advanced advertising

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.

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.

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.

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.

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.

The annual fall gathering will examine TV, satellite, online video, live events, podcasting, advertising, film, corporate A/V, production and post. In addition, held concurrently will be TVNewsCheck’s TV2020: Monetizing the Future conference and The Streaming Summit.

OpenAP, the advanced advertising company owned by Fox, NBCUniversal and Viacom, said it launched a marketplace that offers advertisers premium video inventory that can be bought using audiences based on data. The latest version of OpenAP includes digital video, giving it a large addressable footprint.

Experts will discuss the latest developments in targeted advertising, automation and the impact of industry consolidation on spot TV sales at TV2020 in New York on Oct. 16.

After losing one of its founding members, WarnerMedia’s Turner group, the TV network advertising consortium OpenAP said it has expanded its advanced advertising efforts, starting a centralized premium video marketplace called OpenAP 2.0.

ATT’s Turner TV unit has parted ways with industry ad consortium OpenAP. “As our company has transformed, our advanced advertising strategy has evolved,” stated a WarnerMedia representative, regarding its Turner unit. “As a result, we are withdrawing from OpenAP.” After completing its deal to acquire Time Warner (now WarnerMedia), AT&T has pushed its own advanced advertising unit, Xandr.

The two unify their Suite of advanced advertising capabilities for global marketers under AdSmart. This unification of capabilities marks the first joint advertising initiative following Comcast’s acquisition of Sky.

Several of the most prominent figures in the world of national spot TV advertising will address the medium’s ability to participate in trends — from automated selling and addressability to […]