In the context of TV advertising, clean rooms offer privacy-compliant software that enables advertisers and publishers to match user-level data without actually sharing any personal information or raw data with one another.
The private equity firm Novacap acquires advanced TV advertising company Cadent, which is now setting its sights on omnichannel.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Signal, Please TV may not rely on third-party cookies, but that doesn’t mean the television industry isn’t feeling the impact of signal loss. The phaseout of third-party cookies is having a “trickle-down effect” on the TV world, says Lauren Fisher of Advertiser Perceptions, […]
Premium video means just about anything that shows up in front of a consumer. Isn’t it time for a better definition?
Advanced TV presents a robust set of opportunities for data-driven advertising and measurement. But does that mean ATV will supplant linear in buyers’ marketing strategies? Well, it’s more complicated than that – and buyers need to understand how to successfully manage and optimize across both linear and streaming.
The growth of streaming has pushed TV into the realm of digital media, enabling data-driven, audience-based advertising and near-real-time impression-level decisioning. This new era of TV advertising requires a new era of measurement that delivers the granularity and speed advertisers need to maximize campaign performance.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Going Nowhere FAST Streaming TV services want people to pick a show already. Too often, viewers peruse a streaming app for a bit and never actually settle on a show, then try another app. It’s an underappreciated linear advantage that something is always […]
Live television is back in style. And according to Magnite, there’s a surge in demand for linear addressable inventory from programmatic buyers. The net result is that SSPs are squeezing linear addressability into their tech stacks. Magnite, for one, ran a test campaign that points to programmatic addressable’s incremental reach potential.
Although advanced, addressable and convergent TV might sound like synonyms, they are distinct concepts. Think of advanced TV as the umbrella term for anything that is not traditional, over-the-air broadcast TV, with specific techniques including addressable and convergent TV, data-driven linear and OTT. To make the most of TV’s advancements (get it?), it’s important to understand the nuances.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Marilois Snowman, CEO and founder of Mediastruction. Nearly two decades ago, a group of top brand CMOs met secretly in the Procter & Gamble conference room. The topic: How do we change the arbitraged system […]
