LiveRamp’s Tim Norris-Wiles discusses the future of data-driven TV and how digital-native advertisers can use the medium the way they use other digital, with deterministic business outcomes measurement.
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The digital media measurement, data, and analytics vendor reckons the industry stands to lose $700,000 per billion impressions on CTV inventory without protections to ensure a suitable, viewable and fraud-free environment. But things are improving, and rapidly.
Sustainability took a backseat role at Cannes this year when it should have been a headline topic.
Analysis: The caveat could be designed to force the merged entity to advertise with media owners sympathetic to the Trump administration.
Amid the AI hype, one thing hasn’t changed: clients want growth. Let’s remember the fundamental laws of advertising and marketing best practice have not changed.
A panel hosted by MediaSense in Cannes failed to reach consensus on how the media organisation needs to change as media- and data-led marketing becomes increasingly important.
Engagement is the key focus for Disney as it touts “customer choice” over a focus on a specific subscriber tier.
Various talks during Cannes suggest tensions remain as publishers and broadcasters continue to be blocked from billions of dollars in advertising while social media platforms thrive.
MMMs’ rise in prominence has been accompanied by some misleading criticisms. Allow me to dispel some of these and work out how to build better models.
One of Europe’s leading media owners has implemented the Open Measurement Software Development Kit standard that enables third-party viewability and verification measurement.