Things have changed dramatically and enabling many of those changes has been the IAB, known as the Interactive Advertising Bureau, the industry trade group that serves the digital publishers and the broader digital media ecosystem.
Heading the IAB is David Cohen, who happened to take over the IAB in March of last year, just as we entered the lockdown. Tough task, but this advertising veteran, most recently president of IPG’s MAGNA, is demonstrating what agility looks like.
In this BeetCast podcast, we spoke about the upcoming IAB Annual Leadership Meeting, a tentpole event that was planned to take place in Palm Springs in March, but now is virtual. At the conference, David will host a much anticipated fireside chat with Dr. Anthony Fauci.
He anticipates a big virtual conference turnout, bigger than the number of folks who could manage to travel to Palm Springs. This is one of the upsides of successful virtual events, he explains.
In our chat, we spoke about social media and disinformation, the growing value of news, the importance of identity in a post cookie world, and the accelerated convergence of digital media and television.
He also make an impassioned case for keeping Section 230.
Please subscribe to the #BeetCast on your favorite podcast service. The BeetCast is sponsored by Tru Optik, a Transunion company.
]]>That’s the kind of question Orchid Richardson is asking at IAB Tech Lab.
As VP & MD, Programmatic & Data Center, at the industry body’s research unit, Richardson is leading an exploratory exercise to codify standards for the application of artificial intelligence in advertising.
On the case
In this video interview with Beet.TV, Richardson updates us on the developments.
“What we’ve really been focused on for the last year and a half really, is around setting standards for AI,” she says.
“Our initial work has really been around identifying the use cases of how AI can be used in marketing.”
@randistipes from @IBM Watson Advertising talks about the evolving phases of the #Martech industry & how it is contributing to this evolution with the help of #AI.https://t.co/6pCF0lFZu6#Interview #MatechCubeInterview #IBM #artificialintelligence #marketingtechnology pic.twitter.com/pkeAyK5AFR
— MarTech Cube (@martechcube) November 25, 2020
AI makes its move
Over the last few years, artificial intelligence has already made significant in-roads into digital ad products – everything from helping to tag moments in TV shows to scoring ad inventory.
Richardson says use cases identified include:
- Audience development: “Using the information that they already have, a lot of first party data that they already have about their customers to identify new audiences that they should target.”
- Product development: “Using it to inform decisions around what products they need to come to market and where they need to be.”
- Measurement: “At the end of the campaign, how to use AI to analyse the success or failure of a campaign in order to make adjustments to move forward.”
- Creative: “AI can actually help brands and marketers make decisions about what creative they need to serve and how it should be designed and look and feel.”
The next frontier
But Richardson says the application of AI in creative is really “the next frontier”.
“Right now, we’ve already talked about dynamic creatives, that’s something that’s been in the industry for a very long time,” she says.
“But AI can actually help brands and marketers make decisions about what creative they need to serve and how it should be designed and look and feel.
“So I think that’s the next frontier in terms of from a marketer and advertiser perspective.”
You are watching “Media In Transition: How AI is Powering Change,” a Beet.TV leadership video series presented by IBM Watson Advertising. For more videos, please visit this page.
Besides the deprecation of third-party browser cookies in Safari, the company also plans to make IDFA, its Identity For Advertisers toolset, opt-in only by iOS users.
That is going to come with significant repercussions for ad targeting, and some in the industry wish that Apple had been more consultative.
One of them is Jordan Mitchell, the SVP and head of consumer privacy, identity and data at IAB Tech Lab, the IAB off-shoot that aims to provide standards for the industry and has been working on its own Project Rearc to solve these challenges.
Set once, set open
“Unfortunately, they did not work with an open standard, they continue to do things in a way that is very proprietary,” Mitchell tells Beet.TV in this video interview. “We’re not so fond of that.
“We think that, in this important area of consumer privacy, it is critical that we all work together and support a predictable consumer experience.
“If consumers have to do things differently to manage their privacy settings in every different device, operating system, website, that is a bad experience for consumers.
“They should be able to set their preferences once, and have that apply across device, across channel.”
Now is NOT the time for continued proprietary, fragmented approaches for tracking that circumvents consumer transparency and choice, entrenches our industry deeper into the "addressability arms race", and puts app publishers in further violation of appstore terms. 1/2
— Jordan Mitchell (@kickstand) July 21, 2020
Funding for apps threatened
It’s not that Mitchell and IAB Tech Lab oppose Apple’s changes, per se. He says he “believes” in Apple’s aim to provide choice and notification to consumers.
But Mitchell argues the changes will ultimately hurt consumers.
“They’re doing this to protect consumers, but there is going to be great costs to consumers” he says. “Consumers will have fewer choices with apps … because there will be a tremendous decrease in the funding available to apps.
“The apps have to fund the development of their operations, and fund their innovation, and really to allow for wonderful consumer experiences. They have to still fund that somehow. They’ll respond with more ads, more asks to subscribe, more paywalls, more subscription walls, et cetera.”
Targeting changes
Last month, a broad swathe of the ad industry formed a pressure group, Partnership for Responsible Addressable Media, to lobby Apple and Google for softer, more consensual changes.
Now Apple has delayed the IDFA changes, from the planned introduction of iOS 14 in September to early in 2021.
IDFA is just one of the profound changes happening to the fabric of ad targeting, alongside GDPR and CCPA legislation plus the deprecation of third-party cookies.
Although IAB Tech Lab’s Mitchell sees the IDFA changes as pushing the app publisher ecosystem toward paid content, for many premium publishers the wind has been blowing toward that business model int he last few years.
Even so, a huge proportion of the app ecosystem depends on advertising.
Google will ‘out-engineer’ Apple
Mitchell now expects Google to be a lot more consultative than Apple when it makes changes.
“Google responded with some engineering proposals that is an attempt to be much more advertiser-friendly,” he says. “Google is very advertising-friendly, as is Microsoft
“They’ll respond, we believe, with clever ways to focus on an open advertising ecosystem … hopefully, with a call for open standards and predictable experiences for consumers in this area.
“I think they’ll come together to out-engineer Apple. I think that they’ll really be thoughtful and throw a lot of engineering effort into how we move forward as an ecosystem in the right way, supporting consumers and advertising experiences for those consumers who choose advertising experiences over a paid content or services.”
This video is from a Beet.TV series title Advertising in a Time of Privacy-Centricity presented by AppsFlyer. For more videos from the series, please visit this page.
]]>But it is also the beginning of a new era.
A new IAB report, The State of Data 2020, reveals how the crumbling of cookies is fuelling several new trends:
- US spending on third-party data in 2019 was up 6.1%, a slowdown from previous years, as marketers got concerned over the impact of cookie deprecation on the value of third-party data.
- But spending on processing, managing and integrating first-party data grew 9.8%.
- Privacy and regulation concerns have relaxed, causing a decrease in associated technology.
- Investment in advanced TV data reached $700 million, up 19.5% from a year earlier.
For Orchid Richardson, VP Global Partnerships & Product Marketing at IAB Tech Lab, the cookie moves are the driving factor.
Advanced TV benefits
“I believe that the investment in advanced TV has a lot to do with the interest of the cookie transitioning and going away,” she says in this video interview with Beet.TV.
“Brands, advertisers, marketers are leveraging the advanced TV platforms as a way to get closer to their customers.
“That’s a great place for marketers and advertisers to be is in the advanced TV model.
“We expect it to continue to grow, when we look at companies like Samsung, Hulu, Adobe, who’ve made huge investments around programmatic, and so that you can bring your data to the table and advertising those channels.”
Advanced TV data represents 5% of spending on data alongside traditional analog channels and other digital channels, according to IAB. But it is growing fastest.
Pivot to first
Richardson says brands have been investing in the technology platforms required to make the pivot to first-party data.
That means using signals provided by real known users, with permission, rather than crumbs pieced together from around the internet, often without their express consent.
That means “everything from data hygiene, investment into DMPs (data management platforms) as well as investment into CDPs (consumer data platforms) as first-party data becomes more important”, she says.
]]>The #advertising ecosystem spent $11B on data last year. Our new State of Data 2020 report outlines three insights to help you better understand how #data can help your business. Read more from our @IAB Programmatic+Data Center @Orchipedia: https://t.co/qacBuIvfAC pic.twitter.com/BTeiHO79kI
— IAB (@iab) July 22, 2020
Participation in this year’s NewFronts was “orders of magnitude higher than what we could fit into a typical NewFronts venue,” David Cohen, president of the IAB US, said in a Beet.TV interview recapping the digital media marketplace. Among the 14,000 people who registered for the week-long event, the IAB swa 12,000 viewers and 5,500 unique viewers, he said.
The IAB also supported connectivity after the sales presentations with a NewFronts marketplace with more information about digital media outlets and their offerings. About 300 media buyers went into the marketplace, Cohen said.
This year’s presenters included newcomers such as social media companies Facebook, Snap and TikTok, along with Tubi, the streaming platform that Fox acquired this year for $440 million. Founding partners Hulu and YouTube were there, along with American Public Media, Condé Nast, Crackle Plus, Ellen Digital, Forbes, Roku, Wall Street Journal/Barron’s, Vevo, Vice Media, Vibenomics, 3Blackdot, GSTV, Samsung Ads, TiVo, Tremor Video and AT&T’s Xandr.
Looking ahead, Cohen anticipates several issues becoming more prominent, such as renewed concerns about brand safety that may require the adoption of a code of conduct for media platforms. Digital media outlets also will have to confront the diminished role of third-party cookies to track online audiences, Cohen said. The IAB will host the Podcast Upfront on Sept. 9-11.
This video is part of a series about the 2020 IAB NewFronts. Please visit this page for additional segments from the Road to the NewFronts 2020. This Beet.TV series is presented by the IAB.
]]>For Dunkin’, the routine of customers getting morning coffee on the way to work was greatly disrupted by the virus and had an immediate impact on their business, but the gut reaction was to focus on how to do the right thing.
Lusby will be a participant in this month’s IAB NewFronts
Early on, this meant doing what they could to adhere to the brand’s three-word ethos: smart, strong and kind. Kindness in particular helped to steer the brand in its initial response.
“Right out of the gate, we made a donation to our foundation, the Joy In Childhood Foundation, which serves to feed the hungry,” Lusby says. “Early on, whether it was kids in schools who weren’t going to get meals through the public school system, or people who need that assistance anyway, we stepped that up and made a $1,250,000 contribution to make sure that we could take care of customers.”
Safety measures within the store were also a priority, with Dunkin’ focusing on their drive-through policies, putting up plastic screens at registers, and investing in their app to make digital ordering easier.
“We try to do the things that make it better for the community around us and also better when people are with us.” Lusby says.
As far as what they have learned from their response, this crisis has reinforced the idea that consumers will never remember an overreaction, but never forget an underreaction. This means that making difficult decisions quickly is paramount.
“That’s something that will hopefully continue further on, post-COVID as we move forward, is the ability to be more nimble, make difficult decisions quickly, and move forward,” Lusby says.
In thinking about tone and messaging with consumers, the company has had to focus less on the product and more about informing customers about how their operations work. One example was doing local marketing campaigns around hours of operation and helping to guide customers through using the app.
“When you’re in a franchisee system across multiple markets, it’s not always easy,” Lusby says. “But I think that’s one of the things that makes us stronger coming out of all of this.”
This video is a preview in a series leading up to the 2020 IAB NewFronts. Please visit this page for additional segments from the Road to the NewFronts 2020. This Beet.TV series is presented by the IAB.
]]>But, little by little, organizations seem to be making headway on getting advertisers to reduce one practice – bluntly side-stepping inventory in any news stories about the virus.
Over the last couple of months, an array of bodies, vendors and publishers has tried to make advertisers understand that blithely using brand safety tools’ keyword filters to root out such opportunities isn’t just harmful to news publishers, it can limit their marketing exposure.
And it seems they may be having some success.
Blocking the blockers
“We’ve actually made a difference,” says David Cohen, president of the Interactive Advertising Bureau (IAB) US.
“If you look at what’s happened over the past two months, when their immediate knee-jerk reaction was to just block the news, we’ve seen that the aperture has opened up by many, agencies, brands, et cetera, which has been great.”
Early in the pandemic, IAB president David Cohen, who had recently joined from IPG’s Magna, published an IAB article, How Brands and Agencies Can Save American Lives in The Coronavirus Crisis.
Publishers’ group Digital Content Next also wrote a letter to marketers and ad verification companies asking them to exempt premium, trusted media companies from COVID-19 brand safety filters.
Virus impact
“For the foreseeable future we will be operating in a unique marketplace, testing the boundaries of supply & demand in a way we haven’t seen before.” @IAB's @mrdcohen via @MediaPost: https://t.co/pts8Vzqn0t Read Ad Revenue & Pricing reports: https://t.co/TyocGT2wwb
— IAB (@iab) May 28, 2020
Keeping ad dollars flowing into news is critical. Many news organizations were already facing unfavorable business conditions before the pandemic struck.
Now they find themselves fighting to keep the lights on in their quest to keep reporting the combined events of biggest health emergency in decades, nationwide race riots and an upcoming presidential election.
IAB’s latest full-year advertising revenue report is not pretty:
- Q1 2020 US revenues actually rose 12% versus the prior year.
- But digital advertising revenue growth is slowing as the market reaches maturity.
- Many publishers report that revenue decline began in March, as the pandemic took hold.
- Digital CPMs are down 16% versus those planned for.
“Honestly, news is saving lives,” says Cohen, whose IAB represents media companies, brands and technology intermediaries. “Without support of local and national and reputable news, we would all be in a very dire situation.”
His organization has been carrying out an education drive, comprising town hall meetings.
“Obviously we want a healthy, vibrant, ad supported news ecosystem, so it’s good to see that that’s been actually translating to action,” says Cohen, who agrees with others that new software which identifies the semantic meaning of news stories offers an opportunity for advertisers to choose their inventory in more granular detail.
Softening the stance
This situation is not one where either ‘more’ or ‘less’ keyword blocking should be universally adopted as the only protective measure, it is one that highlights the need for precision in guiding a brand toward or away from content corresponding with that brand’s values & identity pic.twitter.com/TnuPI08Wh6
— Integral Ad Science (@integralads) March 18, 2020
There are other indicators that the keyword-blocking issue may be abating.
In the last few weeks, Integral Ad Science (IAS), a vendor of brand safety tools, found a 88% decrease in keyword-blocking of COVID-19-related specific keywords.
Like IAB, it has been advising ad buyers against bluntly blocking virus stories – not just to save news publishers, but also because audiences actually don’t mind the adjacency. An April study conducted by Integral Ad Science (IAS) found:
- A 12% growth in consumers seeking out coronavirus content online.
- 75% of consumers were actively seeking out news online, that’s 16% up from March, a huge jump.
- But a vast majority said that adjacency would not change their opinion of a brand.
“Every brand needs to have their view of the world and where do they fit on that brand suitability spectrum, and it’s an entirely appropriate conversation to have,” Cohen says.
“In some cases, as it relates to news specifically, we’ve seen that consumers are leaning in and engaged with news now more than ever, that there is no knockoff effect or deleterious effect, there is no bad effect of a brand appearing in news content.
“Much to the contrary, actually … there is a positive association with news and news-related content.”
This video is part of a series titled Brand Suitability at the Forefront, presented by Integral Ad Science. For more segments from the series, please visit this page.
]]>Stretching back to March, many ad buyers have been using keyword-based blacklisting tools to eliminate buying opportunities against news stories about the virus.
In this video interview with Jon Watts for Beet.TV, IAB UK CEO Jon Mew says: “If you’re a news provider or a company that works with news brands, there’s been a massive impact because of the blocking activity.
“Many brands are choosing to block coronavirus keywords. But also brands are choosing just to block all news now.”
Quality counts
Earlier, IAB president David Cohen, who just joined from IPG’s Magna, published an IAB article, How Brands and Agencies Can Save American Lives in The Coronavirus Crisis.
Publishers’ group Digital Content Next also wrote a letter to marketers and ad verification companies asking them to exempt premium, trusted media companies from COVID-19 brand safety filters.
In the UK, the issue has gone high-level, with the government’s culture and media secretary Oliver Dowden writing to 100 leading brands to ask for an end to blocking.
IAB UK’s Mew says he has a good reason why brands should stick with news. IAB UK last year conducted an eye-tracking study that he says shows “quality matters”.
“Quality content performs better,” Mew reports. “Actually the biggest driver of attention on ads is the quality of the content. People are three times more likely to engage and focus on ads that are in quality content versus ads that are elsewhere on the internet.
“We have to do a better job of educating the industry about that.”
Read an update from our CEO @jonmew on how we will be working to support our members over the next few months.https://t.co/HFD6uVXLN3 pic.twitter.com/dtLqXsxw9g
— IAB UK (@IABUK) March 18, 2020
Existential threat
Poynter has been keeping a long list of US newsroom job cuts and furloughs.
In Mew’s UK, IAB UK is amongst a litany of trade bodies (Advertising Association, Society of Editors, ISBA, IPA, AOP, IAB, NMA and Newsworks) have formed the #BackDontBlock campaign, urging advertisers: “An important pillar of our democracy is being compromised at a time when it is more important than ever.”
Mew says: “What we’re seeing from most news providers at the moment, their traffic is up perhaps by 50% but revenues have been hit very, very hard.
“We need to work very quickly to solve this problem because I think it’s an existential threat to free news, which is so important for not only for our industry, but for society as a whole.”
A way forward
IAB UK is offering nine tips to advertisers; paraphrasing:
- Carry on advertising, since online audiences are highly engaged.
- Spend against hard news content, including by removing virus-related terms from block lists.
- Buy direct with news publishers to support content.
- Speak to publishers to better understand.
- Review campaign messages to ensure they are appropriate for the times.
- Review brand safety and block list strategies frequently.
- Invite agency feedback and industry best practice.
- Notify teams and PR staff that ads may appear around COVID-19 news.
- Share widely the message that you continue to advertise through news.
IAB president David Cohen, who just joined from IPG’s Magna, published an IAB article, How Brands and Agencies Can Save American Lives in The Coronavirus Crisis.
Publishers’ group Digital Content Next has also written a letter to marketers and ad verification companies asking them to exempt premium, trusted media companies from COVID-19 brand safety filters.
A plea to #brands & #agencies: Please don’t block the news! You can save lives & trustworthy news by running your ads next to #Coronavirus & #COVID19 related content. Read more from our new @IAB President David Cohen via @BusinessInsider: https://t.co/oVSP6HrbIG @mrdcohen
— IAB (@iab) March 24, 2020
Brand safety tools have emerged in recent years as a response to situations in which advertisers found themselves placed next to unsavory or unappealing content, typically working by allowing advertisers, through their demand-side buying platforms (DSPs), to blacklist content described by selected keywords.
The practice is rocketing during the coronavirus crisis:
- Coronavirus-related news stories are now being widely blacklisted, according to brand safety vendors cited by Digiday.
- A third of GroupM clients are blocking coronavirus terms.
- Native ad platform Adyoulike says ads simply targeting homepages have also fallen off a cliff.
Last week, Comscore announced its own “epidemic brand safety filter”, saying “22% to 30% of all ad impressions are appearing in coronavirus content” – more than “crime and violence” at 2% to 5% – with advertisers asking the company to “protect their brands from some of this unwanted negative content”.
In this video interview with Beet.TV, Cohen protests: “News should not be blocked from advertising support. We need the news now more than ever before. That’s our ask.
“There’s a bunch of folks that are keyword blocking anything around COVID-19 or coronavirus or that kind of stuff. News and natural disasters sometimes gets lumped into something that is not ad-supported.
“We believe that a healthy news ecosystem is required for us to save as many lives as we possibly can. We need to support it.”
Brand safety tech companies are openly blacklisting The New York Times and The Wall Street Journal for reporting on… COVID-19 (????!!!!). Some are bragging about it, even.
Have they not read our newsletter??https://t.co/aqQfsn8wmz
— Claire Atkin (@catthekin) March 18, 2020
Publishers were already making a similar call before coronavirus exploded. Last year, Beet.TV produced a series, Why News in Today’s Marketplace, in which executives explored how to navigate what has become a charged, negative and sometimes partisan current-affairs landscape.
Vice Media revenue chief’s said brand safety blacklists, which allow ad buyers to filter certain sites out of their demand-side buying platforms, were effectively “censoring” news sites.
GroupM senior advisor Rob Norman said: “The idea that a whole category of content, and eventually almost all of what I would referred to as ‘hard news’, could be determined as bad news … is patently absurd. News organizations can only produce great news if they have great funding.”
Now IAB’s Cohen, talking with Beet.TV, tells advertisers: “Do not block the news. Align on the 10, 20, 50, 100 news outlets that you believe to be credible news sources and make sure that you invest advertising dollars there. Critically important.”
And he expects a positive response to his call.
“I think you will find, over the next coming days and weeks, there is an overall acknowledgement,” Cohen adds.
“We’ve gotten a lot of really good positive feedback as of late that most people agree that we need news now more than ever and that I hope that we’re going to start seeing folks come back to that environment in the short-term and in the long-term.”
brand safety vendors are doing a tight rope walk between PR teams messaging 'we gotta help news in this time of crisis' and sales teams messaging 'look at us, we'll keep you away from coronavirus content.' Meanwhile, Google saying "hold my beer, we set the rules."
— Jason #StayHome Kint (@jason_kint) March 26, 2020
The IAB is a member body representing more than 650 leading media companies, brands and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns.
eMarketer has revised-down its annual ad spend outlook thanks to COVID-19, and, despite growth in consumption of media platforms from homebound consumers, says: “Even as we’re spending more time (online), we are actually seeing advertisers start pulling back some of their spend on these digital platforms.”
Asked how advertisers will react, IAB’s Cohen tells Beet.TV: “Most people will take a stop or a pause for a very limited period of time, rethink, replan, reevaluate, and then get back in market.”
This video is part of Beet.TV’s coverage of brand safety and the use of keyword blocking during the COVID-19 pandemic. For more videos from the series, please visit this page.
]]>But the IAB also says it has its own ideas for limiting the mis-use of audience data.
In the last couple of years, privacy scandals like those involving Facebook and Cambridge Analytica have caused an outcry, drawing most major tech companies in to a spiralling backlash. Europe’s GDPR rules have introduced harder opt-in requirements on use of citizens’ data, whilst California’s CCPA will set similar rules in the US.
In this video interview with Beet.TV, Dave Grimaldi, EVP for public policy at IAB, says the “data industry” is now being engulfed by the same “regulatory tsunami” that his automobile, tobacco, firearms and pharmaceuticals industries.
More lobbying
“These issues are so complex,” Grimaldi says. “They’re a mile wide, they’re a mile deep, and it’s hard for members of Congress … to understand that value exchange behind how data is used to bring people the services they want, how targeted ads are more palatable to users than (untargeted) contextual ads.
What we’re trying to do is to talk to Congress to explain why the use of data is a good thing, why it’s not as creepy as they think it is, how it finances smaller companies into existence, and how a four-person blog in Wichita that half the state uses, or a farming blog in Iowa was built by advertising and the use of data and the monetization of data.
“That story is not getting told in Washington … we need to do that much better at the end of this year, 2020 and beyond.”
‘Patchwork’ policy
Grimaldi laments the passage of the California Consumer Privacy Act (CCPA).
“By the time industry and entrepreneurs and businesses realised what was in the law or in the ballot initiative, it had already been turned into a law, and it’s now going to be the de facto privacy law of the land in America,” he says.
“We’re likely to see a handful of other states pass state-level privacy laws, which is going to create a patchwork of many different privacy laws across the country, which will make individual user experiences disjointed and possibly confusing to consumers.”
New guides
In this environment, attention in internet marketing is moving away from indiscriminate targeting of unknown audience members using troves of harvested and combined data, to marketers gaining real, opt-in relationships with prospects – collecting “first-party” data.
Although Grimaldi thinks the transfer of first-party data between companies, which is often permitted by terms and conditions, is being “demagogued”, he thinks privacy improvements are needed.
“Universally I think individuals don’t go through those privacy policies and have that understanding,” he says. “Opt-in, notice and consent isn’t working. So, the idea that we have is taking the burden off of consumers to understand all of those policies and all of that nuance, and putting that burden onto companies and under a set of per se reasonable and per se unreasonable uses of data.”
“The burden goes onto the companies, and the enforcement comes under new government powers at the Federal Trade Commission.”
IAB’s members include many of the world’s largest publishers and advertiser technology platforms, who pay between $10,000 and $294,933 in membership fees.
This video is from a series leading up to, and covering, the Xandr Relevance Conference in Santa Barbara. This Beet.TV series is sponsored by Xandr. Please visit this page to find more videos from the series.
]]>Having helped to create Innovid 11 years ago to transform video experiences on the advertising side, “It’s finally here if you look at connected television. We see dramatic changes in that environment,” CEO & Co-Founder Zvika Netter says in this interview with Beet.TV. Among other topics, he discusses Innovid’s participation in special sessions featuring a roster of industry leaders at the Cannes Lions International Festival of Creativity later this month.
Citing companies like Netflix, Roku and Amazon, Netter observes, “if you see what they’re doing, they’re basically working on the experience. It’s the selection, it’s the quality of the content, the personalization, how you navigate. Companies are trading in the billions just because they pay attention to the user and optimizing their experience.”
What Innovid is about is “exactly that for advertising,” Netter adds. “How do we create the technology and the process and structure to create a better balance between advertising and content?”
If done correctly, this balancing act produces winners in the form of viewers, publishers and advertisers. “We work with all three contingencies. We’re in a great spot in the middle and we’re growing very fast.”
Earlier this year, Innovid secured $30 million in funding from Goldman Sachs to help expand its global footprint, and the company recently hired 60 more people. “We built a three-year plan to keep expanding the company both from a product offering but also geographically,” including in Japan, Spain and soon Germany.
“Connected TV is everywhere physically in the world. There are similar needs on that front,” Netter says.
“It finally has enough scale for them to care about it to have a conversation and see what the industry really needs,” Netter says of connected-TV. “It’s not just about us pushing the great next feature to buy something from your TV to your phone. It’s actually listening to CMO’s and publishers and understand what do they need, what do they care about these days and addressing that.”
This video is part of the Beet.TV preview series titled “The Road to Cannes.” The series is sponsored by 4INFO. Please visit this page for additional segments.
]]>So often trailed as “the next big thing” in media and marketing, the format remains challenged by measurement issues, but is growing in popularity and in corporate interest, according to Edison Research and Spotify’s recent acquisitions of Gimlet Media and Anchor.
A leader of the IAB, which organizes the annual event at which digital publishers pitch their new offerings to brands, says this spring’s upcoming event is likely to be different.
“I’m hoping that we’ll see a lot of great OTT content (at the Digital Content NewFronts),”says Anna Bager, IAB mobile and video SVP and GM, in this video interview with Beet.TV.
“I think we’ll see quite a bit of podcasting. It isn’t the ‘Digital Video NewFronts’, it’s the ‘Digital Content NewFronts‘. So, I think we’ll see other forms of content as well. Podcast was pretty big last year, and I think it’s going to be big this year again.”
Major publishers have been falling over themselves to launch podcasts over the last year. Much-replicated formats have been true crime documentary series and daily news analysis.
Advertisers are being beckoned by audience consumption that isn’t exploding but growing solidly.
And Bager hopes that a new kind of advertiser can fit this new medium, amongst others.
After a year in which the industry has been talking about the rise of so-called “direct-to-consumer” brands like Airbnb, now publishers are being urged to go after smaller direct-to-consumer brands which are nevertheless poised to be big spenders on advertising.
The IAB has been undertaking several activities around the prospect.
Last year, it worked with Dun & Bradstreet to produce research illustrating the trend. The pair’s IAB 250 Direct Brands To Watch showed the extent to which many new brands are foregoing intermediary retail going direct to consumers and the extent of competition within that set.
Now its new report, How to Build a 21st Century Brand: 2019, hopes to sign-post eager publishers to a new wave of upstart direct brands, like Allbirds, BaubleBar, Brooklinen, Dagne Dover, Dirty Lemon, Kopari, Madison Reed, Peloton, and Plated.
“That’s a list of … really a prospect list, potentially, for a lot of our members,” says Anna Bager, IAB mobile and video SVP and GM, in this video interview with Beet.TV.
“These are companies you can go after who have very healthy businesses and are very interested in advertising.”
To unite buyers and sellers, the IAB has decided to admit brands to its membership.
This segment is part of Beet.TV’s coverage of the IAB Annual Leadership Meeting 2019, Phoenix. This series is sponsored by Telaria. Please find additional videos from the series on this page.
]]>In this video interview with Beet.TV, IAB CEO Randall Rothenberg says he sees an “explosive opportunity for television networks” – the growth in direct-to-consumer brands, many of them wholly digital – which need to gain consumer awareness outside of the hyper-competitive digital environment.
“It’s a very competitive marketplace, they need to break through,”Rothenberg says. “They’ve been very successful in their launch phases, marketing using social networks and some other things.
“But now, in order to be even more competitive, they need to move into main media. And so we’re seeing that over and over and over again. These companies, at a certain point in time (generally, we think it’s around three to five years into their life span), they’re looking at TV and radio, and they’re achieving a lot of success as a result.”
Last year, IAB worked with Dun & Bradstreet to produce research illustrating the trend.
The pair’s IAB 250 Direct Brands To Watch showed two things – first, the extent to which many new brands are foregoing intermediary retail going direct to consumers; second, the extent of competition within that set.
This is a different world because, unlike those which use retailers as intermediaries, brands which have first-party ecommerce data on their own consumers and prospects can take it in to advertising environments.
“That’s one of the interesting hurdles for the television industry in attracting direct brands … first-party relationships realized through first-party data are the core asset of the enterprise,” Rothenberg adds. “So, the challenge (also the opportunity, frankly) for television, for radio, for print is to:
- “Show how they can help the direct brands scale by doing effective storytelling to very large audiences that they can also segment very, very finely.”
- “Show how that ability to scale transcends whatever gaps they might have in the ability to gather data.”
Rothenberg’s observation was echoed by Video Advertising Bureau, whose own research last year identified 80 new brands – largely, digital and direct-to-consumer – which are now spending $2.6 billion in US TV ads.
To capitalize, IAB’s Rothenberg says television companies must more fully integrate their cable and digital assets, analytic abilities, strategic abilities, understanding of consumers and marketplaces and their expertise at storytelling.
This video is part of Beet.TV coverage of CES 2019. The series is sponsored by NBCUniversal. For more coverage, please visit this page.
]]>“There’s no question that lots of folks in the marketing and media world would like more alternatives to Google and Facebook, and AT&T by bringing a lot of extraordinary assets is the latest to present a credible assembly of important capabilities,” Rothenberg says.
One of the many invitation-only attendees of the Xandr Relevance Conference, The IAB chief was scheduled to moderate a panel discussion titled Consumers’ Choice: The DTC Revolution. It was based in part on the IAB’s “Rise Of The 21st Century Brand Economy” study.
“I think the elite attendance here at The Relevance Conference is an example of the interest, the hunger for an entity that can do what AT&T is promising to do,” Rothenberg says.
That’s based on what he considers to be AT&T’s “world class” assets encompassing entertainment, news, distribution, data, privacy and a “great embedded understanding of data security.”
Add them all together and “you’ve got a company that puts together a lot of remarkable capabilities that can be brought to bear on behalf of both consumers and businesses at the same time.”
Rothenberg has words of praise for AT&T management in the walkup to the Xandr unveil this week. “I think the fact that they’ve spent a good solid year planning and building before coming out with public announcements was incredibly smart.”
He expresses a special affinity for Xandr CEO Brian Lesser and CMO Kirk McDonald, both “colleagues” and in McDonald’s case a former IAB board member.
“I think everybody here wishes them well and expects that they will do extraordinarily well to help build not just a new media entity, but a new media communications and advertising industry in the United States and elsewhere,” Rothenberg says.
This video is part of a series leading up to, and covering the Xandr Relevance Conference in Santa Barbara. For more videos from the series, please visit this page. This Beet.TV program is sponsored by Xandr, a unit of AT&T.
]]>The IAB’s latest research, released this week, shows just how complicated the video marketplace is. Its Video Landscape Report report covers programmatic video, addressable TV, connected TV/OTT, augmented reality, vertical video, live streaming video, eSports, original digital video, six-second ads plus interactive and branded video.
“We talked to the marketplace about what sort of ads they want to see that can improve user experience and better connectivity and also better reflect the platforms that we are now viewing content in,” Bager says in this interview with Beet.TV at the IAB Video Symposium.
The Video Landscape Report identifies the key challenges facing marketers and agencies as “audience fragmentation, content discovery, advertising experience, ad fraud and cross-platform measurement.” It’s the fourth iteration of a report that was first issued in October 2016.
“We have to start thinking differently about ads,” says Bager. “Consumers’ attention spans are much shorter and they’re on a number of different platforms at the same time.”
Each ad format carries its own complexities. “Six-second ads for example. There are a number of different contexts that they can run in. Interactive formats depends very differently on whether you’re on OTT or if you’re in a mobile environment. Shoppable formats, same thing.”
One of the IAB’s goals is to find “proof points” from its research and then help to create standardization around the various units.
The IAB views the research through the lens of how “21st century brands”—also called Direct Brands—can best engage with consumers.
“While traditional TV still dominates ad revenue, digital video, especially mobile video, is the fastest-growing video type by consumption,” states the Video Landscape Report. “All of these developments and touchpoints have provided more opportunities for 21st century brands and marketers to directly connect and engage with consumers.”
When taking into account audience receptivity to brand messaging, “everything probably shouldn’t be ad-based,” says Bager. “I also think that the definition of advertising will change and I think it’s going to become more and more about branded content and content marketing in combination with advertising.”
This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP. For more videos from the series, please visit this page.
]]>“Because, in fact, we are everywhere the sports fan wants us to be,” Howe explains in this interview with Beet.TV. “One of the core messages we wanted to get across today is wherever the sports fan is in the digital ecosystem, we are their voice of sports.”
While ESPN’s owned and operated platforms garner the largest audience of its 81 million fans a month, “Social is a critical aspect of it, most importantly because that’s where some of our fans want to consume their sports content.”
ESPN customizes sports content on Facebook, Snapchat and Twitter in sync with user expectations that vary by platform. “We do not treat them the same.”
Twitter “is a great place for live breaking news. Snapchat is there for digestible content and Facebook is there to tell the story,” says Howe. “Each of those platforms has a very different purpose in terms of communicating with the sports fan.”
He considers the recently upgraded ESPN app to be “one of our crown jewels.” ESPN+, the company’s long-awaited sports streaming service, will feature thousands of live games and original programming for $4.99 a month, and will live inside the ESPN app, as The New York Times reports.
“What’s important about our app is that it engages with 23 million unique fans. Capturing that audience is very important to us and we take it very seriously.”
Two main features of the app are personalization and direct-to-consumer sports.
Personalization ensures that “every single fan who comes to our app gets a unique and different experience based off of their preferences and fan behaviors.”
He calls ESPN+ “the first direct-to-consumer sports property, which allows us to give the sports fans more. ESPN+ allows us yet another outlet for our fans to engage with even more sports content around some of the best leagues and sports in the industry.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>The Global Chief Content Officer at Digitas, the agency that co-founded the NewFronts about a decade ago, says it’s more about brands having values that people can relate to.
“Sometimes it just means that they have to speak their own truth, they have to have values, because we think that audiences care about those values now and that those things will come into purchase decisions,” Donaton says in this interview with Beet.TV.
Donaton recalls the walkup to this year’s NewFronts and how many people naturally embraced the Digitas theme of The #Boycott NewFront.
“Every time we got on a prep call with somebody to get ready for the event, we didn’t even have to get out of our mouths what we wanted to talk about before they would basically say things to us that completely confirmed that we were on the right path.”
His takeaway is that “there’s clearly this moment in time right now and our aim was to capture it and it felt like we did.”
Aligning with causes and movement requires a smart, strategic approach because brands can be risk turning people off or, worse, sparking calls for a boycott of their products or services.
“We’ve seen some of this happen in the marketplace with brands that have taken a stand on more hot button issues. I think the point is, don’t court controversy for the sake of it.”
The right strategic approach means that brands must be prepared “and be ready for what might happen. Have the answers, have the strategy in place to stick by what you’re saying.”
It’s the job of agencies to help brands understand “what their why is,” Donaton adds. That “why” encompasses the role they play in peoples’ lives and the stories they can tell in a credible fashion.
“Then it’s really just about being true to yourself and speaking that truth. As long as brands don’t try to jump on something for the sake of jumping on it or doing something that’s not authentic, this is actually a no brainer.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>“But also we are thinking about commerce” and “how advertisers can transact on our platforms and we can deliver results. And I think that’s the most important thing,” Lucas adds in this interview with Beet.TV at the Digital Content NewFronts 2018.
Having recently joined Oath from Snap Inc., Lucas is clear about Oath’s overriding mission, which can be summarized thusly: How it uses data to create content, “to deliver consumers and associate them with the right content and the right advertisers, contextually.”
He hopes that NewFronts attendees left Oath’s presentation “feeling that there’s so much value in what we’re bringing to the table with the four pillars of deep content.”
Oath is squarely focused on being a mobile-first entity because that’s where people want content, according to Lucas.
“People wonder why ratings are going down, down, down and advertisers are paying more, more and more. It’s because the consumer wants to see it when they want it, all the time. In their pocket, on their phone.”
To sum things up, he offers a baseball metaphor. “You associate that with a brand-safe environment, with data for targeting and data for measurement and third-party measurement, I think you’re delivering a home run.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>Meredith used its NewFronts presentation to announce additions to its over-the-top PeopleTV service, including “Chatter,” a live talk show hosted by actress Rosie Diaz that will appear on both PeopleTV and Twitter. Meredith also debuted “Search History,” a comedy in which Michelle Collins “digs deep and peruses through the phones of unsuspecting, shocked bystanders.”
In this interview with Beet.TV, Kozo, who is in addition to being Manager, Digital Partnerships, at Initiative is a self-professed comedy lover, reacts to Meredith’s latest efforts “as a marketer who has seen everything being pitched to me that’s under the sun.” She also discusses the benefits and pitfalls for brands that engage in live content.
“I definitely thought Meredith did a great job with who they brought on to represent and to showcase the programs and the live feeds that they’re doing,” Kozo says. “I mean, clearly it worked. Everyone in the room was laughing and was enjoying what they were engaging with.
“I know I’m going to start looking at People now and Chatter. I don’t even, like, really use Twitter and I’m like, ‘I should get back on Twitter.’ I just want to follow this program because it’s funny and it’s light, but it’s also doing a good job of connecting with their consumers,” she adds.
Kozo thinks live content is “a great opportunity” but cautions that brands “need to have a lot of trust in who you’re aligning with, especially since it’s typically fairly unscripted. You can’t plan for how things are going to go and you can’t really take back your message after it’s been shown.”
More to the point, live content entails advertisers giving up a large degree of control, “which I think is really tough for marketers to do.”
Nonetheless, she thinks live is a great opportunity.
“I think it’s when people are most leaned in. People want stuff right away. They want to be cutting edge. People are always connected and they just want to be at the forefront of whatever’s happening.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>“One of the things that you’ll see is that e-commerce tends to end up over on the side in some cases,” Meredith’s VP, Innovation, Corbin de Rubertis says in this interview with Beet.TV. “But we really try and weave it into the experience itself. As when you’re looking at a recipe, for example, you should be able to see the ingredients from local stores or Amazon Fresh, for that matter.”
The weaving results in “a discreet button” at, say, the bottom of a recipe. “You can push the button and all that stuff goes into the cart and you’ll have it on your doorstep that afternoon,” says de Rubertis, adding that Meredith has a “really interesting network of partners” on the retail side.
“Then we also work with the brands, because the brands are often positioned inside the retailers. We want to make sure there’s a place for them as well.”
Sometimes Meredith will work with both at once, for example a L’Oreal skincare product that can be purchased online at Target.
Like other publishers, Meredith has long positioned relevant products nearby its editorial content, separated from the content itself. A recipe in Better Homes & Gardens might be accompanied by suggested cooking utensils.
While the concept of e-commerce is nothing new, de Rubertis says it should be better integrated into the content consumption process.
“I think in a way, it’s almost just getting started,” he says. “It’s been relegated to kind of the back page or a shopping section on most sites and we’re really betting on the fact that consumers want to see that as long it’s relevant.
“As long as it’s relevant and useful, contextualized and appropriately targeted at the audience, we believe it’s part of the content in a lot of ways. It saves the consumers from having to go off to retailers’ sites sometimes and kind of ping pong in between so they get the inspiration and they can act on it immediately.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>“If you’re constantly just trying to get that pre-roll in front of a consumer and all they’re doing is waiting for that skip button, you’re wasting the whole effort,” the agency’s Head of Performance Marketing says in this interview with Beet.TV during the Digital Content NewFronts presentations.
Looking at the mix between branding and activation, it pretty much needs to be customized based on the product or service category, says Cannata.
“If you go heavy brand on a retail category, you’re not going to get the lift you’d expect because the consumers now are dealing with a daily media assault of ads. So how do you punch through that and connect to them and build that emotional connection to the brand?”
Data obviously plays a big part in understanding consumers and what messaging will resonate with them. “It’s all about behavior now. I think the breakdown between performance and what it used to mean is different. It’s just advertising now,” says Cannata.
Asked about creative versioning, he cites the attendant financial constraints involved but feels it’s important element of connecting with consumers if done properly.
“If I’m showing you a message versus what I’ve seen, that’s got to be tailored to what resonates for me. It think that versioning is going to play an important part in how we break through that media assault.”
While interactive ads are moving beyond display, video is still king, according to Cannata. But where much video consumption is taking place poses challenges to impacting viewer behavior.
“They’re spending their time on mobile. Creatively, how we do that is going to be a challenge. It’s a new world.”
He believes that even with the rise of ad-blocking solutions, display isn’t dead. It’s just going to take a different form. “And I think that’s building video into it.”
This is where out-stream comes in. “Putting headlines on the videos to get people to think about watching and not skipping” and “actually make something that people are going to interact with.”
Trends like VAST (video ad-serving template) overtaking VPAID (video player ad-serving interface definition) “allows us to do that in mobile apps a little bit better. Cache it, buffer it. Let it play just like it would on TV and consumers will appreciate that a little more.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>Whether it’s Twitter and ESPN or Disney and Tastemade, “To me, that was very encouraging seeing all these partnerships form and bringing premium video into a more expanded space,” Francois Lee says in this interview with Beet.TV.
Among the deluge of announcements at the NewFronts, Disney revealed that the launch of the Disney Eats brand, partnering with online foodie network Tastemade to develop original content, as Deadline reports.
As someone who works primarily in the television space, the EVP of Video Investment at media agency Assembly is always on the lookout for “places where we can find premium TV-like video in a brand-safe environment with scale.”
Besides acknowledging the nexus of digital and traditional TV, Lee comes away from the NewFronts presentations impressed by the increasing number of publishers launching their own over-the-top channels. “It’s definitely table stakes now,” he says.
While content was front and center at the NewFronts, performance metrics or guarantees were less so. “I think there’s an expectation that if you’re in digital video you’ll be able to provide digital video like metrics, which is not always the case of course.”
Lee is encouraged by better TV-targeting options from the likes of OpenAP, calling it a “healthy trend.” While measurement still needs to advance, “from an attribution model standpoint there’s a lot more we know about what networks what dayparts what programs are driving ROI.”
The missing piece is incremental improvement on ROI on the back end of campaigns.
“We need the networks to say, ‘if you’re going to create this data-led approach then you need to guarantee me ROI on the back end,’” for example guaranteeing performance on age/sex demos plus one of an advertiser’s own targets. “We want an actual ROI on the back end, which I think would really put skin in the game for the networks,” Lee adds.
“We’re definitely seeing improvements from last year to this year. We’re not quite there yet, but I think we’ve made quite a lot of progress in a year.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>“What I’m psyched about in terms of Channel29 is that we’re going to take the best of what it means to do native advertising inside of the digital space and we are going to bring that model into the TV space.”
In the short term, plans call for a “full, native integration of content in live programming” and over the course of time “we will look at doing more consumer-friendly commercials,” Personette adds.
“That said, I don’t think we’ll ever do a 30-second spot. I think we’ll be focused more so on what we have learned about what it means to consumer video in a mobile-first world, and that means more like six seconds and more like fifteen seconds.”
Available on smart TVs and Refinery29’s digital platforms, the channel will be for young, progressive female-oriented stories, as MediaPost reports. Refinery29, which has a presence in the UK and Germany, will be expanding its brand to Canada and France.
The goal of Channel29 is to offer “powerful female stories” wherever and however users want to engage with them. It will benefit from Refinery’s reach on owned-and-operated venues in addition to its broad social media presence, something that has greatly benefited the 29Rooms experience.
“We originally launched 29Rooms as just a pop-up event and invited people to come celebrate with us and there were lines down the corner,” says Personette. “We have seen the growth of 29Rooms as an experience continue to elevate and escalate over the course of the last three to four years and we feel that same way for channel 29.”
While the hypothesis of Refinery29 has been that if brands can create a social impact it can drive business results, there’s little research to support it. So the company partnered with Spark Neuro to conduct quantitative, biometric research.
Among the findings are that when a brand attempts to have an “inclusive human and empathetic conversation and dialogue” with women, it can change their self-perceptions and “drive better ad recall for that brand. It actually drives increases in purchase intent and it drives increases in overall conversion.”
Refinery29 plans to use the findings to “take that step into a territory that maybe brands and businesses wouldn’t have been comfortable in before,” Personette says.
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>One of the founders of the Digital Content NewFronts, Digitas titled its own presentation this year The #Boycott NewFront. Afterward, in this interview with Beet.TV, Kahn makes the agency’s case for brand involvement in issues to which consumers can relate.
“Right now, everyone’s taking sides in issues everyone has causes and beliefs and brands need to have them too,” Kahn explains. “So it’s time to make that part of your agenda, part of your strategy and part of your curriculum.”
It’s the agency’s role to set the table by imparting information and knowledge about the conversations that are always happening within a given brand’s consumer set. “Understand the interaction that their audience has out in the marketplace. And then sharing with them all the stories of brands that have taken stands, have a brand view and the positive outcomes.”
Those outcomes aren’t necessarily material in nature, for example sales and market share, according to Kahn.
“I’m talking about brand reputation, brand preference, loyalty, enthusiasm and love. You can tell them those stories and then work with them in an authentic way for them to identify what resonates for them, what they can stand for.”
Asked about measuring performance, Kahn says it’s always been about driving things at the point of conversion “and now it’s about driving things at the point of connection” based on genuine, authentic brand identity.
“So I think it’s changed now that performance can’t be driven by just straight call to action. It’s got to be created by an emotional connection and I think that’s where an agency like Digitas can jump in and help the clients we serve.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>“For me, the thing that’s really standing out the most is it feels like this year’s really the tipping point in which people feel like their content needs to speak to a larger purpose and tap into some of the cultural and political movements that are happening,” Cooper says in this interview with Beet.TV.
It’s not just about brands having content that can entertain and content that serves utility, “whether it’s how to style your white jeans or what I’m going to make for dinner,” Cooper adds. “But now really highlighting these stories of change makers and people who have not necessarily had their story told before.”
The Advertising Manager for Cotton, Inc. talks about Meredith Corporation’s NewFront presentation involving people who have stepped up after national disasters and how they’ve been able to make real changes in their communities.
“And not necessarily at the moment of that natural disaster when the cameras are still on but later when the cameras are turned off. And that’s when the hardships really set in.”
Brands can be in a good position to become involved because they often have resources that some community causes might not. Plus they “have the microphone” and can amplify the need for help.
“We know that consumers take it really seriously when brands support a cause and they’re that much more likely to engage with the brand and, if you sell something, shop your products,” Cooper says.
Given that consumers want the path to purchase to be as easy as possible, Cooper noted “a number of different technology innovations this week” that make it as easy as possible.
“Whether it’s shopping in video or shopping within an article. However you can minimize the amount of clicks to the purchase I think will be a win for consumers,” says Cooper.
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
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