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stephanie mitchko – Beet.TV https://dev.beet.tv The root to the media revolution Fri, 21 Jun 2019 11:25:11 +0000 en-US hourly 1 https://wordpress.org/?v=5.8.7 Addressability Is Finally Here: Nielsen’s Somaya https://dev.beet.tv/2019/06/vikram-somaya-mp4-nielsen-vikram-somaya.html Thu, 20 Jun 2019 11:25:50 +0000 https://www.beet.tv/?p=60922 It was a long time coming, but the long-held promise of targeting individual households with customized TV ads has finally come in to view.

That is something video and TV programmers – all facing competition from digital-native ad platforms that have long offered super-targeting – need to remain competitive.

“I think there are finally real ways for them to bring addressability to television,” says Vikram Somaya, Nielsen chief data officer, in this video interview with Beet.TV.

“I think a lot of the issues had been – certainly from the sell side when I looked at it – was, ‘How did this actually work with measurement on which everything was transacted?'”

In February, Nielsen formed Advanced Video Advertising (AVA), a new group focusing on developing addressable advertising initially for internet-connected smart TVs.

That came after it acquired Sorenson Media, which had filed for Chapter 11 bankruptcy proceedings, for $11.25 million.

Somaya says gives Nielsen the ability to give programmers addressable capabilities which also address how the opportunity is managed against ratings.

This video is part of the Beet.TV series “Creativity & Data Meet at Cannes” presented by Nielsen.  For more segments from the series, please visit this page.  You can find all Beet.TV coverage of Cannes right here.

]]> Beet.TV Data No Longer In The Rear-View Mirror: Cadent’s Mitchko https://dev.beet.tv/2017/01/17cescadentmitschko.html Thu, 26 Jan 2017 01:37:18 +0000 http://www.beet.tv/?p=44348 LAS VEGAS — Time was, data was the oil that powered backward-looking reports examining the effectiveness of already-executed campaigns.

But that’s all changing now, as new technology allows ad-tech platforms to show live data and let clients respond by tweaking campaigns mid-flight.

That’s according to one ad-tech exec whose company helps advertisers use data segmenting to target linear TV ads.

“We’re seeing a lot of companies using data in ways that haven’t been used before,” says Cadent CTO Stephanie Mitchko in this video interview with Beet.TV.

“Data has really become actionable. Companies are using it not just to create reports and post-buy analysis to tell clients what happened in the past, but using data in real-time to actually adjust campaigns, use campaigns in ways they haven’t been used before.”

Cadent’s offering takes cable set-top box viewing data and adds in first- or third-party behavioral data to let ad buyers target viewers more precisely.

Mitchko says attribution and measurement transparency is the hot topic for 2017, as ad-tech customers increasingly look to peak behind the curtain at the numbers behind the numbers.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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