By Charlene Weisler Sometimes the best way to advance initiatives is to band together a group of frenemies and form a consortium. In the case of ATSG, (Advanced Target Standards Group), Discovery, ESPN, Fox, Turner and Viacom shared their expertise to accelerate the use of advanced targets in the buying and selling of TV advertising. […]
Measure Up
Nielsen Launches New Advanced Advertising Group
Nielsen has launched Nielsen Advanced Video Advertising, tasked with driving the company’s addressability initiatives forward, expanding and innovating addressable advertising for Smart TVs and beyond. The acquisition of addressable TV technology provider Sorenson Media is intended to accelerate the initiative. “It’s clear that a significant portion of TV advertising will be addressable long into […]
Amobee Announces Integration of Nielsen Data
Digital advertising technology company Amobee struck an agreement with Nielsen to provide Amobee with access to television viewing and online media consumption data to create and activate strategic audiences across linear and connected TV, digital video, and other programmatic media. “With consumers moving seamlessly between screens and devices, the technology needs to follow them, from […]
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Lotame Launches Syndicate Online Marketplace
As second party data offers publishers a new revenue stream, data solutions company Lotame is jumping in with the launch of the Syndicate online marketplace. Lotame Syndicate has been available for a few years, but the new visual marketplace aims to give buyers more transparency to research and vet some of the sellers of second-party […]
NBCUniversal Expands Partnership with Data Plus Math
NBCUniversal is continuing its push towards performance-based guarantees by expanding its partnership with analytics company Data Plus Math to measure the impact of advertising campaigns, offering in-flight measurement of linear, VOD addressable and OTT ad inventory, with attribution of business outcomes. “This is an important step in NBCUniversal’s journey towards outcomes-based measurement that delivers on […]
Content Labeling and Data Transparency Initiatives Updates
By Charlene Weisler When it comes to cross platform measurement, if you can’t identify a piece of content, you can’t measure it and if you can’t measure it you can’t monetize it. Further, if you don’t know what is in the dataset you’re using, the results may be suspect. That is why two major data […]
Optimism Offsets Measurement Challenges at the CIMM Summit
By Charlene Weisler At CIMM’s annual Cross Platform Video Measurement and Data Summit, now in its 8th year, Jane Clarke, CEO and Managing Director, CIMM announced the launch of TAXI Complete, a long term initiative dedicated to facilitating cross platform measurement through the use of content labels for programming (EDIR) and ads (Ad-ID). Panels on […]
What is Incrementality?
By Charlene Weisler Incrementality measures the incremental effect or ‘ lift’ the advertising effort brings above the baseline conversion rate for a target population. Advertisers tend to already know who are most inclined to buy their product. With incrementality, the question becomes, what is the effect of the ads on that consumer above and beyond […]
GeoPath Upends the World of Out of Home Measurement
By Charlene Weisler In a world where we are more and more likely to use our mobile phones for a range of activities, the data collected from these devices are proving to be very helpful to advertisers, behaviorists and marketers. Kym Frank, President of the OOH trade organization, GeoPath, has just released a new measurement […]
Tunity Super Bowl Coverage Kicks to New OOH Heights
By Charlene Weisler One of the best places to view the Super Bowl game is in a bar, but until recently, this large OOH audience could not be adequately measured. One company, Tunity, has been measuring out of home for a couple of years and released their Super Bowl data results. Super Bowl 2019 […]
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Streaming Meets Shopping
What isn’t “shoppable” these days? At the Cynopsis ScreenShift conference October 14 in NYC, panelists...Cracking the Streaming Code for Local News
Having been the Vice President of Journalism at the Knight Foundation, Jim Brady knows something...The Sports Connection
Driving revenue with live content will be one of the hot topics at Cynopsis’ ScreenShift...
