AT&T’s Play Against The Duopoly Hinges On Scaled Addressable TV And Brand Dollars

AT&T defended its acquisition of Time Warner in court by saying it needed to compete against digital giants like Facebook and Google. By creating a scaled addressable TV platform to secure brand advertising dollars as well as performance spend, the merged companies could help AT&T stave off Google and Facebook. The two digital giants largelyContinue reading »

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Want Samsung Smart-TV Data To Inform Your Campaign? Then Go To Samsung Ads

Why would a consumer device giant like Samsung want to get into media sales? It seems implausible and yet that’s what happened, beginning in 2016 when the company quietly bought a Canadian demand-side platform and ad server called AdGear to build its own stack. It makes perfect sense to Tom Fochetta, VP of Samsung’s mediaContinue reading »

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Alibaba’s Video Platform Youku Test Drives Mirriad’s 10-Second, Nonskippable Ad Unit

Alibaba’s video service Youku Tudou is deploying video ad platform Mirriad’s 10-second nonskippable video ad unit, which launched Wednesday. The video unit aims to be less disruptive and more engaging than traditional pre-roll by applying 10-second video overlays into contextually relevant video content. “Early on, a lot of big brands used pre-roll because it wasContinue 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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NBCUniversal Joins OpenAP Consortium, Licenses Its Audience Graph To Other TV Nets

NBCUniversal has joined the TV consortium OpenAP. Launched just over a year ago, OpenAP is a joint effort by broadcast networks Fox, Turner and Viacom to create a common data standard and provide a more accurate representation of advanced TV audiences across platforms. Through a multiyear agreement, NBCU will license its data platform Audience StudioContinue reading »

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How Broadcasters Hope To Make Money From Live Online Newscasts

A handful of major news companies are trying to figure out how live news broadcasts fit in digital media. The challenges are steep. Streaming live news requires large, ongoing investments, and it’s difficult to monetize audiences, as live news can be a hotbed of brand safety concerns. Plus, Facebook’s recent algorithm shift lowered the ratioContinue reading »

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NBCU Develops A Unified Ad Metric To Level The Playing Field Between TV And Digital Impressions

NBCUniversal is about to do something TV companies have talked about for years: transact TV in a similar way as digital – on impressions. NBCU revealed Thursday that it would begin to measure live, on-demand and time-shifted TV ad buys using a common impression-based metric called CFlight. CFlight will be part of NBCU’s upfront pitch andContinue 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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Why AMC Networks Is Building A Data-Driven Sales Team

When AMC created a dedicated data sales team, which it revealed last week, it set the stage for AMC to compete more effectively with networks like NBC and Fox. AMC owns the television channels AMC, WE tv, BBC America, IFC and SundanceTV, and its data sales team, called AMCN Agility, will span that national footprint. SpearheadedContinue reading »

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NBCUniversal CEO Steve Burke On The Facebook Fallout And Snapchat Success

NBCUniversal CEO Steve Burke said Facebook faces big repercussions because it breached users’ trust. “The problem is exacerbated by the fact that Facebook’s business model is based on data people don’t [always know] they’re sharing and then selling that data … to a buyer Facebook [doesn’t even] know,” Burke said Tuesday in response to Facebook’sContinue reading »

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