Comcast ad tech company FreeWheel is launching a programmatic solution it says will change the way marketers implement their TV ad buying. Called Allocation Module, it is rolling out ahead of the 2024 Upfronts and NewFronts. Central to the new solution is what FreeWheel says is its ability to give marketers more control over their ad spending across various ad channels after it’s been committed. FreeWheel’s Allocation Module “offers demand-side platforms a better way to gauge whether or not they are bidding enough, in real time, to meet their clients’ ad spend commitments,” the company says. Continue reading FreeWheel Adds Programmatic Ad Buying in Time for Upfronts

The FCC’s wireless spectrum auction has concluded, generating $19.6 billion in total bids, less than many analysts’ expectations but still “an amazing success,” according to former FCC chair Julius Genachowski, who said the auction will lead to additional investment and innovation. AT&T, Comcast, Dish Network, T-Mobile and Verizon were among the 62 bidders who made upfront payments last year. More than $10 billion of the money raised will go to broadcasters that opted to relinquish spectrum rights, more than $6 billion to the federal deficit, and up to $1.75 billion to broadcaster costs for changing channels. Continue reading FCC Wireless Spectrum Auction Bidding Closes at $19.6 Billion

There’s a sea change at NBCUniversal, which will, for the first time, begin selling some linear TV ad space to advertisers using programmatic tools and advanced data targeting. But the move isn’t as broad as it sounds and requires some parsing. Starting this fall, advertisers will be able to use their own data sets and ad-buying technology to buy on NBC, USA and Syfy. But this isn’t the “real-time bidding” found in digital advertising and marketers won’t be able to cherry-pick individual shows. Continue reading NBCU Adds First-Time Sales of TV Ads via Programmatic Tools

In 2002, eBay partnered with Sotheby’s to launch a collaborative online auction endeavor that failed miserably and was almost immediately shut down. With online bidding having grown over the past decade, the two companies recently decided it was time to give their project another go. Last week, eBay streamed two of Sotheby’s live New York auctions online, where it invited eBay users to bid against Sotheby’s clientele for some of the auction house’s most expensive offerings. Continue reading E-Commerce: eBay Partners with Sotheby’s to Stream Auctions

Los Angeles is poised to unleash an ambitious city-led broadband project with plans to deliver fiber to all of its businesses and 3.5 million residents. The new fiber network, expected to cost $3 billion to $5 billion, would offer free Internet access of 2Mbps to 5Mbps, likely subsidized by advertising. Paid tiers would offer access up to a gigabit, and the network would power Wi-Fi hotspots in public areas. Phone service and television is not a requirement for bidders, but package offerings would not be a surprise. Continue reading LA Plans Fiber Network to Deliver Free Broadband and Wi-Fi

Facebook yesterday announced an upgrade that enables mobile app developers to run video ads in the News Feed on iOS and Android devices. Advertisers can use video creative in their mobile app ads, which lets developers pay to promote apps through the social network’s mobile News Feed. According to Facebook, customers will have the option to click play in order to watch videos featuring mobile apps before installing them. Continue reading Facebook Update Adds Video Content to Mobile Advertising

Hulu is making significant investments in content, including a licensing deal with BBC Worldwide North America to bring 144 titles to its video-streaming service. The company is also adding the first four seasons of CBS series “The Good Wife” to its library, and ordered 10 episodes of supernatural comedy “Deadbeat” from Lionsgate, one of approximately 40 original series it plans to introduce in the upcoming years. Hulu was taken off the auction block just two months ago. Continue reading Fresh Off the Auction Block, Hulu Investing in New Content

Twitter announced this week that it has acquired mobile advertising firm MoPub, which enables mobile application publishers to manage inventory and leverage advertising such as direct ads, house ads, ad network and real-time bidding through the MoPub Marketplace exchange. The deal, worth an estimated $350 million, can be viewed as Twitter’s latest effort to increase revenue prior to its much-anticipated initial public offering, expected sometime next year. Continue reading Following Trendrr Deal, Twitter Acquires Mobile Ad Firm MoPub

The three companies that mutually own Hulu announced on Friday that they would not be selling the video site, bringing an end to months of bidding and speculation. Instead, the current owners of Hulu — 21st Century Fox, Disney and NBCUniversal — explained that they plan to invest $750 million to compete against online video services such as Netflix and Amazon. Until Friday’s announcement, DirecTV with its $1 billion offer was considered by many to be the leading bidder. Continue reading Hulu Owners Call Off Sale, Announce New Investment Plans