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Ashley J. Swartz

Recent Posts

Video: Why True Cross-Platform Measurement Is Still Elusive (Part 3 of Learning Series)

Posted by Ashley J. Swartz on May 7, 2020 1:00:00 PM

The following video provides an overview of currencies of measurement and sale in TV and video advertising, ad targeting, the ad-tech stack and digital standards. It’s the third in a series of educational videos Furious has produced in collaboration with Beet.TV. To explore Furious’ TV101 Dictionary, which is a companion piece to this series, please click here. Here’s a sampling of Part 3:

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Topics: TV 101

How PROPHET Uses Data Science to Drive Portfolio Optimization

Posted by Ashley J. Swartz on May 5, 2020 1:00:00 PM

In a recent post, I described how every media seller should be focused on maximizing yield (i.e., the total revenue available from their pool of inventory), which represents an evolved way of doing business. Managing overall yield calls for continuously assessing the relative contribution of each ad product category to total revenue and rebalancing available inventory allocation to ensure that the greatest total revenue is achieved.  

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Topics: Yield Optimization

Video: Why Ad Loads Continue to Inch Upward (Part 2 of Learning Series)

Posted by Ashley J. Swartz on Apr 30, 2020 1:00:00 PM

The following video provides an overview of commercial models for TV and video, the rise of digital video, and the growth of ad loads. It’s the second in a series of educational videos Furious has produced in collaboration with Beet.TV. To explore Furious’s TV 101 Dictionary, which is a companion piece to this series, please  click here. Here’s a sampling of Part 2: 

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Topics: TV 101

Video: A Brief History of Broadcast and Cable TV (Part 1 of Learning Series)

Posted by Ashley J. Swartz on Apr 23, 2020 4:00:00 PM

The following video provides an overview of the history and evolution of traditional linear TV. It’s the first in a series of educational videos Furious has produced in collaboration with Beet.TV.  To explore Furious’s TV 101 Dictionary, which is a companion piece to this series, please click here. Here’s a sampling of Part 1:

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Topics: TV 101

3 Tenets of Portfolio Optimization Every TV Seller Should Know

Posted by Ashley J. Swartz on Apr 21, 2020 1:00:00 PM

Similar to investors, sellers of TV advertising should be actively managing their individual “assets” (i.e., their ad products) to ensure they’re optimizing the value of their portfolio, as described in a previous blog post. This calls for continuously assessing the relative contribution of each ad product category to total revenue and rebalancing available inventory allocation to ensure that clients are well-served and the greatest total revenue is achieved.

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Topics: Yield Optimization, TV Advertising

Video: How to Be a Lighthouse for Clients and Teams in Troubled Times

Posted by Ashley J. Swartz on Apr 16, 2020 1:00:00 PM

We’re currently experiencing an abrupt extraction from our lives, which comes with an entirely new set of fears. This often feels like a very singular, isolating event, but it’s through collaboration, patience and connection with one another that we’ll thrive again.

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Topics: TV 101

How Portfolio Optimization in Media is Similar to Investing in Securities

Posted by Ashley J. Swartz on Apr 7, 2020 1:00:00 PM

At Furious, we focus on helping TV sellers maximize the yield of their advertising portfolios. We’d like to unpack that concept for people who are more familiar with portfolio optimization in the context of finance.

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Topics: Inventory Management

How Sellers Can Adapt as Linear TV Becomes More Like Digital

Posted by Ashley J. Swartz on Mar 31, 2020 1:00:00 PM

Notwithstanding the fact that 80 to 90% of linear TV sellers’ revenue still comes from traditional, Nielsen-measured television, the ecosystem of TV advertising is looking more and more like the digital LUMAscape. That’s because an ever-increasing number of data and technology providers are in the mix as sellers ramp up their addressable businesses.

Meanwhile, digital metrics have pervaded the TV landscape, making it difficult to hear the signal through the noise of possible ways to measure, buy and sell.

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Topics: Addressable TV, TV 101

Being a Lighthouse in the Darkness

Posted by Ashley J. Swartz on Mar 24, 2020 8:23:09 AM

Living within sight of the Atlantic Ocean, nautical symbols are near and dear to me. Whales, dolphins, anchors and mermaids are all warm and evocative symbols of my beloved seaside community, but during these past few weeks, the lighthouse has become especially meaningful. It’s an enduring symbol that has transcended nautical significance to represent guidance, strength and hope. It illuminates the darkest waters and brings us safely to port.

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5 Takeaways to Help TV Sellers Navigate Changing Macro Conditions

Posted by Ashley J. Swartz on Mar 17, 2020 1:00:00 PM

Changing audience behaviors and the infusion of data on both sides of the value chain are forcing programmers and distributors to evolve from pure content creators and infrastructure owners into technology companies, like it or not.

These companies are making tech investments that would have been unheard of a decade ago. Take NBCUniversal, which is betting big on its own streaming service instead of letting Netflix own the audience for beloved shows like “Friends” and “The Office” indefinitely. Or Dish and Sling, which launched their own vMVPDs to distribute live and on-demand linear TV over the internet.

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Topics: Yield Optimization, TV Advertising, Addressable TV, TV 101