We are excited to be named one of the OnMedia 50 Companies to Watch! Companies on the list are providing innovative digital media, social commerce, and analytical solutions. The list is culled by the editorial team at AlwaysOn, who also named clypd one of the Global 100 Companies to Watch earlier this summer. This award comes on the heels of clypd’s announcement that it will be offering direct deal management in its platform.
This week, we talk to Jeff Green, CEO of The Trade Desk, a demand-side platform that powers the desks of the world's most advanced buyers in online advertising. Jeff is a veteran of the advertising industry – prior to The Trade Desk, he founded AdECN in 2004, which was acquired by Microsoft.
Labor Day is this weekend and it's officially time to start dreading the upcoming winter. Before you know it, kids will be filing onto school busses, the temperatures will drop, and the leaves will be just a bit more colorful. But we vote to hang on to the summer – there are still a few more cookouts left to attend and it's still acceptable to drink shandys all day.
In our last post, we introduced the importance of data management platforms (DMPs) in the television industry. This month, we’ll discuss the importance of set-top box (STB) data in DMPs and programmatic TV.
As we know, data is a core tenet of programmatic TV. The layering of data sources on top of the media activity is essential in understanding the audience composition for the best data-enhanced decisioning.
In the linear TV world, of the many data sources available, perhaps none is more important or particular, than the second-by-second viewership activity from the set-top box. STB data can be used to measure all the activity, including that which is not measured by Nielsen. This long tail inventory primarily being consumed on cable networks constitutes greater than 40% of TV viewership. The challenge lies in the different rules, technologies, and protocols that exist when looking to utilize that STB data in a consistent, coherent manner.