> ## Content Index > Fetch the complete content index at: https://tvrev2beta2.ghost.io/llms.txt > Use this file to discover other available public pages before exploring further. # MVPDs Hold On Tight While TV Re-targeters Hope to Avoid Pitfalls of AdTech - URL: https://tvrev2beta2.ghost.io/mvpds-hold-tight-tv-re-targeters-hope-avoid-pitfalls-adtech/ - Published: 2017-06-08T14:32:11.000Z - Updated: 2017-06-08T14:32:11.000Z - Author: John Cassillo - Tags: Facebook, apple, digital advertising, brandlive, PadSquad, WhoSay, #sqs, #Import 2026-09-03 18:51, Ad Tech *The following is our weekly TV \[R\]EVenue newsletter, which publishers on Wednesdays. Want to subscribe?* [*Click here*](http://eepurl.com/boOw9H?ref=tvrev2beta2.ghost.io)*.* **Facebook wants TV advertisers** to show them some ‘likes’ but it’s a tougher sell when you’re getting [less bang for your buck](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=6425beb630&e=1948986f00&ref=tvrev2beta2.ghost.io) on the social platform than you are through television. That trusty TV’s far from perfect either, though.Snap already knows where you are, and **now their advertisers will, too**. This week’s [purchase of Placed](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=8047325524&e=1948986f00&ref=tvrev2beta2.ghost.io) should result in better targeting and more relevant ads. Lat long, people. Maybe it answers the above?On that note: we are watching [Jason Stein’s Cycle Media model](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=fe64c1c0a2&e=1948986f00&ref=tvrev2beta2.ghost.io), with the promise of 150 million for building, and companies like WHOSAY that power influence marketing for brands and agencies in a [smart, whitelisted way](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=b8f1f3ebf7&e=1948986f00&ref=tvrev2beta2.ghost.io).It can be hard to have your cake and eat it too, but Brandlive explains how together, pre-recorded and live video can give you the best of [both video marketing worlds](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=13199e6add&e=1948986f00&ref=tvrev2beta2.ghost.io).Multichannel ad revenue’s [the growing trend](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=0ae86b51d5&e=1948986f00&ref=tvrev2beta2.ghost.io), but it’s not without its issues. Subscriber numbers are also [in for another big dip](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=7ea8d598ac&e=1948986f00&ref=tvrev2beta2.ghost.io) as the glut of new streaming services create more alternative options than ever before. That means [less near-term growth](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=d17a4fb8ab&e=1948986f00&ref=tvrev2beta2.ghost.io), which is **yet another worry for both networks and advertisers** alike.**Apple’s buying in on AR and VR**, and that should mean industry growth pushing brands and publishers to dive right in shortly. Content creators [should be salivating](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=603da362ad&e=1948986f00&ref=tvrev2beta2.ghost.io) over what’s next, including the potential to drive some real financial results. [What gets measured gets made](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=68c7c54267&e=1948986f00&ref=tvrev2beta2.ghost.io).Both [Apple](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=5ea1e8fbad&e=1948986f00&ref=tvrev2beta2.ghost.io) and Google are playing **internet safety cop** now, too. Padsquad’s Daniel Meehan asks if we should really feel comfortable with [the Big G being the arbiter of what appears on a page](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=7249829eec&e=1948986f00&ref=tvrev2beta2.ghost.io) as a user, and more importantly as a publisher?TV-retargeting is **moving toward a self-serve model** if recent announcements are any indication. Simulmedia is touting its [predictive analytics platform](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=463e29b494&e=1948986f00&ref=tvrev2beta2.ghost.io). Alphonso’s also pushing toward easy-to-digest TV analytics after a [new round of equity financing](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=c3444e502f&e=1948986f00&ref=tvrev2beta2.ghost.io) for its re-targeting efforts. It’s a crowded re-targeting field-- we wonder how these companies will avoid the hard lessons seen in the digital commoditization of ad tech that sees **high EBITA = underwhelming valuations**. Someone send us notes, we want to know more. ### This week's TV\[R\]EV Originals [Ooops, Apple Did It Again](http://tvrev.us10.list-manage2.com/track/click?u=44cda535c0a18903d9071ddf8&id=f799059616&e=1948986f00&ref=tvrev2beta2.ghost.io)*Alan Wolk* Not content to rest on its laurels, Apple apparently decided to double down on the mistakes it make on its Apple TV product, incorporating most of them into its new HomePod voice-enabled speaker. [Twitter REALLY Wants You to Watch Sponsored Live Videos](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=1bb5e7ebd2&e=1948986f00&ref=tvrev2beta2.ghost.io)*John Cassillo* Twitter’s banking its future on live video content, providing new features around event alerts within the platform, and branded timelines around specific events. [In TV Time and ](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=d7d74d3635&e=1948986f00&ref=tvrev2beta2.ghost.io)[Rheo](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=596f97ada8&e=1948986f00&ref=tvrev2beta2.ghost.io)[, Two Apps Look to Transform Watching](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=425d9d70ce&e=1948986f00&ref=tvrev2beta2.ghost.io)*David Bloom* TV Time and Rheo are trying to create tools that people can use to find, track, share and comment on video-related experiences. [What Gets Measured Gets Made: How Can VR Drive Real Results?](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=5e0d4c31e3&e=1948986f00&ref=tvrev2beta2.ghost.io)*Cortney Harding* A great VR piece can be used to drive sales while telling a compelling story. [Television’s Last Stand](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=94fd1bd7b9&e=1948986f00&ref=tvrev2beta2.ghost.io)*Alan Wolk* Once again, the TV industry has shot itself in the foot, refusing to agree on a universal standard for measuring non-linear viewing and thus delaying the launch of the sort of robust, full-featured and modern TV Everywhere (TVE)-style ecosystem that just might save the industry from itself. ### This Week's Top Headlines **Video** [PwC: Multichannel TV Ad Spend Is Growing, But It’s Also Creating New Problems For Content Owners](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=1f1f27a083&e=1948986f00&ref=tvrev2beta2.ghost.io)*AdExchanger -- Kelly Liyakasa* [Facebook pitches itself to TV brand advertisers](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=25641d7b30&e=1948986f00&ref=tvrev2beta2.ghost.io)*Business Insider -- Kevin Tran* [Traditional TV Advertising Registers Little Near-Term Growth](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=a6acd54f07&e=1948986f00&ref=tvrev2beta2.ghost.io)*MediaPost -- Wayne Friedman*[Get ready for traditional TV to have historically brutal subscriber losses this quarter](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=ab4f81b86c&e=1948986f00&ref=tvrev2beta2.ghost.io)*Business Insider -- Nathan McAlone* [The One Big Reason Why BuzzFeed Needs to Break Into TV](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=725f11ce06&e=1948986f00&ref=tvrev2beta2.ghost.io)*Bloomberg -- Gerry Smith* [Is Apple Now a TV Network? Hollywood Hopes So](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=4f0296dab1&e=1948986f00&ref=tvrev2beta2.ghost.io)*The Hollywood Reporter -- Natalie Jarvey* [Cheddar, The "Post-Cable Network," Is Coming To Cable TV](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=d299fc0ee4&e=1948986f00&ref=tvrev2beta2.ghost.io)*BuzzFeed -- Alex Kantrowitz* [Amazon opens up Twitch Prime's ad-free streaming worldwide](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=9eeb884e21&e=1948986f00&ref=tvrev2beta2.ghost.io)*Engadget -- Jon Fingas* [Spotify has a video business you've never heard of, and it's hoping a new 'surgical' approach will change that](http://tvrev.us10.list-manage2.com/track/click?u=44cda535c0a18903d9071ddf8&id=d44a5af36e&e=1948986f00&ref=tvrev2beta2.ghost.io)*Business Insider -- Mike Shields* [Yeay](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=105382807c&e=1948986f00&ref=tvrev2beta2.ghost.io)[, a Gen Z video network for selling things, raises $4.9M](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=c2ef386c78&e=1948986f00&ref=tvrev2beta2.ghost.io)*TechCrunch -- Ingrid Lunden* [Upfronts ](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=bc5d61cc99&e=1948986f00&ref=tvrev2beta2.ghost.io)[2017:Budgets](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=af4a69031d&e=1948986f00&ref=tvrev2beta2.ghost.io)[ Coming In; Ad Volume Could Be Lower](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=88277c8fdf&e=1948986f00&ref=tvrev2beta2.ghost.io)*Broadcasting & Cable -- John Lafayette* [Alphonso Raises Institutional Capital to Scale Cloud Services for TV Retargeting, Self-Serve TV Ad](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=ea240a40de&e=1948986f00&ref=tvrev2beta2.ghost.io)[Analytics](http://tvrev.us10.list-manage2.com/track/click?u=44cda535c0a18903d9071ddf8&id=6cbb93539c&e=1948986f00&ref=tvrev2beta2.ghost.io)[ and Offline Attribution](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=fdb0d83333&e=1948986f00&ref=tvrev2beta2.ghost.io)*MarketWired* [Simulmedia to Make Tv Software Available to Networks, Ad Buyers ](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=829d8a5c8a&e=1948986f00&ref=tvrev2beta2.ghost.io)*Broadcasting & Cable -- Jon Lafayette* [A Tale of Two Cake Smashes: How to Choose Between Live and Recorded Video](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=b147593c13&e=1948986f00&ref=tvrev2beta2.ghost.io)*Marketing Land -- Brent Hieggelke* **VR** [Virtual, Augmented, and Mixed Reality Opens Up a World of Possibilities for Publishers](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=9624cc7e90&e=1948986f00&ref=tvrev2beta2.ghost.io)*EContent Magazine -- Erik Martin* [Apple is finally bringing virtual reality to the Mac](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=5d1a4559e7&e=1948986f00&ref=tvrev2beta2.ghost.io)*Business Insider -- Matt Weinberger* [Apple dives into augmented reality with new developer kit](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=236d2c5ff3&e=1948986f00&ref=tvrev2beta2.ghost.io)*CNET -- Richard Nieva* **Social** [‘It’s going to be a slow burn’: Publishers are starting to see money from Facebook’s mid-roll ads](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=439dee89a8&e=1948986f00&ref=tvrev2beta2.ghost.io)*Digiday -- Sahil Patel* [How the Top 5 Social Media Platforms Spent Their Marketing Budgets Last Year](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=524b683d03&e=1948986f00&ref=tvrev2beta2.ghost.io)*Adweek -- Christopher Heine* [Snapchat bought Placed to help advertisers track people in the real world](http://tvrev.us10.list-manage1.com/track/click?u=44cda535c0a18903d9071ddf8&id=2c9f6838af&e=1948986f00&ref=tvrev2beta2.ghost.io)*Business Insider -- Alex Heath* **Digital** [Cycle Media has been handed $150 million to build a media and advertising firm built for the social media era](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=0a89678844&e=1948986f00&ref=tvrev2beta2.ghost.io)*Business Insider -- Mike Shields* [Fearing brand safety turmoil, marketers are whitelisting influencers](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=6e276d360c&e=1948986f00&ref=tvrev2beta2.ghost.io)*Digiday -- Shareen Pathak* [Apple adds auto-play video blocking to desktop Safari](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=cdefa3b8a8&e=1948986f00&ref=tvrev2beta2.ghost.io)*TechCrunch -- Josh Constine* [The Mobile, Virtual, 360-Degree Future of Header Bidding](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=d969e20d11&e=1948986f00&ref=tvrev2beta2.ghost.io)*MediaPost -- Philip Rosenstein*[New Google Ad Filter Frightens Some Publishers and Ad Tech Players](http://tvrev.us10.list-manage.com/track/click?u=44cda535c0a18903d9071ddf8&id=34d17844d0&e=1948986f00&ref=tvrev2beta2.ghost.io)*Advertising Age -- Garett Sloane*