In the first quarter, TubeMogul’s self-serve software, called Platform Direct, accounted for 78% – or $55.3 million – of total advertiser spend running through the company. The video demand-side platform (DSP) has worked to migrate managed services clients onto its platform, which could garner the recurring revenue and customer-retention rates characteristic of enterprise software deployments. Agencies accounted for 37% of Q1 spend on […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bob Rupczynski, vice president of media, data and CRM at Kraft Foods Group. You can’t fool me. I see you there. You’re reading this on your phone in the middle of another NewFront (or […]
Nielsen and Roku’s marriage for over-the-top (OTT) measurement, along with Roku’s development of a unique device identifier, may be a watershed moment for the connected TV ecosystem. The agreement, announced last Thursday, will enable Roku’s publisher partners to measure the impact of ads on some 10 million set-top boxes by accessing Nielsen’s demographic data and […]
A programmatic API for cable television? Cablevision, a telecom and cable systems company reaching 2.5 million households in the New York tristate region, claims it has developed one. It launched Total Audience Application (TAPP) last Thursday, an audience-planning tool that allows marketers to apply first- and third-party data to optimize addressable or linear TV campaigns. […]
“On TV And Video” is a new column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Hagai Tal, CEO at Taptica. Video is a powerhouse advertising tool because it can engage on multiple levels, and advertisers increasingly want to leverage video across channels. After years of technological advancement in […]
Fifty-four stories above New York’s World Trade Center site, 800 media planners gathered Tuesday evening for AOL’s annual advertiser NewFront. The big “reveal” was a new video content and distribution agreement with broadcaster NBCUniversal. Starting this summer, select NBCUniversal videos from network partners Bravo, CNBC, E!, MSNBC, NBC, Oxygen, Syfy, Telemundo and USA will be […]
Traditional cable nets are increasingly turning to video demand-side platforms to factor things like digital purchase habits into the TV-planning process. Cadent Network, a national media network that partners with more than 200 multichannel video programming distributors (MVPD) and more than 80 cable networks at the local and national level, including Verizon FiOS, Comcast and […]
The $45 billion Comcast-Time Warner Cable (TWC) deal is officially kaput. If the merger had materialized, it would have created an unsurpassable media and cable conglomerate with massive audience reach. From day one, regulators were wary about one company controlling too much broadband access, resulting in Comcast terminating the deal Friday. “Today, we move on,” […]
Advertisers are no longer interested in hitting demo targets alone and, leading into upfronts, media companies are baking behavioral and audience-based guarantees into their sales pitches. Buy- and sell-side parties want to link TV programs with purchase propensity to determine whether a media exposure helped loosen purse strings. “We’re seeing more demand to bring together business […]
Devs: Yahoo is looking at you. On the heels of arguably lackluster Q1 2015 earnings and the week before is NewFront event in New York City, Yahoo revealed two video ad units on Wednesday. Native in-feed video and video app install ads will now appear in Yahoo’s digital magazines and apps, as well as on desktop and […]
Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.
Someone will eventually need to make a Netflix-style documentary about the Google ad tech antitrust trial happening in Virginia. (And can we call it “You’ve Been Ad Served?”)
In the process of the investigation into Google, the Department of Justice unearthed a vast trove of separate evidence. Some of these findings paint a whole new picture of how Google interacts and competes with its main DSP rival, The Trade Desk.
On Thursday, the US district court in Alexandria, Virginia boarded a time machine back to April 18, 2019 – the day of a tense meeting between Google and publishers.
Confidential matching – which uses a TEE built on Google Cloud infrastructure – will now be the default setting for all uses of advertiser first-party data in Customer Match.
PubMatic’s $5 million loss from DV360’s bidding algorithm fix earlier this year suggests second-price auctions aren’t completely a thing of the past.
