advanced advertising

FreeWheel, Comcast’s advanced advertising unit, has tapped Soo Jin Oh for the newly created role of chief strategy officer. Joining FreeWheel from Gamut where she was president, Oh will be based in New York and report to FreeWheel General Manager Mark McKee.

Warner Bros. Discovery said it is working with BrightLine to provide two advanced advertising products — Click-to-Contact and Viewer’s Choice. The products are being sold in the upfront and will be available on Discovery+ in the fourth quarter.

By integrating with the Audience Insights Hub, Omnicom Media Group will be able to run permissioned measurement queries across NBCUniversal’s first-party data and data sets from within Omni — Omnicom’s open marketing operating system — without exposing any underlying personally identifiable information.

OpenAP said that three of its executives have been promoted to C-level positions in order to support the advanced advertising company’s growth. Brittany Slattery (l) was appointed chief marketing officer, Abbey Thomas was named chief revenue officer, and Chris LoRusso was promoted to chief business officer.

Disney Advertising’s previously announced “clean room” effort — which enables advertisers to match their first-party data with that of Disney audience segments — has signed on media agency Horizon Media as its first partner to determine how ads can yield specific business outcomes for marketers. Disney Advertising is the ad sales division of the Walt Disney Co. In addition, Disney is working on a clean room deal with demand-side platform the Trade Desk.

Disney Ad Sales said that it has expanded its data handling and automation capabilities. The company said that it is moving to the next phase of the clean room capability it offers, signing on Horizon Media for a pilot test and working with The Trade Desk on programmatic activations. Disney is also expanding its automation products, DRAX, the Disney Real-Time Ad Exchange and its self-service platform.

TiVo has launched Xtend, a group of new advertising solutions using the company’s first-party deterministic TV viewership data. The platform will offer deterministic data to identify who has or has not tuned into programming or seen a message from a brand or its competitors; programmatic audience segments, scaled and tested for targeting on connected TV, PC, tablet and mobile; connected TV inventory layered with Xtend or custom audiences to add incremental reach and frequency to linear across 40 million households; and clickable ads placed within native TiVo Guides.

Discovery joins Fox, NBCUniversal and ViacomCBS as a minority owner in the advanced advertising company as part of a joint venture.

NBCU’s Kelly Abcarian, Tubi’s Mark Rotblat and Philo’s Reed Barker are among 23 high-profile executives now consulting the new advanced advertising consortium.

The former Dentsu executive will spearhead the adoption of first-party data as the next-generation currency for media planning and measurement.

The move will let advertisers across the nation to programmatically buy display and OTT ads through Amazon DSP and analyze their campaign performance.

With the release of Compulse 360 software for digital media, Compulse, Sinclair’s digital arm, offers purpose-built tech, expert managed services and transparent pricing designed to let clients run local campaigns at scale.

Integration of two linear TV platforms seeks to offer fully automated solutions ranging from supply-side to demand-side with the “potential to revolutionize the way stations manage and sell their commercial spots, boosting revenue and increasing labor efficiencies.”

Over-the-top advertising has become a surprisingly important business for companies that have been stockpiling television stations. Streaming revenue is letting broadcasters, including Cox Media Group, Sinclair Broadcast Group and the NBC and Fox O&Os, claim a foothold in the technology field and create advanced advertising products for clients enamored of digital and social media.

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.

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.

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.