National U.S. TV publishers adopt OpenID, laying the foundation for new cross-platform measurement capabilities set to launch in broadcast year 2022. Dentsu Media, GroupM, Haworth Marketing + Media, Horizon Media and Omnicom Media Group will integrate with and activate all advanced TV campaigns as OpenID audiences, offering brands cross-screen and person-level insights across TV advertising.
Companies in the advanced advertising business have formed the TV Data Initiative, a group that will look to accelerate the use of data in the television industry. The group includes Dish Media, Blockgraph, MadHive, VideoAmp, Eyeota and TVSquared and plans to spend the next six months assessing the state of data in the advanced TV ecosystem and identify challenges and opportunities.
After a dip in the second quarter as spending paused in the early days of the pandemic, advanced TV ad impressions rebounded as 2020 went on, according to a report from Google. Advanced ad impressions fell 18% in the second quarter, despite a 14% increase in viewing. By the third quarter, advanced TV ad impressions were up 40% from the second quarter lows and continued to increase in the fourth quarter.
Fox Corp. said it is using technology company Operative Media’s cloud-based system to manage its ad sales portfolio. Operative’s AOS system gives Fox visibility across its portfolio of linear, digital and advanced audiences in a converged platform. The move will accelerate Fox’s advanced advertising capabilities including near-real-time ad creative substitution, automated rate cards and optimization.
MadHive, an enterprise software platform that powers modern media, is launching an Audience Forecaster tool to address industry-wide problems like frequency control and transparency for OTT, CTV. The feature set integrates into MadHive’s full stack offering that currently powers local reach extensions efforts for broadcasters including Fox, Scripps and Tegna. “The concept of delivery guarantees […]
A new partnership with Charter Communications adds nearly 40% more households and expands inventory for marketers.
The open-source identify framework, led by The Trade Desk, aims to maintain targeted advertising on the open internet as third-party cookies go away.
The combined companies will be a big player in the fast-growing programmatic connected TV marketplace. Combined, CTV net revenue would have been $42 million in the fourth quarter of 2020, up 34% from the third quarter, and represents 67% of their combined fourth quarter net revenue.
The purchase creates a cross-screen platform for measuring brand impact and business outcomes for TV advertising in real time.
OpenAP has introduced a supply side platform that gives advertisers automated access to linear inventory from participating TV networks. Omnicom Media Group is the first agency to integrated the new SSP with its in-house buying platform, Omni. The integration launched this month, and Omnicom’s media agency will test the new SSP over the first and second quarters.
U.K. commercial broadcaster ITV has extended its relationship with Yospace, the server-side ad insertion (SSAI) provider, for targeted advertising on live channels in ITV Hub. The companies have together played a fundamental role in developing SSAI technology, having first collaborated in 2011 and providing its first public demonstration for live streams at IBC 2012. The extension […]
The partnership enables enhanced, automated access for media buyers to Premion’s CTV/OTT ad platform.
Scammers are following viewers as they go over the top, and what is described as the largest CTV ad fraud operations so far has been uncovered. Dubbed StreamScam, the operation exploited flaws in CTV ad service technology and spoofed more than 28.8 million U.S. household IP address, including 3,600 apps and 3,400 CTV device models. As much as $15 million worth of ad spending might have been diverted by the scam.
The acquisition will let FreeWheel clients participate more seamlessly in the growing programmatic TV ecosystem.
Global ad sales platform Matrix has launched the Media Ad Sales Council (MASC) to aid in advancing the media ad sales ecosystem through automation, convergence, and inclusion. The new group, comprising thought leaders from across the industry and representing different verticals and viewpoints, will focus on identifying outcomes and workflows that will advance how television […]
Premion, a premium CTV/OTT advertising platform for regional and local advertisers, today announced the addition of two new regional sales leaders to address the accelerating growth of streaming TV advertising. Effective immediately, Amanda Dunlap will serve as Southwest regional sales director and Tracy Kalfas is joining as Midwest regional sales director. These appointments expand Premion’s […]
Mediaocean, the big media-buying software platform for U.S. media agencies, is automating local TV media-planning and media-buying tools, improving workflow to better compete with digital and other media platforms.
Hudson MX, an advertising technology business providing media buying and media accounting solutions globally through a cloud-based SaaS platform, today named Sarah Lawson Johnston executive vice president, managing director of agency partnerships EMEA. An advertising technology pioneer who was with Mediaocean more than two decades, she joins Hudson MX after spending the last three years […]
Ad impressions delivered by connected TV grew by 55% in the third quarter compared to the prior year, according to ad and analytics company Innovid. In its fall 2020 U.S. Video Benchmarks Report, Innovid said the CTV’s share of video ad impressions jumped to 41% in the quarter from 33% a year ago.
Ampersand, an advertising sales and technology company co-owned by Comcast, Charter and Cox, introduced a new self-serve feature in limited beta release. The new functionality is being built into The AND Platform, the company’s multiscreen TV planning, buying and measurement platform launched at the beginning of 2020. The company said its platform provides marketers with reach across 85 million households, more than 120 cable networks and more than 60% of all U.S. addressable households.
Samsung Ads, the advanced TV advertising unit of the TV set manufacturer, is launching Samsung DSP, a self-serve demand-side platform. The platform will give programmatic buyers access to exclusive CTV inventory, as well as offering targeted audiences and data from across 45 million households.
Broadcasters, advertisers and agencies need an approach to buying and selling spot TV that streamlines and simplifies the entire process end-to-end for traditional and automated transactions.
Kirk McDonald (left) is leaving AT&T’s advanced advertising unit, Xandr, to become CEO of North America for WPP’s GroupM ad-buying unit. He’s being succeeded as head of Xandr by Mike Welch, currently the unit’s EVP of product and business development.
Vizio Inc., has added Adam Gaynor as vice president of network partnerships. He will help build direct relationships with networks across Vizio’s SmartCast platform and its advertiser-direct business unit, Vizio Ads. “Adam’s addition to the team represents Vizio’s continued focus and investment in driving the future of TV,” said Mike O’Donnell, Vizio chief revenue officer. […]
ViacomCBS is combining its three big connected digital video offerings into ViacomCBS EyeQ, which the company said will give ad buyers simplified access to large-scale audiences. EyeQ includes video from CBS Interactive, Viacom Video and Pluto TV at a time when advertisers are looking to connected TV to reach viewers with targeted advertising as young consumers are cutting the cord and turning to streaming programming.
LTN Global, a provider of transformative media technology and video transport network solutions, and global media services company Encompass Digital Media are expanding their relationship through a new multi-year partnership for managed IP transport and advanced advertising services. As part of this partnership, LTN solutions will be natively integrated into Encompass’ global service infrastructure, including […]
The NBCUniversal Owned Television Stations’ division has entered into a multiyear partnership with Mediaocean to help advertisers access NBC Spot On’s inventory through Mediaocean’s Spectra platform. NBC Spot On is the Owned Stations’ division advanced video advertising business designed for local/regional CTV and OTT advertisers. Effective immediately, advertisers can buy NBC Spot On’s inventory across 100% of U.S. […]
Three months after the acquisition of Telaria by Rubicon Project, the company is renaming itself Magnite and claiming that it operates the largest independent omnichannel sell-side platform in the industry, including expertise in the fast-growing connected TV space. The new company will adopt the Nasdaq ticker symbol MGNI effective July 1.
The first phases of dynamic, addressable advertising trials include participation from Fox, ViacomCBS, NBCUniversal, Scripps, AMC Networks, Disney Media Networks, Discovery, Hearst Television and WarnerMedia.
The new agreement allows advertisers and agencies easy access to Nexstar’s digital audience of 106 million monthly uniques and the broadcast industry’s widest reach of 63% of U.S. TV households gives them the ability to send orders electronically directly in their Strata workflow.
Advertising rebounded in April — at least on connected televisions — as the initial wave of public service-driven advertising ebbed and brands began to take advantage of the rise in screen time in quarantine. Programmatic ad transactions on CTV rose 40% between April 5 and May 11 after falling 14% during March, according to research from Pixalate.
The Weather Channel is the latest media outlet to join OpenAP, the consortium of media companies working to help advertisers buy TV with some of the new methodologies they say they crave.
Matrix, a global ad sales platform built for media, has added Biren Bharucha as VP, enterprise sales. He will lead the company’s business development efforts globally, extending its customer footprint into all media sectors. Additionally, Bharucha will help introduce the company’s new Matrix Sales Gateway to market. The Matrix Sales Gateway, announced last year, is […]
Three of the nation’s largest pay-TV companies are taking joint ownership of Blockgraph, a platform designed to make it easier for brands to harness data to serve targeted ads to people watching cable TV, a move that comes as cost-pressured ad buyers are increasingly turning to targeted advertising.
Instacart quietly debuted its self-service tool for promoted products in search results in its advertising platform on Tuesday as demand for the company’s services continues to climb. Brands and agencies can now buy ads through a self-service platform. The move toward featured products in search results will enable the online platform to not only compete for ad dollars from grocery brands advertising on ecommerce sites such as Amazon and Walmart, but on Google, Bing and Facebook as well.