Les Hollander

News is out that Beachfront is now part of Seedtag - but what does it mean? Seedtag is enhancing its contextual solutions to provide highly relevant and engaging content across all screens with: 🤝 Contextual Targeting + Premium CTV to reach highly relevant audiences with laser precision. 🍿 Expanded CTV inventory providing a broader range of premium CTV placements. 🔒 Privacy-first advertising that delivers putting user privacy regulations first. 💡 Deeper audience insights with more effective campaign planning and optimization. Ready to push the boundaries of #CTV advertising? Discover more: https://lnkd.in/eXsKpwBf #BeachfrontxSeedtag #ConnectedTV #ContextualAdvertising

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With more businesses branching into FAST experiences, it's clear that this trend is only growing. One of the key outcomes of this is the TV-like experience being offered as part of a device service. This channel is accessible to all customers who purchased Roku’s low barrier-to-entry devices. The advantages of cable advertising are now in the domain of tech. #FASTTV #Innovation #AdTech

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The Trade Desk's latest earnings call marks a shift from the "open internet" to "premium internet". CEO Jeff Green emphasizes the distinction between low-grade, made-for-advertising inventory and high-quality, premium content. This focus aligns perfectly with our strategy at Decentriq 🎯 Open web programmatic is evolving, focusing more on quality and transparency. Technologies like our data clean rooms let advertisers find audiences and target customers through premium publishers in much more accurate ways. You can uncover audience insights, generate lookalike audiences, and remarket to customers — all while reaching users where they spend most of their time: Outside of walled gardens. Read more in AdExchanger's article below.

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It’s upfronts week, with many of the big TV networks, from NBCUniversal, to Fox to Disney, and Warner Bros. Discovery hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.   Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in all the jockeying to be the dominant measurement currency and there’s a lot to talk about - with perhaps nothing more foundational than #identityresolution (especially for the connected household). It was a pleasure to join Chris Brooklier from The Trade Desk to talk about all of these things--and how Blockgraph is playing the important role of "data draino" unclogging the pipes of addressable television (credit Jonathan Heller). #householdidentity #measurement #attribution #signalloss #connectedTV #privacy

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In a piece highlighting the industry's rising nextgen media buyers, our VP, Integrated Investment, Katelyn Rodkey talks smart investment strategies + approaches for brands to win now and well into the future, including focusing on programmatic buying, leveraging emerging tech to be more reactive to changing trends and speed to market. Read more in Ad Age.

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"Coming together is a beginning; keeping together is progress; working together is success." - Henry Ford In my recent interview, I highlighted the game-changing potential of our new CTV traffic direction. This innovation stems from long-standing partnerships, emphasizing how collaboration fosters breakthroughs. Partnerships are the bedrock of innovation, enabling us to pioneer unique offerings that drive performance and reshape the industry landscape. #PartnershipPower #InnovationLeadership

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I am so looking forward to delivering the Keynote Address at the OTT.X / XFronts in Los Angeles on May 22nd. OTT.X is the global community of organizations, throughout the OTT streaming space, that includes content, service and technology providers, channels, platforms, and retailers. Advertising agencies and PR firms are also deeply involved in the trade association. The XFronts is the place where the OTT community gathers each year to pitch, learn, collaborate and get down to business. If you’re not a member of OTT.X, and not attending the XFronts, you should change both of those things today. All of my most important OTT meetings take place at the XFronts each year. It is really a must attend event for everyone on the West Coast. Some of you New Yorkers may want to turn out as well. My Keynote Address is entitled "How OTT Turned ‘The Art of TV Advertising’ Into A Science." I have long maintained the world began to change for television advertisers the day someone figured out how to connect the Internet to a television screen… and, as a result, add more science to the art of TV advertising. Think about it! Advanced TV, in its various forms, already reaches most US television households. Nearly nine in 10 US television households own at least one OTT device. Either an integrated smart TV that connects directly to the Internet, or one of the many OTT devices: Roku, Apple TV, Xbox, Amazon Fire Stick, PlayStation, or an Internet-connected Blu-ray player. Those devices have decisively changed how Americans watch TV. By the end of 2021, almost 240 million Americans, roughly 70 percent of the population, used one or more streaming video services through individual or family subscriptions. By comparison, the traditional US pay TV market — made up of cable and satellite TV users — fell to an estimated 150 million viewers by the same point. That was down from an estimated 175 million just two years earlier. That shift is reflected in what Americans watch, as well as how they watch. In 2021, streaming video service providers produced more new TV shows than all cable TV networks combined, according to entertainment newspaper, Variety. That came just two years after the streaming service sector passed broadcast TV in total viewership. You’re not going to want to miss the presentation, so be sure to secure your tickets to the XFronts today: https://lnkd.in/ggfSZNnv I am looking forward to sharing the stage with thought leaders including tvScientific’s Jason Fairchild, NBC/Universal’s Mike Hood, OMD’s Suhaila Hobba, Quigley Simpson’s Jeff Ratner and Traction’s Brian Hovis. I am also looking forward to spending time with OTT.X CEO Mark Fisher and old, dear friend and business associate Mark Papia. See you at the XFronts.

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Announcing our commitment to enabling clients to buy Roku #CTV inventory the way they want with all the necessary signals and data

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The use of #HDMI CEC is an innovative way to hit an extremely targeted market, especially in the gaming industry. It'll be interesting to see how receptive consumers will be to this and what companies jump on board first. #RokuTV #TargetMarket

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Instacart earns MRC accreditation for the grocery tech company’s impression, click and viewability metrics across several ad formats, as retail media competition heats up. the Media Rating Council (MRC) has granted accreditation for the #grocery tech company’s impression, click and viewability metrics across Sponsored Product, Display, Shoppable Display and Shoppable Video ad formats in both the U.S. and Canada. Instacart’s MRC accreditation could give its #retailmedia offering a leg up as advertisers look for clarity and consistency for their ad spend in the rapidly growing channel. Instacart has looked to offer advertisers full-funnel ad options, with top-of-funnel discovery ad products including Shoppable Display and Shoppable Video ads using rich media to drive conversion while Sponsored Product ads help brands to maximize sales and category share. Previously, Instacart partnered with third-party verification providers DoubleVerify and Integral Ad Science around viewability and invalid traffic measurement. The company has also looked to scale its retail media offerings through deals with Google Shopping ads and artificial intelligence-powered smart carts. #advertising #retailmedia

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About 18% of TV/Digital Video is traded on media currencies defined by MRC, the other 82% is defined by Numeris. However, as media properties move from linear to streaming (story below) the MRC currency universe grows while the Numeris universe erodes. It's not about the size of the overall audience or time "tuned". It's about moving from GRP currency to Impression currency which severs the content metric from the ad metric.

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In this week's #LegendsandLeadership, Jack Myers speaks with Simulmedia Founder and Chairman Dave Morgan for an in-depth discussion on the recent industry transformations, challenges, and what lies ahead. https://lnkd.in/e8X7FwmF

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In this new CTV explainer, I take a closer look at SPO. As streaming audiences continue to lean into AVOD and FAST services, the volume of addressable CTV inventory will continue to grow. This growth takes place at a time when SSPs are looking to build buy side capabilities, and DSPs sell side offerings. This means those on the buy side will be able to buy CTV through a number of programmatic routes offered by DSPs, SSPs and Ad Servers, making it much easier for ad buyers to get their ads onto the biggest screen in the household, but first, they need to understand their buying paths. #CTV #Streaming #AVOD #FAST #Programmatic #AdTech

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Transform or Be Left Behind! In an opinion piece for AdExchanger, Broadsheet Client Bob Walczak, CEO of MadTech, emphasized the urgent need for businesses to invest in their transformation. "Rather than try to purchase your way into the future, organizations need to explore transformation from an accounting sense." As the advertising industry pivots away from third-party to first-party data, Bob sees this as the opportunity for businesses to retool and approach transformation through corporate accounting.  Read more here: https://lnkd.in/dFCE-hdU  #BroadsheetPR #ClientNews #adtech

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Are you ready for the future of targeted advertising? Hear what Proximic by Comscore's Global Head of Sales Angela Bianco Rodriguez had to say when she recently joined the eMarketing Association's podcast with Kevin Lee to unravel the advertising industry challenges posed by signal loss and increasing privacy regulations. Key takeaways include: ✅ The importance of context and category in ad targeting, even without precise identity signals ✅ Why multiple tactics are needed to achieve scale, including contextual targeting and retargeting loyal customers ✅ The importance of unbiased data and third-party partnerships in the media measurement and targeting landscape ...and much more! Check out the full podcast here: https://lnkd.in/eVyQT2Ys

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Kudos Samuel Youn. It's great to see this called out from premium publishers. MFA in some senses was encouraged over the years by giving such importance on the (now perceived as) vanity metrics and KPIs. Take for example infinite scroll which until recently was perceived as a positive way to increase content consumption and in turn yield more revenue in comparison to traditional clicks to more content. Now it's been targeted as a source or signal of MFA. Everyone along the chain between the publisher and the buyer benefited from an increase in revenue which Samuel rightly points out was heavily incentivised through rev share based relationships. The answer may be clear (find a way to incentivise non MFA behavior) but the path there is murk at best if only left to publishers to remedy on their own... especially if they are handed more rev share based solutions to help solve things. Also love your call out to Sovrn as they have moved away from rev shares (credit to Walter Knapp for seeing this years ago on the SSP side). It takes alot to go against the grain but I believe (hope?) that we will see more to follow. #adtech #mfa

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This is such a wonderful news to learn that Connected TV is gaining traction in this marketing world. Honestly, everytime I see a brand buying the tiny bottom footer of the top header banners with illegible fonts and images on mobile, I cringe and almost want to scream. Cheap CPM and CPC is not about sacrificing your brand image to chase the reach figure. A reach is nothing to your potential customer is you can’t even communicate your message clearly and standout from the crowd. Time to rethink everyone? What metrics matter most? Ultimate is always the revenue and margins, not your reach and frequency figures. When will we shake off this mindset?

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How did States Newsroom hit its milestone of reporting from all 50 states so quickly? First, a strong expansion strategy with their own team. But partnerships and collaboration were critical as well. States Newsroom now offers free, non-partisan state government coverage in 39 states, fully-funded with their own staff journalists. The other 11 are courtesy of content sharing partnerships with local outlets like Spotlight Delaware, The Texas Tribune, and CalMatters. And importantly, their collective coverage is "free to the public and other publishers without pop-ups, paywalls or ads." The collaboration and breaking down of competition has been exciting to see over the last decade. Stacker has taken a similar approach in building out its newswire. We have brilliant data journalists that cover topics like climate change, small business, and entertainment. As we grew our network to 3,000 local publishers, we realized that resharing stories from other subject matter experts could be a route towards delivering a wire that meets the unique needs of all types of newswire subscribers. Like States Newsroom, we’re very intentional about which brand journalists and nonprofit newsrooms we partner with. We work with leading experts like Chalkbeat, The 74, and The Hechinger Report for education stories, Lyft for transportation data, Experian for personal finance, and Edmunds for automotive. 🌊 A rising tide lifts all ships, and as consumer behaviors require more niche, expert content, I’m excited to see the increased collaboration and free distribution of information to the public. Reach out in you're interested in accessing or contributing to our collaborative newswire. https://lnkd.in/gvUKXPWD

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