FreeWheel looks to scale OTT advertising with new ad product | Media - Ad Age
Marketers are clamoring for the opportunities internet-connected TVs and over-the-top platforms like Roku and Amazon Fire provide, namely to reach audiences who are unsubscribing to traditional cable and the targeting capabilities that come from IP-delivered content. But currently it's extremely cumbersome to buy audiences across OTT, connected TVs and video-on-demand to achieve any sort of meanin
Google Said to Offer Publishers A New YouTube Deal
YouTube, on an aggressive push to expand its footprint in online video, is said to be offering publishers more control over their own ad inventory in order to win their business. The site is offering major publishers who choose its backend video player the ability to control ad sales both on their sites and on YouTube, according to people familiar with the new offering. Additionally, YouTube is of
Why Creative Agencies Need to Think Like Consultants in 2017
As marketing becomes increasingly driven by data and technology, ad agencies are having to compete for business against a newfound rival: consulting firms like Accenture and Deloitte. While this tension has been brewing for a few years, it's now reaching fever pitch. Deloitte has acquired a dozen creative agencies, while Accenture Digital last year was named the largest and fastest-growing digital
What Advertisers Really Need to Know About Cross-Platform TV Measurement
There's been plenty of noise around cross-platform TV measurement as of late, rising from delays in Nielsen's so-called Total Content Ratings, concerns about its methodology and a potential new currency out of media agency network GroupM. But amid these conversations, the question keeps coming up: What do Total Content Ratings actually mean for the ad industry? The answer is not much. Top agency e
With Paralympics, Samsung and Mars Focus on Diversity
As the opening ceremony for the Paralympic Games gets underway in Rio de Janeiro on Sept. 7, British marketers – still fired up from the success of the London Paralympics in 2012 – are embracing the games with work that celebrates difference, and may even signal a new era for diversity. U.K. broadcaster Channel 4 was first out of the block in July with the three-minute film "We're the Superhumans"
Nielsen Doubles Down on Media Planning With Latest Buy
Nielsen is moving deeper into media planning services with the acquisition of Pointlogic, an analytics tool that helps agencies and marketers plan cross-platform media buys. Terms were not disclosed. The acquisition comes as Nielsen prepares its Total Audience Measurement offering, which promises to provide a complete picture of how TV content is being viewed across platforms and devices. With Poi
Hulu to Open a Private Ad Exchange Powered by Facebook's LiveRail
Advertising's programmatic revolution will be televised -- by Hulu. This fall the streaming video service, which is owned by NBC Universal, Fox and Walt Disney Co., will open a private ad exchange powered by Facebook video ad exchange LiveRail to let marketers to buy ads on Hulu as easily as if they were purchasing something on Amazon. To make sure those ads are shown to the right people, Hulu wil
Publicis and Omnicom Call Off Mega-Merger
More than nine months after announcing a plan to team up in a $35 billion "merger of equals," Publicis Groupe and Omnicom Group have called off the deal, the companies said Thursday evening. The agency holding companies, owners of many of the most prominent ad networks in the world, blamed the blowup on "difficulties in completing the transaction within a reasonable timeframe," as an Omnicom state
Microsoft Moves Ad and Media Business to Dentsu Aegis and IPG
Microsoft is moving its multibillion-dollar ad and media business, indicating a fresh-start approach under newly appointed CMO Chris Capossela. The tech giant has selected Interpublic Group as agency of record for advertising and global deployment while Dentsu Aegis will handle media planning, media buying and search advertising, the company said in a statement. "We are thrilled to work with the t
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