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The root to the media revolution

Last Build Date: Fri, 18 Aug 2017 20:14:10 +0000


Starcom’s Amanda Richman Named CEO USA Of MEC/Maxus Merger

Fri, 18 Aug 2017 20:14:10 +0000

About four months from the merging of MEC and Maxus, Starcom veteran Amanda Richman has been chosen as CEO USA of the as-yet unnamed entity. Coming on board in October, Richman will report to MEC Global CEO Tim Castree. “Amanda is a fantastic choice to be our US leader,” Castree said in a news release. [...]

Tremor Video Sold Its DSP To Remove Friction, CEO Zagorski Explains

Fri, 18 Aug 2017 10:21:10 +0000

When video ad-tech operator Tremor Video sold part of its business to Taptica of Israel in August, it meant a $50mn price tag for the sale. But, to Tremor CEO Mark Zagorski, it means more than that. In this video interview with Beet.TV, Zagorski says ad-tech platforms which count both ad buyers and sellers as [...]

IBM’s Watson Turns Dark Data Into Ad Gold, Bob Lord Says

Thu, 17 Aug 2017 10:46:49 +0000

When IBM engineers developed their artificial intelligence engine Watson to compete in the TV game show Jeopardy! 10 years ago, they may not have expected that it would, one day, also help power the targeting of TV and other ads. But that is now the prospect Big Blue finds itself with, now that Watson is being [...]

Nielsen Now Measuring Content Viewing On Facebook, Hulu And YouTube

Wed, 16 Aug 2017 16:09:11 +0000

Nielsen is giving its media clients a standardized way of measuring their content viewing on distribution heavyweights Hulu, Facebook and YouTube with the latest expansion of its Digital Content Ratings. Participating TV and digital publisher clients can now capture incremental viewing of their content within their reported audience numbers. They will receive credit for video [...]

MediaCom’s Brook Uses Mobile To Prove Consumer Footfall

Mon, 14 Aug 2017 22:00:38 +0000

Digital media have become infinitely trackable. But what if you want to track a consumer from a web property to a bricks-and-mortar one? And what if you want to figure out whether an online ad buy really motivated an in-store purchase? These days, that kind of digital-to-physical attribution is totally achievable, and agency Mediacom is [...]

Media Rating Council’s George Ivie: Cross-Media Standards By Early 2018

Fri, 11 Aug 2017 14:20:53 +0000

The early 1960’s were interesting times for radio and television, as Congress considered regulating audience research. How simple those days must seem now that the Media Rating Council—formed as the media industry’s self-regulating body—has tackled cross-media audience measurement. This becomes more evident when one considers that the MRC is still dealing with standards for digital [...]

NBCU’s Rosen Aims To Take Audience Targeting To The Next Level

Wed, 09 Aug 2017 14:05:38 +0000

It is now two and a half years since NBCU launched its Audience Targeting Platform (ATP), a way to let advertisers use data to reach specific audiences. In that time, the company has offered up viewing data from 22 million Comcast set-top boxes, combined with other data from first- or third-party sources, to help marketers [...]

Nielsen’s Hogue: OTT TV Measurement Is A Journey

Wed, 09 Aug 2017 13:08:13 +0000

The complete cross-platform view of audiences’ consumption may not be fully in place today, but the industry is getting there, says a Nielsen executive responding to concern from a leading programmer. Speaking with Beet.TV, Disney-ABC Television Group’s multiplatform research director Brian West had said the current state of multiplatform measurement was not good enough, and [...]

A+E’s Nancy Dubuc: TV Landscape More Than Just Putting Out Great Shows

Tue, 08 Aug 2017 15:43:51 +0000

As mantras go, “know thy audience” certainly speaks volumes about cross-platform television viewing. Content providers that take this to heart will become preferred partners to agencies and advertisers as innumerable publishing options are inevitably winnowed out by their capabilities and the quality of their offerings, says Nancy Dubuc. The President and CEO of A+E Networks [...]

The Young Turks Video Network Raises $20 Million In Latest Funding Round

Tue, 08 Aug 2017 15:20:30 +0000

Left-leaning political video network The Young Turks has raised $20 million in its latest and biggest funding round, with participation by Jeffrey Katzenberg’s venture firm WndrCo. Also backing the startup of former MSNBC anchor and TYT co-founder Cenk Uygur were 3L Capital, Greycroft and In 2014, TYT received $4 million in backing and executed [...]

605’s Ben Tatta On The Value Of Census-Based Audience Targeting Data

Tue, 08 Aug 2017 14:27:01 +0000

Just as you can’t judge a book by its cover, you can’t judge a television network based on age and gender attributes alone. “Most networks are going to look somewhat similar. Although the audience size may be different, they’re going to have similar audience comps,” says Ben Tatta. Hence the gradual shift toward audience-based selling, [...]

Disney-ABC’s Brian West: TV Measurement Must Be Platform-Agnostic

Mon, 07 Aug 2017 19:52:51 +0000

When is good enough not good enough? For Brian West, it describes the current state of measuring viewing audiences on mobile and connected-television devices. “There still is this tendency to prioritize measurement on desktop and kind of treat mobile and connected TV as also-rans in the measurement space,” says West, who is Director, Multiplatform Research, [...]

comScore Tracking TV Viewing Data in 35 Million Home with Charter/Spectrum Agreement

Mon, 07 Aug 2017 19:17:14 +0000

If bigger is better for companies like Charter Communications and Time Warner Cable, it’s also a boon to cross-platform measurement providers like comScore. Often overlooked by headlines heralding the continued merging of cable providers are the gains made in tracking consumer behavior and the ability to match it with product and service consumption—benefitting both programmers [...]

Ad Auctions Mean Better Returns For Video Publishers: Trade Desk’s Stempeck

Mon, 07 Aug 2017 10:39:45 +0000

When programmatic burst on to the scene, it was mainly in the guise of real-time bidding, an auction system for remnant and low-value inventory that has since fallen out of favour with many big publishers. But, though those publishers seek higher prices normally transacted through direct or human-sold deals with advertisers, auctions are still super-relevant [...]

Brands Still Need Their Agencies in a Programmatic World: Trade Desk’s Stempeck

Fri, 04 Aug 2017 12:55:57 +0000

Do advertisers need agencies anymore? As programmatic ad buying platforms have risen up and as many are now switching to a self-service online model that allows advertisers to control their own campaigns, many in the industry are wondering: is the agency about to be disintermediated? But, while brands are certainly now putting a hand on [...]

With Viewability Baked In, OTT Premium Video Is ‘The Major Trend’: FreeWheel’s Herve Brunet

Fri, 04 Aug 2017 12:50:43 +0000

When mobile devices emerged as platforms for video viewing, there was a steep learning curve for ad buyers. Fast forward to over-the-top viewing on big-screen television sets and it’s déjà vu all over again. There’s no denying the trend of OTT viewing in the living room environment. As FreeWheel reported earlier this week in its [...]

First Wave Of New FreeWheel Research Track Provides Extensive Insights On OTT

Thu, 03 Aug 2017 18:07:46 +0000

Now that OTT devices are responsible for the lion’s share of premium video viewing, there’s no shortage of content on the publisher side. What is lacking is a deep understanding of how best to buy and sell OTT inventory, which FreeWheel is addressing with its new research track called Signature Insights. The first installment of [...]

The Double-Edged Sword Of Header Bidding, explains The Trade Desk’s Stempeck

Thu, 03 Aug 2017 11:26:31 +0000

In the last year and a half, yet another new tech terminology has popped up in digital advertising, as platforms try to fix and enhance some of the wonkier off-shoots that programmatic has wrought. In “header bidding”, rather than publishers entertain bids from multiple bidding sources in a “waterfall” sequence, they can see them all [...]

With Charter Deal, 605’s Tatta Sees TV Targeting Rise Nationally

Wed, 02 Aug 2017 10:42:59 +0000

The future of data-driven TV ad buying is moving in to sharper focus, after number-two US cable operator Charter invested in TV analytics company 605. The deal involves Charter giving 605 access to its second-by-second TV nationaL viewership data, so that programmers and advertisers can better target their material. But it also involves 605 building [...]

Nielsen’s Abcarian On Measuring Hulu, YouTube TV & OTT’s Future

Wed, 02 Aug 2017 01:50:03 +0000

For advertisers who want to start reaching consumers through new video platforms in the same way they are familiar with from TV, Nielsen had good news last week. The media measurement agency announced it would now provide measurement for viewing through the Hulu and YouTube TV platforms, which some see as new-look digital alternatives to [...]

Targeting, Next-Day Reporting And Optimization Key To Addressable TV: FreeWheel’s Brian Wallach

Mon, 31 Jul 2017 15:51:52 +0000

What’s the difference between bidding on real-time, digital advertising avails and addressable television inventory? Not much, thanks to aggregation and automation. While the national addressable TV footprint grows bigger with each passing year, many advertisers are making use of household targeting to hone in on specific audiences. And those capabilities are getting more sophisticated, as [...]

Tru Optik & comScore Bring Demographic Ad Buying To Connected TV

Mon, 31 Jul 2017 10:15:30 +0000

When it comes to the connected TV opportunity, many people are most excited about the opportunity to precision-target individual consumers using granular profile data. But that doesn’t mean demographics are done as a targeting mechanism. Tru Optik, a technology vendor that offers a data management platform for over-the-top (OTT) TV advertisers, is now partnering with [...]

Tracking Trends In Programmatic Premium Video With FreeWheel’s Neil Smith

Fri, 28 Jul 2017 10:43:31 +0000

Viewing of premium video is certainly fragmented. But the same holds true for selling ad inventory programmatically, regardless of whether “pipes are connected” from the desktop all the way to set-top box video on demand. “There are different levels of maturity in terms of the ease or liquidity of programmatic transactions and there are different [...]

Out-Of-Home Viewing Metric Assigns Value To Overlooked Audiences: Nielsen’s Kelly Abcarian on Turner Deal

Thu, 27 Jul 2017 18:56:30 +0000

Television networks whose programming is seen in such out-of-home venues as airports, restaurants and offices are getting a welcome lift from Nielsen. Lift as in the incremental size of OOH audiences beyond traditional ratings metrics. Time Warner’s CNN and Turner Sports this week signed on for Nielsen’s OOH measurement service, which uses a panel of [...]

Fox Networks’ Noah Levine On The Six-Second Ad Format, Enhanced FX Offerings

Thu, 27 Jul 2017 11:12:28 +0000

Pleasing television viewers while meeting advertiser goals is the constant balancing act facing ad-supported content providers. With this in mind, Fox Networks Group recently embraced YouTube’s six-second ad format as it continues to experiment with limited-ad offerings and enhanced audience targeting. “Our biggest form of competition in human attention in the entertainment television space is [...]