FreeWheel And Operative Launch Initiative To Bridge The Buying Gap Between Digital And Addressable TV

FreeWheel and Operative said Monday that they have partnered on an initiative called “Premium at Scale,” which lets advertisers buy digital and addressable TV inventory in one place. NBCU is the first media brand to sign on. Traditionally, ad sales on linear TV and digital have been very separate processes with very different measurements. SinceContinue reading »

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GroupM Alum Nicolle Pangis To Head NCC Media

Nicolle Pangis, a former C-suite exec at WPP GroupM’s Xaxis and [m]Platform, has been appointed CEO and president of NCC Media. She will start May 29. NCC is a national cable sales group owned by Comcast, Charter and Cox Communications. In April, NCC started a division led by Comcast’s advanced ads division that will focusContinue reading »

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When It Comes To Addressable TV, AT&T Has The Scale And Verizon Has The Speed

Verizon’s Oath wants advertisers to know that although it shuttered its programmatic TV offering OneTV, its addressable TV business based on Fios households – which launched in late 2016 – is here to stay. Verizon knows that for addressable inventory, it’s later to the game than AT&T, its subsidiary DirecTV and Dish network. But itContinue reading »

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Forrester On Addressable TV: ‘It’s Not Just Experimentation, It’s Real This Time – Thank God’

This isn’t a test: Data-driven TV planning is finally having its moment. About 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, according to a joint Forrester/Association of National Advertisers survey of 126 ANA members released Wednesday. An additional 20-30% of advertisers plan to start dippingContinue reading »

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Comcast and Viacom Form Multi-Year Partnership On Advanced Ads

Viacom on Monday formed a multi-year agreement with Comcast’s advanced ads business, FreeWheel, to expand its use of the tech platform. Previously, Viacom used FreeWheel to power digital ad decisioning, but now, it will also use FreeWheel’s operating system to manage yield and grow revenue across live TV, set-top box and video-on-demand inventory. In addition,Continue reading »

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Cable Giants Comcast, Charter And Cox To Pool Data And Inventory Under New Advanced TV Group

Cable conglomerates Comcast, Charter and Cox Communications said Wednesday they will build ad products that extend across their collective footprint. The three are forming a division within NCC Media – a national cable sales group in which they are joint stakeholders – to build data-driven ad products. Comcast’s advanced ads division, Comcast Media 360, isContinue reading »

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CES 2018: Voice Assistants And Addressable TV Garner Incremental Interest

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The center of media activity at CES is the C Space in the Aria hotel. Here you will find the private meeting spaces booked by Turner, Spotify, Twitter, Oath, CBS, NBCU and Samsung Ads. As in the past, the C Space showroom floor – ostensibly an ad tech vendor showcase – was pretty barren thisContinue reading »

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Sorenson Media CEO: Addressable TV Will Put More Power Into Programmers’ Hands

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Although cable operators used to be the primary keepers of TV’s distribution and data pipes, the pendulum is swinging toward programmers and smart-TV providers. Addressable inventory is increasing, driven by a surge in smart-TV OEMs licensing their data directly and local TV companies adding data and automation to their sales mixes. Sorenson Media, which isContinue reading »

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BarkBox Experiments With Offline And TV As It Expands Beyond Ecommerce

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Since 2011, ecommerce startup BarkBox has been delivering boxes of toys and treats to dogs and their owners. The six-year-old subscription service has half a million subscribers, became profitable in Q1 and is projected to reach $150 million in revenue for 2017. In August, BarkBox brought on Bank of America marketing vet Jay Livingston asContinue reading »

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Addressable TV Has A Scale Problem, And Adcuratio Is Testing A Solution

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The two-year-old TV startup Adcuratio is rolling out a platform in Q1 2018 that lets marketers dynamically swap and insert personalized ads into linear TV streams based on CRM or other first-party data. Early beta testers will include the AT&T, WPP and Dish-owned addressable TV service Invidi, Clorox, Kohl’s, Omnicom’s OMD and Publicis Groupe’s Zenith.Continue reading »

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