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Industry Chatter

fdr-reelection

Can We Trust Political Polls and Why Do We Still Use Nielsen Ratings?

By | Ad Tech Musings, clypd Blog, Industry Chatter | No Comments

The answers to these questions have a common origin that takes us back 80 years to 1936. Commercial consumer and social research was a new business then – AC Nielsen had been founded 13 years previously (in 1936 it was about the same age as Facebook is now) and Gallup inc. was just one year old. As it turned out, events in 1936 would soon make Gallup front-page news.

Like 2016, 1936 was a general election year in the US and there were opinion polls. One organization that considered itself expert in this field was The Literary Digest, a magazine that had been in the polling business since 1916.

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ARF Logo

Whitepaper: Is This the Beginning of the End for Age and Gender Targets?

By | clypd Blog, Industry Chatter | No Comments

Back in June, clypd’s Chief Research Officer Pete Doe presented a whitepaper at ARF’s Audience Measurement 2016 conference. We’re excited to have the whitepaper, titled “Is This is the Beginning of the End for Age and Gender Targets?” available to share with you.

Linear TV Deals are moving away from gender and age targets towards advanced targets using fused research databases, transactional databases and first-party customer data. This is an important development in buying and selling TV ads, for both buyer and seller.

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Doug Hurd

The Rise of the Private Marketplace in Programmatic TV Sales

By | Ad Tech Musings, clypd Blog, Industry Chatter | No Comments

The buying and selling of linear TV advertising hasn’t changed in decades – until now.

Unlike the real-time, impression-based transaction that defines digital advertising, the traditional television media buy is impacted by technological limitations and disparity in sales strategies. These impose that decisions be made well in advance on broad-based demographic targets such as age and gender. Ratings are researched and ads scheduled, but the process is labor intensive and doesn’t accurately show available inventory and its audience. The growth of programmatic TV is addressing some of these challenges, giving the parties informative and actionable data sets and varying levels of workflow automation.

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crossScreen_bigPicture

TV Completes the Cross-screen Formula

By | Ad Tech Musings, clypd Blog, Industry Chatter | No Comments

Video consumption through digital means has skyrocketed, thanks in part to Google’s absorption of YouTube in 2006. Meanwhile, television has also continued its upward growth, despite industry expectations. The higher media consumption patterns offer media companies, marketers, and technology companies a huge opportunity to unite the two watching streams, but it’s not without its challenges.

In my former life in the world of digital video advertising, we looked to leverage “cross-screen digital video” as we quickly recognized that “online video” was not going to be restricted to the personal computer. This proved to be true as folks watched the latest Boston snow storm reports from a work computer, then laughed at a Louis C.K. skit via an iPhone from the caboose of the disabled MBTA and later, enjoyed Sophia the First with their kids on an iPad.

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Another positive SSP Exit: Facebook acquires LiveRail

By | clypd Blog, Industry Chatter | No Comments

Yesterday, Facebook made a monster move with their acquisition of online video platform leader LiveRail and immediately bolstered their growing video offerings. This follows Facebook’s purchase of Atlas from Microsoft last year, continuing their theme of innovating internally, but scooping up established top talent, products and business when the right opportunity arises. Read More

Jason Burke

Transparency into Auction Dynamics

By | Ad Tech Musings, clypd Blog, Industry Chatter | No Comments

We all recall with frustration our failed swings at the birthday piñata, and then the triumphant scrambling for sweets when we finally connected with the papier-mâché dragon. In the early days of ad exchange buying, marketers had similar experiences as they blindly reached for inventory through programmatic buying on ad exchanges, without knowing the details of the inventory they were bidding on.

Read the rest of the article from clypd’s Head of Product, Jason Burke, about the need for transparency into auction pricing on Adotas from August 9, 2013

Jason Burke

Conversions across channels

By | Ad Tech Musings, clypd Blog, Industry Chatter | No Comments

We roll our eyes and leave the room when the Grammy Award-winning rapper spends his 90 seconds of mic time at the Kodak Theater thanking everyone from his parents to his Little League baseball coach to Jesus. Digital marketers, however, could take a cue from 50 Cent.

In the advertising world, many factors contribute to the final outcome and all touch points along the entire interaction spectrum must be considered when evaluating the impact of the marketing strategy.

Read the rest of the article from clypd’s Head of Product, Jason Burke, about the need for conversion attribution in cross-channel media strategies on Adotas from June 4, 2013