Last week’s news out of the Consumer Electronics Show that Time Warner Cable had struck a deal with streaming video delivery device Roku had ad industry attendees wondering whether “over-the-top” TV was near to having an advertising moment. So we put the question to a mix of video ad observers: “Given news such as this […]
Analysts expect real-time bidding to account for between 25% and 50% of total display ad spend by 2015. Meanwhile the video RTB space is growing at an even faster clip, but not accounting for as much media investment — yet. “We do see RTB in video but it is still early, for everyone from ad […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Mark Trefgarne, CEO of LiveRail, a provider of a supply-side platform for video. The need for online GRPs has come clearly into focus this year. Solutions like ComScore VCE, DoubleVerify […]
“Brand Aware” is a column from the marketer’s point-of-view on the data-driven, digital ad ecosystem and written by Bob Arnold, Associate Director of Global Digital Strategy at Kellogg Company. As consumer adoption of online video continues its rapid ascent, there’s understandable buzz about video’s potential move into the programmatic space and the opportunities for marketers […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kevin Haley, Chief Scientist at Videology. Verification is good. Everyone wants to know that what they bought is what they got. With regard to online video, for years the […]
The burning issues affecting digital advertising these days can be boiled down to handful of recurring themes: ad effectiveness and verification; “Do Not Track” and relevance; and whether social media extends a publisher’s content distribution — or merely fragments it. Given that video is a highly engaging form of media and easily trackable (via completion […]
Having built one of the early ad servers at Matchlogic, TruEffect CEO Ron Hill and his core team have deep experience in ad tech. Among the fruits of those ad serving days were patents that Hill says have become the backbone of his company’s first-party advertising technology today. To be clear, TruEffect isn’t a young […]
There’s a lot of talk about the need for online advertising to be less “obtrusive.” (Okay, that view is mostly coming from Microsoft with regard to the default “Do Not Track” feature in its latest Internet Explorer web browser. But still.) When it comes to video, the notion of user control has been a big […]
Tracking agency adoption of data-driven strategies is pretty easy in the media planning sphere. Media agencies partner with trading desks, data platforms, demand side platforms, and others to launch and optimize audience buying programs. With creative and “general” agencies, the adoption curve is more obscure. But if you squint, you can see it. Take Cheil USA, […]
Total ad spending on Hispanic media in 2011 was $5.7 billion, with $3.6 billion of that going to TV, according to Nielsen data released last spring. Nielsen also noted that Hispanics spend 68 percent more time watching online video and 20 percent more time watching video on their mobile phones compared to non-Hispanic Whites. That […]
If you’re trying to read more than 1,000 pages of legal documents about the US v. Google ad tech antitrust case on Election Day, you’ve come to the right place.
While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.
Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.
Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.
Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.
Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.
