It’s Time For Standardization In Linear Addressable TV

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Olivier Wellmann, senior vice president of product at Samba TV. The appeal of dynamic ad insertion (DAI) on addressable linear TV is its personalization capability. With DAI, two households right next door to eachContinue reading »

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Samba TV Buys Screen6 To Try And Solve OTT’s Frequency Capping Nightmare

Advertiser interest in over-the-top is picking up steam and dollars – but cross-platform measurement is lagging behind. Data and analytics company Samba TV hopes to speed the process with the acquisition Thursday of Amsterdam-based cross-device graph provider Screen6. Ashwin Navin, Samba’s CEO and co-founder, declined to share the deal price, but noted that the company used aContinue reading »

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Samba TV CEO: ‘Our Legal Basis For Having Data Is A Direct-To-Consumer Relationship’

The data and analytics company Samba TV launched in 2008, around the same time the first smart TV came to market. Over the next few years, the concept of a TV that hooked directly to the internet would remain a novelty. But now about 62% of the US uses smart TVs, according to eMarketer. WithContinue reading »

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The In-House Hiring Challenge; NYT Covers TV Ad Tracking

Now Hiring The overarching trend of brands in-housing marketing technology operations isn’t great for agencies and tech vendors. But one thing working in their favor is the challenge many brands now face securing top programmatic and data-driven talent. The pharmaceutical giant Bayer would like to more than double its 10-person programmatic and analytics team, butContinue reading »

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Schlage Opens The Door To Programmatic TV

Door hardware maker Schlage was spending seven figures on linear TV advertising. While the brand still wanted to take advantage of TV’s mass reach, it wanted better targeting, measurement and optimization. So Schlage called on its agency of record, The Basement, and demand-side platform Centro to bring programmatic elements to its TV media buys. “TheyContinue reading »

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VC Video Investments Go Over The Top

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Although early video investments (and acquisitions) were focused on the desktop, a new influx of funding is pivoting to channels like over-the-top TV. In the span of three months, more than $150 million in VC funding has been injected into startups capitalizing on the demand for new video content – and addressing the challenges ofContinue reading »

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How Data Is Disrupting TV Tune-In Marketing

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In the past, large linear audiences weren’t always addressable, and TV tune-in marketing was more “spray-and-pray” than precise. But TV tune-in, that mainstay of traditional linear promotion, is getting a data-driven boost. As linear ratings decline and consumers trend toward time-shifted content and new distribution points like mobile and over-the-top, marketers have more data atContinue reading »

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