Google’s Browser Changes Highlight The Need For Better Video Strategies

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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 Field Garthwaite, CEO and co-founder at IRIS TV.   In addition to Facebook’s latest changes to the news feed, the important changes taking place in Google Chrome, the world’s most popular browser, are forcingContinue reading »

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Brand Appropriateness: Marketers Need A Deeper Understanding of Context And Impact

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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 Andreas Goeldi, chief technology officer at Pixability. The digital advertising industry needs to move away from the incendiary headlines toward a more nuanced perspective of brand safety. Marketers should not view the issue asContinue reading »

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BAMTech Will Help Disney Answer More Than The Direct-To-Consumer Call

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Disney’s bet on BAMTech could signal big advancements for its data and platform strategy. The streaming video provider, once majority-owned by MLB Advanced Media, proved such a valuable investment to Disney that it acquired an additional 42% stake in the company for $1.6 billion in August. It previously owned a 33% stake in BAMTech. “DisneyContinue reading »

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TV Advertising Readies For The Performance Of A Lifetime

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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 Scott Ferber, founder and CEO at Videology. There is nothing new about advertisers’ desire to measure performance. What is new is the desire to tie digital performance metrics to television. It’s something that weContinue reading »

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Forget Demographics. TV Advertisers Must Focus On The ‘Persuadables’

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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 Joan FitzGerald, founder at Data ImpacX. Major media companies are taking new steps to include sales response performance metrics in their commitments to advertisers. But, TV ad sellers: beware. Most research on sales responseContinue reading »

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How Nat Geo Aligns Cross-Platform Content To The TV Tentpole

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National Geographic may be rooted in traditional media, but these days it’s all about cross-channel. Last year, Nat Geo doubled down on digital extensions through platforms such as Apple News to support the launch of “Genius,” its new scripted TV series that depicts the life of Albert Einstein. Nat Geo, which began 130 years agoContinue reading »

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Grading YouTube’s Latest Brand-Safety Safeguards

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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 Dominique Netto, head of client services at [m]PLATFORM – GroupM. After the brand-safety sagas of 2017, Alphabet appears to be using some of that $27.7 billion Q3 revenue to further develop brand safety across YouTube. ThereContinue reading »

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Targeting, Fraud, Viewability And Completed Views Will Shape The Next Generation Of 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 Tim Ware, vice president of advanced television at Telaria. In my last column, a little more than a year ago, I outlined the philosophical differences between programmatic TV and digital video buyers. While bothContinue reading »

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TV Advertisers Need Better Audience Segments

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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 Tom Weiss, chief technology officer and chief data scientist at Dativa. With online segments overlaid on linear schedules, many are hoping for a golden age of TV advertising, where brands can break out beyondContinue reading »

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Is TV A New Source Of Evergreen Installs For Mobile Apps?

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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 Alex Betancur, co-founder at Lucktastic. As we move into a new year, app marketing will continue to evolve with many companies shifting to and relying on a return-on-advertising-spend model. What this really means isContinue reading »

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