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JT White

Recent Posts

How Google Is Quietly Forcing Digital Sellers to Embrace Traditional Linear TV Paradigms

Posted by JT White on Apr 13, 2021 10:00:00 AM

If you have been following news about the digital ad ecosystem at all, the fact that Google is going to remove all third-party cookies from Chrome by 2022 is not news to you. If it is news to you and you work in the digital ad space, you should really read this

To set the stage a bit, Google is not out on a limb here. Blocking third-party cookies is something their counterparts at Safari and Firefox already do. But since Chrome accounts for 64% of worldwide browser usage on average, the impact is considerably different. 

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Topics: TV Advertising Sales

How to Activate Your VOD Library If Premium TV Doesn’t Come Back Soon

Posted by JT White on Sep 15, 2020 1:00:00 PM

We continue to live in a weird time with high uncertainty. Although it sometimes feels like a semblance of normalcy could be returning, it’s also clear that things can quickly turn the other way.

Likewise, the fate of premium content this fall is still very much unknown. Although studios should theoretically be able to limit access and institute intelligent procedures in order to resume production, one virus carrier can set off a chain of events that puts everything in jeopardy—as we’ve seen with Major League Baseball.

For that reason, content providers need to have a thoughtful plan B. Although networks might be inclined to lean on recent reruns or old standbys like “How I Met Your Mother” or “The Big Bang Theory,” now would be a smart time to look into the extent of your catalog and make more of it available on VOD.

If we’ve learned anything from the streaming wars, it’s that a range of content can have a firm place in the hearts of millions of viewers—from decades-old movies and shows to recent programming with small but intense cult followings. Obtaining VOD rights may be less expensive and easier than airing rights for linear TV content, and there’s no time like the present to start converting traditional linear advertising dollars into digital ones. Given the prevailing uncertainty, going all in on your VOD library is a smart idea.

Here are three steps to get started.

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Topics: Advertising Pricing & Planning

Why Packaging Should Be Treated as a Yield Process, Not a Sales Function

Posted by JT White on Apr 14, 2020 1:00:00 PM

As a seller, you presumably have collections of content that you bundle together based on audience, event type, and other variables (e.g., programming related to birds or cars). Then, you offer those bundles to clients for a “package rate.” That rate is usually either discounted to entice clients to buy at volume, or it’s limited inventory that you can charge a premium for based on availability (think NFL games).

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Topics: Advertising Pricing & Planning, Advertising Yield Optimization

How to Harness Data From Your Streaming Service for Your Ad Business

Posted by JT White on Feb 18, 2020 1:00:00 PM

As more premium streaming services hit the market, potentially cannibalizing each other’s audiences, it’s important that companies making this sizable investment design their offerings in a way that supports their overall business.

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Topics: Advertising Yield Optimization

How Traditional TV Stands to Benefit from Disney+ and Peacock

Posted by JT White on Feb 11, 2020 1:00:00 PM

If you work in media and don’t come across at least one “Streaming Wars” article each week, you are either doing something very right or very wrong. Since Disney+ was announced, there’s been great fanfare as to how it will affect the streaming landscape. Whether or not you believe it will steal share from Netflix, Amazon and Hulu or force them into adopting new business models, it’s been excellent fodder for media reporters.

It also brought back one of my all-time favorite headlines: “The Death of TV.” Oh, that old chestnut.

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Topics: tv-advertising-trends

3 Best Practices to Manage Vendors and Partners in Your Media Company

Posted by JT White on Oct 29, 2019 11:00:00 AM

image credit: ASDF_MEDIA/

As the media landscape expands and the technical needs of organizations grow, partnering with highly specialized experts is increasingly necessary to succeed. The amount asked of individuals today is so much greater than it was in the past that having true domain expertise in every facet of your role is nearly impossible. But how do you ensure you’re working with the right people? With so much on the line, what steps can you take to set yourself up for success?

Below is a list of questions to ask yourself while engaging with outside resources to set your team up for success.

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Topics: TV Advertising Sales

The Viewability Challenge: What's in Store for TV?

Posted by JT White on Oct 22, 2019 1:00:00 PM

image credit: metamorworks/

Anyone who lived through the boom of digital video is sure to have opinions, memories, and potentially some nightmares of the creation, growth and eventual adoption of viewability. It was a necessary step but one that was wrought with loosely defined and adopted standards, competing “definitions” and, ultimately, heavy lift for operators and publishers.

And still, to this day, as Open Measurement comes to fruition with an ever-expanding set of delivery standards, there will be challenges ahead.

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Topics: tv-advertising-trends

4 Ways Automation Can Make Your Media Sales Team More Efficient

Posted by JT White on Oct 8, 2019 1:00:00 PM

image credit: Wright Studio/

The most important asset to any sales organization is talented salespeople. What’s their most important asset? Time.

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Topics: TV Advertising Sales

Consolidated Measurement for TV - Learning from the Mistakes of Digital

Posted by JT White on Aug 13, 2019 9:03:00 AM

image credit: Proxima Studio/

News of Nielsen being on the block has been swirling as of late. Couple that with the threat from major broadcasters to walk away from the measurement giant, and the growth of Addressable TV offerings leads us all to the very real potential of a completely reimagined measurement paradigm for TV; but what would that look like?

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Topics: Advertising Pricing & Planning

The Unduplicated Reach Curve: Urban Myth or Reality?

Posted by JT White on Jul 16, 2019 1:00:00 PM

image credit: Rasulov/ 

As addressable TV comes within reach, you might wonder, “Now, can I know, with certainty, who is seeing my ads on television?” More importantly, “If I know who is seeing my ads on TV, can I understand and manage who sees what ads, on what devices and when with confidence?”

The answer: Maybe.

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Topics: TV Advertising Sales