What has to happen before scalable amounts of national networks' TV inventories are available on an addressable basis? Here's a rundown based on experts who participated in a CIMM workshop.
Levy sheds some more light on how buys across linear/digital inventories of four different TV companies will work, as well as next steps for this innovative venture.
CTV accounted for 50% of all video ad impressions on Extreme Reach's server in Q2, and CTV distribution/ad supplier Wurl rolled out a new CTV ad marketplace.
Executives from Hearst, Dentsu Aegis's M1 and Pearl TV shared their visions during this week's TVB Forward conference.
Research lays out five drivers of the accelerated shift to streaming and projects that streamers will outnumber pay-TV users by the end of 2024.
What will these standards for video advertising measurement mean for ATV? Several association heads, a measurement company and an independent agency principal offer their takes on that and other aspects (including duration weighting).
After an extensive analysis of what will be required on the technical end, consultant Tom Morgan says it's doable, with cooperation in a few critical areas.
TV attribution is expected in automotive at the national advertising level, and poised for growth at the local level, say TV marketing and supplier execs.
When it comes to local media buys, the complexity, along with the opportunities, have grown exponentially. A new Nielsen report offers a detailed status report and profiles streamers vs. non-streamers.
Witness the stress on ATV's growth potential behind the Viacom-CBS remerger, and the win/win deal between Disney and Charter.