Video Ad Tech

NBCUniversal Aims to Merge TV and Digital Ad Buying With New Tech
January 8, 2020 at 9:18 am

Comcast Corp. -owned NBCUniversal says it is accelerating efforts to create a single ad technology and sales infrastructure for marketers to run media plans across its TV and digital properties, and across local, national and global markets. The efforts center on One Platform, which will combine existing and new tools for advertisers to plan, schedule, optimize and…

Media Pitch: Beachfront Simplifies Cross-Screen Video Advertising
December 31, 2019 at 2:16 pm

Advertisers are banking on digital video to target their desired audiences. In 2019, nearly 60% increased their ad spend on advanced TV – including video on demand (VOD) and connected TV (OTT) – according to an IAB Video Advertising Spend Report. As media companies fight for ad dollars in the so-called Streaming Wars, however, they…

Media Pitch: How MadHive Is Preventing OTT Ad Fraud
August 14, 2019 at 4:54 pm

Now that over-the-top video is mainstream – with 52% of US adults using OTT services – marketers are rapidly shifting dollars to reach eyeballs on connected TV screens. As demand for inventory in the OTT advertising ecosystem increases, so does the rate of ad fraud. MadHive, an…

5 Ways Publisher Technology Lags & Hurts Monetization
April 17, 2019 at 4:32 pm

The publishing space is one of the most rapidly evolving markets across the digital landscape. Unlike the majority of the platforms hosted online, publishers rank on top alongside ecommerce and SaaS when it comes to traffic spikes, fine-tuning ROI opportunities, and constant innovation in a red ocean of ad networks, browser updates, malicious iframes, and…

Condé Nast Positions its Video Offering as a Respite from Brand Safety Crises
March 1, 2019 at 9:40 am

Advertisers flock to platforms like Facebook and YouTube for their extensive reach and mounds of data. Condé Nast is saying they have all that and more. In December 2017, the legacy publisher launched Condé Nast Prime, a suite of cross-platform video content. The company has since been trying to educate the…

YouTube’s Brand-Safety Woes Give Publishers a Boost in Selling Video Ads Directly
February 27, 2019 at 11:11 am

To avoid future brand-safety embarrassments, agencies are increasingly looking to buy directly from premium-quality content owners on YouTube. “We are seeing a huge increase in demand from agencies in our own YouTube inventory bought directly at meaningful CPMs,” said a publishing executive at a major media owner. Although YouTube…

How Publishers Are Venturing into Subscription Video on Demand (AKA OTT)
December 12, 2018 at 1:39 pm

Over the past decade, video has become a standard component of the content mix for media brands. Most publishers have ramped up their video-making and monetization capabilities, increasing quality and volume of in-house video production and hosting them on their own sites and distributing on social media platforms such as Facebook, Instagram, YouTube, Twitter, and…