Analysis: The acquisition is likely to draw close scrutiny from regulators. TV ad buyers favour the deal as a way to simplify TV planning and measurement, but downstream effects could compound.
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There is a trend to streamline the TV operator user interface in the face of vast content choices, with more personalisation backed by a better understanding of viewers and content.
Device detection specialist 51 Degrees conducted a one-week study of 11m OpenRTB ad impressions and found a notable mislabelling problem. It says buyers are overpaying for their CTV as a result.
The acquisition brings together the two companies’ broadcasting, streaming and advertising businesses, creating what both parties describe as a “commercial streaming champion”.
The qualities that made TV valuable, like reach, attention and trusted environments, still matter. What has changed is the ability to understand what happens next.
Charlotte Maines is VP of devices content and advertising at Amazon Ads, overseeing advertising activities across Fire TV, Alexa, and tablets. The Media Leader France caught up with her on the Croissette.
In partnership with Channel 4, host Jack Benjamin sat down with the broadcaster’s commercial chief to discuss the launch of Universal Ads and why, in Patel’s words, TV offers an “oasis” for advertisers.
Khaled El Serafy and Luca Vannini have both been promoted as Davey, formerly Baxter, officially succeeds former CEO Justin Sampson.
Why is YouTube likely to be included in any UK social media ban for under-16s? The MD of Ziggurat XYZ looks at the evidence.
SMEs can now reach streaming TV audiences from ITV, Sky and Channel 4 through one self-service advertising platform.