Advanced Advertising Summit ’18 presented by 4C

Ad-tech provider Mediaocean will soon begin deploying the technology that underpins decentralised cryptocurrencies as a solution in the fight for ad transparency. In this video interview with Beet.TV, company CEO Bill Wise says Mediaocean will be making a blockchain announcement in the next few months, though initial activity in entered on discussions with potential partners. […]

Consumers may be driving the expansion of television viewing options, but publishers still face a balancing act between reducing ad loads and meeting financial goals. Ad buyers, meanwhile, are going to want to see demonstrable results for their investments in return for increased prices due to inventory reductions. “I think it’s a really complicated challenge […]

What do “digital pure-play” disruptors turn to when they need to ramp up customer and revenue scale? Television advertising, according to the Video Advertising Bureau. When studying big-spending, Silicon Valley brands the organization found some striking similarities, according to VAB CEO & President Sean Cunningham. “We found it interesting that the biggest bet that the […]

At its Upfront presentation last year, Hulu unveiled its live television streaming service, which offered a combination of live and on-demand programming. To date, the biggest learning is that “over half of the consumption in our live bundle is factually on demand,” says Peter Naylor. “That tells me the future of TV is a blend […]

What do you get when you mix the largest TV ad-monitoring service with one of the crop of TV content recognition vendors? 4C Insights calls it “enhanced audience targeting and analytics for premium channels including linear television, over-the-top (OTT) television, social, and digital media”. Back in January, the ad intelligence company, whose Teletrax unit monitors […]

With eight U.S. multichannel video programming distributors (MVPD’s) offering addressable television inventory, inadequate scale is becoming less of an issue. But achieving the “holy grail” will require a new approach to the cost of creative production. That goal is “to be to find the right segment and then create all these different creative executions for […]

The TV world is engaged in a long-running effort to upgrade its measurement systems, which, traditionally, have involved viewers completing a questionnaire to indicate their weekly viewing habits. If TVs could automatically log viewers’ behaviour and report it back to measurement agencies, wouldn’t that be easier? It’s already happening. Automatic content recognition (ACR) happens when […]

As the rolling stone of digital privacy concerns has gathered more moss over the last couple of years, could TVs become the next device to worry consumers? In the practice of automated content recognition (ACR), a television set analyzes a viewers’ current viewing behavior to turn habits like viewing time and channel in to actionable […]

Content amalgamation and proliferation seem to be the watchwords at Sinclair and its nearly 200 local television stations. As it prepares to become the first broadcast company in the addressable space, it’s experimenting in Dallas with ATSC 3.0 signals that could usher in the next era of connectivity. To CRO Rob Weisbord, Sinclair’s future road […]

If any tech company knows the economic value of traditional television, it’s 51-year-old Donovan Data Systems—now known as Mediaocean. So it’s in a unique position to respect that TV heritage while helping to shepherd the industry to a more digital-like future. “If all we do as an industry is make television look like digital programmatic […]

Driven by a combination of marketer uptake and viewer expectations, the use of interactive television ads is surging at Hulu. So much so that “I feel like there’s a bit of an inflection point for interactive ads in TV,” says SVP of Advertising & Sales Peter Naylor. “We’ve been working with people like BrightLine for […]

NBCUniversal’s TV inventory is about to become available to more advertisers thanks to an expansion through Adobe’s Advertising Cloud TV suite. The pair are announcing that NBCU’s Audience Studio, its suite of audience buying tools, will now plug in to the Adobe system, effectively creating a programatic private marketplace comprising NBCU’s broadcast and cable TV […]

Sometimes, having a few options doesn’t provide one optimal solution. A case in point is television-viewing data, from traditional Nielsen panels to second-by-second tracking from automatic content resolution technology. “Each source of viewing data has its own virtues and benefits. They have challenges as well,” says Noah Levine, SVP, Advertising Data & Technology Solutions, Fox […]

There are now thousands of sources of customer data that can help ad buyers target their campaigns at particular groups of consumers. And many of them now extend to function on the new screen of advanced TV. But, in an ocean of data, how can advertisers catch the sets that are accurate, timely and effective […]

Even as new data sources continue to emerge, there’s not going to be a “magic bullet” that will enable television advertisers to figure out cross-screen reach and frequency. At the heart of the challenge lies consumer privacy, according to Lance Neuhauser, CEO of 4C Insights. “We have to continue to make steps forward in being […]

Among the more noteworthy aspects of the ongoing evolution of advanced television is the pace at which the use of syndicated data sets for targeting viewers has spurred the use of advertisers’ first-party data, according to NBCUniversal’s Mike Rosen. And even while advanced audience targeting will be the subject of many conversations at this year’s […]