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»simulmedia

TV In The 2020s: Addressability, Streaming And Better Ad Experiences

The 2010s was a decade of tectonic shifts for the TV industry. Linear TV networks can no longer avoid the digital revolution. As eyeballs shift to streaming platforms and buyers demand more automation and better measurement, new players, like Hulu and Roku, have risen as prime media sellers, while broadcasters evolve their businesses to capture... Continue reading »
by Alison Weissbrot // December 27th, 2019 //
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Streaming Services Must Reevaluate How They Accept Ads From Competitors

With Disney+, Apple TV+, HBO Max and Peacock all hitting the market between this November and April 2020, streaming services will spend big on marketing to attract subscribers and compete for share. In this new landscape, networks will have to reevaluate whether to accept tune-in ads from competitive streaming services. TV networks mentioned in this... Continue reading »
by Alison Weissbrot // October 29th, 2019 //
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Why TV Companies Want To Own Buying Platforms – And Why It Might Hurt Buyers

When Roku bought dataxu for $150 million on Tuesday, it said the deal would make it easier for buyers of all sizes to access OTT inventory at scale, and use Roku’s ID off platform. Roku is basically trying to make more inventory, powered with better data, available to advertisers, said Frank Sinton, president and founder... Continue reading »
by Alison Weissbrot // October 25th, 2019 //
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Simulmedia Raises $29 Million Series E, With Continued Focus on Linear TV

Simulmedia, one of the OGs of data-driven TV, raised $29 million in Series E funding Wednesday. The funding will go toward research and development as Simulmedia connects to more inventory sources beyond national linear advertising, including local advertising and OTT from authenticated apps from broadcast and cable companies. The cash will also put the profitable... Continue reading »
by Sarah Sluis // June 12th, 2019 //
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Who Sells What? NCC Media And Xandr Aim To Consolidate The Confusing Addressable TV Market

The two minutes of television inventory sold by multichannel video players (MVPDs) – which can be made addressable by targeting through the set-top box – has historically been fragmented across providers, making it complex for a national advertiser to run addressable campaigns at scale. Today, MVPDs are jockeying to sell each other’s addressable TV supply,... Continue reading »
by Alison Weissbrot // April 23rd, 2019 //
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Podcast: Dave Morgan Looks Back On 20 Years Of Startup Life

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Dave Morgan is a singular figure in the advertising industry. The founder of three ad tech companies, each in a way ahead of its time, is our guest on AdExchanger Talks this week. In the late ’90s, Morgan built Real Media, an ad network/ad server... Continue reading »
by Zach Rodgers // January 11th, 2018 //
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A Brief History Of Video Ad Tech M&A – And The Future Of Pure Plays

There’s been no shortage of ad tech M&A lately, and video’s been one of the biggest drivers of deal activity. “Thirty-six months ago, YouTube MCNs [multichannel networks] were the video solution of choice to reach audiences with compelling content,” said Elgin Thompson, managing director for investment bank Digital Capital Advisors. “Now, solutions intended to monetize... Continue reading »
by Kelly Liyakasa // August 25th, 2017 //
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Clorox Taps Simulmedia And IRI To Determine How TV Drives Sales

Simulmedia has sweetened its targeting capabilities for TV buyers. Through a strategic deal with consumer market research and retail analytics firm IRI, revealed Wednesday, marketers can now target their linear TV ads based on predictive purchase segments called IRI ProScores. These segments determine consumers’ likelihood to purchase based on different propensities. This is the first... Continue reading »
by Kelly Liyakasa // February 15th, 2017 //
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Michael Zimbalist Jumps From New York Times To Simulmedia

Michael Zimbalist – who spent the past 10 years at The New York Times, most recently as SVP of advertising products – is hopping to ad tech, taking a post as Simulmedia’s CMO. “I’m a change agent by career and inclination,” Zimbalist said. “TV is in the early stages of volcanic eruption of change, and... Continue reading »
by Sarah Sluis // March 22nd, 2016 //
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Nielsen’s eXelate Buy Is A Bet On ‘Real-Time Data’ As Programmatic TV Emerges

Nielsen’s acquisition of data technology company eXelate for an estimated $200 million positions it squarely in the digital camp, a move experts agree was essential to break away from its perceived image as a purveyor of panels and diaries. “It’s a recognition that the future is more than measurement and analysis,” said Dave Morgan, CEO of... Continue reading »
by Kelly Liyakasa // March 4th, 2015 //
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