A new startup called BranchLab, which was launched earlier this year by three ad tech vets, wants to help pharma brands and health care providers apply more targeting to their TV ad campaigns – but without using actual identifiers. On Thursday, BranchLab announced the completion of a seed funding round.
Clean rooms are ad tech’s answer to data privacy. But they can also give advertisers more accurate reach and frequency measurement through first-party audience matching. Disney has been building out its clean room for roughly a year, and announced an integration with VideoAmp on Thursday, which will bolster clean room measurement with VideoAmp’s TV viewership data.
“On TV and Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Michael Parkes, senior vice president, North America, at Amobee. The consumer shift to spending more time on digital than on TV is pushing the industry toward a tipping point in advertising budget allocation. Although […]
