The days of direct relationships in TV ad buying aren’t over yet. CTV ad buying platform Madhive is partnering with TV identity resolution company Blockgraph for a more direct connection to media supply.
MadHive, the CTV ad buying platform, announced a $300 million investment from Goldman Sachs. Now, the company is turning its attention to measurement and attribution companies that might make lucrative acquisition targets.
Ask most industry experts about the advantage of advertising on streaming platforms, and chances are they will tell you “better targeting.” It’s true that streaming TV offers much better targeting than traditional linear. The only problem is that most major TV advertisers don’t want better targeting; they want massive reach and frequency – and an effective […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. I See You … Tube DoubleVerify has gained MRC accreditation as a third-party measurement provider of viewability reporting on YouTube. Specifically, the seal covers DoubleVerify’s access to YouTube site and in-app page-level information via Ads Data Hub, the cloud service that houses Google’s […]
The Media Rating Council (MRC) may have stripped Nielsen of its National and Local TV accreditation last week, but it also made another significant announcement: It is now defining over-the-top as connected TV. The MRC issued final measurement guidelines on August 30 for CTV. The guidelines, first established with the IAB in 2018 in order […]
OTT ad spending is on the rise, but there are a few things holding back the floodgates from really opening: measurement and educating TV buyers on the benefits of audience-based buying. TV advertisers, particularly in local markets, tend to have preconceived notions that need to be exploded about where to reach consumers. “Local car dealerships, […]
Blockchain, an unmodifiable and unbreachable digital ledger, was conceived 10 years ago to support the cryptocurrency bitcoin. But it has since seeped into new categories, jumping from finance to health care and, more recently, digital advertising. It’s doing so with the backing of big companies like IBM and Comcast, as well as smaller startups like […]
The drumbeat of blockchain industry news continues this week with the launch of AdLedger Consortium, a blockchain-enabled online advertising group backed by MadHive, a blockchain ad tech startup, IBM, Integral Ad Science and Tegna’s OTT ad subsidiary Premion. As with other initiatives, like Comcast’s fledgling Blockchain Insights Platform, the AdLedger Consortium is still in the […]
