Advertising

SEVILLE — By now, people know all about ad retargeting – the practice through which ads for products you have viewed online follow you around the web. But what if those products followed you out of a store, through the shopping mall and in your car home after a visit to your local shop? That’s what Bannerconnect […]

SEVILLE — Back in February, the remnants of MySpace ended up located at Time Inc,when the publisher acquired Viant, the advertising data company that was the latest owner of the once-mighty social network. But Time’s interest was about more than social. It was buying Viant because of its considerable bank of first-party data about consumers, also including in […]

If Taboola wanted to show the industry the scale it has amassed, it is certainly now using some very big numbers to do so – comScore Media Trend data it republished today suggests the content discovery tech vendor is becoming gargantuan. 200m+ mobile-only and 810m+ desktop users, totalling more than 1b monthly users. “Every American internet user sees Taboola […]

SEVILLE — When comScore launched in the 1990s, it began measuring consumers’ internet browsing habits by installing a software monitor on their PC. Times have changed. A lot. With devices proliferating, online life is no longer about the computer in the study – so comScore is making a move to capture everything, with a new product […]

SEVILLE — As consumers’ media time has fragmented across a smorgasbord of different devices, comScore is amongst the agencies racing to catch up, by allowing media companies and advertisers to track holistic experiences. “When we talk to our clients, the number one ask is the ability to be able to track and report their audiences and […]

SEVILLE — We’ve heard a lot about the supposed transition from “mad men to maths men” – but what if the real transition is straight to software? Increasingly, computer algorithms are beginning to take on many of the functions of ad targeting and buying themselves. One company where that’s happening is TubeMogul, whose programmatic video platform […]

SEVILLE — It is a generalization to say, but the usual order of technology adoption goes: US, Europe, Asia-Pacific. In marketing-technology, Europe is certainly lagging the States, according to one analytics supplier. “Compared to US, Europe is one, two, maybe three years behind,” according to Lucien van der Hoeven, the EMEA MD of MarketShare, acquired by […]

SEVILLE — As ad-tech platforms continue to rise up, the lingering question is: Will newly-empowered brands now decide to take on many of the functions they previously outsourced to ad agencies? Whilst that appears to be happening sporadically, it won’t happen so fast in Europe, says one ad-tech exec with a read on the trend. “As we […]

SEVILLE – Government regulation “FCC 16-18” may sound innocuous enough – but the implications of the Federal Communications Commission’s decision to open up set-top box hardware will be far-reaching. The rule would compel cable companies to offer their programming not just over their own boxes but through those of third-party vendors, too. One ad industry […]

LAS VEGAS — The number of publishers choosing to bar users running ad-blocking software is growing by the day. Ad agency holding group WPP’s digital president has asked more publishers to do the same. Vice Media recognizes the problem – but it doesn’t want to tackle it in quite the same way. “This is troubling for […]

SEVILLE — Kantar Media helps advertising businesses measure the reach of content across many media. The new challenges are measuring digital screens and tying together measurement of multiple screens. Speaking with Beet.TV, CEO Andy Brown explains Kantar Media’s approach to new TV and video platforms: “It’s a process of evolution, there’s a roadmap: “We start with ‘Extended TV’, […]

SEVILLE — In the world of ad-tech, advertisers and vendors frequently point at so-called “bad actors” ruining the system. But what if the real “bad actors” were industry executives themselves? For Andreas Cohen, chair of the I-COM, the global marketing data trade body, it’s time professionals started putting consumers first – or they risk letting the […]

SEVILLE — Dozens of ad-tech vendors are gathering around the $70bn+ US TV advertising industry like bees to a honey pot, hoping to enable even a tiny fraction of those ad buys on TV’s journey to a promised programmatic future. But we’re not there yet. That’s why, when Tim Sims imagines the spectrum of things […]

SEVILLE — The ad industry has come a long way in the enablement of trading through digital pipes and automated decisions. Now a new wave in artificial intelligence is bidding to make even smarter decisions on buyers’ behalf – and it’s all about alleviating staff of the boredom of testing out different ad outcomes. “The […]

SEVILLE — The science and the art of advertising may often be talked about as two separate disciplines. But there is a future emerging in which one feeds the other. How will human creativity and maths collide? “Brands need to be relevant. Relevance means powerful, emotional connections. To create those connections, you need data,” ad agency group Wunderman’s chief […]

LAS VEGAS — Over the years, CNN’s online video strategy has ranged from the free to the paid, the locked-down to the open-access, to the in-between. The latest strategy sits in the latter camp, after CNN launched CNNgo – with access to its live stream plus on-demand shows – back in 2014. So how is CNNgo […]

SEVILLE — With consumer web ad blocking seemingly on the rise, data on the practice ranges from the dystopian to the hysterical. New eMarketer data this week puts a more modest assessment on current levels, pegging UK ad blocking at 14% of internet users in 2015. But its forecast rises to 27% in 2017, commenting: “Once seen […]

SEVILLE — The ad-tech world has got pretty good at finding the right audiences and executing the right media buys at the right time. But what’s left on the table? Mobile, measurement and that little matter of creativity, says one exec working at the numbers end of an ad data company. “There’s a surge in people […]

SEVILLE — Discovering whether your ad is actually being seen by a human being is now just “table stakes” – viewability is about to get more sophisticated. That’s according to ad ad-tech exec working on an upgrade. Integral Ad Science CEO Scott Knoll says he sees a problem with current implementations of viewability metrics. “A small percent (of […]

Bloomberg Media wants all its outposts to remain free. That’s going to require continued advertiser finance. So it’s no wonder the company is frustrated with the state of TV ad sales. Bloomberg TV sales head David Bickford wants to teach the old dog of telly some new tricks – namely, the kind of measurement and […]