Streaming TV (the likes of Netflix, YouTube TV, and Hulu) absorbed more viewing time than either broadcast or cable TV in July. It’s the first time that happened. But it surely won’t be the last, especially as streamers add more live sports, which have been major drivers of broadcast and cable viewership.
Experimentation platform VWO has added a CDP module, repackaging capabilities it had previously built to support its own operations. The system is a true CDP, including abilities to ingest all data sources, retain data indefinitely, build customer profiles, and share those profiles with other systems. VWO plans to deliver enhanced personalization features in the next few months.
Connected TV, which includes streaming, is cruising towards a 20% share of all TV advertising. Brand safety concerns are growing right along with it. Yahoo DSP is addressing the problem by integrating Comscore’s Activation product, which offers pre-bid inventory filters based on analysis of program content. The filters will enable fine-grained exclusions that protect brands while leaving more inventory available to advertisers.
T-Mobile will allow advertisers to target more than 20,000 screens in 11,000 store locations. That’s a lot of screens, but how much foot traffic does the average T-Mobile store get? It’s also linking up with streaming media company Plex as a CTV partner.