The E.W. Scripps Co. and an expanded group from ViacomCBS have joined Project OAR, the consortium working to recommend open standard protocols for TV programmers and platforms to easily manage, sell and deliver more relevant advertising experiences within linear and on-demand formats on smart TVs. The two media network groups join the consortium on the […]
Roku has revamped its ad platform on its quest to dominate the over-the-top advertising ecosystem. The company has rolled Dataxu into a new ad platform, OneView, that it says will let advertisers plan, buy and measure campaigns across digital devices in four out of five U.S. homes—including non-Roku households.
Ampersand and Verizon Media have established a new strategic advanced TV relationship to “bring further national scale and unification of addressable TV to advertisers.” Ampersand will serve as the exclusive seller of Verizon Fios’ addressable TV inventory and has also selected Verizon Media’s DSP as their primary buying platform for CTV and OTT inventory. This […]
Hudson MX, an advertising technology business providing media buying and media accounting solutions globally through a cloud-based SaaS platform, today hired Anya Paul as EVP, managing director — agency partnerships. A digital industry veteran with more than two decades of experience, Paul joins Hudson MX from Google where she spent eight years on global agency […]
When TV advertising finds a new normal after the pandemic, targeted ads are more likely to be a bigger part of the ad mix, experts say. They also predict some “share shifting” of ad dollars away from broadcast TV toward ad-supported streaming services, social apps (such as TikTok) and other emerging video categories. And they said the pullback by some advertisers, including ones in travel-related businesses, has led to increased opportunities to advertise on platforms that are seeing a surge in viewing, including connected TV and over-the-top outlets, at reduced rates.
As the coronavirus pandemic continues to change viewing behaviors across the nation, consumers appear to be increasingly turning to their local broadcast stations for the up-to-the minute information. That surge in viewership may help explain why FreeWheel’s ePort technology managed to post its largest first quarter transaction throughput total in history, with orders totaling $1.706 billion. […]
Today, Simpli.fi, a programmatic platform for addressable, mobile and OTT/CTV advertising, announced that the company has bolstered its OTT/CTV advertising offering with the launch of its new online attribution capability. Advertisers working with Simpli.fi can now directly attribute online browser-based conversions to their OTT/CTV advertising campaigns, including those ads that are served on televisions. This capability is especially […]
OpenAP, formed by media companies to standardize and simplify data-based targeting advertising, has named an advisory board of media buyers and advertisers. The board will help the company as it introduces new buying mechanisms designed to move the TV ad business beyond the traditional age and sex demographics.
Brian Lesser, chief executive of AT&T Inc’s advertising unit Xandr, has resigned, a source familiar with the matter said on Wednesday, raising questions about the future of its advanced advertising strategy.
MNI Targeted Media, a division of the Meredith Corp. and its targeted media strategy, planning and buying company, today launched MOTTO (MNI OTT Optimization), its over-the-top optimization platform that it says provides “unprecedented, near real-time conversion indicators for connected TV (CTV) and OTT advertising.” According to eMarketer, OTT spending is expected to hit $5 billion in […]
Gray will acquire a minority ownership interest in Tegna’s Premion and resell Premion in all of Gray’s 93 television markets.
Harnessing the power of Comcast NBCUniversal, NBC Spot On aims to provide local/regional clients access to 100% owned or purchased premium long-form inventory, at scale.
Ahead of the upfronts, it introduces new proprietary advertising technology and partnerships with 4C Insights, FreeWheel and Operative. According to Linda Yaccarino, chairman, advertising and partnerships, marketers can now optimize and target their key audiences across all screens, all networks and all dayparts, making every impression data-informed.
The two companies will roll out a private beta of a cloud-based cross-platform media buying and media accounting system.
As the streaming wars continue in 2020, advertisers have a new avenue to reach core audiences with a preference for content. Dailymotion, a Vivendi-owned video platform combining premium content and quality advertising solutions, says media buyers can now purchase premium connected television (CTV) inventory via the company’s proprietary ad platform. “In the evolving digital landscape, […]
ZypMedia, a programmatic OTT platform built for local advertisers to reach their audiences across all digital screens, strengthens its product and engineering team with the addition of Tushar Patel as SVP of engineering and Sridhar Guthula as SVP of product management. Both Patel and Guthula will report to Ramandeep Ahuja, chief technology officer and co-founder. […]
Measurement and analytics company 605 is introducing a platform that will help programmers and advertisers plan, buy, assess and attribute advanced advertising campaigns. AMC Networks and Discovery are the first two programmers to sign up for a pilot test.
Smart TV manufacturer Vizio Inc. today announced the addition of Adam Bergman to its growing Vizio Ads team across the country. As vice president of ad sales, Bergman is responsible for forging buy-side relationships and driving Vizio Ads’ direct-to-TV ad sales business. He will report directly to Mike O’Donnell, SVP of Vizio’s Platform Business, who […]
March 31 will be the last day for the unit that launched in 2014 to work with station groups, agencies and rep firms across the spot TV industry to build an automated television solution that optimizes advertising campaigns and enables workflow efficiencies and data-enhanced audience targeting. The company said it was “no longer sustainable.”
More leading local broadcasters join the advertising consortium, which now includes groups representing more than 740 stations.
The CW, Tastemade, AccuWeather and Microsoft Advertising have joined Community, a video advertising marketplace launched by Xandr, AT&T’s advertising and analytics division. Other Community partners include WarnerMedia’s CNN, TNT, TBS, truTV, B/R Live, Otter Media and Warner Bros. along with A+E Networks, AMC Networks, Cheddar, Bloomberg, Vudu, VICE, Hearst Magazines, Newsy, Philo, Tubi and Xumo.
A majority of marketers are using forms of advanced TV advertising to reach target audiences, according to a new survey for Comcast’s ad tech company FreeWheel conducted by Advertiser Perceptions. The survey of about 300 marketers and agencies found that 66% of respondents have bought advertising on over-the-top or connected TV.
Trends that will shape the industry include the ratcheting up of OTT streaming services, shuffled alliances between content companies, downsizing and consolidation among technology vendors, and ongoing adoption of IP, AI, advanced advertising and NextGen TV.
The alliance is desinged to enable the buying of OTT, display, video and linear on Mediaocean’s Spectra platform.
Xandr, AT&T’s ad-tech unit, officially unveiled its new pause ads during CES this week, and is now actively marketing the format to brands. Epix, Starz and AT&T Mobility are among the beta partners running pause ads that have been appearing on AT&T Now and DirecTV since the fourth quarter.
Hudson MX, a cloud-based modern software company serving local media, has hired Jenny Mitchell as head of customer success. Mitchell joins Hudson MX from Sizmek, a global independent buy-side advertising platform. Over the course of her extensive tenure with Sizmek, she managed a broad array of teams through a series of developments that ultimately culminated […]
A+E Networks is looking to expand the scope of its targeted advertising capabilities in a deal with Dish and Adcuratio that will allow marketers to serve up spots with creative messages that can be tailored for specific households.
Using Amobee 4Screen, it will now be possible for broadcasters, advertisers and agencies to 1.) Plan and forecast campaigns across all four screens — connected TV, linear TV, mobile and desktop. 2) Continuously measure audience exposure during a campaign. 3) Optimize the targeting and cross-channel allocation. 4.)Access pacing and reporting across four screens.
TV manufacturer Vizio has debuted Vizio Ads, a new business unit that will let brands, agencies and advertisers purchase TV ad inventory across the Vizio SmartCast platform. Ad inventory will be available within the launch and discovery environment, partner OTT apps and throughout Vizio’s WatchFree service.
CBS has joined Open AP, the audience-targeting alliance working to accelerate the emerging advertising practice known as “audience buying.”
Walmart Media Group is testing an ad platform and self-service tools with a group of CPG companies, with possible rollout during 1Q 2020.
Verance and Extreme Reach today announced plans to jointly bring new, household-level addressable and cross-platform reporting capabilities to market. The partnership combines Verance’s open standard Aspect watermarking technology with ER’s AdBridge asset management platform for TV and video ad creative. The partnership will make Verance insights available to AdBridge clients on both the buy and sell side, providing […]
Comcast Cable is renaming its Spotlight advertising sales division as Effectv to reflect that in a changing television environment, it can show advertisers the impact of the campaigns it runs. The company is shifting its emphasis from traditional spot sales to a focus on data-driven and addressable advanced advertising.
Meredith acquired equity in Viant Technology Holding as part of its January 2018 acquisition of Time Inc., which had acquired its stake from Viant Technology LLC in February 2016.
Comscore and Premion have entered into an agreement for Comscore to be the measurement provider for Premion’s OTT offering. Part of Tegna Marketing Solutions, Premion is a CTV/OTT advertising platform enabling local, regional and national advertisers to reach desirable audiences in premium, long-form, live and on-demand video programming delivered across a broad array of streaming platforms and devices […]
AT&T Xandr advertising unit said it acquired Clypd, adding more advanced TV capabilities to its existing digital and addressable business. Clypd is used by broadcast and cable programmers to serve relevant advertising to viewers using audience and other data.
A TV2020 panel on advanced advertising and spot TV featuring executives from NBCUniversal Owned Stations, the E.W. Scripps Co., GroupM and Empower MediaMarketing found the lack of a fully-automated, end-to-end automated system remains an obstacle to bringing more money into the local marketplace.