TV

This year, programmatic companies faced tough decisions about privacy, awkward acquisitions and the cookie die-off that never quite happened.

First, the VAB clashes with Nielsen over Big Data, and Pinterest teams up with tvScientific. Plus, Google Ad Manager rolls out major EU changes, from ditching Unified Pricing Rules to deeper data sharing with publishers.

Netflix could acquire Warner Bros., unless Paramount swoops in or regulators intervene. How rearranging the streaming leaders could affect the CTV ad business.

Shortly after Trade Desk CEO Jeff Green said the DSP would splinter off from Prebid, he showed up at the Prebid Summit. Then, at ScreenShift, we learn what the TV industry thinks about AI.

Pause ads are going programmatic, as connected TV ad buying becomes more automated. Plus: how publishers are proposing to be compensated by AI companies – and the odds that they’ll receive what they are asking for.

Change can be bumpy. From The Trade Desk’s Solimar-to-Kokai transition to Nielsen’s transition to its Big Data + Panel offering, we go inside customers’ challenges with these two transforming platforms.

Netflix cracks Nielsen’s top 3 channels, but YouTube is still tops; CTV is maturing as a marketing channel, but it comes with zits; and Google rolls out another core update for search.

Nielsen’s Matt Devitt, head of advertisers and agencies, discusses the biggest changes in how advertisers and agencies are buying TV.

A class-action lawsuit takes Office Depot to task for deceptive pricing and ads; YouTube is taking over TV, but brands may be missing out; and advertisers weigh in on which marketing trends are worth the hype.

In-game advertising is uncharted territory even for brands like Sony Electronics that consumers associate with gaming.

Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.

With political ads flooding every channel, how can brands remain relevant and connect with their audience without adding to the noise?

In today’s newsletter: Mobile and email providers face political blowback if they enforce ad policies; a new analytics startup sets its sights on Amazon attribution; and CFOs and CMOs are more aligned than you might think.

Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.

At CES in Vegas, streaming services are turning out in force. Then, the lawsuit that pitted LG Electronics against Alphonso (now LG Ads), the startup it acquired.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Black Friday Indeed Black Friday is almost here. And while all advertisers are always nervous this time of year, ecommerce advertisers are really tweaking. First, there’s the macro-gloom. Credit is tight, prices are inflated and retailers warn of a consumer spending downturn. On […]

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

On Thursday, OpenX announced a twofold initiative called TV+, which reserves the CTV label for what the company deems premium inventory while booting resellers from the supply pool.

Viewers might want to watch trashy shows from time to time, but they certainly don’t want to watch trashy ads. For the solution to what ails CTV, the industry could turn to another rapidly growing marketing favorite: retail media. 

CTV is poised to become the third “big scale” performance advertising channel, but is effective CTV attribution actually possible?

Despite everyone fearing the worst for the ad ecosystem in 2023, Madison and Wall Analyst Brian Wieser predicts Q4 will finish out with 8% growth. He explains why he sees green shoots of growth across the industry.

Freddie Liversidge, HP’s global head of media, explains the benefits and challenges of building an in-house digital media agency from the ground up.

Outstream ads, better instream ad targeting and more interactive user interfaces are just a few of the latest developments making it easier for viewers to discover new content and for advertisers to provide content recommendations.

First, get our boots-on-the-ground CES rundown on all things TV. Then: a roundup of Big Tech’s antitrust troubles in 2023.

Streaming has a Hispanic underrepresentation problem. Hispanic Americans account for nearly 20% of the US population, but Latino actors were cast in only 5.5% of the roles in digital programming during the 2019-2020 broadcast season. The representation gap is even wider in streaming TV than it is in broadcast, where Latino actors accounted for 6.3% of all roles.

Without an easy interface for clicking through to purchase, audio and video ads have, until recently, been best suited to upper-funnel brand-awareness campaigns rather than direct response. But now, tried-and-true technologies like retargeted display ads and QR codes are making audio and video formats more actionable.

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Sona Pehlivanian, vice president, addressable campaign management and operations at New York Interconnect.  As the move toward a privacy-first digital landscape gains steam on multiple fronts, many ad industry players are turning to the TV […]

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify or wherever you listen to podcasts. OpenAP was founded four years ago by a group of TV networks that wanted to bring advanced advertising principles to traditional TV. The original idea was to join forces to improve the consumer ad experience – aligning on things like […]

“On TV & Video” is a column written by the sell side of the digital media community. Today’s column is written by Frans Vermeulen, Chief Operating Officer at Tru Optik, a TransUnion Company Advanced TV has a lot to recommend it as an advertising channel. Marketers see it as an opportunity to transition away from […]

Kelly Abcarian spent 16 years at Nielsen, most recently heading up the measurement company’s advanced video advertising product. Now she moves to NBCU, in the newly-created role of EVP of measurement and impact, to build out the broadcaster’s in-house measuring capabilities. It’s a deceptively large purview. Abcarian will oversee a ton of measurement-related initiatives that […]