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»On TV and Video

Why The Streaming Wars Mean Higher Prices For TV Ads

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Jay Friedman, president and partner at Goodway Group. As anyone who sits through an upfront discussion with a TV rep will tell you, there are two kinds of annual rate increases. They’ll likely say during even-numbered... Continue reading »
by AdExchanger // October 21st, 2019 //
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The MRC Standards For TV Ad Measurement Will Force Technical Upgrades For All

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ronan Higgins, CEO at TVadSync. The MRC recently released final standards for cross-media audience measurement of TV and Video. These standards will require work for all players in the market to get a passing grade, including... Continue reading »
by AdExchanger // October 17th, 2019 //
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The Complicated Balancing Act Of Video Distribution

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Sean Buckley, chief revenue officer at SpotX. The streaming wars have taken a nostalgic turn over the past few months. Subscription services are inking billion-dollar deals for beloved sitcoms such as “Friends,” “Seinfeld” and... Continue reading »
by AdExchanger // October 14th, 2019 //
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Dataxu’s Mike Baker: Scaling A DSP In A New World Dominated By TV

The programmatic ecosystem’s maturation into the television industry happened slowly before speeding up rapidly. Dataxu is a fitting example of the trend. The longstanding demand-side platform (DSP) has reshaped its business and client mix in the past two years. Once a pure-play DSP, dataxu now has supply-side deals that put it in the tech stacks... Continue reading »
by James Hercher // October 10th, 2019 //
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OTT Advertising: Why The Industry Needs More Transparency

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Samantha Stockman, group director at The Media Kitchen. The over-the-top (OTT) landscape is rapidly changing, ushering in a slew of new subscription and ad-supported video-on-demand services – and an abundance of advertising opportunities. There are... Continue reading »
by AdExchanger // October 7th, 2019 //
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TV Device Graphs Are Not (Yet) Ready For Prime Time

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. Until recently, television was considered an offline medium. Not anymore. Thanks to automatic content recognition technology and the shift to streaming TV, whether mobile, PC or connected... Continue reading »
by AdExchanger // October 3rd, 2019 //
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Viacom On Advanced TV: ‘Frustration Can Be Great For Innovation’

Viacom’s Bryson Gordon will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on Oct. 15 and 16. Around five years ago, advanced TV was still “a science experiment,” said Bryson Gordon, Viacom’s EVP of advanced advertising. But during this year’s upfront cycle, data-driven buying through Vantage, Viacom’s advanced advertising platform, more than doubled. “Marketers... Continue reading »
by Allison Schiff // September 30th, 2019 //
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There’s An Upside To Sharing Our Data

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). Smart marketers today are trying to understand the impact of their advertising across a fragmented ecosystem of platforms. In particular, we want to... Continue reading »
by AdExchanger // September 26th, 2019 //
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To Navigate Advertising Uncertainty, Marketers Must Aim To Maximize Unduplicated Reach

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Eric Schmitt, senior director analyst at Gartner. Advertising today is filled with uncertainty. Some of the greatest unknowns revolve around consumers’ rapid adoption of streaming video, enabled by Netflix, YouTube, Hulu and Amazon. This... Continue reading »
by AdExchanger // September 23rd, 2019 //
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The 5G Revolution Already Presents Unique Challenges For Marketing Measurement

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Ken Archer, vice president of product at Survata. As a marketer, it’s often difficult to know how to respond to 5G hype and provide guidance internally so you’re not caught flat-footed. So many 5G predictions... Continue reading »
by AdExchanger // September 19th, 2019 //
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