Fyllo will shift its focus from targeted ad compliance in highly regulated verticals – namely, legalized weed – to more general contextual targeting. The company is also rebranding as Fyllo|Semasio.
PubMatic’s end-to-end platform, Activate, lets advertisers buy CTV and online video inventory via direct deals, bypassing DSPs.
In the face of persistent economic uncertainty, marketers are simultaneously hustling to satisfy quickly changing consumer appetites and striving to squeeze the value out of every last marketing dollar. Not to mention needing to adopt full-funnel marketing approaches and allocate spend to channels as flexibly as possible.
Magnite’s revenue grew 69% YoY to $82 million in Q4 2020. Not including its merger with Telaria, revenue grew 20% YoY. The company will nearly double in size once the acquisition of SpotX closes in Q2. In Q4 2020, SpotX had $71.6 million in revenue. Here are the seven highlights you need to know from […]
Years ago, TV buyers didn’t bother with connected TV (CTV) because it offered little benefit for a lot of hassle. “Digital players were the earliest adopters. Because it was TV-like, everyone wanted to get into the video game.” said Gibbs Haljun, total US investment lead at Mindshare. But young viewers leaving linear TV changes that […]
Video delivered over the internet to a smart television or connected TV could have a brand safety problem. We’re talking specifically about user-generated digital video streaming to a big screen and the niche OTT channels and streaming services that seem be springing up on a near-weekly basis. That type of video shouldn’t be confused with […]
Google is opening up more intent data for targeting on YouTube and expanding its Custom Affinity Audiences offering. Beyond reaching people based on their searches on YouTube, advertisers will now be able to create segments and target video ads using data derived from Google Maps and apps. “The ultimate goal is to reach any person […]
Video ad spend will continue to explode, increasing 29% per year and reaching $23.3 billion by 2017, according to the latest update to ZenithOptimedia’s global ad expenditure forecast. While 29% is a decline from the 34% growth rate Zenith recorded for online video in 2014, the format is the fastest-growing digital ad category, partially due […]
While audience measurement giants Nielsen and comScore have scrambled to meet online ad industry demands around TV’s gross ratings points, WPP Group’s Kantar Media has concentrated more narrowly on “return path data” – metrics derived from pay TV boxes. While talk of addressable TV (aka advanced or “targeted TV”) has floated around for over a […]
As competition for brand campaign dollars heats up in the video space, Adap.tv has introduced its version of the “viewable impression” for streaming media with the introduction of its Certified Viewability feature, which promises to verify whether a video placement has been seen in real-time and blocks impressions that do not appear to the user. […]
