Advertising Perspectives

TV measurement is changing quickly as consumption is moving from linear TV to vast numbers of streamers. Many are finding the legacy  model of age and demo are not adequate.  Seizing the opportunity are several ... read more

The growing number of households with a smart TV gives advertisers a way to customize their campaigns for different consumers during the same programming. LG Ads offers more personalized ad placements among 120 million households ... read more

It has been a few years of tremendous disruption, in both the business and social environment and in the way marketers must adapt to changing media consumption dynamics. How can they best respond? By uniting ... read more

TORONTO – More Canadian households are signing up for streaming video services as they cancel cable and satellite TV subscriptions, giving marketers a way to reach elusive consumers. Ad-supported video on demand (AVOD) is growing ... read more

A year and a half ago, the TV industry was talking about the end of the upfront, that annual season of pitches made by networks to ad buyers for year-ahead business. The new pandemic had ... read more

Contextual targeting of advertising is regaining some of its past glory as marketers seek to reach target audiences while also respecting consumer privacy and weighing brand safety. Technology companies are giving people more ways to ... read more

As one of the world’s largest investment finance companies, JPMorgan Chase is obviously discerning when it comes to making the right spending choices. That is why the company is becoming so interested in advertising through ... read more

Marketers are looking for ways to reach target audiences while not bombarding them with repetitive commercials on connected TV (CTV) and traditional linear channels. Original equipment makers (OEMs) can provide unduplicated reach because most households ... read more

Welcome to this episode of the BeetCast. I hope you’ve had good,  relaxing summer. Here in the Beet patch  we are ramping up with a number of projects including our weekly podcast.  We are very ... read more

The ads seen on streaming connected TV channels could be about to get smarter, following a deal between IRIS.tv and Amagi. Amagi, which helps bring streaming channels to CTV platforms, is partnering with IRIS.tv, whose ... read more

The world of digital marketing has changed incredibly in the last few years, with new data-driven opportunities to reach consumers. But there are still some flies in the digital ointment. That is the view of ... read more

For a company that is well versed in tracking spending, TransUnion certainly knows how to finance an acquisition. Its planned acquisition of ad identity resolution company Neustar for $3.1 billion, announced Tuesday, would be its ... read more

Millions of people worldwide are hooking up their televisions to the internet, pushing marketers to allocate more of their media budgets connected TV (CTV) platforms. Those include consumer electronics companies, or original equipment manufacturers (OEMs), ... read more

In the last couple of years, the ad industry has undergone some of its most profound ever change. New limits from privacy regulation and shifts in consumer behavior provoked by the rise in ad-free media ... read more

The media marketplace has become more fragmented with the proliferation of streaming video and social media platforms, giving advertisers more ways to reach audiences. As targeting becomes more challenging amid greater awareness of privacy issues, ... read more

Kasha Cacy knows that many of the advertiser opportunities on offer today may seem to nestle on disparate islands. But, through her agency Engine Group, Cacy wants to help brands get the best of both ... read more

The increased fragmentation of the media marketplace gives advertisers more ways to reach target audiences, though it also brings more complexity. Advertising technology is evolving to help marketers navigate the landscape amid significant shifts in ... read more

Audience-based ad targeting has become more challenging as privacy laws give consumers greater control over their personal data, and tech companies give them more ways to avoid online tracking. As advertisers emphasize measurable business outcomes ... read more

The growing audience for connected TV (CTV) programming is creating more opportunities for advertisers to reach consumers, especially younger people who have been early adopters of the latest video technologies. However, advertisers also face challenges ... read more

After a couple of years of performance anxiety followed by a period of fretting about digital identifiers, ad-tech companies are the darlings of financiers again. This year, a glut of companies have gone public or ... read more

Marketers, media agencies and ad-tech companies have been working to develop methods to measure the effectiveness of digital advertising as tracking cookies gradually disappear. Chief marketing officers at many companies are mindful of business outcomes. ... read more

Mediaocean today announced a change in  ownership by private equity. The the Vista Partners’ majority  stake in the company  has been acquired by two PE firms:  CVC Capital Partners  along with TA Associates. The value ... read more

Addressable advertising on linear TV will is a culmination of efforts to combine the reach of broadcasters with the targeting of digital platforms. Addressable TV also will drive greater adoption of programmatic media buying as ... read more

Marketers are looking for more ways to measure the effectiveness of their advertising campaigns, especially amid the drastic change in consumer habits during the pandemic. For Pearle Vision, one of the biggest franchised optical retailers ... read more

In the latest indication that ad-tech companies are trying to make ad targeting more privacy-compliant in the new regulatory environment, VideoAmp has struck a partnership it says changes the way data comes together. VideoAmp will ... read more

The growth in the audience for connected TV (CTV) is creating more opportunities for advertisers to reach consumers, especially younger people who spend less time with linear TV. Advertisers face challenges in measuring the rapid ... read more

Consumers are exposed to hundreds advertising messages every day, challenging brands to cut through the clutter. Branded content is one way that marketers can integrate their messaging with programming that draws viewers. Roku, the maker ... read more

CHICAGO – After a series of acquisitions in the last couple of years, consumer data company TransUnion is wrapping its units together into one, and “retiring” three former brands. The company had acquired Tru Optik, ... read more

Advertisers have access to more sophisticated tools to help them optimize their campaigns, amid challenges such as privacy regulations and the loss of online tracking methods like third-party cookies. Measuring the effectiveness of advertising includes ... read more

Advertisers need to come together with media, measurement and ad-tech companies to support the growth in advanced TV. Their partnerships will lead to greater automation and better outcomes that drive more investment in advertising as ... read more

With traditional TV viewership declining, ad executives are looking to internet-connected TV (CTV) to pick up the slack. But, whilst CTV purports to enhance reach and control the frequency of ad exposure, what is the ... read more

When TV viewing and advertising begins to look and function like digital advertising, how safe is the environment for brands to be in? Brand safety concerns once plagued digital display and online video inventory. They ... read more

LONDON – The growth in streaming video platforms will reach a point where advertisers make addressable TV central to their media planning. The ability to reach target audiences with more customized messaging will drive this ... read more

The fragmentation of the media marketplace has challenged advertisers to develop improved methodologies to measure the effectiveness of their campaigns. The demand for outcomes-based metrics also has increased as consumer spending habits have changed during ... read more

It’s the hot new financing trend for ad-tech companies hoping to go public, but what exactly is a SPAC? Special Purpose Acquisition Companies (SPACs) are becoming a popular way to do an IPO. It is ... read more

Consumers are dividing their time among linear TV and newer streaming channels, spurring discussion about a cross-screen currency for measurement. But data and metrics have many other applications for businesses, said Christine Grammier, head of TV measurement ... read more

In 2021, digital ad supply isn’t enough. Today, ad buyers want to know the provenance, the pathway and the performance of that inventory. If those are the three Ps of the practice known as supply ... read more

A month after raising $270 million in its IPO, ad verification company Integral Ad Science (IAS) is spending almost that much to buy a further step into the world of connected TV (CTV). IAS announced ... read more

 Integral Ad Science, today announced that it has acquired Publica, the connected TV (CTV) advertising platform, in a cash and stock transaction valued at $220 million. With this acquisition, IAS is accelerating its CTV strategy ... read more

The fragmentation of the media market has pushed advertisers to find ways to reach consumers among more devices, and determine which ones produce the best results. This approach to cross-screen measurement reflects changes in viewing ... read more

Hey, I hope you are well and enjoying the summer. All is well here.   We are going to slow down a bit for the second part of August and ramp up fast after Labor Day. ... read more

Advertisers have a growing number of ways to measure the effectiveness of their campaigns as more consumers spend time with connected devices like smart TVs and mobile phones. Roku, the maker of a popular video ... read more

Of the many digital ad buyers now engaged in “supply-path optimization” (SPO), most consider it a quest for efficiency. But what if it could also move the needle on social responsibility? In this video interview ... read more

More advertisers are relying on a broader set of measurement tools to evaluate the effectiveness of their campaigns. These outcome-based metrics seek to provide more insights into how advertising affects consumer behavior. “Clients are getting ... read more

Cross-screen measurement of advertising has become a bigger priority for marketers as they seek to understand how consumers have changed their viewing habits among a wider group of devices. The growth in streaming video has ... read more

In the space between mobile and TV, what’s old is new again. Started in Japan in the mid-nineties, QR code were initially popular with the countries NTT DoCoMo mobile carrier. They never quite took off ... read more

Improving the media ecosystem for advertisers and consumers is a significant undertaking that involves everything from tackling ad fraud to improving audience measurement methods. It also includes greater awareness of the environmental effects of advertising ... read more

Marketers are developing strategies to reach audiences who are spending more time with streaming platforms, specifically those that carry advertising. Measuring the effectiveness of their campaigns has become more challenging as they seek to ensure ... read more

Until now, many brands will simply have looked at customers as, well, customers. But, increasingly, the demands of recognizing diversity – and the profits that can come from doing so – are compelling them to ... read more

Welcome to this episode of the BeetCast. Hope you are well and enjoying the summer. We are finishing up this season in fine form with two leading figures in our industry: This week’s guest is ... read more

The programmatic marketplace has evolved to give advertisers greater flexibility in their media buying, while also being mindful of the consumer experience. That include a reduced ad load, innovative ad units and other opportunities ... read more

If you could see, in near real-time, how well an ad campaign was driving sales, you might be able to recalibrate it in “mid-flight”. That is what IRI, a consumer-packaged-goods (CPG) purchase data provider, is ... read more

Digital media companies, advertisers and ad-tech companies have fretted that the loss of tracking  cookies and device identifiers is making audience targeting more difficult. Providers of ad-supported streaming video already work in a cookieless ... read more

Whether viewers watch traditional linear TV or have shifted to streaming services, they’re still spending a significant amount of time with the biggest screen in their households. The change in consumption habits has spurred a ... read more

BANGALORE –  FAST is exploding. Free Ad-Supported TV options are rising growing fast. According to eMarketer, in January 2021, just over a third (34%) of US households that had video streaming capability used ad-supported streaming ... read more

Google may have given third-party cookies a stay of execution to 2023 – but the trend is undeniable. Browser cookie deprecation, plus limits on mobile identifiers imposed by Apple amongst others, are limiting traditional  targeting ... read more

Welcome to this episode of the #BeetCast Hope you are well and enjoying the summer. For this week’s episode, I am happy to chat with  Matt Seiler.  Many of you know Matt as the longtime ... read more

Alison Pepper wants the advertising industry to respect consumers’ privacy. She just doesn’t want a multitude of ways in which to execute that. Europe ignited the new privacy era with its GDPR legislation, prompting California’s ... read more

When you’re a peacock whose rainbow wings spread across a wide variety of media channels, ensuring you get the correct assets in place can be a challenge. That’s why NBCUniversal has announced it will adopt ... read more

Entrepreneurs can expect to face plenty of rejection as they seek financing from venture capital firms. For Rajeev Goel, co-founder and chief executive of sell-side platform PubMatic, those hurdles were a sign that his company ... read more

As people divide more of their time spent with media among a wider variety of devices, cross-screen measurement has become a key pursuit for marketers and advertising agencies. Any improvement to those metrics starts with ... read more

Younger audiences have been at the forefront of watching video on connected devices like mobile phones, tablets and smart TVs. Team Whistle seeks to engage those audiences with original content while also supporting brand integrations ... read more

With the Summer Olympic Games beginning in Tokyo, Japan, on Friday, July 23, many ad agencies would have committed their brands’ TV ad spending months ago. But what if those agencies wanted to buy or ... read more

For many of us, 2020 marked the emergence into a whole new world – one ravaged by pandemic and one awakening to a thirst for fairness. For Marlo Skiko, it also marked another change. From ... read more

Measuring the effectiveness of brand integrations in television programming can be challenging with traditional surveys that ask viewers to recall whether they saw a product placement. Research technology platform MediaScience aims to reduce possible biases ... read more

For years, we’ve covered Roku and it never ceases to be an amazing story: It  has emerged as a huge force  in the TV industry’s transformation to  streaming. It is a handy device and system ... read more

In the last 20 years of digital advertising, technology, it seems, has often been used to squeeze out optimization, efficiency and impact. But what if it could recalibrate the creative works that make all that ... read more

BOSTON –  Progress Partners, a full-service merchant bank providing M&A, capital raise and SPAC advisory services for emerging technology and media companies, has named Domenic Venuto to the role of Chief Operating Officer. Venuto joins ... read more

LOS ANGELES – In a world filled with technology and two distinctly different kinds of television, it all comes back to people. That is Ivan Markman’s view. As chief business officer Ivan Markman at Verizon ... read more

Automated bidding for commercial time is becoming more predominant as advertisers demand more flexibility in their over-the-top (OTT) and connected (CTV) media buys. That shift comes as video publishers seek to monetize their growing ... read more

The popularity of ad-free streaming services like Netflix and Disney+ has led to speculation about the future of ad-supported television. Native advertising that seamlessly integrates product placements within programming is emerging as a viable way ... read more

Consumers have more ways to watch video than ever before, making it more difficult for advertisers to measure those viewing behaviors. Surveying consumers in a panel helps to supplement sources of viewing data, including set-top ... read more

Half a billion dollars can buy a lot of independence. For the man who just sold his company for that amount, the deal represents digital freedom for advertisers, in particular. Media billing system provider Mediaocean ... read more

How much of brands’ digital ad spend is simply wasted? That’s the question Bob Liodice wants an answer to. In April, the Association of National Advertisers (ANA), of which Liodice is CEO, issued a call ... read more

How do you re-orient an entire industry to account for a radical new consumer viewpoint? Piece by piece. That’s how Lauren Wetzel sees it. In this video interview with Beet.TV, the North America president for ... read more

How can modern marketers combine two of the leading priorities of the age? It all boils down to a need to balance two key pillars – performance and responsibility – according to MediaMath chief partnerships ... read more

Companies have differing needs for capital as they grow past the startup phase, build scale and support ongoing innovation to remain competitive. Before joining digital media authentication firm DoubleVerify as chief executive last year, Mark ... read more

Mediaocean will purchase Flashtalking, a digital ad serving company that is known for powering dynamic creative optimization for brands, for $500 million,  The Wall Street Journal first reported the deal this morning. Citing sources, the ... read more

Welcome to this episode of the #BeetCast In this episode, I am very happy to welcome our good friend and industry leader Sean Cunnigham, CEO of the VAB, previously known as the Video Advertising Bureau. ... read more

Advertisers are grappling with stricter regulations on data sharing and the loss of tracking technologies that help with audience targeting. These shifts have made first-party data collected directly from consumers more valuable for buyers and ... read more

If there were a recipe for creating a modern, multi-channel media empire for millennials, Tastemade might have written it. Founded in 2012, the company publishes videos on global cuisine and has grown its distribution footprint ... read more

If the “Mad Men” and the “Maths Men” were to really work together, it might look a little like the picture Xiao Lin paints. In this video interview with Beet.TV, the MD for solutions at ... read more

Dentsu’s John Lee, Global Chief Strategy Officer at is Merkle unit, is joining NBCU as  in the newly-created role of Chief Data Officer, sitting within the company’s Global Advertising & Partnerships division. The announcement was ... read more

LOS ANGELES –  It may not happen overnight, but the evolving nature of TV consumption methods is bringing a “tipping point” in the way that TV ads are bought and sold. That is according to ... read more

Measuring the viewing habits of U.S. consumers has become more challenging as they divide their time among linear TV and streaming video, and among devices including smartphones. Advertisers want greater assurance of that they’re reaching ... read more

It’s not unusual for entrepreneurs to meet naysayers when they’re seeking seed capital to start a business. However, persistence can pay off for visionaries who are thinking about starting a business. Farhad Massoudi went through ... read more

What happens when consumers, regulators and service providers rip up the fabric of ad targeting practices that have prevailed for the last two decades? “Profound change,” according to GroupM North America CEO Kirk McDonald. In ... read more

Advertisers have more ways to reach consumers among a growing variety of media channels, and emerging technologies promise to make those moments of connection more engaging. The goal is to avoid inundating the viewers with ... read more

Some of the biggest problems in the world right now are all about very human failings. So who leave it to machines to find a solution? In this video interview with Beet.TV, two executives discuss ... read more

Entrepreneurs benefit when they work with investors at every stage of growth from startup to expansion and diversification. As co-founder and chief executive of advertising software company Mediaocean, Bill Wise has been through steps that ... read more

It may not happen overnight, but the evolving nature of TV consumption methods is bringing a “tipping point” in the way that TV ads are bought and sold. That is according to a veteran media ... read more

These days, just acting in your own interests isn’t enough. Companies are compelled to take a positive stance on a range of outward issues – but often find that benefits nevertheless flow back in. As ... read more

The waning of digital ad identifiers like cookies and Apple’s IDFA is prompting a new focus on advertisers and publishers gathering first-party audience data. Whilst it may seem easier to manage that direct, there is ... read more

Does it ever feel like your new digital super powers actually make your life more complicated? A growing number of marketers are coming to that conclusion. In Beet.tv’s Responsible Media Global Forum with GroupM and ... read more

Taboola today became a publicly traded company in the latest stage of its evolution from a startup into a billion-dollar enterprise that provides publishers with a way to generate revenue from native advertising. Its shares ... read more

If the launch of streaming services by TV distributors has created two different kinds of ad inventory and business model, Aaron Martin wants to solve that. Xandr, where Martin is director of product management, forecasting ... read more

In the emerging age of “responsible media”, you could be forgiven for thinking that marketers would want to exert more human control over production and placement. But, increasingly, artificial intelligence algorithms are proving they can ... read more