Reckitt Benckiser Buys Into Video Behavioral Ad Targeting by Steve Smith

Even in the seemingly bottomless pool of display inventory, behavioral targeting technologies traditionally have had to contend with scale issues. Sure you can segment audiences based on previous browsing histories into ever more tightly defined targets, but are you ending up with an audience size worth buying? Pull back on some of the segment definitions enough to get a usable audience and decent pool of inventory it doesn't take months to serve and you may have watered down your target beyond the point of increased effectiveness. And so 'BT' is even harder to deploy in the video environment where the ...Read the whole story

Are We There Yet? by Karen Herman

In his Archive of American Television interview back in 1997, Hugh Downs, who got his start in radio, said this of TV's first years: "I thought it was a gimmick like 3-D movies and it would just go away... I saw in a relatively short time that it was here to stay, and that I'd better move toward participating in it." There is a similar conflict happening now between the established medium of television and original Web content. ...More