Robert Williams

SANTA MONICA, Calif. – Many media companies including traditional print publishers, television broadcasters and digital startups have expanded their production of video content to engage readers who have higher-bandwidth devices such as mobile phones and smart TVs. That shift is pushing them to adopt technology that helps to maximize their advertising sales. “Viewer consumption continues […]

SANTA MONICA, Calif. – The millions of households that have either canceled cable and satellite service or never signed up for it in the first place have pushed advertisers to find other ways to get their messaging on the biggest screen in people’s homes. Incremental reach among these audiences has become more important for brands […]

SANTA MONICA, Calif. – Brands increasingly are taking a cross-platform approach to television advertising as consumers divide their time among traditional live linear programming and on-demand video streams. The trend is pushing media buyers to break down the silos that have separated specialties in television and digital platforms, including internet search, social media, open web […]

SANTA MONICA, Calif. – Media companies and advertisers are gaining more tools to measure not only their reach among audiences, but also the effect they on consumer behavior. Those metrics include a look at business outcomes and other kinds of response. “The TV measurement that we can bring about today is just light years ahead […]

As more households connect their televisions to the internet and choose among hundreds of CTV apps to watch, television’s mass audience is becoming more fragmented than ever before. In many ways, CTV resembles other kinds of digital media, offering a wider variety of brands a way to not only introduce themselves to viewers, but also […]

SANTA MONICA, Calif. – The growing popularity of streaming video has led to a greater push for audience metrics that more accurately reflect people’s viewing behavior among different platforms and devices. Media measurement also is incomplete if it doesn’t capture data about the fast-growing Hispanic market, Dan Aversano, senior vice president of analytics and advanced […]

SANTA MONICA, Calif. – Media buyers have been look for sources of television advertising inventory to help them reach audiences, especially millions of younger consumers who canceled cable and satellite service or never ordered it in the first place. A significant source of inventory is coming from major streaming platforms such as Netflix and Disney+ […]

SANTA MONICA, Calif. – Consumers are dividing their time among more kinds of electronic media and viewing devices, driving a call for additional methods to help set the value of advertising transactions, or currencies, in a multimedia landscape. Alternate currencies are likely to have a bigger role in the next upfront sales season, when television […]

SANTA MONICA, Calif. – Consumers for years have divided their time among electronic media, such as watching television while surfing the web or scrolling through a social media feed. The popularity of smartphones magnified this behavior, vexing marketers who seek assurance that potential customers are seeing their advertising. Brands increasingly want to know whether consumers […]

The growing number of households that are hooking up their televisions to the internet is producing vast amounts of data about what kinds of programming and advertising is being delivered to viewers. As marketers face greater pressure to produce measurable results and business outcomes from their campaigns, connected television (CTV) is adding a new dimension […]

SANTA MONICA, Calif. – One of the drearier parts of being a knowledge worker is doing repetitive tasks that take time away from other responsibilities requiring creativity, such as business development and strategy. Workflow automation promises to transform how media and marketing professionals do their jobs and unlock productivity, especially as traditional linear television converges […]

The IAB’s Annual Leadership Meeting is an occasion for thought leaders to come together and share ideas that help to set the tone for the media and marketing industries throughout the year. Next month’s gathering in Marco Island, Florida, will include a significant presence of executives from major brands such as Pepsi, UPS, General Motors […]

Connected television has become the latest front in the fight against advertising fraud as scammers target a relatively new platform with high prices compared with other media outlets. IAB Tech Lab has played a key part in establishing technical standards to make the CTV ad marketplace safer for brands and spur growth in automated media […]

SANTA MONICA, Calif. – Audience measurement company Nielsen is preparing to release its Nielsen One Ads service to help marketers and media buyers guage cross-platform campaigns, a necessity as people spend more time with streaming video on different devices. Advertisers want to understand how their customers engage with content, whether it’s user-generated or produced by […]

SANTA MONICA, Calif. – Stricter privacy laws and growing legal liabilities for information security have pushed the media and marketing industries to find a technology that will help them to track people’s exposure to advertising without invading their privacy. The development of privacy-centric identifiers is significant for consumer data company TransUnion. “In many cases, a […]

Preventing advertising fraud on connected television has become a bigger concern as scammers target platforms that have a high cost per thousand (CPM) rate, making such schemes more lucrative. Companies are developing different ways to thwart fraud. For Samsung Ads, the ad sales group at the consumer electronics giant, that means providing a security throughout […]

SANTA MONICA, Calif. – The mobile era has given people more ways to spend time with electronic media, challenging advertisers to the get the attention of consumers who use many devices at the same time. Watching television, as one example, can be accompanied with other activities such as looking at a social media app on […]

SANTA MONICA, Calif. – Stricter privacy laws and heightened public awareness about data sharing have pushed marketers and media companies to find ways to improve advertising campaigns while keeping batches of consumer information separate. Data clean rooms provide a way for advertisers and publishers media companies to match consumer data without sharing it. Another goal […]

SANTA MONICA, Calif. – Whether people are watching a YouTube influencer on television or a favorite series on a mobile device, the pervasive accessibility to content is changing their ideas about how watch video. Advertisers must understand these habits as they seek to reach consumers across multiple connected devices. “We need to actually follow their […]

SANTA MONICA, Calif. – Marketers are gaining more ways to show different advertising to different consumers during the same television programming as addressability encompasses a broader range of linear and digital channels. Entertainment and media giant Disney has made a significant push into streaming as advertisers seek to reach consumers on any viewing device. “If […]