Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Outlook Hazy The fate of Hulu depends on the outcome of Comcast’s and Disney’s bidding war for 21st Century Fox. Whoever wins will own a majority stake in Hulu, and both companies have very different visions for the platform’s future. Comcast wants to invest […]
The Media Rating Council is officially down with OTT. On Friday, the group released an updated version of its Digital Video Ad Impression Measurement Guidelines, which advises on server-side ad insertion (SSAI) and OTT platforms for the first time. Video vendors struggle to measure ad impressions across OTT since the landscape is vast and convoluted. […]
Marc Mathieu, CMO of Samsung Electronics, America, knows his job is about more than just promoting devices. He’s marketing a lifestyle. From smartphones to smart watches, smart appliances, cameras and health apps, the purpose of Samsung’s marketing is to demonstrate how the brand’s products and features can integrate into people’s lives and help them do […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Greg Smith, an independent advertising technology consultant. Spring has sprung, and now we enter the dog days of summer. One new advertising “flower” that is poised to grow, even among the walled gardens, is […]
Roku released its Audience Marketplace on Tuesday, designed to let publishers use its first-party data based on how consumers interact with the OTT device. The new marketplace allows publishers to match their audiences with Roku’s. The device’s first-party data also provides behavioral insights – such as what content Roku users search for or how much […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. An Otter Acquisition Most people are still busy digesting news of AT&T’s $1.6 billion acquisition of AppNexus – but the telco already has another little deal up its sleeve. AT&T is in the process of securing full ownership of Otter Media, the streaming media company […]
Mammoth Media, a media and entertainment network aimed at teens and millennials, wants to do for apps what Viacom did for TV. “Viacom has Nickelodeon, MTV, Comedy Central – program options and content based on demographics,” said Peter Szabo, Mammoth’s CRO and head of partnerships. “We’re taking the same approach with different monetization, and instead […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. DSPayday? AT&T is in talks to acquire AppNexus and the two companies are close to finalizing the deal, reports Cheddar. AppNexus brass are reportedly unwilling to sell for less than $2 billion. That sounds like an awful lot, but there are factors working in […]
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 […]
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.
