Robert Williams

SANTA MONICA, Calif. – Marketers have the technology to help them automate what kinds of connected television programming will provide a brand-safe context for advertising. What’s known as a content-object signal is part of the technical standard for real-time bidding, and needs greater adoption to be useful in the programmatic CTV marketplace. “Content-object signals are […]

The onset of the pandemic had a profound effect on people’s behavior with restrictions on travel and public gatherings. It also sped up the growth of streaming services as people looked for ways to entertain themselves at home instead of going to the movies, restaurants, gyms, stores another venues. As people get back to traveling, […]

SANTA MONICA, Calif. – Many brands have become more conscientious about how their advertising corresponds with America’s changing demographic makeup. They also are becoming more aware of how media content adheres to these trends in providing context for their commercial messaging. Audience measurement company Nielsen is developing ways to make such information useful to marketers […]

SANTA MONICA, Calif. – The growing patchwork of privacy regulations in the United States and across the world is challenging advertisers to find ways to harness their data assets while also complying with the law. Data clean rooms provide a way for marketers and media companies to match their consumer data without commingling the information. […]

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 […]