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The root to the media revolution



Last Build Date: Mon, 11 Dec 2017 14:57:07 +0000

 



How Meredith’s Schenck Works With Platforms, Beyond Headers

Mon, 11 Dec 2017 14:55:47 +0000

It took only a few short years of “programmatic” advertising for a new sub-variant, “header bidding”, to come on to the scene. But one publisher thinks that technology, which lets ad sellers entertain bids from multiple demand source simultaneously to achieve higher yield, should not be talked about as a distinct product. “Header itself, overall, [...]



Honeycomb TV Considers US Roll-Out In 2018

Mon, 11 Dec 2017 12:52:53 +0000

MIAMI — A European ad-tech firm founded by Adstream executives is examining a US launch for some time in 2018. Honeycomb TV, operational in the UK, France and Spain, was founded in London to help deliver TV ads to broadcasters for play-out. And the experience negotiating European regulatory terrain may stand it in good stead. [...]



NinthDecimal’s Brian Kilmer On The Power Of Mobile To Drive Store Traffic

Mon, 11 Dec 2017 02:50:37 +0000

MIAMI – If you “see” consumers an average of 1,200 times each month, thanks to their mobile devices, you get a pretty good idea of their retail habits. Those learnings can empower new ways of understanding how website traffic impacts store visits. When location-data marketing platform NinthDecimal studied the connection between digital assets and offline [...]



Videology’s Self-Serve Ad Platform Reboots The Business Model

Mon, 11 Dec 2017 02:49:43 +0000

MIAMI — At the end of a year in which the “transparency” debate and the arcane structure of agency and tech platform fees have come under pressure, some vendors have begun to accede to demands for a new way of working. Case in point: Videology, one of the leading providers of technology to enable advanced [...]



What TV Can Learn From Digital In Audience Targeting: 4C Insights’ Anupam Gupta

Mon, 11 Dec 2017 02:48:07 +0000

MIAMI – Sometimes you need to learn from new media channels in order to better understand and use the ones that are much older. Social media and television is a case in point. Media technology provider 4C Insights cut its teeth on digital platforms like Facebook, Instagram, Twitter and others. As it shifts into the [...]



With New Funding And Facebook Insider Status, Clinch Ramps Up Personalized Video: CPO Boaz Cohen

Fri, 08 Dec 2017 11:32:02 +0000

MIAMI – Personalized video provider Clinch has gained a bird’s-eye view inside the walled gardens of Facebook and Instagram. It’s one of just three companies out of several hundred applicants chosen to participate in Facebook’s global Marketing API Accelerator program, which concentrates on areas that are key to the social media giant. “We’re the video [...]



Header Bidding Changes Everything: Rubicon’s Kershaw

Fri, 08 Dec 2017 02:31:09 +0000

Tom Kershaw is deadly serious about header bidding. Last year, his company felt the pain of the new technology, which allows publishers to entertain multiple simultaneous ad bids for higher yield. Rubicon conceded it had been slow to roll out – an admission that sent its stock tumbling, forcing it to make wide-ranging lay-offs and prompting it [...]



For Video, Header Bidding Needs A Hybrid Approach: Cedato’s Doron

Thu, 07 Dec 2017 22:34:46 +0000

Header bidding, the ad-tech practice through which publishers are now able to entertain multiple ad bids simultaneously rather than in a waterfall sequence, has apparently worked wonders for display ad sales. But, for video, the situation looks altogether more challenging. For one, the VAST and VPAID tags on which client-side video depend impose time-out limits [...]



Advertisers ‘Empowering’ Their Data For TV Buying: NBCUniversal’s Mike Rosen

Thu, 07 Dec 2017 14:47:50 +0000

MIAMI – What used to be transactional relationships based on dayparts and demographics in the television business is quickly evolving into “more of a data relationship,” according to NBCUniversal’s EVP of Portfolio Sales, Mike Rosen. “This is happening so quickly. What we now realize is it’s leading to a very different kind of relationship we [...]



Header Bidding Coming to Video, But in Time. AppNexus’ Van Kirk explains

Thu, 07 Dec 2017 12:02:32 +0000

In the last couple of years, header bidding, the ad-tech practice through which publishers are now able to entertain multiple ad bids simultaneously rather than in a waterfall sequence, has tantalised buyers and seller alike. But, whilst the technology is now getting more widely deployed on display ads, arrival in video ads will take some time. [...]



Three Ways OTT Ads Are Different, According to Innovid’s Chalozin

Thu, 07 Dec 2017 03:52:04 +0000

MIAMI — Slowly but surely, TV advertising has arrived on the internet. But now it needs to start functioning more like TV advertising again. In this video interview with Beet.TV, one of the leading platforms helping brands deliver ads to over-the-top TV platforms says the potential is huge – but OTT ads are a different [...]



In TV, It’s Demographics To Audiences To Outcomes: Eyeview’s Brian Katz

Wed, 06 Dec 2017 22:17:51 +0000

MIAMI – If the folks at Eyeview are correct, there’s a predictable progression happening in the advertising world as it moves from buying audiences on broad demographics to more targeted transactions. “Everyone’s going to eventually move to outcomes,” says Brian Katz, the company’s VP of Advanced TV Insights & Strategy. “The CMO’s on the marketing [...]



Lack Of Yield Optimization By TV Sellers Carries A Big Cost: Furious Corp.’s Ashley J. Swartz

Wed, 06 Dec 2017 22:14:51 +0000

MIAMI – A lack of television advertising inventory yield optimization by media companies can lead to “extreme volatility in pricing” to the tune of nearly 10% of topline revenue. “That is ultimately what is driving the opportunity cost of not maximizing yield,” says Furious Corp. CEO Ashley J. Swartz. Furious Corp. began operations in 2014, [...]



News Corp’s Angelo: Simplifying Ad Chain With “News IQ”

Wed, 06 Dec 2017 11:55:56 +0000

Publishers around the world are racing to provide their advertisers with more scale, more data and targeting capabilities more like they are used to from pure-play digital platforms. News Corp just took another step in that direction by launching News IQ, a platform uniting first-party data, brand data, media properties and data science tools to [...]



Videology’s Tony Yi: Search, Last-Click Attribution ‘Don’t Behoove Traditional Media Companies’

Tue, 05 Dec 2017 15:40:19 +0000

MIAMI – The fragmented TV viewing environment is reality. But it doesn’t pay to wait for “the perfect system” for cross-screen measurement and ad campaign attribution. “I think the time is now,” says Videology’s Tony Yi. “Facebook video impressions are growing exponentially. Amazon is out there in full force.” In this interview with Beet.TV at [...]



Oracle Data Cloud’s Daniel Harrison On The Quest For Holistic Digital, TV Planning And Activation

Tue, 05 Dec 2017 15:30:25 +0000

MIAMI – It’s hard to think of a company that has ramped up more data prowess than Oracle Data Cloud. But even with companies like BluKai, Datalogix, AddThis, Crosswise and Moat under its wing, achieving unified cross-screen audience measurement isn’t going to be a cake walk. “That is certainly one of the objectives for us [...]



A+E’s 605 Partnership Boosts Audience Understanding: Dolan & Berning Explain

Mon, 04 Dec 2017 20:17:30 +0000

MIAMI — One of its main brands may be History but, when it comes to the future, A+E Networks knows it doesn’t have all the skills in-house to make its ad inventory more targetable. That is why A+E recently partnered with 605, the newly-formed company helping MVPDs optimize their ad spaces using data and technology. In this [...]



Buying Audiences Across Connected-TV, OTT Can Alleviate Fragmentation: Publicis’ Jonathan Bokor

Mon, 04 Dec 2017 19:41:00 +0000

MIAMI – As connected-TV/OTT viewing proliferates and adds to viewer fragmentation, it’s not necessarily a bad thing if you can buy audiences as opposed to demos. And while two minutes of local able advertising inventory remains the norm for addressable campaigns, that’s slowly changing. In the connected-TV and OTT space, “There are quite a few [...]



NBCU An ‘Amazing’ Partner In The Advanced TV Space: Target Media Director Nick Jezarian

Mon, 04 Dec 2017 18:47:21 +0000

MIAMI – When you’re swimming in data about your guests, context is everything to determine appropriate messaging. It’s no wonder, then, that content needs will grow. “What we find is that as we’re creating more targeted segments of guests that we can deliver messages to, each of those groups have different needs and things that [...]



Spectrum Reach Testing Addressable Linear TV In New York, Los Angeles: SVP Rob Klippel

Mon, 04 Dec 2017 02:37:03 +0000

MIAMI – Spectrum Reach has been running test campaigns in Los Angeles and New York for its first addressable advertising offering on linear television with the goal of having both markets activated this year. “We’ll have five million households by the end of 2018 and then expand to the rest of our footprint and beyond,” [...]



Speedy Fios Delivers Addressable TV Advantages: Oath’s Brett Hurwitz

Mon, 04 Dec 2017 02:31:52 +0000

MIAMI – Verizon was ahead of the technology curve when it began offering fiber directly to the home with Fios (fiber optic service) in 2005. Now that its Fios addressable television offering just celebrated its one-year anniversary, the company is able to tout the benefits that speed brings to advanced TV targeting. Because it’s a [...]



Finding Hope in San Juan: Our Mini-Doc Produced with the Weather Channel

Fri, 01 Dec 2017 15:38:35 +0000

SAN JUAN, PR –  Ten days ago, I visited a neighborhood in San Juan called Santurce.  Amid the damaged and mostly darkened public housing complexes, we met dozens of community members at the Boys & Girls Club of Puerto Rico. The young and old came for tutoring, leadership training, recreation and hot meals.   The Club, one [...]



‘We Are One And The Same’: Google’s Jennifer Koester On Traditional TV Going Digital

Thu, 30 Nov 2017 22:51:38 +0000

MIAMI – There are the headlines—traditional TV versus digital upstarts—and then there’s the reality behind the scenes. To wit, Google is playing a big part in helping traditional broadcasters transition to the digital future with solutions like dynamic ad insertion. In the U.S., “We work with 28 of the top programmers,” from sports content to [...]



How Data Is Transforming TV Advertising: comScore & Alphonso Discuss

Thu, 30 Nov 2017 22:25:07 +0000

Since time immemorial, TV ads have been bought with a blunt instrument – broad age-and-gender demographics of viewers to shows. But that time is changing. Thanks to the infusion of a raft of new data points, TV ad planning, buying and insights are getting smarter. At the Beet Retreat, comScore EVP Cathy Hetzel and chief product [...]



Target Media Director Nick Jezarian On Data, Creative Versioning And Addressable TV

Wed, 29 Nov 2017 23:04:06 +0000

MIAMI – To reach its guests in the most effective ways, Target wants to create “a different kind of video ecosystem.” This requires lots of data—a growing in-house capability of the retailer—a better understanding of the context in which those guests consume media, plus being more nimble with creative versioning. Target Media Director Nick Jezarian [...]