No Spray-And-Pray: WD-40’s CTV Campaign Reaches Younger “Doers”

Linear TV may provide massive reach, but WD-40 had a particular audience in mind for its most recent campaign: a subset of millennial workers with jobs in hands-on industries. And so WD-40 turned to connected TV, focusing on a branding message celebrating “doers.” Executing its branding campaign programmatically allowed WD-40 to target that high-level messageContinue reading »

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Roku Vet Jim Lombard On How Tetra TV Gains Inventory And Trust As A CTV Ad Network

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. After this exclusive first look for subscribers, the story by AdExchanger’s James Hercher will be published in full on AdExchanger.com on Thursday. If mobile and display advertising was the first stage of programmatic technology, connected TV (CTV) and broadcast advertising could be considered the second. But there is oneContinue reading »

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CTV Data Is Massively Fragmented: Here Are Three Ways The Industry Is Stitching It Back Together

The tsunami of data surging into TV introduces a massive amount of complexity and fragmentation into what used to be a simple media buy. “It’s really complex to buy, and that’s spooking a lot of buyers off,” said Tracey Scheppach, who buys addressable connected TV (CTV) with her agency Matter More Media. CTV, which isContinue reading »

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Telaria’s Mark Zagorski On Earning Impressions And Exclusive Deals In CTV

Telaria has more than tripled its stock price since Mark Zagorski took over as CEO almost two years ago. Telaria’s Q1 revenue increased 42% year-over-year to $13.8 million, according to the company’s quarterly earnings report on Thursday. Recently, the video ad tech company has been riding the tailwinds of connected TV (CTV) and OTT appContinue reading »

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Mobile Marketers Hold The Clicker For CTV Ads

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Scott Swanson, CEO at Aki Technologies. Apple’s move into streaming TV is a significant milestone in the already-in-progress, cord-cutting revolution. It should serve as an important nudge for marketers: Yes, it’s time to getContinue reading »

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Pluto TV’s Play For CTV Ad Dollars

Pluto TV is the anti-Netflix. It’s free and ad-supported. Users scroll through channels and watch whatever show is already playing, replicating the channel surfing that’s a hallmark of old-fashioned TV watching. Viacom spent $340 million in cash to acquire Pluto TV in January, validating the concept and its audience. The deal felt like “Cinderella gettingContinue reading »

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Inside The Agency Turf War Over Connected TV

Years ago, TV buyers didn’t bother with connected TV (CTV) because it offered little benefit for a lot of hassle. “Digital players were the earliest adopters. Because it was TV-like, everyone wanted to get into the video game.” said Gibbs Haljun, total US investment lead at Mindshare. But young viewers leaving linear TV changes thatContinue reading »

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How The Trade Desk Has Evolved For The Next Stage Of DSP Growth

The Trade Desk shocked many observers last May when shares jumped from around $50 to $90, and then again in August when the stock leapt to about $130. Now shares are trading at almost $200. But what’s behind The Trade Desk’s monumental growth in the past year? The company benefits from a smaller field ofContinue reading »

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Telaria Bounces Back On Strength Of CTV Media Players

The programmatic video ad tech provider Telaria earned $55.2 million in 2018, up 26% from the year before, with total profits up 20% to $16.8 million, the company disclosed in its earnings report on Tuesday. Telaria shares were up more than a third during the day and have now recovered from the company’s earnings reportContinue reading »

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The Trade Desk Train Is Still Picking Up Speed With 55% Revenue Growth

The Trade Desk’s growth streak shows no sign of diminishing, with revenue of $477 million in 2018, a 55% increase from the year before, according to the company’s earnings report on Thursday. Shares of The Trade Desk were up more than 10% in after-hours trading. The company raised eyebrows last year when its stock wentContinue reading »

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