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»Digital TV and Video

AT&T Prepares TV Services That Will Unleash More OTT Inventory

There’s yet another content streaming service joining the fray: AT&T TV will enter beta testing in Q3, offering viewers an internet delivered TV option, the company said during its Q2 earnings call today. If AT&T TV’s service takes off, it will open up a new pool of OTT inventory for buyers. IP TV services can... Continue reading »
by Sarah Sluis // July 24th, 2019 //
»
Horizon Media Uses Nielsen Advanced Audience, Closing In On Outcome-Based Linear TV Buying

Horizon Media is the first agency to use Nielsen Advanced Audience, a linear TV product designed to make measuring granular audience segments like “new parents” as easy as measuring age and gender with C3 and C7 ratings. Advanced Audience allows agencies to find viewers in narrower segments than age and demographic and do post-campaign measurement.... Continue reading »
by Sarah Sluis // July 24th, 2019 //
»
Three Things DTCs Have Learned As They Get Into TV

Ecommerce and direct-to-consumer (DTC) brands are flooding into television, and bring a new data-driven perspective to the old media channel. While legacy brands have pre-existing preferences for specific programs or media channels and for gross ratings points (GRPs), DTC startups are uniquely suited to bring digital tactics to TV advertising. “The result for legacy brands is... Continue reading »
by James Hercher // June 25th, 2019 //
»
LiveRamp To Buy TV Analytics Startup Data Plus Math For $150 Million

LiveRamp said Monday it has agreed to acquire the television analytics company Data Plus Math for a cash and stock deal worth $150 million. It’s a strong exit for Data Plus Math, which has raised $7.5 million over two rounds since 2016, and has about 20 employees. And the acquisition gives LiveRamp a strong foothold... Continue reading »
by James Hercher // June 24th, 2019 //
»
Disney’s Data Honcho Discusses Its Unique Approach To Audiences, The Disney ID And Integrating Fox

At Disney, no one messes with the Mouse. The brand is extremely protective of its reputation among consumers, one largely built on trust. At the same time, Disney is a data-driven publisher with an epic amount of O&O. There’s ABC, ESPN, Fox, Hulu, movies, hotel resorts, cruises, theme parks and everything else that formed the... Continue reading »
by Ryan Joe // June 20th, 2019 //
»
Samsung Ads Is Using Moat To Measure Viewability And Woo More Advertisers To OTT

Over-the-top may be the new hotness, but sellers need to prove it before advertisers will really start to bite. On Thursday, Samsung’s advanced TV division, Samsung Ads, said that it’s partnering with Oracle Data Cloud’s Moat to measure viewability and the invalid traffic (IVT) rates for ad delivery on over-the-top inventory across Samsung Smart TV... Continue reading »
by Allison Schiff // June 13th, 2019 //
»
Google’s DV360 Starts Selling Linear TV Inventory For The First Time

Google is selling linear television inventory with Display & Video 360, its demand-side platform (DSP), via a beta partnership with the TV industry ad tech company WideOrbit. “The feedback we’ve most consistently heard from clients is how challenging it’s become to reach their audiences,” said Eve Goldman, Google’s director of global YouTube and video solutions.... Continue reading »
by James Hercher // June 10th, 2019 //
»
How Digital TV Delivery Will Change How NBCUniversal Sells Ads For The 2028 Olympics

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... Continue reading »
by Sarah Sluis // May 28th, 2019 //
»
Comcast’s FreeWheel Hires Utpal Kalita As Blockgraph CTO In Blockchain Data Push

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,... Continue reading »
by James Hercher // May 23rd, 2019 //
»
CTV Data Is Massively Fragmented: Here Are Three Ways The Industry Is Stitching It Back Together

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... Continue reading »
by Sarah Sluis // May 23rd, 2019 //
»
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