SAN FRANCISCO — AOL-owned Adap.tv is working closely with media agency giant Magna Global to deepen the work both are doing in programmatic video buying, says Kara Weber, Chief Marketing Officer at Adap.tv in this video interview with Beet.TV. The partnership was inked last fall and now Magna Global has begun running digital and TV ads through the Adap.tv programmatic buying platform. IPG-owned Magna Global has been outspoken about its plans to automate 50% of its buying in the next three years, and this partnership is one aspect of that mission.
“The root of the opportunity is in a strong shared vision between the companies. You need incredibly strong content alongside incredibly strong technology with data as the connection in the middle. We are fanatics on programmatic and we have gone deeper into exploring the possibilities and we have come to another point of shared belief….We have to build toward a future to bring every holding company, every major publisher, every brand advertiser into the programmatic fold or we are cutting off our noses to spite our face,” she tells us.
We interviewed Weber at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.tv. You can find more clips from the event here.