If mobile and display advertising was the first stage of programmatic technology, connected TV (CTV) and broadcast advertising could be considered the second. But there is one big question: Will ad networks – a mainstay of early digital programmatic display advertising – spring up in the data-driven TV tech ecosystem? One early contender in […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
By the 2028 Summer Olympics in Los Angeles, NBCUniversal believes it’s “within reason” that all TV will be delivered through an internet connection, said its EVP of strategy and business operations, Krishan Bhatia. “We firmly believe that all content and associated advertising will be distributed over IP [internet protocol], over digital means, whether that’s to […]
Comcast’s advertising business is gearing up to run campaigns with Blockgraph, a data-sharing product that uses blockchain technology to allow advertisers to target TV audiences using first-party data. Comcast first mentioned its blockchain advertising ambitions in 2017 at Cannes, and since then the initiative has been incubated by Comcast’s FreeWheel ad tech subsidiary. On Thursday, […]
The tsunami of data surging into TV introduces a massive amount of complexity and fragmentation into what used to be a simple media buy. “It’s really complex to buy, and that’s spooking a lot of buyers off,” said Tracey Scheppach, who buys addressable connected TV (CTV) with her agency Matter More Media. CTV, which is […]
Roku has spent the past few years showing advertisers the incremental reach they can gain by buying over-the-top TV (OTT). On Wednesday, the smart TV operating system launched Activation Insights, an OTT planning tool that helps buyers plan OTT buys by understanding how much budget to shift from linear TV to maximize returns. Brands know […]
On Wednesday, Comcast Technology Solutions (CTS), a division of Comcast Cable, rolled out a self-serve platform that automates the complex process of connecting a media plan to the creative workflow and also unifies linear and digital ad management. The CTS ad suite ingests an advertiser’s media buy – which could include hundreds or even thousands of […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Ben Dixon, CEO at Adslot. The traditional TV ecosystem still attracts immense money in advertising – an estimated $69.2 billion in 2019 – despite the continued proliferation of cord cutters, who shun content that can’t […]
Disney has been at the center of some of the most important recent shakeups in digital media. It officially closed its $71.3 billion deal for 21st Century Fox in March. And late last year, moved from Comcast’s FreeWheel ad server to the Google Ad Manager platform, a vendor switch with huge implications as TV networks […]
IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.
Integral Ad Science shares dropped more than 10% on Wednesday, after the company reported lackluster revenue growth and softened its guidance for the Q4 season.
Meet Evertune AI, a startup that helps advertisers understand how their brands and products appear in generative AI search responses.
The deal is a “platform investment,” in which Inverness Graham sees Alliant as a foundation to build on, potentially through further acquisitions.
In-game advertising is uncharted territory even for brands like Sony Electronics that consumers associate with gaming.
“It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” said The Trade Desk Founder and CEO Green during the company’s earnings report on Thursday.
