IAB

When it comes to social causes and movements, brands can’t stand on the sidelines anymore as traditional calls to action are being upstaged by emotional connections. “You cannot not stand for nothing. By doing that, you’re standing for something and something that won’t resonate with your consumers,” says Michael Kahn, Global Brand President at Digitas. […]

Amid discussions about brand safety, high-quality premium video, channel specific content, data and insights and technology and innovation at the Digital Content NewFronts, it was the cause-marketing theme that resonated with Cotton, Inc.’s Emily Cooper. “For me, the thing that’s really standing out the most is it feels like this year’s really the tipping point […]

Starcom’s Kristina Lutz is leaving the Digital Content NewFronts 2018 impressed by the quality of content in the marketplace and excited by the potential of the merged Meredith Corporation and Time Inc. “I’ve been really impressed with the content that I’ve seen. I think over the last number of years we’ve seen the quality of […]

The re-grouping of content on YouTube continues apace, upending the playing field for some content creators and raising concerns about content discovery amid the platform’s “tunneling effect,” says iCrossing’s Jeff Ratner. “I think YouTube is creating their own stratification of their content. Obviously, they took to heart a lot of the brand safety challenges of […]

Many people in advertising and media think they’re swimming in too much consumer data. John Hancock’s Lindsay Sutton disagrees, particularly with regard to statistics that can be used to divine people’s emotions when serving them the most appropriate content and advertising messaging. “I don’t think we’re yet in a place where we think it’s too […]

There seems to be no shortage of publishing partners for Twitter, which unveiled 16 of them at its first Digital Content NewFronts last year. This year, led by new content deals with NBCUniversal, Disney/ESPN and others, “We doubled it,” says Stephanie Prager, Head of Global Agency Development at Twitter. The content partnerships represent a pool […]

Cell phones, tablets and other portable devices will continue to be the best way to reach the under-35 content consumer, says Studio71 President & Co-Founder Dan Weinstein. An early pioneer in working with social media talent, Studio71 just signed content creator Hannah Hart along with a host of other multichannel-network partners. In this interview with […]

The IAB says that the consumer economy is in the middle of a revolution that’s as significant as the Industrial Revolution was 150 years ago. The organization calls this phenomenon the Direct Brand Revolution and at its core are consumers being able to trust companies with their data. “Companies can not afford to breach the […]

Viacom Digital Studios was unveiled this week at its first Digital Content NewFronts. It’s the latest in a series of “really big investments” by Viacom that include WhoSay in the influencer marketing space and the VidCon talent and fan event. “What we really want people to walk away with is that Viacom has amazing capabilities,” […]

MIAMI-While advertisers’ first-party data is very powerful at helping them connect with consumers, it must be structured in an optimal way so as to be matched with other data to achieve scale, according to George Musi, Publicis media agency Blue 449’s EVP, Chief Data, Analytics & Insights Officer. By itself, “First-party data, although powerful, it […]

Once again, the topic of “brand safety” will be front and center at the upcoming Internet Advertising Bureau Annual Leadership Meeting, but it will take on new meaning in light of IAB research into what it calls the Direct Brand Economy. Other industry semantics need to be updated as well, IAB President & CEO Randall […]

What’s the difference between “direct” brands and “indirect” brands? The distinction is the subject of the largest research project the Internet Advertising Bureau has ever done and it will be the centerpiece of the organization’s upcoming Annual Leadership Meeting. In this interview with Beet.TV, IAB President & CEO Randall Rothenberg explains why incumbent brands that […]

MIAMI — The medium of television is moving faster than than it has in decades, maybe even ever, as new opportunities to deliver, measure and monetize programming emerge almost weekly. In advertising, buyers are getting excited about a world in which planning moves beyond the broad demographic audience targeting of yore, to a world of […]

MIAMI — TV ad rates are known for being amongst the highest in the business. So what happens when ads get pumped to a TV set over an internet connection? According to an executive from publishers’ advertising trade body, OTT TV ads should be higher-priced than those on TV. Asked how the over-the-top rates should […]

To make things easy for brands during the extravaganza that is the annual Digital Content NewFronts, DEFY Media has condensed its advertiser offerings to three options: buy, badge, build. “We want to make it easy that when they see our shows, they know how to work with us,” says DEFY Media CMO Andy Tu. Buy […]

Not many companies these days compare themselves to the cable television network pioneers of the 70’s and 80’s. Awesomeness is one of them. Using digital pipes instead of coaxial wiring, Awesomeness picked up early funding and set out to capture Gen Z—youths 12 to 24. Just as cable TV networks “erupted out of the new […]

HOLLYWOOD, FL — The ad-tech sector must do more to clamp down on a wave of “fake news” and ad fraud that is threatening both publishers and advertisers. That is according to the new chair of the US branch of the Interactive Advertising Bureau (IAB). Jim Norton was elected to the post this week in the organization […]

The ability to target individual consumers with ads across digital devices and specific households via television is progressing well on parallel tracks. Just when those two paths will converge from a data standpoint is anyone’s guess. “Right now, that data doesn’t exist in a co-mingled way or in a way that would allow us to […]

Never a dull moment at the Internet Advertising Bureau, and 2016 is no exception. Of three key themes codified in January, better user ad experience and more precision in consumer targeting have seen healthy uptake, while the desire to add 10,000 jobs in a diversity push is understandably a longer haul. “I’m very proud of […]

Just when you wrapped your head around “programmatic”, a new variant of the data-driven advertising technology is creeping on to the scene. In so-called “header bidding“, publishers offer inventory to multiple ad exchanges before alerting their ad servers, intending to garner multiple bids on the same inventory and so make higher prices. Now the Interactive Advertising […]