Landing Hulu would seemingly be the Hail Mary Yahoo so desperately needs. But for in-limbo Hulu, Google would be a far better match.
That’s assuming, of course, that Hulu is worth buying at all. Obviously, Hulu is only worth something to Yahoo or any other buyer if its network-TV-rights deals come with it. That is being discussed, according to AllThingsD.com, which reported that offers from Hulu’s various suitors are due next week (with Yahoo’s bid in the neighborhood of $2 billion). But the nature of those rights deals is changing rapidly, given the industry-wide push toward authentication and windowing. Witness Fox’s recent decision to require users to prove they pay for cable to watch their shows online — at least for the first eight days after they air. Hulu isn’t Hulu anymore if it’s not a place to catch last night’s shows (but instead last week’s shows, if that).
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Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
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