As more media budgets move digital, the industry has struggled with fundamental transparency issues – supply chain transparency, brand safety, media tracking and measurement, and the advertiser-agency relationship. Despite awareness being at an all-time high, there is still much to be done to solve the problems. Here are several strategies to consider.
As first reported by Axios, Mediaocean announced a partnership with Adobe's Marketing Cloud to integrate digital ad buying with TV. Adobe's Marketing Cloud is an independent media buying tool that represents over $3 billion in ad spending.
“I really think what Mediaocean is providing is critical for all of us in the industry going forward,” Wahl said. One of Wahl’s biggest goals in joining Mediaocean is to help CMOs understand why it’s so important to understand new technology and trends.
eMarketer has released its latest report entitled “Programmatic Connected TV and Over-The-Top (OTT) Video Advertising” exploring the main sources of inventory, the leading reason for accessing that inventory and the primary factors affecting growth.
The evolution of audience measurement continues! Mediaocean partners National CineMedia (NCM) and Nielsen have joined forces to add NCM's local market audience data to Spectra. Now Spot TV buyers can evaluate local cinema audience ratings alongside those of local TV stations in 97 DMAs.