Microsoft’s LinkedIn social business platform has joined forces with NBCUniversal to enter the connected TV advertising market. At its B2Believe customer event in New York, LinkedIn unveiled three new offerings — LinkedIn CTV Ads, LinkedIn Premiere with NBCUniversal, and Live Event Ads. Advertisers can get their creative in front of the LinkedIn audience against streaming content on connected TVs with LinkedIn CTV, target U.S. decision makers across NBCUniversal’s premium CTV content with LinkedIn Premiere and promote corporate live events before, during, and after with Live Event Ads. Kantar and iSpot are offering measurement insights. Continue reading LinkedIn Gets Advertisers Connected with CTV, NBCUni Deal

In an effort to reassure advertisers that their messaging won’t wind up in a “hellscape,” Twitter has teamed with ad tech firms DoubleVerify and Integral Ad Science (IAS) on a third-party brand safety and suitability initiative. The program, which allows companies to analyze surrounding content and make filtering choices, will initially roll out in the U.S. The move comes in the wake of reports of advertiser unrest at Twitter since Elon Musk took control, though at least one outlet reports that more companies than ever (though smaller ones) are alighting at the blue bird’s nest, “sensing a pricing opportunity.” Continue reading Twitter Teams with IAS, DoubleVerify to Ensure Brand Safety

LinkedIn is amping up its B2B marketing features designed to give brands an edge in a recessionary climate. In an effort to drive ad spending in the midst of economic uncertainty, the company has introduced a suite of tools — unveiled at the company’s B2Believe marketing summit — that aim to provide granular control over media investments on the Microsoft-owned platform. The new capabilities include ancillary measurement tools and fresh ad formats as well as a Brand Safety hub, allowing advertisers to boost performance on the LinkedIn Audience Network while setting brand safety guardrails. Continue reading LinkedIn Adds B2B Tools to Enhance Brand Safety, Exposure

Ad tech company DoubleVerify is launching the DV Attention Lab, a new measurement system designed to provide advertisers with more accurate engagement data, an alternative to cookies that the company says will help prevent third-party fraud. More than 50 data points power DoubleVerify’s Authentic Attention metrics, which analyzes ad exposure and consumer response analyzing campaign effectiveness in real time. “Disruption from regulatory shifts to cookie deprecation is hindering how brands can use existing tools. With that in mind, we are confident that privacy-friendly attention metrics will become the industry’s new performance currency,” DoubleVerify CEO Mark Zagorski says. Continue reading DoubleVerify Offers Brands New Way to Measure Campaigns

Advertising on Connected TV (CTV), otherwise known as Over-the-Top (OTT), is a hot topic for advertisers who want to get their messages on any device, including TVs that can be connected to the Internet. According to eMarketer, upwards of 40 percent of the world’s population are “digital video viewers.” But advertising on CTV has enough pitfalls to discourage marketers from embracing it. During a CES 2021 session, DoubleVerify chief executive Mark Zagorski and chief product officer Jack Smith enumerated the challenges and proposed solutions. Continue reading CES: Advertisers Need Better Measurement to Embrace OTT

Oracle has uncovered a significant fraud involving advertising on streaming platforms. Dubbed StreamScam, Oracle Data Cloud found that the fraud leverages flaws in ad serving technology and the supply chain to trick advertisers into paying for ads never seen by viewers on real devices and apps. Oracle Data Cloud chief product officer Derek Wise puts the damage at $14.5 million over the last four months, based on an estimated average cost of $20 per one thousand consumer impressions in OTT viewing. Continue reading Oracle Reveals Advertising Fraud on Streaming TV Platforms

Newsweek Media Group (NMG) is facing accusations of fake website traffic, amid a wider fraud investigation. Two advertising tech companies — AppNexus, which sold online ads for NMG, and SpotX, which sold video ads — have cut ties with the company, pointing specifically to fake traffic on NMG’s International Business Times websites. DoubleVerify, which offers software to verify the quality of locations where ads appear, has also warned advertisers about spurious traffic on the four IBTimes sites and Newsweek’s U.K. site. Continue reading Newsweek Media Group Faces New Charges of Fake Traffic

YouTube partner channels will now have access to mobile viewing metrics. Media measurement firm comScore added the metric to fill a major gap in its measurement offerings. About 70 percent of today’s YouTube video views take place on mobile devices such as smartphones and tablets, so previous measurements severely underreported the video views of many top content creators. The new data is now integrated into comScore’s Video Metrix for syndicated digital video measurement. Continue reading ComScore Measures Mobile Views in YouTube Partner Metrics

Facebook has rolled out an information portal designed to help marketers compare ad performance across digital, television and print campaigns. “The company’s new marketing mix modeling (MMM) tool will let measurement partners gather information directly from Facebook, Instagram and Facebook’s Audience Network on behalf of their clients for cross-channel measurement and planning,” reports Variety. More than 150 advertisers are already using the MMM information, and the company has been working to feed its data “to partners including Nielsen, Neustar MarketShare, Analytic Partners and Marketing Evolution.” Continue reading Facebook Tool Compares Ad Results Across Digital, TV, Print