The article discusses the upcoming trends in video advertising, highlighting the Interactive Advertising Bureau's NewFronts and spring upfront presentations. A key focus is Universal Ads, a new platform launched by Comcast designed to make TV advertising more accessible for small and medium businesses, particularly in e-commerce. The platform aims to streamline the ad buying process, closely mimicking the ease found in digital advertising. With the backing of FreeWheel, Universal Ads seeks to standardize audience targeting and pave the way for a modernized TV advertising experience.
"We want to replicate the way you buy YouTube for premium TV," said James Grant, general manager of Universal Ads.
Bringing the ease of online ad buying to TV requires both developing new tools and providing access to premium video as a category.
Universal Ads relies on FreeWheel, the connected TV ad server that has already been adopted by major players in video.
James Borow emphasized how critical FreeWheel is to realizing Comcast's goal to modernize TV transactions.
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