When bad things happen to good video ads

The largely manual creative asset workflow that characterizes non-linear ad delivery processes is ill equipped to address the growing complexity of today's tech-driven video campaigns.

Today, the best media strategies are screen agnostic and audience centric. That means ad assets — the creative itself — need to be formatted and ready to play on many different screens and devices, and always in compliance with talent and rights contracts. Unfortunately, the harsh reality is that preparing the creative to activate a single ad campaign across linear TV and IP-based channels (e.g., digital video, video-on-demand, over-the-top content, connected TV, programmatic TV) is a nightmare. While the industry has come far in its ability to use data and technology in media for precision targeting, it did not anticipate...

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Insights Team
Bray Leino

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