2021 was a year of reckoning for TV measurement. On AdExchanger Talks, we spoke with three of the most important names in the space about these tectonic shifts: the CEOs of Nielsen, VideoAmp and Comscore. Here are the highlights.
The customer data platform (CDP) market might be crowded, but savvy brands are to sifting through the category to fit their specific needs, says Cory Munchbach, chief operating officer at CDP BlueConic.
The pandemic tossed a curveball to the out-of-home advertising industry. Ad revenue plummeted. But “spending is definitely back,” says Anna Bager, president and CEO of the Out of Home Advertising Association of America. “It’s a rebound.”
Comscore has been capitalizing on Nielsen’s recent missteps – and taking the opportunity to throw shade at traditional panel-based measurement. Samples “don’t work well when you have a problem maintaining them,” says CEO Bill Livek.
VideoAmp is having a moment. (Nielsen is not.) “Winners and losers are emerging,” says VideoAmp CEO and Founder Ross McCray on this week’s episode. VideoAmp recently secured $275 million in financing as it angles to enter the “winner” category.
Online advertising and privacy aren’t mutually exclusive – as long as the former is transparent and permission-based and the latter isn’t completely ignored, says Mozilla’s CMO, Lindsey “Shep” Shepard, on this week’s episode.
Measurement is “the elephant in the room” for the podcast market, according to Elli Dimitroulakos, head of automation in the Americas at Acast. With podcast advertising projected to break $2 billion in spend by 2023 it’s time, she says, for the rise of new tech to cut down on the fragmentation of podcast supply and distribution.
Overly restrictive keyword blocklists are still a big problem for publishers, according to Scott Gatz, CEO and founder of LGBTQ publisher Q.Digital, which experiences this issue acutely as a voice for the LGBTQ community. Niche publishers are often penalized for inoffensive words that commonly appear in their content. It’s time for advertisers to ask themselves what words they’re reflexively blocking – and why.
Change is the law of life – especially for a global chief transformation officer. As the newly appointed change leader at WPP agency Wavemaker, Kathryn Spaeth is bringing her experience from the consulting world to bear in agency land.
Nielsen’s been through the wringer recently with the loss of its MRC seal and alternative measurement companies surging forth to take advantage of its stumble. But CEO David Kenny is confident that the ad industry needs a base standard for TV measurement and that Nielsen has what it takes to keep its spot.
As the brand new president and COO of marketing trade org MMA Global, Lou Paskalis is on a mission to “save marketing from itself.” Here’s what the former top media executive at Bank of America has on his agenda. No punches will be pulled.
What is conversational media? Holler CEO Travis Montaque explains why emoji, stickers and GIFs are a language of their own as well as an opportunity for brands to communicate with consumers beyond the confines of conventional paid media.
Are advertisers ready to buy TV like they buy digital? Yes, indeed, says Dave Clark, GM of Comcast-owned FreeWheel. Demand is quick to follow digital-like capabilities in TV. But one thing FreeWheel isn’t planning to emulate is a walled garden. Also in this episode: Nielsen’s ongoing MRC headache, the programmatic upfront and what climate change has to do with the ad tech industry.
What is privacy? Turns out, there’s no easy answer, even for David Temkin, Google’s senior director of product management for ads privacy and user trust. But change is coming regardless – which means it’s time for the ad industry to get comfortable feeling just a little bit uncomfortable as the ground shifts underfoot.
Stagwell CEO Mark Penn drops by post-merger with MDC Partners to talk media networks, cross-agency collaboration, what it means to be a challenger holding company, the importance of fusing technology with creative (finally) – and the unlikely connection between his esoteric map collection and marketing.
Verizon Media is now officially … Yahoo. Guess everything old is new again. But how did we get here and where is the new Yahoo going? Iván Markman, chief business officer of Yahoo – formerly Verizon Media – joins to fill in the details.
Innovid was one of the earliest players in TV ad tech. The company will go public via SPAC in Q4, placing it in the growing herd ad tech unicorns. Netter discusses its origin story and future roadmap.
The verification category has steadily expanded into adjacent areas like viewability, fraud and brand suitability. In this conversation, Zagorski talks about where he expects future innovation in the never-ending quest to measure quality in advertising.
CEO Lisa Utzschneider describes Integral Ad Science's brand safety efforts on TikTok and other social platforms. “It’s now a strategic imperative for marketers to protect their brands,” she says. “Our customers have become much more sophisticated."
Open AP was founded as a consortium of national TV networks to coordinate their work on new ad initiatives. In this episode, CEO David Levy discusses its progress in helping those networks offer unified planning and audience matching for advanced campaigns that run across linear and streaming TV.
InMobi is one of the largest and longest running mobile ad tech players in the world. Founded in 2006, the company has grown to some 1,500 employees globally, about 1,000 of whom are based in India. The company is now expanding to serve new customers - including a telco-specific business unit announced this week.
Michael Provenzano founded Vistar Media to bring programmatic buying to digital out of home advertising. With demand for digital signage returning after a horrendous 2020, he gives an update on the company – including its recent $30 million investment from out of home giant Lamar Advertising.
The Delta variant notwithstanding, travel is coming back. What form does the recovery take? A conversation with Justin Scarborough, senior director of programmatic at Fort Worth digital agency PMG.
Kinesso SVP Sarah Rose says user-level measurement will still work in a post-cookie environment, but it will be complicated. “It’s going to be a hodgepodge of site-level data, CDP-level data, DMP-level data,” she says.
The CEO of Amazon specialist Alpha Precision Media discusses key changes in Amazon's ad ecosystem: the underutilized power of Twitch, the future of retargeting using Amazon data, changes to sponsored search and attribution improvements.