RampUp 2018 presented by Alphonso

SAN FRANCISCO — When native advertising rose to prominence in 2011, many onlookers believed that, to match the unique publishing environment in which they were delivered, native ads could not scale to the kind of efficiencies demanded by modern ad-tech. But many a native ad vendor has proved that theory wrong. These days, it is […]

SAN FRANCISCO – As the advertising industry inches its way to more addressable linear TV, the OpenAP audience targeting consortium is looking to add more datasets to its platform. “There’s still a lot that we’re looking to be able to bring into it,” says Nicole Ruby, VP, Advertising Data Solutions, Fox Networks Group. Within OpenAP, […]

SAN FRANCISCO — In a world where advertisers will increasingly have to gain audience members’ permission to use personal data for targeted messaging, plenty of attention is swinging back to marketing. Many brands have spent years building up databases of their own customers. In this video interview with Beet.TV, Index Exchange CEO Andrew Casale says […]

SAN FRANCISCO – New technology solutions are going to help replace household-level addressable television advertising with more granular targeting. But will agency holding company siloes stand in the way of creating, executing and optimizing the best advanced-TV campaigns? Former Starcom MediaVest Group advanced television specialist Tracey Scheppach has a foot in both of those spheres […]

SAN FRANCISCO — These days, TV companies have a lot of new data sources with which to better understand viewer behaviour and with which to help advertisers better reach the right audiences. Could voice assistants like Alexa and Google Home be the next big technology to light up the data-collection opportunity? In this video interview […]

SAN FRANCISCO — When Acxiom acquired LiveRamp back in 2014, the potential pairings were clear to see. But one tie-up that was not immediately obvious was video. Relative to modern consumption habits, video viewing had still not truly taken off, and video didn’t even garner a mention in the companies’ announcement. Fast-forward, however, and video […]

SAN FRANCISCO – While there’s little question that being able to identify and target individuals across devices and screens will play a huge role in future marketing, we should not think that everything will go one-to-one. This might seem unusual for those with their roots in digital media, but not to Matt Spiegel. “I think […]

SAN FRANCISCO — Since it started in 2012, supply-side platform Clypd has focused on building an ad sales platform for TV owners. It has started to unpack its technology, making it available to a wider set of customers. That started this month, when Nielsen launched Advanced Audience Forecasting, a tool for TV audience forecasting, built on […]

SAN FRANCISCO – One of the many positive outcomes that have emerged as the result of major marketers demanding greater digital transparency is a renewed focus on data quality. “I think what’s actually exciting is that we’re coming back to a sense of quality after a large period of flux,” says Simmons CEO Andrew Feigenson. […]

SAN FRANCISCO — It is often said that, when it comes to advanced TV advertising, the UK has a lead through the Sky’s AdSmart offering. But, when it comes to insights in to advanced TV advertising, one company is now bringing capabilities to Europe that it says have existed in the US for years. Alphonso‘s […]

SAN FRANCISCO – Offering marketers mass reach is what television’s always been about. But in this age of advanced TV, it’s becoming more about “mass, targeted reach,” according to Mike Rosen. The EVP of Advanced Advertising & Platform Sales at NBCU talks about taking an agnostic approach to more advanced audience targeting and why the […]

SAN FRANCISCO – It can be pretty scary when a Chief Growth Officer forecasts a big decline in advertising spending in the next five years, as Publicis Groupe’s Rishad Tobaccowala did recently. To his former comrade Laura Desmond, it’s a call to action that agencies are in a unique position to fulfill. That’s because agencies […]

SAN FRANCISCO – Investing in quality seems to be paying off huge for OpenX, the world’s largest independent advertising exchange. It just capped its 10th straight year of revenue growth, fourth consecutive year of profitability and its nascent video business saw 5,000% revenue growth in 2017. To CEO Tim Cadogan, the industry as a whole […]

SAN FRANCISCO — Brands are rushing to spend on advertising in connected TV platforms – and agencies remain important to helping them do so. That is the view of one of the leading ad-tech platforms helping to inject ever-more video in to its historic programmatic operations. “Connected television spend on our platform from Q4 2016 […]

SAN FRANCISCO — Often, the end goal for a TV advertisement is to drive a consumer to purchase a product in a store. But what if the point of purchase was the start, not the end, of the whole strategy? That’s a question IRI, a marketing data company, is posing to advertisers.  Founded to capitalise […]

SAN FRANCISCO — An initiative from three big ad-tech players to create a single pool of user identities is nearing technological completion and could go live from this coming Q2, according to an exec from one of the players involved. AppNexus, Index Exchange and LiveRamp created The Advertising ID Consortium last May in an effort to reach […]

SAN FRANCISCO – Since its merger with Rovi, TiVo has been on a mission to bulk up its television viewership data by working with service providers “to acquire as much TV viewership data as we could amass,” says Walt Horstman, the company’s SVP/GM, Automated Media & Advertising. “So that’s been very successful and we have […]

SAN FRANCISCO – Television isn’t very “people-based” right now, a dynamic that LiveRamp hopes to change by extending its IdentityLink platform to the TV space. “There’s a lot of untapped opportunity in TV,” says LiveRamp Co-CEO Anneka Gupta. “It’s not very measureable.” The IdentityLink extension was announced to coincide with RampUp 2018, the LiveRamp conference […]

SAN FRANCISCO – Matching IRI purchase data for 100+ million households with television ad exposure data from Alphonso’s 34 million household penetration produces “the missing piece” of multi-touch attribution. What finishes the puzzle is 12 million common households and more ways that TV can help to inform digital. “We’re seeing a full circle here where […]

SAN FRANCISCO – Based on a survey of 88 Association of National Advertisers members and the Everett Rogers innovation adoption model, addressable television advertising has reached its inflection point and will grow quickly. This is because 15% of respondents regularly include addressable in their TV plans while another 35% have experimented with it. “These numbers […]