Marketing

This week’s Future of TV Briefing looks at what publishers have to offer creators as more media outlets enlist independent video makers. The publisher-creator dynamic Netflix’s NFL slate, AI slop the show and more The publisher-creator dynamic Publishers increasingly want to work with creators. But why should creators want to work with publishers? This is […]

01 Introduction Over the past year, publishers have grappled with a volatile economic climate including persistent inflation and cautious consumer spending. Many publishers have accelerated efforts to diversify their revenue streams through ads, events and bundled subscriptions and have started to shift search strategies in the face of AI-driven, zero-click search. Bearing all of this

A trio of tough-talking citrus mascots anchor a new creative platform around authenticity and support the launch of a dirty soda-inspired product line.

No one in programmatic advertising needs another reminder about fragmentation. This complexity stands in sharp contrast to the original promise of the open internet. Programmatic was supposed to give marketers the freedom to reach audiences anywhere online by combining data, automation and inventory from across the web. Instead, the ecosystem has steadily moved in the

It’s widely reported that anywhere from 20% to 30% of programmatic video spend is lost due to supply-side misrepresentation, invalid traffic and low-quality inventory. That’s billions in wasted ad spend – not to mention billions in ad revenue siphoned away from premium publishers – further eroding high-quality video inventory. If programmatic video is going to mature

Brian Norris started his career in TV sales at Lifetime in 1999, a job that bears little resemblance  to what he does today as CRO of The E.W. Scripps Company. Back then, TV meant “linear,” ad sales meant “traditional GRPs” and the buyers were almost exclusively large brands working through holding companies, he says on