ThinkMedium’s Post

Pushing #AdTechMadeInEurope forward: A major milestone in convergent video advertising 🎯 Together with smartclip, we've implemented a server-to-server integration between The Adex, our data management platform, and smartx, smartclip's advanced ad server. This innovation is a game-changer for broadcasters, enabling seamless, data-driven delivery of complete video campaigns across all video channels: 📺Linear TV 📡Addressable TV (ATV) 🎬Connected TV (CTV) 💻Online video With this "One DMP" approach, broadcasters can now run convergent video advertising campaigns that efficiently target audiences across platforms - combining the precision of digital logic with the broad reach of traditional TV, all while ensuring brand safety.📈 💬Thomas Peruzzi, spokesperson of the management board at Virtual Minds, emphasises: "This integration bridges the digital and traditional TV worlds, laying the foundations for truly convergent video campaigns. We're committed to building on this with advanced control and optimisation solutions to unlock the full potential of programmatic TV advertising." Read more in our press release 👉 https://lnkd.in/eBnegY2S

Learn about Integral Ad Science's latest achievement in obtaining Media Rating Council (MRC) accreditation for its sophisticated invalid traffic filtration in the Connected TV (CTV) environment, solidifying its commitment to transparency and quality in digital advertising. Read the Latest full News - https://lnkd.in/dAiF7-Zx #martech #martechedge #advertising #ctv #accreditation #digitalexperience #innovation #transformation #technology 

Foxtel Media CEO Mark Frain has told the Future of TV Advertising conference in Sydney that the industry should be getting better technology-wise. "Around 40% of Foxtel's viewer data registers as zero under OzTAM's measurement system; which is why we've gone ‘we can't leave our own set top box data idling any longer, it's got a massive role to play for the value in this industry’. This is not about OzTAM versus Kantar. It’s about bringing global best practice to this market and we think there's an opportunity for everyone to share in that value.'" Credit - Adnews #measurement #TV #video #lineartv #BVOD #SVOD #AVOD #media #advertising #australia https://lnkd.in/dKdihzs3

RTL Deutschland and ProSiebenSat.1 Forge Alliance in Ad-Tech to Challenge US Tech Giants Media giants RTL Deutschland and ProSiebenSat.1 are joining forces in advertising technology, merging their ad-tech companies Smartclip and Virtual Minds. This partnership aims to offer advertisers seamless campaign opportunities across various platforms, reducing reliance on US tech giants and fostering innovation in ad sales. With plans to expand across Europe, this collaboration signals a significant shift in the TV advertising landscape, emphasizing European-made ad-tech solutions. https://lnkd.in/ejr2nAF5

The Trade Desk’s new CTV operating system, Ventura, is a big step forward for the ad industry. By improving measurement and privacy with tools like Unified ID 2.0, it promises clearer pricing and better performance for advertisers. For agencies, this means a more transparent and efficient way to navigate the fast-growing CTV landscape. It’s exciting to see how this could reshape the ecosystem. #adtech

In connected TV (CTV) advertising, "outcomes" are the new focus as platforms introduce shoppable ad formats and partner with measurement providers like Innovid and EDO. These partnerships aim to prove that ads drive real business results beyond just reach and frequency. EDO emphasizes measuring actions like search activity and web traffic to predict sales, advising against focusing solely on immediate sales to maintain long-term brand health. #CTV #DigitalMarketing #DigitalAdvertising https://lnkd.in/geJZjX-F

Excited to witness the evolution of CTV towards enhanced connectivity and personalization! While there's still room for growth compared to the initial vision, the industry is advancing. Two decades ago, I co-founded a startup collaborating with Apple engineers on interactive television innovations alongside Liberate, Canal+, and Sun Microsystems. While we're not there yet, the future looks promising with the Open Measurement SDK (OM SDK) 1.4 from IAB Tech Lab, set to revolutionize viewer engagement analysis in CTV. This standard will empower publishers to ensure device activity and ad visibility accurately, eliminating unreliable proxies. The potential impact is significant – with one major broadcaster adopting the SDK, a transformative CTV advertising experience could emerge rapidly. Check out more insights on how CTV advertising is evolving: [Link to Article]. #ctv #interactivetv #digitalmedia #adtech

Who pays attention to GSTV? Everyone! With 95% of impressions on GSTV delivering eyes-to-screen, GSTV viewer attentiveness exceeds attention benchmarks for digital, CTV, and linear TV advertising. Do we have your attention? 👀 We are thrilled to share the findings of our eye-tracking study conducted in collaboration with Lumen Research Ltd to quantify visual attention paid to real ads on our network. See our key findings here: https://lnkd.in/g3tU9n_X

Unlocking the Power of Connected TV for Advertisers. 📺 In the fast-changing digital world, Connected TV (CTV) is reshaping Belgian video consumption. With 60% of families owning a smart TV, DPG Media Advertising spotted an opportunity to leverage this trend. They aimed to understand viewers' motivations, experiences, and ad perceptions across devices. We collaborated with DPG Media to create an online community and conduct consumer connect sessions to gain deeper consumer insights. Our findings highlighted CTV advertising's effectiveness, driven by positive ad reception and co-viewing on BVOD & SVOD platforms. Read the full case study here 👉 https://lnkd.in/eXmGC2HK #dowhatmatters #consumerinsights #consumercloseness.

Exciting news for tech and marketing enthusiasts: NBCU is introducing 'virtual concessions' during their TV broadcast of this year's Olympic Games. This innovative concept transforms traditional TV adverts into 'shoppable TV' experiences, leveraging targeted programmatic techniques to enhance viewer engagement. The collaboration between creative, media, tech, and e-commerce showcased in this endeavor exemplifies the power of synergy. By harnessing a combination of talent and technology, traditional broadcasters are taking the shoppable TV fight directly to Amazon. However, it also prompts us to ponder the possibilities of seamless 'Shoppable TV.' Imagine Mr. Beast promoting a Cirkul water bottle on Prime Video, offering a 2-for-1 deal with just a click of your remote—delivering to your doorstep before you even step out of the house. Shoppable TV is about to revolutionize how we interact with advertisements, bringing the convenience of ecommerce directly to your living room. This Adweek example feels like it was tailored just for me—proof of the personalized future of advertising… Get ready for a new era of television advertising—shoppable TV is on the horizon, soon to grace a screen near you! Read more here: https://lnkd.in/g-KBa2Zd