AudienceXpress, a TV planning and buying platform Comcast acquired last summer via its purchase of parent Visible World, is opening up new programmatic TV tools to several agencies, including Horizon and US International. These tools include a self-serve platform and direct APIs, AudienceXpress’ first major product launch since the Comcast acquisition. The beta will last through the […]
Video buyers see a future where they can bundle new-wave TV ad inventory – including VOD and connected TV – with linear television buys. But the “CTV” impression pool is still too shallow for many agencies and brands to bother. “We’re not going to scrape for impressions on some new 5 million-subscriber video startup,” said […]
True[X], the video ad platform Fox acquired last December, partnered Tuesday with Comcast’s TV ad-serving platform FreeWheel to bring more “engagement-based” video ads to broadcasters. The deal will give True[X] greater sell-in among FreeWheel’s base of media and entertainment brands, which include NBCUniversal, Turner Broadcasting, Viacom, Sky, DirecTV and ABC. True[X] creates interactive video ad […]
The emergence of data-enabled TV targeting is altering the agency buying structure. In 2014, WPP’s GroupM launched Modi Media, a unit that would become the poster child for so-called “advanced” TV ad buying. But it’s not the only agency group to build an offering geared to the fragmenting milieu of TV advertising. Others, such as […]
In 2014, American Express boldly declared in an RFP to ad tech vendors that it wanted to programmatically transact 100% of its then $128.5 million display budget. Though the statement was later clarified to be more of an aspiration than a brand-wide target, the financial services giant was one of several large brands exerting greater control over exchange-based buys at […]
Clypd and SpotX, two sell-side systems for TV and digital publishers, have jointly launched a cross-screen monetization platform for media owners. TiVo will be the pair’s first data partner, enabling platform users to anonymously match digital ad exposures to national households across TiVo’s 2.5 million set-top boxes. The goal is to allow an advertiser or […]
DISH Network is subscribing to the programmatic playbook, enabling greater automation and data application for buyers bidding on addressable TV spots. The satellite pay-TV provider, representing 8 million addressable households nationwide, on Monday debuted a programmatic marketplace and supply-side platform running on IPONWEB. Its initial demand partners are Rocket Fuel, TubeMogul and DataXu. After an […]
TV has long proven to be an effective channel for Ancestry.com, a provider of genealogical software and services with more than 2 million subscribers. And 1 million have purchased its DNA testing product, AncestryDNA. Commercials advertising Ancestry are meant to be emotional and explain the value of using the family history search site and DNA […]
Cox Media Group’s sell-side platform Videa is sinking more hooks into buy- and sell-side systems. Released earlier this year, Videa has since drummed up strategic partnerships with Gannett, Raycom and Media General on the local broadcaster side. That’s in addition to agency alliances with Carat and Amplifi and demand-side deals with Mediaocean and Videology. Now […]
Video demand-side platform TubeMogul reported that more than 20% of global spend running through its platform in the second quarter came from mobile, programmatic TV and display ad formats. Mobile ad spend drove 10-15% of spend, programmatic TV constituted between 5-10% and less than 5% came from display. “We think this is significant, given our […]
