Who Tracks The Trackers?; The Digital Adpocalypse That Never Was

Keeping Track Third-party trackers were hosed by GDPR, right? Maybe not. A University of Oxford research study discovered that third-party trackers in Google Play and Apple iOS apps stay fairly the same. “The very same handful of third-party tracking business have comparable frequency and prominence,” according to the Internet Policy Review journal. The variety of apps with no… Continue reading »
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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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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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Three Digital Video Trends Shaking Up The Linear Market

“On TV & Video” is a column written by the sell side of the digital media community. Today’s column is written by Frans Vermeulen, Chief Operating Officer at Tru Optik, a TransUnion Company Advanced TV has a lot to recommend it as an advertising channel. Marketers see it as an opportunity to transition away from cookie-reliant channels in a way that preserves the data and targeting capabilities of those channels. And some buyers who haven’t traditionally purchased linear TV advertising view it as a way to extend their reach beyond…

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Connected TV Has A Hidden Champion: Gaming

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Gijsbert Pols, Lead Product Strategist at Adjust. Connected TV (CTV) is largely associated with streaming services. It is not hard to see why. When people buy an Apple TV or a Roku box, a Samsung smart TV or an Amazon Fire TV stick, it’s usually to watch the content provided by Netflix, Disney+ and Hulu. When CTV is discussed in an advertising context, most people tend to think of video…

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The Top 5 Questions Marketers Ask About CTV Advertising

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by tvScientific CEO and co-founder Jason Fairchild. The fastest growing segment of the $72 billion TV ad market is CTV advertising. There are dramatic changes happening within TV advertising, which has traditionally been dominated by roughly 300 national advertisers. But with new connected devices, advertising technology is integrating with these platforms to make ads on CTV accessible and measurable for all businesses. I talk with marketers every day about CTV and…

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The Buyer’s Dilemma Has Come Home to Roost

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Bryon Schafer, SVP of research at Vevo. Today, the media industry faces multidimensional fragmentation, heightened media competition, limited measurement, and rapidly decreasing TV ad supply. Networks have pivoted toward streaming, and the buying community has followed, resulting in TV networks aggressively packaging hybrid offerings this Upfronts season. These changes mean looming liabilities and risk management will guide this year’s Upfronts. Ad buyers fully appreciate the risk they are fully…

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3 Considerations For Advertisers As They Travel The Path To Premium Video And CTV Supply

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Alex Chatfield, VP of marketplace development at Xandr. A major challenge for buyers in the new and quickly growing video/CTV landscape is reaching consumers at scale. Unlike the programmatic display ecosystem, the premium video marketplace is fragmented across inventory owners (due to carriage agreements) and almost entirely deal-gated, or in other words, not available on the open exchange.  While there are a number of other hurdles, access to inventory…

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Wait, So NBCU Is Hosting A Developer Conference?

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Google has its I/O conference. Facebook has F8. And NBCU has … ONE21? On March 22, NBCU will host a one-hour event devoted to its One Platform initiative, which had its official debut during 2020’s pre-COVID Consumer and Electronics Show. But One Platform relies on tech partners to maximize its capabilities for advertisers, so as with I/O and F8, NBCU wants to gather developers to let them know how the platform works and how…

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The Fight For Pay TV Subscribers Will Be Won On Online 

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Denis Crushell, CRO at Tubular Labs. With the maturity of social media platforms into audience attention juggernauts, companies like Netflix, ViacomCBS, Warner Media and NBCUniversal (among others) have all invested heavily in social video marketing efforts to boost TV tune-in and streaming service subscriptions. This trend accelerated in 2020 as the pandemic uprooted the pay TV business.  According to eMarketer, more than 6 million US households will cut cable…

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