Robert Williams

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 that help marketers prolong exposure to their brands. The digital sports and entertainment company has more than 50 series distributed […]

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 in those study results by comparing how people respond to different versions of the same programming – one with the […]

LOS ANGELES – 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 audiences for higher-quality programming. “The programmatic CTV landscape has changed dramatically just in a handful of years,” Nicole […]

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 for brands to reach consumers. “We’re looking at providing a more integrated, less interruptive experience that we think is responding […]

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 boxes and automated content recognition (ACR) from smart TVs and other connected devices. “The reason the panel remains critical is […]

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 Journal says the deal could be a precursor to an IPO next year for Mediaocean. Last month, we spoke with […]

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 Zagorski was well acquainted with these stages in a career that has included a variety startups. Most recently, he led […]

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 sellers of media. As a sell-side platform (SSP) that represents publishers, PubMatic is a key part of the advertising supply […]

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 deduplicated audiences instead of possibly overwhelming them with the same message over and over. “We want to make sure the […]

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 various stages of growth as the founder and chief executive of Tubi, the ad-supported video on demand platform that Fox […]

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 the same adds on connected TV (CTV), over-the-top (OTT) platforms and linear TV. “The industry now is challenged because we […]

Ad-supported television is undergoing a significant transformation amid the growth in streaming video services, advancements in programmatic buying and the development of a cross-screen currency. Several industry executives discussed the future of TV advertising when they gathered on June 23 for the Global Forum on Responsible Media,  This video is a summary of interviews with executive who spoke […]

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 trade under the symbol “TBLA” on the Nasdaq following a deal to be acquired by a special purpose acquisition company […]

Sell-side advertising platform Magnite today said it acquired SpringServe, the ad-serving platform for connected TV (CTV), for about $31 million. SpringServe’s technology handles inventory routing, customized ad experiences and advanced podding logic for CTV publishers. “We look forward to collaborating with the Magnite team and their clients on product development and new features that will […]

A healthy advertising ecosystem includes advancements in cross-screen measurement that help marketers to improve the efficiency of their media buying. Several industry executives discussed the status of measurement in a fragmented marketplace when they gathered on June 23 for the Global Forum on Responsible Media,  This video is a summary of interviews with executive who spoke […]

FORT WORTH, Texas – Blackstone Group today announced an investment in Simpli.fi that values the ad-tech firm at $1.5 billion, marking the latest stage in its growth since its founding in 2010. For Frost Prioleau, chief executive of Simpli.fi, the Blackstone investment follows a series of partnerships with investors that have provided strategic know-how in addition […]

Advertisers that are seeking to optimize their video campaigns among a variety of media channels should develop a strategy to personalize their messaging as consumers come into the purchase funnel. Those media channels include the growing number of ad-supported video on demand (AVOD) services that have premium programming. “When I think about ways to optimize […]

Consumers have more ways to find their favorite programming among viewing devices and services. The growing fragmentation of the media market challenges advertisers to obtain a more unified view of people’s viewing habits. “The lines between what traditionally has been referred to as ‘television’ or ‘digital’ are becoming increasingly blurred,” Kimberly Gilberti, senior vice president […]

Ad-supported television faces an existential threat as more consumers avoid commercials by subscribing to streaming video services that offer an ad-free experience. That ongoing shift will challenge marketers to adopt new ways of doing things. “There’s one over-arching thing we all need to recognize, which is that the old model doesn’t work,” Adam Gerber, global […]

WPP’s GroupM seeks to make advertising work better for everyone — marketers, consumers and media — with a media-buying framework it calls “Responsible Investment.” The effort aims to advance brand safety, data ethics, responsible journalism, sustainability and diversity, equity and inclusion. Improving the media ecosystem requires tackling ad fraud and enhancing measurement methods to help […]