Addressable TV has earned a rep for being expensive and not all that scalable. But for early adopters like Conagra Brands, the channel does have its perks. Advertisers that invest in addressable TV alongside their larger broadcast buys view the format as a vessel for reducing waste by being able to more effectively zero in […]
“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 Ramez Karkar, director of data architecture at Mediavest Spark. The current data landscape in which CPG marketers find themselves resembles an island without access to clean water. Luckily, supplies may […]
TV buyers are used to transacting on GRPs and Nielsen ratings, while digital buyers purchase targeted impressions. That has complicated the way advertisers plan, buy and measure their emerging cross-screen campaigns. Several companies have built tools to address the problem, but many have sold brand-direct or by way of the trading desk. RTL Group–backed VideoAmp […]
“AdExchanger Politics” is a recurring feature tracking developments in politics and digital advertising. Today’s column is written by Ramez Karkar, director of data architecture at Mediavest | Spark. Political critics declared big data dead after nearly every major media poll had predicted Hillary Clinton to be the clear winner of the 2016 presidential election. Put […]
This is the second installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read the first PII interview with Nazanin Jazayeri. As associate director of social experience and custom product at Publicis’ Mediavest | Spark, Andrew Klein loves discovering new technologies and platforms. That wasn’t how […]
While “programmatic technology” has come a long way, many longtime players in the space are now reckoning with the term. AppNexus CEO Brian O’Kelley penned op eds about the “death of programmatic.” Rubicon Project SVP of market development Jay Sears also has acknowledged the limitations of the terminology. AdExchanger reached out to ad tech executives, some […]
