Not So Fast: Linear TV Remains Vital to Advertising Success

This article is provided by New York Interconnect. In 2017, digital drew more ad dollars than television for the first time – generating $209 billion worldwide compared to $178 billion for TV, according to MAGNA. But in the rush to capitalize on the perceived advantages of digital advertising, brands are ignoring some important facts –Continue reading »

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How OTT Platforms Fit Into The Complicated TV Landscape

Pity the OTT ad buyer, who must manage reach and frequency goals while finding inventory across a fragmented TV landscape. Often, the same inventory is available from multiple sellers – from networks like NBC, Fox and ABC to the actual OTT platforms, like Roku, Samsung or Amazon. And networks and platforms offer different strengths andContinue reading »

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Samsung Ads Is Using Moat To Measure Viewability And Woo More Advertisers To OTT

Over-the-top may be the new hotness, but sellers need to prove it before advertisers will really start to bite. On Thursday, Samsung’s advanced TV division, Samsung Ads, said that it’s partnering with Oracle Data Cloud’s Moat to measure viewability and the invalid traffic (IVT) rates for ad delivery on over-the-top inventory across Samsung Smart TVContinue 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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Cox-Owned Gamut On Why Local OTT Is About More Than Just Aggregating Inventory

Gamut President Rachel Williamson has two words to describe local over-the-top (OTT) ad buying: “It’s hard.” Inventory is scattered. Data is fragmented. And advertisers need different strategies to hit different demos based on geography. A buyer might want to reach 34-year-old moms, for example, but that can mean one thing in Birmingham, Ala., and anotherContinue reading »

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TransUnion: Third-Party Data Doesn’t Deserve To Be Demonized

People love to hate on third-party data, but it’s got at least one fan out there. “It’s incumbent on all of us to understand how data is used and to stop the idea that third-party data is bad or dead or dying,” said Matt Spiegel, TransUnion’s EVP of digital marketing solutions, speaking at a TruContinue reading »

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Magna Predicts US OTT Ad Revenues Will Double By 2020

TV dollars are following eyeballs and shifting to over-the-top. Magna said Friday that its 2018 forecast for US OTT ad revenues came in short. The agency predicted OTT ad revenues would hit $2 billion in 2018, but they actually hit $2.7 billion at a 54% year over year growth rate. As a result, Magna isContinue 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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TEGNA’s OTT Division Eyes Blockchain, Verification And The Customer Experience

Jim Wilson is a big believer in the blockchain. As president of Premion, the over-the-top ad buying platform of local TV broadcaster TEGNA, he helped ink a deal with blockchain startup MadHive in early March to cut off the potential for ad fraud in the OTT space. He also sits on the board of theContinue reading »

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Google’s Expenses Increase As It Makes Its Way Into TV

Google still brings in the big bucks, but its costs are skyrocketing as well as the digital media giant pushes its way into TV advertising. First, the basics. Alphabet brought in $39.3 billion in Q4 2018, up 23% from the same period the year before, the company disclosed in its quarterly earnings report on Monday.Continue reading »

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