TV set maker Samsung is also helping to target ads. They’ve just launched Total Media Solution, a managed service that loads an advertiser’s media purchases into Samsung’s own Demand Side Platform, watches the ads received by each viewer, and makes incremental ad buys to reach to viewers who were not exposed. It’s a clever, if creepy, use of Samsung’s ability to monitor content consumption on its TVs.
I sometimes think I’m writing too much about ad targeting, but then I ask myself: would Dear Reader rather learn that Sailthru has a new SMS? Probably not. So here’s news that audience creation company Dstillery can now target programmatic ads using real time signals like URL, location, and time of day. There’s no persistent ID or contextual targeting; there’s also no way to track results outside the ad impression itself.
We’re neck deep in ad news now, so let’s push on. iSpot.tv has raised a $325 million private equity investment for its TV audience measurement service. Previous funding totaled $58 million. iSpot offers an alternative to Nielsen’s ratings, which is a good thing to do right now.
The U.S. Senate has passed a bill that could potentially ban TikTok in the U.S. if its Chinese owner, ByteDance, does not sell its holdings within a year. The bill now goes to the President Biden, who has said he will sign it. Court challenges are likely to follow.