Doubling Down on Live Linear Programmatic Advertising

The problem of adjusting a live ad buy in linear has jumped over one more hurdle. Earlier this year, DirectTV Advertising announced that their satellite TV content can now be bought programmatically in real time. This means an advertiser can see when viewing is surging and double down to serve ads during key moments. This feature will be available for programming on ESPN, MLB Network, FS1, and the Tennis Channel.

Why Ad Tech Is Becoming Smarter Than Ad Buying

SGAI is an ad-insertion technique that combines the advantages of CSAI and SSAI. This approach allows for more targeted ads and better technical delivery. It's part of an industrywide effort to standardize the ad-insertion process in which the server and client video player share the responsibility of ad insertion.

Dynamic Paywalls for Streaming Services

What would happen if we started to have dynamic paywalls for streaming ser­vices? Leveraging user data, machine learning, and generative AI could create offers based on con­sumption patterns. Some companies are dab­bling in this, but now we have the technology to really start developing it.

The Monetization Story of 2024 and Beyond

For the longest time, people I've interviewed have complained about how much of the video advertising budget went to social. Now the tide is turning.

Should We Trust Nielsen Math?

After reviewing Nielsen/Gracenote's 2023 State of Play report, Data-Driven Per­sonalization: The Future of Streaming Content Discovery, I found the numbers they cited to be very much on the creative side. I don't get a warm, fuzzy feeling when I think about their research.

The State of CTV Advertising

Ad buying is changing. For example, now you can buy from an agency that has deep knowledge of data around local viewing, or you can go to a TV manufacturer that has deep knowledge of all of the viewing on its hardware.

The Argument for Addressable Advertising

For this column, I spoke with Larry Allen, VP and general manager of data and addressable enablement at Comcast Advertising, about a question that lands firmly on the deterministic side: "What is addressable advertising?" The term "addressable" refers to targeting digital and broadcast inventory and being able to buy audience segments on a household level.

Measuring What’s Possible—Is This a Real Problem?

Now that ad dollars are moving from broadcast to digital via CTV buys, maybe we need to accept that the measurement standards for digital and broadcast are always going to differ.

Why the Upfronts Are So Yesterday

The internet fostered the ability to make changes on a continual basis, so how come national broadcast advertising is still being transacted in the upfronts (the same format that started in 1962), which require an annual dollar and audience-reach commitment in advance to buy and sell advertising?

The Top 5 Problems with Streaming Advertising

At Streaming Media West last November, I moderated a panel on how to keep advertising workflow flowing. The discussion yielded a number of valuable insights on the state of streaming advertising, including 5 key takeaways on the biggest challenges we face with advertising in the OTT world today.

The New Advertising-Industrial Complex

Strategically, streaming delivery needs more advertisers. Advertising is a necessary part of the media business model, but by not being nimble enough to attract more advertising and somehow sell digital the same way cable and broadcast are sold, digital services are shooting themselves in the foot.

Streaming Numbers in the News

Targeting streaming viewers is becoming harder. Today, services are looking at understanding what viewers will buy, not their personal information. Here's a roundup of a few recently published reports.

FAST and the Future of Streaming Monetization

FAST (free ad-supported television) is on the rise, but how can content distributors thrive in this very competitive landscape?

The Ad Tech Industry Needs to Tell a Better Story

Ad tech is driving billions of dollars in revenue every year. So why can't people understand what it is, how it works, and why they should care?

FuboTV Scores Big on Content Choice, Ad Load, and Revenue

Nadine Krefetz put fuboTV through the paces, and the sports-focused streaming service exceeded expectations.

Does Ad-Supported Streaming Actually Cost You More?

About one-third of users of ad-based streaming services click on and subsequently purchase items, according to Parks Associates. So maybe subscription is cheaper in the long run?

Paying to Watch Ads with HBO Max

Like almost everything else HBO Max does, the OTT service has gotten the ad experience right

STIRRing Up Local TV Advertising

Sinclair Broadcasting's STIRR brings viewers free, live, local broadcasts—along with localized ads. The implementation is still buggy, but the concept is right on target.

OTT Ad Tech's Biggest Challenges (and a Few Solutions)

OTT advertising technology is at a crossroads, as brands work to build relationships with consumers without alienating them. Here's a look at some of biggest questions facing the ad tech industry, along with some possible answers.