just this year, advancement comes not from stunning breakthroughs, but simply from attaching a few additional pipes and freeing a new trickle of inventory or data. On Thursday, Adobe Advertising Cloud TV soldered together a few more of those connections by… Continue reading »
by Ryan Joe // September 28th, 2018 //
»
Schlage Opens The Door To Programmatic TV

Door hardware maker Schlage was spending seven figures on linear TV advertising. While the brand still wanted to take advantage of TV’s mass reach, it wanted better targeting, measurement and optimization. So Schlage called on its agency of record, The Basement, and demand-side platform Centro to bring programmatic elements to its TV media buys. “They… Continue reading »
by Alison Weissbrot // June 14th, 2018 //
»
Automation Helps Niche TV Network Reelz Navigate The Cross-Screen Ecosystem

Reelz, an independent cable and satellite TV network, combines technology and direct sales to compete with larger media conglomerates. Although Reelz has added more than 75 new advertisers in the last two years, competition is steep with a sea of brands such as E!, Entertainment Tonight and TMZ dominating the celebrity and entertainment category. But… Continue reading »
by Kelly Liyakasa // January 18th, 2018 //
»
Fox TV Stations Take Linear Programmatic For A Test Drive

Fox Television Stations, a network broadcast group which owns 28 local TV stations in 17 markets, revealed Wednesday it’s adding more automation to its linear TV inventory through a partnership with WideOrbit. Fox Television Stations first dipped its toes in programmatic in 2014 when it struck a private marketplace deal with Facebook’s LiveRail for cross-platform… Continue reading »
by Kelly Liyakasa // July 27th, 2017 //
»
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