Tag: ad targeting

New research finds viewers are increasingly willing to accept ads in exchange for lower streaming prices, making ad-free plans a premium option. The business challenge now, according to Kirby, is maximizing yield by pricing and designing ads around attention, break…

Skip examines why the advertising industry continues selling precision targeting despite growing signal loss and attribution challenges across digital media. The column argues that streaming and CTV are pushing advertisers toward probabilistic measurement, contextual relevance, and broader business outcomes instead…

Myths in Streaming argues that the industry’s rush to scale during the growth-at-all-costs era created a structural weakness called metadata debt. As margins tighten, fragmented and vendor-defined metadata now creates operational inefficiencies, limits ad revenue potential, increases compliance risk, and…

Walmart has begun integrating Vizio SmartCast user accounts into Walmart logins following its $2.3 billion acquisition of Vizio, forcing new TV buyers to either merge their Vizio profile with a Walmart account or delete it. The move connects SmartCast viewing…

Major platforms like Meta, Reddit, Snap, YouTube, and TikTok used Cannes to reframe themselves as long-time AI-first companies, emphasizing their machine learning roots to align with current marketing buzz. While AI has underpinned their operations for years, the shift now…

Skip highlights the rise of contextual advertising, which aligns ads with content viewers are actively watching for seamless relevance. By focusing on context rather than personal data, this strategy addresses privacy concerns, adapts to the decline of third-party cookies, and…