around OTT, it's endless in terms of the number of partners who have access to the inventory and the ad-tech that sits behind it," said Mike Law, executive vice president and managing director of US media investment at Dentsu Aegis Network.
"The reality is that across all of these partners, it's a little bit of a patchwork quilt," said Lisa Giacosa, EVP and global managing director, head of data technology, analytics and insights at Spark Foundry.Business Insider talked to a handful of ad buyers to figure out which ad-tech companies are furthest ahead with OTT. We also talked to the companies themselves and looked at factors including their clients, reputation, and how much of their business is related to OTT.
The 3-year-old firm helps advertisers track attribution, a measurement of real-world stats like how many people visit a website or go to a store after seeing an ad. Networks like ABC Disney andadvertisers to buy more data-driven campaigns and use Data Plus Math to prove that OTT and linear TV ads are effective for more than brand building. The firm also works with advertisers with a similar pitch.
FreeWheel's ad server powers most of the publishers' OTT apps that don't work with Google, including Dish's Sling TV. It also provides tools for publishers to manage advertising deals, pricing and the ability to swap out creative in real-time using a technique calledFreeWheel historically worked with publishers publishers but is making inroads with advertisers, too.
DataXu and Cadent have platforms for brands to buy targeted TV and OTT ads. FreeWheel declined to comment on possible acquisitions.Matthias Balk/picture alliance via Getty Images Hulu works with a handful of ad-tech companies to power its programmatic pipes and builds some of its tech in-house, including its own ad server. Hulu's ad server only powers its on-demand product, but the company is working to extend it to Hulu Live — its big bet onHulu handles ad sales for more than 10% of the 60 Live channels including CNN, A&E and TNT.
Roku sells ads in its standalone app and in other publishers' apps for a reported 30% cut of publishers' revenue. It runs video and takeover ads on its home page. Roku also provides its own ID software and first-party data to power ad targeting and frequency capping. The company also tags OTT, TV and digital ads with an anonymous ID that can be matched with third-party data to measure which ads drove sales. CEO Ashwin Navin said the company is also working to cap frequency of OTT ads to prevent the same ad from being repeatedly shown to viewers.
"A lot of digital buyers don't understand that when you're buying from pure-play OTT providers, you're actually buying out of a different bucket of content than when you buy linear television," said Jonathan Steuer, chief research officer at Omnicom Media Group. Doug Campbell, chief strategy officer at Telaria, said his firm solves a major issue that publishers aren't prepared for when expanding from web to OTT advertising: Ad pods, commercial breaks that typically contain two or three ads.
The Trade Desk helps media buyers buy OTT ads in networks' apps like A+E Networks, CBS, Hulu and in live TV services including Sling TV. More than 160 advertisers spent more than $100,000 on OTT ads using The Trade Desk's technology during the fourth-quarter. Most recently, TruOptik has started working with advertisers to track attribution and measurement after a campaign runs to ensure that ads run where they are supposed to.that track viewability.
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