Programmatic Fuels Integral Ad Science’s Q2 Growth

Ad verification and measurement provider Integral Ad Science held its first earnings call after going public just over a month ago. Revenue increased 55% to $75.1 million year-over-year. That growth was largely fueled by programmatic revenue, which jumped 94% to $31.8 million compared to the same period last year. Programmatic accounts for 42% of total Q2 revenue, as Integral Ad Science handles a higher volume of impressions and average CPMs rise. The New York-based company – whose clients include Verizon, Disney and Coca-Cola – held its earnings call two days after it acquired…

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VideoAmp Hires First CTO, Former Googler Tony Fagan

TV measurement company VideoAmp is bringing on Tony Fagan, a former Google VP of ads data science and engineering, as its first chief technology officer. Fagan joins a number of other C-level hires over the past year, as VideoAmp plots an expansion after a $75 million funding round in May. Since 2020, former Comscore COO Cameron Meierhoefer joined as chief product officer, former Trade Desk exec Paul Ross as chief financial officer and former Comscore exec Josh Chasin as chief measurability officer. VideoAmp has its sights set on being the…

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YouTube Gaining More National Brand Advertising; A Missed Opportunity For Machine Learning

<!– –> Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Video Killed The TV Star Comcast’s and Google’s earnings calls last week mark two converging trends in brand advertising and the decline of linear TV. NBC is haggling with advertisers of the Olympics because ratings are down – 42% down – at the halfway point, Bloomberg reports. On the one hand, NBC was dealt a crappy hand with an off-year, plague-ridden event. But the Olympics’ ratings decline track with cable TV overall since 2016, writes Ben Thompson…

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DoubleVerify’s Growth Buoyed By Programmatic

Fresh off its IPO in April, ad verification provider DoubleVerify saw its revenue increase 44% to $76.5 million year-over-year in Q2, fueled by the growth of programmatic. DoubleVerify took in $37.9 million in programmatic revenue in Q2 – a 57% increase from the same period last year – largely driven by its Authentic Brand Safety (ABS) premium solution, a prebid targeting tool launched for buyers in 2018. It also reported 89% growth in CTV, which now accounts for 30% of revenue in its direct-side video business. Social transactions grew 100%,…

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NBCUniversal Dusts Off Ad-ID Creative Identifier To Reduce Ad Repetition

NBCUniversal is partnering with Ad-ID – a standard identifier for creative assets built for the advertising industry – to improve campaign measurement capabilities and reduce ad repetition across the network’s automated One Platform. Ad-ID was founded by the American Association of Advertising Agencies (4A’s) and the Association of National Advertisers (ANA) back in 2002 as a unique identifier for specific ad creatives. As advertisers increasingly lean into streaming, the challenges around frequency capping and cross-platform measurement are cumbersome because the space is so fragmented. Without a standard naming convention, measuring…

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Why Local TV Is Keeping Many Brands On The CTV Sidelines

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Melissa McKay, director of media at Booyah Advertising. National brands rushed to advertise in local markets in 2020 due to COVID, civil rights protests and the election, leaving little budget or consideration left for connected TV (CTV) efforts.  But localized advertising – executed programmatically with personalized creative to boot – can be effective on CTV and linear TV. In fact, CTV ad spend remains only about 10% of linear TV…

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How The Media Trust Is Helping CTV Publishers Filter Unwanted Ads

“The Sell Sider” is a column written by the sell side of the digital media community. As more inventory becomes available programmatically in CTV, the issue of ad quality is coming up more often. Publishers, concerned about the messaging in ads being delivered, increasingly rely on DSPs and SSPs to filter out ad content that may violate policies on lingerie, tobacco or gambling ads. A failure to screen those violations could lead to those platforms losing, or having limited access to, CTV inventory. To address this challenge, The Media Trust…

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CTV Fraud Is Changing, DoubleVerify Finds

Ad fraud in connected TV saw a 12% drop this year to .4%, a sign that ad buyers have been proactive following a number of high-profile schemes over the past several years that bilked them out of millions. A new report by ad verification provider DoubleVerify looked at post-bid data and more than a trillion impressions in 80 markets across more than 2,100 brands from May 2020 to April 2021. It found that, globally, post-bid fraud and sophisticated invalid traffic (SIVT) rates were down 30% year-over-year, from 2% to 1.4%…

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Audience Data Is Key To Priming The Pump For TV Deal Fluidity

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Allison Branton, Head of Advanced TV Data Solutions, AnalyticsIQ. In 2020, nearly every industry was flipped on its head. TV advertising was no exception. The upfronts were cancelled, the streaming wars reached a fever pitch, and consumers discovered new content, apps and devices at an unprecedented rate. Linear TV viewing surged to its highest level in more than a decade. Brands as well as consumers came to the realization…

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UID2 ‘Smart’ For CTV; Instagram To Look More Like TikTok

<!– –> Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. What’s Your Flavor? FuboTV was the first connected TV company to integrate with The Trade Desk-led Unified ID 2.0 initiative in February. Last month, Tubi announced its support for UID2 – the open-source alternative to third-party cookies that uses hashed or encrypted email addresses – followed that week by AMC Networks, the first linear network to join. CTV is inherently cookieless, but Tubi sees it as a way to help advertisers target the right audiences and attribute…

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