Page 2 - Addressable Tv News Today

Per a new multi-year agreement between LG’s advertising arm and Magnite, the largest independent supply-side platform, advertisers and publishers will gain exclusive screen-level content data. Ultimately, the move could help reduce ad waste and maximize brands’ ad spend.

WPP-owned media investment group GroupM has announced the launch of its Finecast addressable TV company in Spain, bringing to the market the ability to enable a...

Could Netflix have stayed ad free? Matt Boffey, chief strategy and innovation officer at Superunion, believes so – here’s how...

Connected TV (CTV) offers marketers the best of both worlds; it has the direct targeting of online, as well as the reach and high ad completion rates that come with TV – which is great, but which way do you measure it?

The Netflix empire is shrinking after 10 years of successive growth – a sign that competition is heating up in the streaming space. In response chief executive officer Reed Hastings ripped up the script to announce that it will introduce an ad-supported tier in the next two years. The Drum asks advertisers to envision what this model could look like.

InfoSum is touting data cleanrooms as a way for brands to share first-party data insights without fear of off-platform leaks. The Drum questions Nick Henthorn, sales director at InfoSum, about its approach to data processing after pharmacy giant Boots signed up.

Traditionally linear TV has been easily recognized and defined. But as the TV universe – and the channels, services and platforms within it – continues to expand, the very definition of TV is thrown into question.

Following its acquisition of CTV platform Publica, Integral Ad Science (IAS) has built a CTV measurement tool that enables live data reporting.

Sky Media is ushering in a new era of ‘smart sponsorships’ by bringing the addressable TV technology underpinning its AdSmart solution, which plays adverts only when selected audiences are watching, to sponsored content.

LiveRamp is introducing new streaming forecasting tools as well as data sharing and measurement frameworks within its TV platform. The move aims to create greater visibility for media buyers, sellers and programmers alike and improve advertising outcomes.