Contrary to some industry perceptions, Magna Global is not "anti" linear television, says Brian Hughes, SVP, audience intelligence and strategy for the IPG Mediabrands unit.
This week's announcement of OpenAP, an advanced audience platform for cross-publisher targeting, was met with expressions of praise and optimism by a number of heavy hitters on the buy side.
This week brought new stats confirming continued, robust growth for connected TV device ownership and usage, plus news of comScore launching panel measurement of connected-device behavior and more.
Agency media investment executives say they're intrigued by NBCUniversal's just-announced commitment to offer $1 billion in cross-platform ad deals based on audience-based guarantees.
What do agency and media executives expect to happen in regard to so-called programmatic or advanced television deals during this year's television upfronts? We have some answers.
John Collins, managing director of broadcast and iTV at Media Storm, lays out the challenges he feels will need to be overcome in order for buyers and sellers to realize addressable's potential.
The questions are: How long will it take for metrics generated by solutions encompassing all of the key platforms to be available, and what solution or solutions will come to be most widely adopted?
Previous columns have presented the benefits and limitations of addressable. It's time to turn some attention toward connected and OTT.
Enhanced targeting capabilities are driving accelerated investment by national marketers in local media, according to BIA/Kelsey analysts' local marketing and media predictions for 2017.
Michele Toller, Empower MediaMarketing's VP, offline investment and activation, uses a new BIA/Kelsey report on the 2017 outlook for programmatic in local TV as a jumping-off point about the state of the industry.