AUTHOR ARCHIVE FOR:

Rae Paoletta

Senior Editor

Rae Paoletta is a senior editor at AdExchanger, covering advertising in TV and video. She previously served as senior editor at Inverse, where she managed the space science vertical. She was also the space writer at Gizmodo (yes, that was her actual title), and before that, a writer at MTV News. In college (how do you do, fellow NYU kids?), she worked as a production assistant on NBC Nightly News with Brian Williams and later, as a production intern for National Geographic Channel. You can catch her binging The Real Housewives with her two cats, for educational enrichment purposes

Articles By Rae

Advertiser

How Verizon Made Its Super Bowl Play This Year

BY Rae Paoletta// January 21st, 2019

Like the New England Patriots, Verizon will pick up where it left off at last year’s Super Bowl. Though in Verizon’s case, that means honoring first responders. This year’s campaign is titled “The Team That Wouldn’t Be Here.” Verizon CMO Diego Scotti said the company will start rolling out spots two weeks before the big […]
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OPINION: On TV & Video

How Twitter Will Ensure Brand Safety For Video Advertisers In 2019

BY Rae Paoletta// January 17th, 2019

As Twitter’s video ad business grows, so does the amount of user-generated content on its platform. The challenge for Twitter, and brands that advertise on it, is to keep brands safe from, well, the Internet. In April 2018, 50% of Twitter’s business came from video advertising – and that still holds true today. In Q1 […]
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Digital TV and Video

NBCU Reveals New Details About Its Direct-to-Consumer Streaming Service

BY Rae Paoletta// January 14th, 2019

NBCU is not getting left in the dust as competitors like Amazon, AT&T and Disney plan their direct-to-consumer (DTC) streaming services. On Monday, the broadcast titan said it will launch its yet-to-be-named streaming service in early 2020. The service will provide ad-supported content to pay-TV subscribers, including 90 million Comcast-connected homes in the United States […]
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- DTC
- NBCU
- OTT
- streaming service
Digital TV and Video

Amazon’s New Ad-Supported Video Channel Freedive Could Challenge Facebook And Google

BY Rae Paoletta// January 11th, 2019

Amazon’s release Thursday at CES of a free, ad-supported streaming video channel called IMDB Freedive could provide an opportunity for the digital giant to exhibit its targeting capabilities and pose a real threat to the Facebook-Google duopoly. Freedive is currently available on Amazon Fire devices and through Amazon’s desktop site. With about 50 million Fire […]
Advertiser

CES 2019: Can Apple’s Billboard Shift The Conversation To Consumer Privacy?

BY Rae Paoletta// January 8th, 2019

If Apple has its way, privacy will be a topic of conversation at this year’s Consumer Electronics Show (CES). The tech giant posted a giant billboard outside Springhill Suites Marriott Hotel in Las Vegas with a message that plays on the infamous Vegas catchphrase: “What happens on your iPhone, stays on your iPhone.” The poster, […]
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- apple
- CES
- ces 2019
- featured
Digital TV and Video

AT&T First-Party Data Floods Into Turner’s Linear And Digital Inventory

BY Rae Paoletta// January 8th, 2019

Turner will activate first-party data from AT&T’s 40 million set-top boxes to improve targeting and attribution for its linear TV offering, the company said Tuesday. The capability will be generally available Q1. AT&T’s set-top data, available through the Xandr ad unit, could already be applied to Turner’s digital properties, as of Q4 2018. These data […]
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- AT&T
- audiencenow
- featured
- Xandr
OPINION: On TV & Video

How AT&T Completes Cheddar’s ‘Journey’ Into Every OTT Skinny Bundle In The Country

BY Rae Paoletta// January 3rd, 2019

Cheddar CEO Jon Steinberg will speak at AdExchanger’s upcoming Industry Preview conference on Jan. 23-24. AT&T began rolling out Cheddar across its video platforms DirecTV, DirecTV Now and U-verse TV last month. Cheddar has also broadened its reach on other media over the last few months. AT&T announced the Cheddar deal just days after Axios reported that […]
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- AR
- AT&T
- Cheddar
- jon steinberg
Digital TV and Video

Why 2018 Was The Year OTT ‘Got Respect’

BY Rae Paoletta// December 26th, 2018

Over-the-top TV wasn’t invented in 2018, but 2018 was certainly its year. Advertising on over-the-top (OTT) was one of the hot-button issues at Dmexco, Advertising Week and other major conferences this year – for good reason. Content providers, DSPs and others in the industry are seeing explosive growth in this sector of their businesses. The […]
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- appnexus
- CTV
- NBCU
- nielsen
- OTT
Digital TV and Video

How To Cure Brands’ Social Media Headache: Instagram And Snapchat Stories

BY Rae Paoletta// December 20th, 2018

Building Stories on Instagram and Snapchat is a Sisyphean effort for many marketers. After 24 hours, it all disappears. Brooklyn-based software company Mish Guru is trying to alleviate some of brands’ well-documented pain points with Stories. Its new Instagram Story Builder, which launched in November, helps gather user-generated content (UGC) tagged to a brand. It […]
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- instagram
- mish guru
- SnapChat
- Stories
Digital TV and Video

Discovery To Run Automated Guaranteed Programmatic Campaigns Through SpotX

BY Rae Paoletta// December 19th, 2018

Advertisers and consumers both love a good binge watch during the holidays, and Discovery Inc. and SpotX have teamed up to better manage their inventory just before winter break. Discovery will run automated programmatic guaranteed campaigns through SpotX, the SSP said Tuesday. This development complements Discovery’s direct sales efforts and private marketplace offerings, said Bill […]
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