How the Buy-Side is Approaching Data and Identity Challenges

Navigating today's fragmented, privacy-conscious media landscape is a bit like stepping into a dense jungle. The buy-side—marketers, agencies, and demand-side platforms (DSPs)—must find their way through signal loss, measurement challenges, and evolving consumer expectations. But this isn't just a challenge; it's a strategic opportunity. Allison Omealia of Experian Marketing Services dives into how buy-side players can use data and identity solutions to be their guide through the jungle and emerge as winners.

Why FAST is Media Buyers' Next Big Strategic Investment

Angelina Marmorato, Lemma's AVP of Sales and Partnerships, North America, breaks down why FAST is media buyers' next big strategic investment

CTV Ad Buyers Think They Want Show Title Data, But They Don’t

Brands are clamoring for one signal above all else: show title data. CTV represents the merging of digital-era granular targeting and TV programming's deep engagement. It's no surprise that ad buyers would want to mimic the TV advertising practice of going after specific programs that draw big audiences. Yet, when it comes to CTV, show-title data isn't the answer that advertisers want it to be. 

Why Do Some People Have Bad CTV Ad Experiences?

The allure of CTV is undeniable: It combines the broad reach and brand presence of traditional television with the precision of digital targeting. Yet, as advertisers venture into this new channel, many are met with a critical issue—irrelevant ads. This is not simply a symptom of the industry "allowing" poor advertising standards but rather a signal that the infrastructure to handle CTV's unique challenges is still maturing.

Ozempic for the Cable Industry: From Fat to Skinny Bundles

Philip Inghelbrecht, CEO and founder of Tatari, has closely watched the carriage deals in the cable space and the disruption that streaming continues to cause. Despite the momentum for so-called "skinny bundles," which may placate streaming subscribers and stop the loss of cable subscribers, he discusses why advertisers need to track this evolution and carefully adjust their strategies.

Boosting Ad Fill Rates with Advanced Ad Prefetching: A Solution Overview

In the fast-paced world of digital advertising, optimizing the delivery of ads is critical to maintaining user engagement and maximizing revenue. When dealing with high-traffic volumes, the risk of missed ad insertions due to server overload or request throttling becomes a real challenge. Enter advanced Ad prefetching, a proactive approach designed to streamline ad insertion and improve ad fill rates during live streaming.

Unlocking the Future of Multichannel Advertising for SMBs by Tapping into Spanish-Speaking Audiences

Matt Robles, VP of Product at Frequence, highlights the significant opportunity for SMBs to grow by targeting the U.S. Spanish-speaking population, which boasts over 60 million individuals and a buying power exceeding $2 trillion. Successful engagement with this demographic requires more than translation—it demands an omnichannel approach that incorporates cultural nuances, offering seamless, personalized advertising across different platforms.

Biddable CTV is the New Scatter

Nick Cuniffe, Vice President of Product - CTV, OpenX, discusses why open real-time bidding is the key to unlocking the potential of CTV for buyers and publishers.

CTV Conversations from Advertising Week 2024

CTV ad spending continues to soar, and it was clear at this year's Advertising Week New York that CTV is no longer just a growing channel, it's a critical part of the advertising ecosystem. With cord-cutting on the rise and average daily CTV viewership for U.S. adults expected to exceed two hours in 2024, the industry's focus on CTV is well-justified. But beyond the numbers, the conversations during the event reflected key challenges and opportunities for brands as they navigate this fast-evolving space.

The Power of Subscriber Data: Why Many Companies Fail to Combat Churn Effectively

Damien Organ, VP of Product Marketing at Cleeng, outlines ways to more deeply understand the power of strategic retention policies and how to activate them to create lasting subscriber relationships.

Want to Assemble an Advanced TV Tech Stack? Keep it Independent

Suvadip Choudhury, Director, Platform and TV Development at Alliant, looks at the three critical pieces that advertisers need for diving into the world of CTV: data, media, and measurement. For each of these, advertisers should look to work with specialists, rather than one company that provides all of them. The reason is that it doesn't make sense for the media and data providers to grade their own homework with measurement.

Why Streamers Need Rural Sports Fans — and Why Quality is Key for Keeping Them Around

Steve Miller-Jones, Vice President, Product Strategy, Netskrt Systems, discusses why streamers need rural sports fans, the reasons quality is key for reducing churn, and how streaming platforms and ISPs can beat buffering problems associated with delivering live sporting events to remote areas.

Empowering Every Voice: Tailored Messaging for a Diverse Electorate

Jess Ellis, Client Partner - Politics, Advocacy, Government & Non-Profits, VDX.tv, discusses multilingual video advertising in politics and the strategies advertisers can take to maximize their reach to diverse audiences.

Interactive Ads: Reshaping Fan Engagement in Live Sports on CTV

This year's NewFronts signaled a paradigm shift in CTV advertising, focusing on interactive experiences. This holds particular promise for live sports, where viewer engagement is paramount. Gijsbert Pols, Ph.D., director of connected TV and new channels at Adjust, discusses the specific applications of hyper-contextualization in live sports advertising, and he explores potential challenges and solutions to jump into the exciting future of sports fan engagement within the ever-evolving CTV landscape.

Contextual CTV Ads Improve UX, Deliver on Key KPIs

Trent Wheeler, Chief Product Officer, Gracenote, discusses contextual ad targeting on CTV, and he outlines the opportunities for brands to improve resonance, favorability, recall, and loyalty by focusing on the content that viewers watch instead of the viewers themselves.

CTV is About to Transform Political Campaigns

Tom Cheli, Chief Strategy Officer, Madhive, discusses how Connected TV (CTV) is set to revolutionize political advertising. According to EMARKETER's forecast, CTV penetration will exceed 80% among 25-to 54-year-olds and 75% among 12-to 17-year-olds in 2024. Additionally, 1 in 3 U.S. users subscribe to free ad-supported TV streaming services (FAST), indicating a willingness to accept ads in exchange for free content.

Why the 2024 Olympics Are a Bigger Opportunity for Advertisers Than Ever

The Olympic Games represent the absolute pinnacle of advertising events. Exciting, triumphant, and inspiring, there's simply no other shared TV experience quite like it. Adam Shapiro of New York Interconnect explains why, in 2024, particularly for U.S. advertisers, the opportunities have never been richer.

Real-time Interactivity: the Missing Monetization Piece for Emerging Streaming Businesses

The streaming business is more competitive than ever. Amid a proliferation of content and viewing devices, battling for consumer attention is tough. Keeping it is even harder. In a market where profitability and engagement are key, real-time interactivity has emerged as a streaming powerplay that can turn passive viewers into active participants and revenue game-changers. But here's the issue: the cost barriers associated with delivering high-quality video are preventing many emerging streaming companies from experimenting with interactivity. Hunter Hillman of Livepeer Studio discusses ways providers can sidestep these barriers to unlock real-time interactivity.

AI: The Secret Weapon for FAST Channels Competing in a Crowded Market

The landscape of Free, Ad-Supported Streaming Television (FAST) channels has significantly shifted in the last 12 months. Once dominated by niche content providers, the market has witnessed a surge in activity from major studios and broadcasters. This influx of premium programming has brought a new level of competition, forcing FAST channels to adapt and optimize their offerings to stay afloat.

The Era of AVOD: Which Metrics Matter Most?

In the era of AVOD, Jeffrey Johnson, Senior Director, Supply and Demand at Verve Group, breaks down which types of metrics matter most, categorizing them by engagement, visibility, and performance.