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Thanks to its smart TVs, LG Electronics controls a channel that can bring the granularity of digital advertising into the world of connected TV. But LG is a consumer electronics manufacturer, not an advertising company, and in recent years it has learned how to accommodate a new business practice. Its first foray into ad monetization… Continue reading »
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Demand-side platform The Trade Desk wants a bigger slice of TV ad budgets. The company on Thursday rolled out a connected TV targeting and attribution tool designed to extend digital buying capabilities like retargeting and audience matching into the over-the-top environment. According to CEO Jeff Green, connected TV inventory available through The Trade Desk increased… Continue reading »
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Ad buyers decry the absence of addressability in OTT inventory, which they claim lacks the targeting and measurement capabilities to which digital buyers are accustomed. But an integration between Videology’s cross-screen video platform and Tru Optik’s CTV device graph, revealed Wednesday, aims to bring more addressability to OTT advertisers – at scale. Previously, Videology would target… Continue reading »
The post Can The Opt-Out Move More Ad Budgets To OTT? Videology And Tru Optik Bet It Will appeared first on AdExchanger.
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Despite the perception that over-the-top TV (OTT) supports digital ad-buying tactics – like dynamic insertion and targeting at scale – buying connected TV is still a largely manual process. “Everything we do right now is I/O-direct with publishers,” said Seth Walters, senior partner for interactive and connected TV (CTV) for WPP’s advanced TV agency, Modi… Continue reading »
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Over-the-top (OTT) television is at an inflection point. While it’s a promising way for media owners to capitalize on changing consumer consumption habits – the number of connected TV users totaled 181.8 million viewers in 2016, a 20% year-over-year increase, according to eMarketer – with reward comes risk. OTT’s lucrative CPMs could also attract bad… Continue reading »
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