| Peter Stern joined Apple at a moment when its relationships with entertainment companies and publishers were at a low point. He's since improved relations just enough to get them into Apple's new content subscription services. Apple wants to sell you news and video channel subscriptions. The products are attractive to media companies that can't truly go direct to consumer. YouTube is focusing this year's upfront pitch on its most TV-like content in an effort to convince advertisers that it can compete with traditional TV. From Digiday magazine: In an age where marketing has veered closer to science than art, where micro-targeting and data are king, Burger King CMO Fernando Machado remains a champion of creativity. In the latest Digiday podcast, Columbia University's Emily Bell talks more on the platform problem in digital media, why she'll never listen to Jonah Peretti again and why subscriptions won't work for New speaker added: hear David Lang, CCO, Mindshare NA, discuss how they are adapting to the changing TV industry at the Digiday Future of TV Summit in Palm Springs, California. To uncover what senior marketers really value in their programmatic campaigns, we surveyed more than 200 buyers, representing brands and agencies, to identify areas of opportunity and where they're falling short of achieving data-driven personalization. Sponsored by Verve. |
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| Max Willens The head of business operations for Apple’s services division improved relations just enough to get them into Apple’s new content subscription services. |
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| Sahil Patel Apple wants to sell you news and video channel subscriptions. The products are attractive to media companies that can’t truly go direct to consumer. |
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| Sponsored Content Spot.IM While there are many potential paths towards revenue diversification that publishers can take, such as subscriptions, paywalls and e-commerce, they all have one trait in common: a focus on identifying and growing a loyal and valuable core user base. Sponsored by Spot.IM. |
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| Tim Peterson YouTube is tweaking Google Preferred to account for TV viewing, breaking out YouTube TV inventory and premiering original shows on its ad-supported tier. |
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| Shareen Pathak In an age where marketing has veered closer to science than art, where micro-targeting and data are king, the Burger King CMO remains a champion of creativity. |
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| Sponsored Content Verve Programmatic is a powerful way of reaching targeted audiences at scale, but the ability to create a personalized experience of digital advertising is a promise that is only partly realized. First-party data can unlock the personalization potential of programmatic, but this comes with its own hurdles. Sponsored by Verve. |
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| Sponsored Content IPONWEB Programmatic sustained a black eye in 2018. Brand marketers felt they had too little influence over whether or not their buys were hitting their ideal audience targets, meeting basic KPIs or generating ROI at all. As a result, a slew of companies decided to take back control. Sponsored by IPONWEB. |
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