The rumors were true. AT&T said Monday it will acquire AppNexus for its advertising and analytics unit, which is headed up by former GroupM chief (and ex-AppNexus board member) Brian Lesser. The acquisition is expected to close in Q3. Read the release. Terms were not disclosed, though The Wall Street Journal pegged the price tag […]
AT&T rode into Cannes this year amid fanfare following its Time Warner acquisition, freshly rebranded as WarnerMedia. But trailing in its wake are a lot of questions around what this mega-merger means for the advertising landscape. Intentionally or not, AT&T added to the ambiguity with its Cannes branding – or complete lack thereof. The telco […]
Ad campaigns unfurl across screens, and that’s the way they should be measured. Nielsen Catalina Solutions (NCS) released a cross-screen measurement tool on Wednesday that links incremental offline sales for an ad campaign to total views across channels, including linear TV, mobile and desktop video, over-the-top (OTT) and connected TV. NCS, which provides purchase-based targeting […]
AT&T, which closed its acquisition of Time Warner on Thursday, will acquire more companies to support its Advertising and Analytics unit, CEO Randall Stephenson said Friday during a CNBC interview. Watch it here. Stephenson spoke of an upcoming ad-supported skinny bundle called AT&T Watch TV, featuring Turner content, that will be formally announced next week. […]
Door hardware maker Schlage was spending seven figures on linear TV advertising. While the brand still wanted to take advantage of TV’s mass reach, it wanted better targeting, measurement and optimization. So Schlage called on its agency of record, The Basement, and demand-side platform Centro to bring programmatic elements to its TV media buys. “They […]
The bid has dropped. Comcast on Wednesday again attempted to outmaneuver Mickey and acquire most of 21st Century Fox’s assets with a $65 billion cash offer, putting Disney’s deal in jeopardy. Disney offered Fox a $52.4 billion all-stock deal in December. Comcast wants to disrupt the deal and follow in AT&T’s footsteps: a content distributor […]
Advertisers know linear TV spots drive store visits. Proving it is another story. On Tuesday, Snap-owned location company Placed released a tool that attempts to tie the two together. To power its offering, Placed is licensing viewership data from Inscape, the data division within smart-TV manufacturer Vizio, which has access to around 8 million opted-in […]
As eyeballs shift away from linear TV, networks are experimenting with new ad formats, targeting and measurement tactics to keep both buyers and viewers interested. TV ad revenue fell 2.7% to $70.1 billion in the US in 2017, according to PricewaterhouseCoopers’ “US TV Advertising Outlook,” released Tuesday. During the same period, online TV advertising, which […]
Video delivered over the internet to a smart television or connected TV could have a brand safety problem. We’re talking specifically about user-generated digital video streaming to a big screen and the niche OTT channels and streaming services that seem be springing up on a near-weekly basis. That type of video shouldn’t be confused with […]
Nicolle Pangis, a former C-suite exec at WPP GroupM’s Xaxis and [m]Platform, has been appointed CEO and president of NCC Media. She will start May 29. NCC is a national cable sales group owned by Comcast, Charter and Cox Communications. In April, NCC started a division led by Comcast’s advanced ads division that will focus […]
