Advertising Perspectives

SINGAPORE – Vaccines may be rolling out but, even when something like normality arrives, few are expecting the world to function in quite the same way it did before COVID-19. Case in point – the ... read more

OAKLAND – Why are right-leaning and misinformation often the most popular shares on Facebook?  It’s because its algorithms feed the  emotions of discontent, explains The Washington Post’s culture and tech reporter Nitasha Tiku, in this ... read more

Advanced TV has grown more significant to advertisers aiming to reach consumers who are watching video on a broader variety of platforms. Audience fragmentation presents another challenge for brands that want a unified view of ... read more

LOS ANGELES — When Kylie Jenner posts a picture on photo-sharing app Instagram, as many as 208 million of her followers get a glimpse into her glamorous lifestyle and the products she endorses — including ... read more

This year promises to bring a return to traditional seasonal play for sports leagues that had scrambled to revamp operations because of the pandemic. The National Football League and National Basketball Association were among the ... read more

How do you rebuild your media measurement infrastructure for the cross-platform, impression-based future whilst simultaneously servicing your debt? If you are Comscore, you take a strategic investment round. That’s what the measurement giant just did, ... read more

As disruptive as the pandemic has been for live sports, the possibility of ending the health crisis with vaccines has lifted hopes that 2021 will help to fill stadium seats and restore a less crowded ... read more

For any retailer with an online strategy, 2020 was likely a year of growth. But, outside of merely retail itself, retailers also now have a big new opportunity – to become advertising platforms. Over the ... read more

SAN FRANCISCO – The interactive nature of online media has made click-through a common way to measure the performance of advertising campaigns. While more people are connecting their TVs directly to the internet, they don’t ... read more

LOS ANGELES – Quibi’s short-form dreams may have had a short life – but Roku’s acquisition of the short-lived subscription service’s content library this week means the shows commissioned by Jeffrey Katzenberg and Meg Whitman ... read more

The days of putting ad money into radio with little insight into return on investment may soon be gone. In the new era of digital audio, advertisers are able to buy only those ads they ... read more

In 2021, TV isn’t just “TV” anymore”. Once upon a time, TV ads were sold against rough demographics. Now that internet-enabled TV services are bringing targetability and data, TV is changing. In this video interview ... read more

If 2017 looked like an early point at which to make a big play into connected TV, 2021 looks like being the year when investment pays off. For some time, CTV was a powerful but ... read more

It originally launched with more modest ambitions, to harmonize the data segments TV networks use to describe their audiences. But now OpenAP has launched the latest new initiative in its ongoing maturation – a supply-side ... read more

LOS ANGELES — It’s a virtual CES this week.  it will be interesting to see how it goes.   However it goes, I am pretty sure that our future industry events will be some sort of ... read more

A new year, for many, is always a time when we contemplate starting over, when we wipe the slate clean and think about moving forward with new intention and new focus. For digital advertising, that ... read more

The Super Bowl this year will be especially significant as the capstone of the National Football League’s herculean effort provide live sports entertainment amid a global pandemic that threatened to upset its season. The health ... read more

2020 has fused together existential challenges with some of the biggest potential opportunities. Together, it makes for a heady cocktail – change, even enforced change, can lead the industry to make overdue changes, to a ... read more

OAKLAND –  The events of January 6 at the U.S. Capitol finally moved the tech platforms to suspend or ban Donald Trump.   It wasn’t the time the president incited violence, violating the terms of use.  ... read more

Most of the major smart TV platforms, in the last couple of years, have emerged as serious plays in supplying data that can report on actual viewer behavior when it comes to shows, ads, games, ... read more

LOS ANGELES – MediaLink has been an essential part of CES for many years: from its jam-packed parties, to VIP panel sessions  — and for its hundreds of business development meetings for its clients. This ... read more

Connected TV ad sales may offer a degree of automation on the sales side and targeting beyond age and gender demographics. But that doesn’t mean it isn’t still a relationships business. In this video interview ... read more

it may have historically lacked the ability to track and target individual listeners, but radio’s intimacy has always made it a personal medium. Now that audio listening channels can take advantage of digital signalling, many think ... read more

They have been the fabric of digital ad targeting for two or three decades – but now third-party cookies are being deprecated, whilst mobile device identifiers are being switched to consumer opt-in. Taken together and ... read more

He had a successful exit when his start-up Tru Optik was sold to data giant Transunion last year.   But it was  tough sledding, building an advanced media data business five years ago.  Now a super-hot ... read more

BOSTON – The advertising marketplace has grown more complex amid increased fragmentation among media channels, including various digital platforms on connected devices. Centro, a provider of trading and media operations software for digital advertisers, sees ... read more

LOS ANGELES –  Clicks and ad exposures are nice. But, in the current economic situation, you could forgive a marketer for wanting to jump straight to sales. Fortunately, a growing range of advertising software vendor ... read more

As someone who launched a new TV ad-tech platform just as a global pandemic began, Pete Bruckbauer ends 2020 having seen the value in good timing. Now he wants the industry to realize the benefit ... read more

For one man, the turning of a year also represents the dawning of a new age. Raja Rajamannar is the chief marketing and communications officer who spent four years radically simplifying Mastercard’s brand identity to ... read more

In the new audio odyssey, all boats may be rising. Streaming audio – in the shape of both podcasts, digital music, smart speakers and more – is opening up to advertisers. In this video interview ... read more

After a year of unpredictability, brands are striving to get closer to guaranteed business outcomes. But, to do that to best effect, they are going to need to start acting before the campaign has ended. ... read more

After a year of unpredictability, brands are striving to get closer to guaranteed business outcomes. But, to do that to best effect, they are going to need to start acting before the campaign has ended. ... read more

The withering of the third-party cookies and mobile identifiers that have made up much of traditional digital ad targeting is up-ending the business of marketers reaching audiences. As those methods wane, many ad planners are ... read more

Consumers can’t be truly “identified” via various data sets. Their feelings and moods can vary as much as the profile of another person. The key to identity in marketing is to reach a consumer who ... read more

From his early days at Conde Nast, to the adtech world of PubMatic, to his present senior post at AT&T, he’s “always been alone.”  The feeling has been most acute at industry events, which somehow ... read more

LONDON — He wasn’t happy with the circumstances of his departure from WPP in 2018, the giant advertising holding company he founded. With S4 Capital, he is proving a point: ... read more

If COVID-19 ravaged the world for many, it also seems to have laid the groundwork for change that was previously merely bubbling up. Case in point – newly-cautious brands, looking to prove the effectiveness of ... read more

If new ad formats hold the key to increased media revenue, Andrew Eifler is throwing the kitchen sync at the industry. On top of seven native ad formats and several standard video ad formats, Eifler’s ... read more

The advertising marketplace has found multiple applications for artificial intelligence (AI) technology that handles more advanced problem-solving at higher speeds. Those uses include several parts of programmatic marketplace that brings together buyers and sellers of ... read more

Digital publishers and platforms have become adept at controlling fraud, but not so good about more subtle problems around content adjacency. There remains a lack of transparency around where a marketer’s content will run and ... read more

If fragmentation was the price of scale, would you take it or leave it? That’s the question many buyers of over-the-top (OTT) TV ads have been asking themselves. But, as more opportunities are lit up ... read more

All machine learning is essentially algorithms trained by humans to spot patterns in data. But humans, too, have to learn how to make the right calls when it comes to training those algorithms. In this ... read more

Marketers next year will keep looking for ways to develop omnichannel media strategies that reach target consumers more efficiently. Advertisers want to move from planning and measurement of siloed media outlets toward a more holistic ... read more

Addressable and advanced television advertising that lets marketers reach target audiences with more personalized commercials is on the verge of becoming more mainstream on national TV networks. This convergence of linear and digital media underscores ... read more

Comcast-owned FreeWheel is continuing to expand its buy-side offering by announcing its acquisition of Beeswax. Beeswax offers a “bidder-as-a-service“, a DSP-like ad-buying software that sits in buyers’ own clouds and uses a software-as-a-service pricing model. ... read more

First-party data about consumers are much more valuable to marketers as stricter privacy laws in several regions give people more control over how their personal information is shared. Amid the boom in ecommerce, retailers that ... read more

Until now, the prospect of retailers using data to follow a customer in and out of store, ultimately aiming to attribute an end purchase back to an ad exposure, was a lofty goal – but ... read more

When it comes to improving on 2020, there is plenty to be hopeful for. On Evan Adlman’s holiday wishlist? Radically simpler infrastructure for selling addressable TV ads at national scale. In this video interview with ... read more

Next year will bring more innovation in audience targeting, as first-party consumer data help to support programmatic buying among a wider variety of media channels. Advancements in artificial intelligence and machine learning will make the ... read more

CHICAGO – Smart speakers have a central role in connected homes, letting people use voice commands to control smart appliances, TVs, lighting, video doorbells and security systems. Smart speakers also provide a way for marketers ... read more

Television advertising is undergoing a period of significant upheaval as viewers watch their favorite programming on a broader range of devices, including smartphones and TVs connected directly to the internet. Because video is everywhere, advertisers ... read more

In a tumultuous year, brands could be forgiven for seeking to make savings. And that is exactly what ad agencies are promising them, thanks to new technology which aims to make their marketing more efficient ... read more

Addressable advertising is on the cusp transforming national television as a variety of companies and coalitions develop ways for households to see different commercials while watching the same shows. For programmers like Discovery, the continued ... read more

In the space left by the erosion of digital audience identifiers, brands in 2020 realized they needed to pivot to using first-party data, that which they hold on customers and prospects. But, whilst they understand ... read more

For ad buyers, it suddenly feels like the season of gifts, as yet another connected TV operator launches a measurement suite it says is designed to prove the effectiveness of the channel. Samsung Ads, a ... read more

Matthew Kramer wants to sell brands on the power of connected TV – but the paucity of effective measurement is making it difficult, So the managing director or advanced advertising at Omnicom Media Group is ... read more

What if the acronym “AI” really stood for “Advertising Intelligence”? That’s the kind of question Orchid Richardson is asking at IAB Tech Lab. As VP & MD, Programmatic & Data Center, at the industry body’s ... read more

LITTLE ROCK –  Third-party cookies’ disappearance act and the tightening controls on mobile identifiers pose a threat to the traditional way in which digital ads have bene targeted. So brands and publishers alike are having ... read more

ATLANTA  — Automotive brands are seeing a major shift in radio advertising as the listener experience shift to on-demand streaming platforms. Instead of broadcasting to an entire region, dealerships can target the most likely vehicle ... read more

Even when you have one of the most sophisticated data engines in marketing, the COVID-19 means you still have to plan for uncertainty. That is the life of Nick Graham, VP, Insights & Analytics at PepsiCo. ... read more

It was technology that caused the digital ad supply chain to become cluttered and ineffective – so can technology put it right again? In the battle to straighten-out the digital ad ecosystem, artificial intelligence is ... read more

If advanced TV ad targeting is to convince more big brands to switch money from conventional TV ad spend, it is going to have to show its effectiveness. Next year, Lauren Bernard wants to help ... read more

The COVID-19 pandemic may be a nightmare for politicians, businesses, society and a great number of individuals. But, for retailers that were facing challenges targeting customers, the crisis has been an opportunity to grow the ... read more

Addressable advertising that lets marketers show different commercials to different households through linear TV is poised to become much more popular as national networks expand their targetable inventories. The development will make traditional TV more ... read more

It is becoming common for investment in OTT and addressable TV to be 50 percent of total video spend for many major brands, says Doug Ray, CEO of Dentsu Media, in this episode of the ... read more

For brands that were used to plugging targeting files into their ad buyers, the new world looks a lot different. Deprecation of third-party tracking cookies and limits on mobile ad identifiers are forcing more ad ... read more

Advanced TV is the powerful medium that allows advertisers controls over buying TV ads, like targeting, frequency capping and measurement. So far, that promise has also been laced with complexity – connected TV can be ... read more

SEATTLE – Nielsen may have this week announced its plan introduce the holy grail of media measurement – unified cross-screen measurement – but, with the plan’s full implementation four years away, brands are still left ... read more

If advertisers weren’t already demanding bang for their buck, COVID-19 economic pressures are prompting them to do so. Time and again, out of the pandemic, we have been hearing executives talk about the importance of ... read more

CHICAGO – Stricter privacy laws are forcing marketers to develop strategies to improve audience targeting by developing sources of first-party data that consumers provide voluntarily. However, consumers want to know the benefits of providing that ... read more

Addressable advertising that lets marketers target households through linear TV will help to enable automated media buying that’s similar to the digital ad marketplace. DISH Media sees the development as an extension of its past ... read more

LOS ANGELES — Streaming audio is changing the listening experience for everyone with a smartphone and reliable data connection, giving marketers a way to reach audiences in a broader variety of settings. The portability of ... read more

For many, the turn of the year is always a time to make plans, to get your house in order, to simplify. For Nielsen, that is no different. This week, the media measurement giant announced ... read more

If 2020 was the year when our foundation was shaken and reset, 2021 may be the year when substantive new growth can occur on top. That is to say, many trends which marketers got interested ... read more

LOS ANGLES – How do you solve ad targeting when the fabric of the practice is being torn up? By dealing with real people. That’s according to one ad agency exec using proprietary technology to ... read more

CHICAGO – Despite the traditional fabric of ad targeting being torn up, the key relationship between publisher and consumer can be restored by a holy trinity of new approaches. That is according to an ad-tech ... read more

If you want your ad campaign to produce the end result, a sale outcome, it’s best to start at the beginning, a clear targeting strategy. That is the emerging viewpoint when it comes to the ... read more

The COVID-19 pandemic has thrown momentum back toward local media planning and buying that had begun to look like a poor relation to national. So Mediaocean, whose software helps advertisers automate their operations, is launching ... read more

In a global pandemic crisis, doctors are the vital link between pharmaceuticals and patients. But, when in-person visits are shut down, how do medical marketers gain cut-through? In this video interview with Beet.TV, Ray Rosti, ... read more

CHICAGO – When businesses’ backs are against the wall, they ask for money to work harder. But, even before COVID-19 threw a spanner in 2020’s works, marketers were already becoming more likely to ask for ... read more

CHICAGO – The advertising industry is only just wrapping its head around the necessary and beneficial move from indiscriminate ad targeting to identity-based audience targeting – but now the solutions on offer for the latter ... read more

Despite promising to automate TV ad sales – a practice that, for decades, has been carried out manually – programmatic ad sales, even in connected TV (CTV) environments, have remained considerable hands-on. But now we ... read more

COVID-19 lockdowns may have reduced the number of commuters listening to radio in their cars. But the future nevertheless looks bright for anyone involved in audio programming. In this video interview with Beet.TV, Michael Smith, ... read more

If you needed any more proof that digital video was merging with traditional TV, look no further than the latest announcement from Comcast. Last week, it announced that its FreeWheel ad serving tech unit had ... read more

In the emerging world of addressable TV advertising, the dichotomy for buyers appears to be this – the technology makes buying TV cheaper than ever, yet channel fragmentation means doing so remains burdensome. Addressability allows ... read more

MIAMI  — The events business has been crushed by the pandemic, and physical events won’t come back until next fall. As events producers and publishers shift to virtual events, the results have been mixed, observes ... read more

SAN FRANCISCO – They may have come to regard their own customer and prospect data as closely-guarded information. But retails have plenty to gain from sharing their customer data with other organizations. New software allowing ... read more

At the end of an otherwise “crazy” year, DISH Media sees a way forward after strong momentum in the growth of addressable TV ad sales. In June, DISH Media told Beet.TV it was selling 60% ... read more

It is the joint venture that promises to make 20 million New Yorkers available to advertisers at the push of a button? So, how is New York Interconnect (NYI) – a JV of Altice USA, ... read more

Addressable advertising that lets marketers target individual households on linear TV will revolutionize the way broadcast networks sell their commercial inventories and fuel higher spending. With TV ratings company Nielsen last month saying it would ... read more

If you thought your connected TV was fraud-free, Steven Woolway has some data points for you. “We identified – just this year, in the first half of this year – 800 fraudulent apps. That was ... read more

ATLANTA – Local news outlets this year have shown their power to reach viewers during times of crisis, as people seek information about that has the biggest effect on their regions. That’s especially true during ... read more

The history of online audio is a tale of closed-platform listening. But what if the future was interconnectivity with a suite of advanced audio advertising tools? That is what Nick MacShane believes could pan out. ... read more

If you can make an ad strategy work there, you can make it work anywhere. It’s up to you – but Brad Danaher recommends beginning your targeted TV ad strategy in New York. With connected ... read more

Marketers are seeking to boost the efficiency of their media buying as the economic fallout of the pandemic pressures their advertising budgets. The demand for greater efficiency makes transparency a bigger a priority in ensuring ... read more

Dentsu’s veteran 360i agency may have specialist chops in search marketing – but that doesn’t mean the lessons from search can’t be applied to other growth channels. In this video interview, Doug Rozen, 360i Chief ... read more

LOS  ANGELES  –  Despite historically being sold by manual insertion order, ad buyers are now flocking to the programmatic, or automated, sale of inventory. That is according to major-network exec who says buyers are encouraged ... read more

It’s never been a good idea to overlook the value of local media when it comes to popularity with audiences and magnetism for ad buyers and it’s proving to be even more significant after the ... read more

Marketers, publishers and advertising technology companies have sought ways to wean themselves off third-party cookies as makers of web browsers, especially Apple and Google, end support for the audience tracking technology. While consumers are mindful ... read more

Pay-per-performance is an idea that’s gaining traction among buyers and sellers of media that increasingly talk about a “common currency” that unifies audience metrics for traditional channels like linear television with newer digital platforms. For ... read more