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The root to the media revolution

Last Build Date: Sat, 10 Dec 2016 13:08:16 +0000


Why Did Mediaocean Buy INVISION? DePascale Explains

Fri, 09 Dec 2016 11:49:04 +0000

MIAMI — Back in July, when the sun was still high in the sky and the presidential election was yet to rip the US apart, an event took place in ad-tech land that united two disparate tribes. Mediaocean, whose software helps advertisers automate their operations, acquired INVISION, a peer whose technology helps TV companies do [...]

Addressable Advertising Is ‘True Attribution,’ Says MODI Media’s Bologna

Fri, 09 Dec 2016 11:45:05 +0000

LONDON – The need for census-level data in the media planning process “is paramount right now,” according to Mike Bologna, President of GroupM’s Modi Media advanced television unit. “It’s what advertisers are looking for,” Bologna says in an interview with “They night not necessarily need the data all the way down to addressability, but [...]

Marketers’ Top Priority Is Being Toppled: Eyeview’s Baadsgaard

Fri, 09 Dec 2016 02:47:33 +0000

MIAMI — New technology means changing priorities. And marketers’ top priority is now being usurped, as new opportunities present new primary goals. That’s according to one ad-tech exec who spends his life talking with brands about the changing nature of their work. “Used to be, marketing was perceived as a cost center and the primary mission was [...]

Samsung Smart TV’s Test Dynamic Ads With Sorenson

Fri, 09 Dec 2016 02:08:20 +0000

MIAMI — There are now several technologies coming to the table that aim to help broadcast operators dynamically switch commercials in their ad break to specific viewing households. But, by and large, just like connected TV itself, they depend on boxes, dongles, consoles or widgets connected to a television set. What if you could do dynamic ad replacement in [...]

Broadcast’s Net Casts Too Wide, Videa’s Gianunzio Says

Fri, 09 Dec 2016 02:03:22 +0000

MIAMI — It’s called broad-cast for a reason. TV advertising, especially when its national, reaches a big audience. But in that reach also lays inefficiency. If TV ads reach consumers who can’t even access the buyers’ services, that’s wastage. But new-wave TV-buying techniques, infused with data, can help the problem. “I live in Manhattan,” Videa sales [...]

No Point In Point Solutions For Videology’s Jamboretz

Thu, 08 Dec 2016 19:19:38 +0000

LONDON — When you are facing the challenge both to beef-up your technology capability and to roll out across channels at the same time, should you pick multiple tools that can help each deployment, or one that claims to do it all? Many tech vendors these days are fond of boasting their “end-to-end” status, claiming to be able [...]

DISH Networks’ Three Steps On The Road To Full Programmatic

Thu, 08 Dec 2016 18:50:54 +0000

LONDON – Adam Gaynor has a way of making the most confusing subjects sound quite simple. For example, addressable television is a “product.” Programmatic is a “process.” In the United States, says DISH Network’s VP of Media Sales & Analytics, “When you ask 10 people what programmatic TV is, you get 11 answers.” But in [...]

UK Close To Picking Hybrid TV Measurement Supplier

Thu, 08 Dec 2016 18:29:01 +0000

LONDON — The organization charged with measuring UK TV viewing for channels’ advertisers, Broadcasters’ Audience Research Board (BARB), used to be criticized for its traditionalist approach to the task – a 5,1oo-household panel method supposed to represent country-wide viewing in a multi-media age. But BARB is reinventing itself. The board already measures laptop, desktop and tablet TV viewing [...]

Data Will Get Linked Up In 2017, Experian’s Danaher Says

Thu, 08 Dec 2016 16:54:13 +0000

MIAMI — For a modern advertiser, it’s a thorny problem. These days, your customers are reachable on all manner of different screens and devices that, whilst connected to the internet, are not connected to each other. It makes consumers schizophrenic. In other words, they have multiple identities, scattered across services. And that is a targeting nightmare. But many [...]

Canal+ Blesses FreeWheel-StickyADs.TV Combine With Cross-Screen Ad Deal

Thu, 08 Dec 2016 16:38:33 +0000

LONDON – If anyone in the premium video business doubted the logic behind FreeWheel’s acquisition of, French media giant Canal+ dispelled it by choosing the combined entity to optimize and manage its advertising inventory across all screens. “So now we can safely say we have a presence as FreeWheel at very single broadcaster in [...]

Supply Side Plumbing Hindering Race To More Targeted Ads: Omnicom’s Steuer

Thu, 08 Dec 2016 03:32:22 +0000

MIAMI – If the transition to more audience-based television advertising was a horse race, data would be in the lead and plumbing would be a laggard. “I think we’re at an important transitional moment from the world of content-based advertising, which is TV’s legacy to an audience based television world,” says Jonathan Steuer. That transition [...]

IP Delivery Means Smarter Targeting, Reduced Ad Loads: Fox’s Marchese

Wed, 07 Dec 2016 19:23:27 +0000

Letting consumers opt in to engage with digital commercials in lieu of seeing a full pod of them is just “the tip of the spear” in the quest to replace frequency based advertising, says Fox Networks’ Joe Marchese. “This is where we’d like to end up. But between here and there, there’s a lot of [...]

Wall-Size TV’s To Internet Of Things Security: GroupM’s Gotlieb On CES 2017

Wed, 07 Dec 2016 19:20:21 +0000

LONDON – As he looks ahead to CES 2017, GroupM Chairman Irwin Gotlieb sees “enormous developments” in all six categories that are typically his focus at the global consumer electronics and technology trade show. In an interview with, Gotlieb identifies those categories as automotive, computing, computing mobility, consumer electronics, health & fitness and integration. [...]

For Comcast, Better Data Will Monetize Long-Tail Ads And Attract National DR Dollars

Wed, 07 Dec 2016 02:17:06 +0000

MIAMI – Some people are anxious because addressable television ads represent a mere one percent or so of total TV spending. Then there’s Andrew Ward, who suggests that everyone take a step back and consider how far things have come in the past decade. Back in 2006, when Comcast first debuted addressable ads in Huntsville, [...]

Addressable TV May Hit 60% Of US in 2017: Neustar’s Dethero

Wed, 07 Dec 2016 02:06:27 +0000

MIAMI — The ability to target individual households with a medium that is traditionally more used to shouting at mass audiences is here and now. But it’s not universal – and it’s not yet living up to some of the wilder dreams of ad industry executives. But “addressable TV” is about to go large, and it’s time to [...]

Beet.TV Retreat 2016: MediaVest | Spark, Cadreon, MODI On The Value Of Advanced TV

Wed, 07 Dec 2016 01:54:40 +0000

MIAMI – In the tug of war that is television advertising, programmers pull the traditional ratings window beyond 30 days while advanced TV specialists grapple with more precise targeting. Somewhere in the middle lies a holistic view of all advertising impressions that buyers can bid for, but it’s a galaxy far, far away. This is [...]

Half Of TV Ads Could Be Addressable, GroupM’s Nielsen Thinks

Wed, 07 Dec 2016 01:46:25 +0000

LONDON — About 42% of US homes are now able to receive so-called “addressable advertising” – TV ads custom-targeted at individual homes thanks to one of a variety of return-path TV systems. But how much of the multi-billion-dollar TV advertising industry could be funnelled through that channel in the years ahead. It’s early days, but [...]

Innovid Integrates Video With Marketing Clouds To Fully Link The Consumer Journey

Tue, 06 Dec 2016 23:23:10 +0000

Video has just been invited to the brand marketing cloud party, courtesy of integration escort Innovid. The new Innovid Marketing Cloud Suite lets marketers link with massive backend systems from Adobe, IBM and Oracle to “synchronize the customer journey across different channels,” Zvika Netter, CEO & Co-Founder of Innovid, says in an interview with [...]

Google’s TV Mantra: Connect, Distribute And Monetize For Programmers

Tue, 06 Dec 2016 17:37:27 +0000

MIAMI – Google doesn’t have to search for television partners. The digital giant is busily helping broadcasters and cable networks connect with viewers while distributing and monetizing their content. “We definitely have a perspective that eventually everything is going to go IP,” says Brian Jankovsky, Director of Entertainment & Sports Partnerships at Google, during a [...]

INVIDI’s ‘Addressability In The Sky’ Excites 605’s Dolan

Tue, 06 Dec 2016 03:21:06 +0000

LONDON — In the emerging world of “addressable TV advertising” – in which operators can swap out a standard 30-second spot for one custom-targeted at a single viewer – cable and online platforms may appears to have the upper hand. But satellite is far from out of the game. UK satellite pay-TV operator Sky had its AdSmart [...]

Targeting & Creative ‘Go Hand In Hand,’ Says 4C Insights’ Gupta

Tue, 06 Dec 2016 02:46:54 +0000

MIAMI – While at Mixpo, Anupam Gupta played in the creative management layer space. However, the last five to seven years in advertising “have been all about targeting,” says the Chief Product Officer for 4C Insights. “But that doesn’t mean that we won’t come back to creative.” During a panel discussion at the recent [...]

Addressable TV Is A ‘Tactic That’s Evolving’: Comcast’s Kevin Smith

Tue, 06 Dec 2016 02:43:52 +0000

MIAMI – Whether the subject is Nielsen ratings, video on demand or addressable television advertising, communications giant Comcast is all about the “macro experience” for consumers and advertisers. This holistic approach to the rapidly evolving entertainment landscape comes across loud and clear from Kevin Patrick Smith in a panel discussion at the recent Beet.TV Retreat [...]

Furious Corp.’s Swartz: Disparate CMS Systems Hinder Media Companies

Tue, 06 Dec 2016 02:37:09 +0000

MIAMI – Media companies have lots of untapped data wealth but cannot realize it because their CMS systems don’t like to share, is one of Ashley J. Swartz’s theses and a contributing factor to her formation of Furious Corp. “We just decided to tackle the unsexy, hard problem of connecting all these disparate systems and [...]

Admore’s Condon Aims To Automated TV Ad Delivery

Tue, 06 Dec 2016 02:34:38 +0000

MIAMI — Celebrating its third birthday this quarter is Admore, it’s a division of Frank Canella’s Canella Media, a company aiming to bring direct-response mechanisms to television. Led by president Brendan Condon, a former AOL international ad exec, the Temecula, CA-based outfit’s platform numbers an automated system for using a single insertion order to buy across TV, [...]

Start ‘Em Young: Affinity Is Born Early: Videology CEO Ferber

Mon, 05 Dec 2016 00:54:02 +0000

MIAMI — You may find yourself deciding between two cars, or cans of beans or a hotel chains this week. But when did your judgements about the brands involved really begin? Earlier than you might think, according to one ad-tech exec helping brands capitalise on targeted video and TV ads. In fact, in a world increasingly dominated [...]