Media Buyers

How to Fix the Problem When Big Data Fails in Digital Media Planning

Natural systems have a closed loop. Think about a tree: Its roots gather water and nutrients, enabling the tree to grow limbs and leaves that capture sunlight and provide shelter and food for insects and animals. The leaves fall and return nitrogen to the soil, providing nutrients back to the tree's roots.

The Spectacle of NewFronts Is Over. Now the Real Work Begins for Publishers

The 2015 NewFronts are over. For the past two weeks in New York City, the momentum of digital video industry's growth was truly visible.

C-3POh No! Broadcasters Agitate for Better Ratings Currency

Troubled by historically weak prime-time deliveries, broadcast executives have begun making a case for adopting a more expansive ratings currency, one that would wring more favorable results from time-shifting viewers.

Weak Debut for Frosh Shows Dampens Q4 Scatter Chatter

While the Nielsen ratings for the first two weeks of the new broadcast season likely left a few network executives scrambling to get their Xanax refilled, the advertising marketplace itself appears to be holding up. But analysts are concerned that a soft fourth-quarter scatter market and the general lack of enthusiasm for freshman shows could augur a long, cold winter.

Catalyst S+F Brings Flash Sales to Ad Buying

Marketing consultancy Catalyst S+F has come up with a new way to connect media buyers with ad inventory—and for inspiration, it looked to consumer sales sites like Gilt Groupe.

Ad Agencies Register Concern on Economy

On an "are-you-worried-about-the-economy" scale of 1 to 10 (10 being a repeat of the 2008 meltdown), agency chiefs are more worried than not that the glitchy economy will hurt their business through the rest of this year and into the early quarters in 2012.