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Still Early Days for TV Ad Innovation

Feb 27, 2019

Earlier this week, 3,000 marketing industry professionals gathered for LiveRamp’s RampUp conference at the Fairmont Hotel in San Francisco to discuss the latest marketing technology developments. One theme that stood out was that while marketers are making headway with advanced TV, it’s early days with TV ad innovations.

Want to Understand the Evolution of TV Ad Measurement? Mark May 20 on Your Calendar

Feb 12, 2019

That’s the date the International Bureau of Weights and Measures has designated as the transition to a new definition of the kilogram. What does the kilogram have to do with TV ad measurement? It illustrates the need to update old standards to reflect new technologies and user behaviors.

TVSquared’s Guide to TV Analytics Maturity | Sponsored Content

Jan 30, 2019

Traditionally, advertisers used TV for one reason: reach. TVSquared identifies the five critical steps to analytics maturity and offers guidance to get to the next level.

How Will TV Advertising Become More Data-Driven?

Jan 28, 2019

TV ad buying is unlikely to follow the real-time bidding model that became popular with digital advertising. However, many TV advertising tasks—including reporting, creative placement and measurement—are likely to become more automated.

How Marketers Are Altering Their TV Attribution Strategies

Jan 22, 2019

As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.

Live TV Isn’t Ready for Programmatic Yet

Dec 26, 2018

Programmatic buying for TV is still developing, and two issues the industry is still grappling with are brand safety and viewer experience. eMarketer’s principal analyst Lauren Fisher spoke with David Dworin, vice president of advisory services at TV supply-side platform (SSP) FreeWheel, about the areas of opportunities for programmatic enablement of linear TV advertising.

How Digitization Affects TV Ad Sellers

Nov 20, 2018

A lot of companies in the ad industry hope to profit from the digitalization of TV. But as with any big change, uncertainty creates some fear.