CTV, like digital display before it, is facing fraud and mislabeled information. The prevailing advice for advertisers is to go directly to the networks and streaming platforms. However, buying direct comes with a fraud risk itself.
OTT ad spending is on the rise, but there are a few things holding back the floodgates from really opening: measurement and educating TV buyers on the benefits of audience-based buying. TV advertisers, particularly in local markets, tend to have preconceived notions that need to be exploded about where to reach consumers. “Local car dealerships, […]
Twitter on Thursday made its first attempt to capitalize on its logged-out audience with the launch of a private beta test program with select advertisers in the US, UK, Japan and Australia to target promoted tweets and promoted videos at users who aren’t logged into Twitter. As of Q3 2015, Twitter had around 320 million […]
Luxury auto intenders are multitaskers. It’s a behavior that comes in handy for the marketers at Jaguar Land Rover when it comes to maximizing its TV budget. “We still have a big investment in TV, so we’re always looking for ways to extend the reach of that investment in a smart way,” said Kim Kyaw, Jaguar […]
After signing up 150 publishers for its self-service DSP, Centro officially launched the platform Thursday. The publishers managing reach extension internally come from opposite ends of the spectrum: McClatchy, a local media company with roots in more than two dozen markets, and PureWow, a small, national lifestyle publisher. They’ve come to the same decision. “It’s increasingly […]
Do open auctions have a future? It depends which publisher you ask. According to executives from Meredith, Yahoo and AOL, who spoke at the Programmatic I/O Conference on Wednesday, change is coming. “It won’t live on” in its current form, said Meredith’s VP of programmatic sales and strategy, Chip Schenck. “Because it’s used and thought […]
If your local advertisers have an advertising budget to spend but nowhere to spend it, why not do it for them? That’s part of the logic behind reach extension, a tactic that’s long been popular with media companies like newspapers that get much of their budget from local businesses too small to warrant hiring an […]
