Maureen Bosetti

SANTA MONICA, CA – Economic uncertainty has led some advertisers to tighten their belts and find ways to get the most out of their media dollars. While there are differences among a variety of industries, marketers also are looking for greater flexibility. “Right now, it is a soft marketplace. There’s a bit of a conservativeness, […]

CANNES – The significant changes in how people spend time with media and advertising have led marketers and media companies to find measurement solutions that accurately reflect consumer behavior. Rivals to Nielsen, which has dominated television ratings for decades, are gaining acceptance in helping to set the value of ad transactions, or what are known […]

NBCUniversal’s decision to join the OpenAP audience-targeting consortium one year after its creation is a positive move that “gives us even more scale to buy and transact on from an audience standpoint,” says Maureen Bosetti, Chief Partnerships Officer at Initiative, IPG’s global communications agency. “Certainly the more partners that join OpenAP the more it allows […]

We are right in the middle of the upfronts, the spring season in which TV networks and publishers tout their upcoming content roster to secure upfront committed advertiser spend. But what do brands get out of the upfronts? One woman who guides advertisers through their upfront buying strategy says there are both pros and cons involved […]