Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. The world’s largest independent media agency didn’t have a dedicated programmatic capability until 2013. Historically a big TV buyer, Horizon Media decided to build its own “desk” in a way that would distinguish it from holding companies: by focusing on transparent pricing of media and […]
“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 Adam Heimlich, senior vice president and managing director of HX at Horizon Media. Digital display advertising is effective. It works a lot like TV advertising, lifting awareness a little bit across […]
UK-based Digital Audio Exchange (DAX) has acquired AudioHQ, a US-based digital audio sales rep firm that works with media clients like Major League Baseball, SoundCloud, TuneIn and Slacker. Terms of the deal were not disclosed. DAX is a programmatic audio exchange owned by UK broadcast giant Global and consisting mostly of UK-based media supply. By […]
Advertisers want measurement that assesses video brand safety. And the latest beneficiary of that need is OpenSlate, a video analytics company that can determine if ads were placed alongside appropriate video content on YouTube. The YouTube measurement partner said Thursday it’s bringing a new brand safety auditing tool for YouTube to market, partnering with independent […]
Programmatic native is cleaning up its act. Content recommendation engines like Taboola and Outbrain provide an easy incremental revenue stream for publishers. But their cost-per-click model, which favors performance over quality, enables traffic arbitrage and creates brand safety risks. To account for those concerns, native exchanges like TripleLift, Connatix, Nativo and Sharethrough have leveraged direct […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jordan Decker, associate director of video investment and Horizon Advanced at Horizon Media. Consumers have been loud and clear about how the traditional cable bundle model does not serve their needs, which has fueled […]
Snap Inc. is expected to go public on Thursday, leaving many to wonder how the most anticipated tech IPO since Facebook will be treated by investors on Wall Street. While Snap described itself as a camera company during its roadshow, investors know that its success hinges on its ability to monetize successfully as an ad […]
TV buying is becoming more data-driven, even on the linear side. But buyers and sellers are questioning whether audience targeting works on the medium. “’Should TV be bought on an audience basis?’ is still an outstanding question,” Donna Speciale, president of ad sales at Turner, said Wednesday at AdExchanger’s Industry Preview conference in New […]
Maureen Bosetti, the chief investment officer for IPG Mediabrands’ Initiative, will discuss dynamics for this year’s upfronts alongside other TV power players at Industry Preview on Jan. 18 in New York City. The 2016 TV upfronts ended with networks posting double-digit CPM increases, but will that momentum carry into 2017? Two key factors could help buyers wield […]
Media agency Horizon Media worked with Placed, a location analytics and attribution firm, on both companies’ first attempt to measure the impact of digital advertising on movie ticket sales. Horizon Media is the longstanding media buyer for the production studio STX Entertainment. It has worked with Placed for other advertisers, “and we started having conversations […]
