Access to Set-top Data Holding Back Addressable TV, SMG’s Scheppach
CANNES — Since the value that addressable TV delivers is widely understood, what’s hampering its adoption? Investment banker and CEO of LUMA Partners Terence Kawaja asks these panelists in a session...
View ArticleAddressable TV Delivers Big Sales Lift, Scheppach, Bologna
CANNES — Addressable TV promises to be a powerful tool for reaching consumers at scale with creative that’s carefully targeted to them, but how much lift are marketers who are investing in it actually...
View ArticleAddressable TV Poised to Crack the $70 Billion Market
CANNES — Addressable TV has been in development for the last decade, but only now is it beginning to reach scale. That means that gross ratings points, or GRPs, may be starting to become obsolete. “You...
View ArticleAddressable TV Can Unleash TV Ad Creativity
CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target...
View ArticleAddressable TV will Provide Unprecedented Granularity, SMG’s Scheppach
CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting. But addressable TV is not just about more...
View ArticleAT&T’s Welch On INVIDI Deal: ‘Huge Opportunity’ For Cross-Screen Addressable Ads
LONDON – If where you spend your time and money says a lot about your priorities, AT&T has anted up in a big way on cross-screen addressable advertising with its participation in the acquisition of...
View ArticleXandr’s Mike Welch: National Premium Video Marketplace Will Aggregate...
SANTA BARBARA, CA – Xandr’s partnership with Altice and Frontier to aggregate and sell their national addressable television inventory are just the first steps in Xandr’s pursuit of a national...
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Data-Driven Linear Combines Scale and Precision: OpenAP’s David Levy Chats...
Advertisers and their media agencies have a growing set of tools to reach target audiences though traditional linear television and newer streaming platforms. Data-driven linear (DDL) TV technology has...
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