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OpenAP’s New CEO: Collaboration Ain’t Easy, But The TV Industry Can Do It

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On paper, the OpenAP consortium makes perfect sense: TV networks banded together to stave off growing competition from the walled gardens. In reality, it’s a bit more complicated. Although OpenAP still counts three powerhouse publishers among its ranks – Viacom, NBCU and Fox – a founding member, WarnerMedia, left the group in April to compete… Continue reading »

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How Cadent’s Jamie Power Helped Shape The Addressable TV Landscape

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Jamie Power has been in addressable TV since the early days. After working her way up through the agency world as a media planner and a brief stint in sales, Power joined Modi Media, GroupM’s advanced TV division, in 2013. She’s now chief operating officer at Cadent Addressable, an advanced TV platform head up by… Continue reading »

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As Advanced TV Competition Heats Up, DISH Media Brings in Cognitiv Vet Dave Antonelli

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When DISH Media hired Dave Antonelli from the AI startup Cognitiv to lead its advertising strategy and sales, a key reason was his experience in startups around new tech. “When you work at a startup, you have to think and move quickly in a dynamic market, and that’s no different than what we are doing… Continue reading »

The post As Advanced TV Competition Heats Up, DISH Media Brings in Cognitiv Vet Dave Antonelli appeared first on AdExchanger.

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Founding OpenAP Member WarnerMedia Pulls Out

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WarnerMedia has exited the OpenAP Consortium. It’s a major blow to the TV industry’s attempt to jointly promote audience-based buying on television by creating standardized segments and measurement across their networks. Turner was one of the consortium’s original members in 2017, along with Fox and Viacom. NBCU joined the following year. But now that WarnerMedia… Continue reading »

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NBCU Wants To Learn From Sky: The US Is Behind On Addressable TV

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NBC Universal and Sky, both owned by Comcast, announced this week that they’re combining inventory and targeting tools. The hope is to help global advertisers expand their reach to international markets across TV and digital. Audience Studio, NBCU’s data-driven media offering, is merging with Sky’s ad tech offering, AdSmart. The combined entity will be called… Continue reading »

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After Buying Sorenson Media, Nielsen’s Addressable Ads Strategy Starts On Smart TVs

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Nielsen’s move into addressable TV planning and measurement starts with the smart TV. About a week after Nielsen bought Sorenson Media for $11.25 million in a bankruptcy auction, the measurement company has formally launched a new unit: the Nielsen Advanced Video Advertising Group. That group consists of Gracenote, which was acquired in 2016 for $560… Continue reading »

The post After Buying Sorenson Media, Nielsen’s Addressable Ads Strategy Starts On Smart TVs appeared first on AdExchanger.

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LiveRamp Adds Connected TV IDs To IdentityLink

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LiveRamp has added connected TV IDs to IdentityLink, its cross-device identity graph, the company said during its Monday Q4 2018 earnings report. Connected TV IDs are tied to a home IP address, and are used to distinguish households by companies that serve ads over smart TVs or OTT services, including some smart TV manufacturers, multichannel… Continue reading »

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The Pain And Promise Of Identity In Addressable TV

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“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Matt Prohaska, principal and CEO at Prohaska Consulting. When I was 24, I resigned from a great job at BBDO to become the first New York salesperson at upstart media company CNET. When people asked… Continue reading »

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Is Nexstar Media’s Acquisition Of Tribune Media Co. An Opportunity For Addressable TV?

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When Nexstar Media Inc. acquired local TV giant Tribune Media Co. Monday for $4.1 billion – outbidding private equity firm Apollo Global Management, LLC with an all-cash offer – it gained new status as the largest local TV operator in the country. Nexstar now has the opportunity to reach millions of customers with more sophisticated… Continue reading »

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Cadent Launches Advertising Platform For Addressable TV Buyers

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Cadent has launched what it says is the first national platform for addressable TV advertising. The aptly named Advanced TV Platform is designed to be a planning and reporting tool for major advertisers looking to buy addressable TV inventory. The interface is created from multiple first-, second-, and/or third-party data sources, integrated into a single… Continue reading »

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