Effectv, the advertising sales division of Comcast Cable, and TV attribution specialist TVSquared have analysed how TV has impacted advertisers’ ability to drive digital engagement in a time of restricted movement for most Americans. The pair’s study, The Halo Effect: TV Drives Digital, covering
Mediaocean, a specialist system of record for the advertising world, and data science and marketing technology company 4C have struck a deal whereby Mediaocean will acquire 4C. Infusing 4C’s intelligence and optimisation into Mediaocean’s foundational platform for end-to-end media management will establish a modern system of record for omnichannel advertising, it says. “The COVID crisis […]
Ad fraud intelligence and marketing compliance platform Pixalate has launched the Connected TV/OTT Seller Trust Index (CSTI), describing it as a “breakthrough” addition to Pixalate’s suite of programmatic seller quality ranking, and the world’s first quality-based ranking system for programmatic OTT/CTV sellers. Pixalate’s new CSTI ranks the overall quality of programmatic sellers across three major […]
UK commercial TV marketing body Thinkbox’s Demand Generator optimisation tool, developed by Gain Theory, MediaCom and Wavemaker and released at the end of 2019, has been expanded and enhanced to offer users greater flexibility to tailor its output. The Demand Generator enables marketers to determine the optimal advertising media mix specific to their business and […]
NBCUniversal and Sky have named the leadership team for the companies’ new One Platform Global Advertising & Partnerships offering. Newly-named President & Managing Director of Global Advertising & Partnerships KC Sullivan will lead the unified Global Advertising & Partnerships Team, and bring this offering to market. Sullivan, who most recently served as President & Managing […]
Due to what Sky Media describes as “overwhelming interest” in its AdSmart SME Support Scheme, it has announced it will provide an additional 150 businesses with targeted TV advertising support. The initial SME100 campaign now becomes SME250 as Sky Media invests a total of £2.5 million into the fund, bringing the total number of small […]
Smart TV data company Inscape is expanding its suite of data offerings through the creation of a National Representative Panel (NRP). The provider of automatic content recognition (ACR) data, which recently surpassed a consumer opt-in footprint of 15 million Smart TVs in the US, says it is continuing to enable new use cases for media […]
Data from consumer analytics company ViewersLogic reveals that consumers who see brand specific ads on TV are much more likely to click on a Facebook or Google ad of the same brand. ViewersLogic passively measured consumer
Atresmedia and smartclip, its current exclusive technology partner for digital advertising through HbbTV, have expanded their strategic agreement for Atresmedia’s Addressable TV portfolio. This agreement means a step forward in the relationship between both companies, which started with the acquisition of smartclip Latam in 2017, licensee of the technology and brand of smartclip for Spain […]
SpotX, the global video advertising platform, has announced the expansion of its comprehensive Measurement and Attribution Suite. The extensive offering provides advertisers the ability to accurately attribute ad spend across video channels including connected TV (CTV). By uncovering valuable audience reach metrics like brand lift, incremental reach and frequency, and outcome-based measurement, advertisers can more […]