Pooja Midha

AMENIA, NY— Advertisers seeking to maximize their campaign impact while maintaining scale should look no further than addressable TV, according to Pooja Midha, EVP and General Manager at Effectv. With its ability to add 20-30% incremental reach, better measurement capabilities, and high audience match rates, addressable TV has become an increasingly attractive option for both national […]

CANNES — The changing face of television advertising is a hot topic among digital innovators, as discussions intensify around experimental technology and consumer-first design. With massive streaming migrations and the rise of artificial intelligence (AI) within the sector, executives descended on Cannes Lions to debate the latest. Beet.TV was fortunate to host some of those […]

CANNES — Effectv, the advertising unit of Comcast Cable, is aiming to challenge perceptions and redefine its position in the digital media landscape. “We are not just the cable company, and we’re not your parents’ cable company,” said Pooja Midha, EVP and General Manager of Effectv (pronounced as “effective”). Previously known as Comcast Spotlight, Effectv […]

LOS ANGELES – The increasingly fragmented media market is challenging marketers to find ways to measure the performance of their campaigns and find the best value from their ad buys. Media companies that compete for those dollars can help the market to grow by cooperating on common standards for metrics, attribution, interoperability and privacy-compliant identifiers. […]

LOS ANGELES — Welcome to this episode of the BeetCast Lots of activity here recently at Beet.TV. The most exciting has been  our first in-person event in over 18 months.  It was the Beet Retreat in Santa Monica last month. We brought together amazing people for long-need in person networking and conversations. At the event, […]

LOS ANGELES – With the television marketplace growing more fragmented as viewers split their time among a wider selection of video content providers, sellers of advertising are adjusting their strategies to capture a bigger share of media dollars. Providing solutions for advertisers that are seeking data-driven, audience-based targeting with their growing programmatic buyers are a […]

The ad industry now knows consumer privacy is the key imperative. But achieving that whilst nevertheless offering advertisers advanced targeting capabilities is a work in progress. In this video interview with Beet.TV, Comcast Advertising Chief Growth Officer Pooja Midha says realizing privacy plus capability depends on data quality. Privacy-first “When it comes to the safeguarding […]

Very happy to have our colleague and friend Pooja Midha, Chief Growth Officer of Comcast Advertising, on this episode of the #BeetCast podcast. Pooja is a veteran of senior advanced TV roles at Viacom, Disney and as CEO of trueX until earlier this year. For all of us, it’s been a challenging time during the […]

Pooja Midha, a longtime advanced TV executive at MTV and Disney, and most recently CEO of true[x], has joined Comcast Advertising as Chief Growth Officer, a new position, the company announced on Thursday. We sat down with her  to talk about her vision o the industry and her decision to join Comcast. She speaks about […]

Engagement-ad format pioneer true[X] continues to focus on brand lift as “the leading indicator of conversion” as it expands into connected TV and offers its measurement technology to publishing partners. “Today we’re actually able to measure brand lift in near real time across the true[X] network on CTV, desktop, mobile for every campaign that we […]

CANNES – Innovative video advertising formats are on the upswing, creating the potential for “new-ad format fatigue” and the measurement challenges that accompany them. But if you can get marketer procurement people on board with the concept, that upswing could broaden considerably. These are among the takeaways from a panel discussion at the 2018 Cannes […]

CANNES – People in advertising and media disagree about many things, but a more consumer-centric approach to both video content and advertising is a big exception. This was more than evident during a panel discussion at the 2018 Cannes Lions International Festival of Creativity as part of the FreeWheel Forum on the Future of Television. […]

CANNES – Two highlights at the 2018 Cannes Lions International Festival of Creativity for true[X] President Pooja Midha are some “very promising conversations” about the company’s engagement ad formats and positive response to measuring brand lift. “People really appreciate that the engagement ad format, which is the core of our business, has the power and […]

true[X] may have been operating more than a decade now. But could the most recent of technology controversies be about to put the company in the sun? The technology company, owned by 21st Century Fox, helps consumers see fewer ads in digital video when they engage with an initial interactive commercial – effectively bartering their […]

Video engagement advertising pioneer true[X] is looking to leverage the utility of voice-activated assistants and the power of live programming as it rolls out the next generation of attention-based video capabilities. “Engagement advertising is just the beginning,” says Pooja Midha, who recently joined true[X] as President. At last week’s Beet Retreat in the City, Midha—whose […]

Having crafted more than 10,000 of its interactive, consumer-engagement ads, true[X] is going all in on the “connected living room” to offer advertisers the best options to leverage things like co-viewing, 4K screens and surround sound. “We’re standing up an entire CT innovation lab around that concept,” says Pooja Midha, who recently became President of […]

These days, the term “premium” typically accompanies the word “video.” But premium must also apply to viewer engagement with ads and the results that should accrue to advertisers, according to Pooja Midha. The new President of true[X] will share the company’s insights on how viewer interaction will transform the video ad business in a presentation […]