Rae Paoletta, Inverse

Rae Paoletta


New York, United States

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  • Unknown
  • Inverse
  • AdExchanger
  • Gizmodo
  • Revelist
  • MTV News

Past articles by Rae:

Why your cat runs around at night like a maniac, according to science

There's method in this madness. → Read More

How Twitter Will Ensure Brand Safety For Video Advertisers In 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... Continue reading » → Read More

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

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... Continue reading » → Read More

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

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... Continue reading » → Read More

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

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,... Continue reading » → Read More

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

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... Continue reading » → Read More

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

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... Continue reading » → Read More

Why 2018 Was The Year OTT ‘Got Respect’

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... Continue reading » → Read More

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

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... Continue reading » → Read More

Discovery To Run Automated Guaranteed Programmatic Campaigns Through SpotX

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... Continue… → Read More

Dish Media Becomes First MVPD To Join Comscore’s Campaign Ratings in Beta

Dish and Sling TV are joining Comscore’s cross-platform measurement solution in beta, their parent company, Dish Media, said Thursday. Dish Media is the first multichannel video programming distributor (MVPD) to join the Campaign Ratings pilot program, which launched in September. Campaign Ratings is designed to be a cross-platform metric that can be tracked across linear,... Continue reading » → Read More

Majority of Twitch Esports Viewers Use Platform Every Day, Nielsen Report Shows

A Nielsen survey released Thursday suggests esports watchers are a prime target for advertisers, but old strategies won’t work on them. The 2018 Nielsen Esports Fan Insights report includes behavior data from hundreds of esports gamers collected over the last year. These fans watched and participated in games like “League of Legends,” “Overwatch League,” “Fortnite”... Continue reading » → Read More

Hulu Will Finally Open A Self-Serve PMP – Is It Because It’s Growing Too Fast To Meet Demand?

On Jan. 1, 2019, Hulu will release a self-serve private marketplace that will allow advertisers to bid on Hulu inventory without going through the additional steps of working with Hulu’s sales team. Instead, advertisers can use their own DSPs or trading desks to plug into the marketplace. The PMP will initially house standard 30-second spots,... Continue reading » → Read More

Verizon Takes $4.6 Billion Pinch After Oath Underperforms

Verizon will take a $4.6 billion goodwill impairment charge in the fourth quarter, acknowledging that its Oath business unit has underperformed, the company said Tuesday. The hit nearly eliminates the $4.8 billion goodwill balance Verizon carried after it acquired and merged Yahoo and AOL and assorted technology holdings into its Oath business unit back in... Continue reading » → Read More

Is Nexstar Media’s Acquisition Of Tribune Media Co. An Opportunity For Addressable TV?

When Nexstar Media Inc. acquired local TV giant Tribune Media Co. Monday for $4.1 billion – outbidding private equity firm Apollo Global Management, LLC with an all-cash offer – it gained new status as the largest local TV operator in the country. Nexstar now has the opportunity to reach millions of customers with more sophisticated... Continue reading » → Read More

United States and United Kingdom Lead World In Programmatic Maturity, WFA Study Finds

The United States and United Kingdom are dominating in programmatic innovation, but Germany could be the next big player in the space, according to a study released Thursday from the World Federation of Advertisers (WFA). The WFA analyzed 13 countries with significant ad markets. The group looked at programmatic spend per capita, amount of private... Continue reading » → Read More

How Dailymotion Revamped Its Strategy And Built A Programmatic Platform

Dailymotion has been hard at work during the last 18 months. The video-sharing company has built its own ad tech stack, including a programmatic platform, which it had wanted to build since 2013. A few key changes helped redirect Dailymotion’s course over the last few years. In 2015, French media conglomerate Vivendi purchased an 80%... Continue reading » → Read More

AT&T’s Xandr Officially Combines Its TV Ad Biz With The AppNexus Digital Ad Platform

AT&T’s ad tech unit Xandr has big hopes for TV advertising, but the company said Thursday during an analyst call that it’s also going to be heavily involved in powering online ads. “You will continue to see Xandr media business outpace the television market in 2019,” Xandr CEO Brian Lesser told investors. “And now what... Continue reading » → Read More

Disney Drops FreeWheel in Favor of Google Ad Manager

The Walt Disney Company has found its happily ever after with Google, not Comcast-owned FreeWheel. After months of speculation, Google said in a blog post that Disney would implement its ad platform across its brands, including Disney, ABC, ESPN, Marvel, Pixar and Star Wars. The relationship will span all of Disney’s video and display inventory.... Continue reading » → Read More

Nielsen Lures IBM Watson’s David Kenny To Become Its New CEO

Nielsen's hire of IBM Watson honcho David Kenny as CEO, first reported on Tuesday by The Wall Street Journal, is a major bet for the measurement company as it rises to meet new competitive challenges and prepares for a possible sale of the business. Kenny oversaw IBM’s artificial intelligence initiatives, using machine learning to support enterprise... Continue reading » → Read More