Alyssa Boyle ( [email protected] ) covers the TV ecosystem from linear to video and connected TV. She also writes about measurement and data privacy. Her journalistic passions stem from a background in language and translation. She received her B.A. in linguistics and Korean studies from Binghamton University in 2020. When she isn’t writing, she’s probably deep in a history novel or busy performing stand-up comedy.
To some degree, the digitization of TV marketing is inevitable. But there’s a limit to how much TV ad buying should digitize, according to Needham’s Laura Martin.
While Google’s Privacy Sandbox remains a subject of industry skepticism, brands are resetting their expectations around first-party data. Next up on the list of solutions agencies are trying is alternative identifiers, such as UID 2.0, ID5, Lotame’s Panorama ID and dozens of others.
Data and ad tech experts at Programmatic IO in Las Vegas discuss how brands can make better use of their first-party data by working more closely with walled gardens – whether brands like it or not.
Telemundo wants to score bigger ad budgets by proving it can target ads to a multicultural audience in ways that drive real results. It’s also trying to reach more Gen Z by investing more in streaming distribution.
In addition to taking execs through its plans to launch its own ad platform, Netflix hosted a separate event open to the press to showcase its content as part of its efforts to stand out to advertisers.
Remember back when Netflix insisted it would never run ads on its platform? Well, not only does it now have 40 million MAUs for its AVOD tier, it’s also launching an ad tech platform.
Warner Bros. Discovery had the most to prove during this week’s upfronts. So, the company used its upfront stage on Wednesday to showcase a new suite of ad products.
During Disney’s upfront event on Tuesday, just hours after Amazon’s, the Mouse House couldn’t hold back on pitching its content and advertising prowess. Sports was a big highlight.
Amazon kicked off its first-ever upfront event with advertising right out of the gate, including pitches about its scale, shopper data and content, particularly its sports programming.
TelevisaUnivision used its upfront stage to remind agencies and advertisers that Hispanic audiences drive business results. It shared ways buyers can work directly with it for targeting and measurement, plus new video currency options for media transactions.
