Dailymotion to Leverage First-Party Data in Programmatic Effort

By on 03/12/2014 3:03 PM @daisywhitney

Online video giant Dailymotion is aiming to expand further in the programmatic field with new data projects in 2014, says Roland Hamilton, Managing Director North America for DailyMotion, in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico. Already, the company has been growing its audience buying offering since 2012, both in the U.S. and internationally, and the next step lies in mining data, he tells us.

Hamilton wants to leverage first-party data as a differentiator and use it to augment third-party data with more insight on demo targeting, for example. In turn, this sort of data refinement can draw in more ad dollars. “We can help make sure we are serving the right inventory to the right buyers,” he says. “Our next evolution is bringing in data management tools and getting those insights about how audiences are different and how they match with specific advertisers.”

Also, in the year ahead, Daily Motion expects to rely more on private exchanges where it has more control over the type of inventory. Because of this push into programmatic buying, the video publisher is hiring more talent with specific yield management skills, math skills, and and the ability to quantify data, he adds.

DailyMotion recently said it would be producing more original programming in the U.S. The site delivers 2.2 billion video views per month.

Recent Videos
image
Joining The Dots Is About To Get Hot: Acxiom’s Howe

COLOGNE — So much data, so many new ad tech platforms. Anyone who has seen a lumascape will recognize the confusion that fragmentation wreaks. But there is a way to pull the piece back together, says an ad tech boss. “One of the key buzzwords that we’re going to be hearing about over and ...

image
Programmatic Could Fuel All Media Insights: SpotXchange’s Merwin

COLOGNE — So far, “programmatic” mechanisms for using automation and data to buy better ads have proved useful in the online display segment. Next up, they are destined to change online video ads. But, in the future, Alex Merwin envisages programmatic underpinning entire cross-media ad ...

image
Starcom’s Amanda Richman Sees Programmatic Expanding To More Channels

One of the biggest opportunities with programmatic lies in using it as a starting point to bring targeting and data efficiency to all channels, including TV, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. “Some see programmatic as real-time ...

image
AOL Grows Programmatic Business Year Over Year, Bob Lord

AOL has seen a boost in programmatic buying from 4% a year ago to nearly 34%, says Bob Lord, Global CEO of AOL Platforms, in an interview with Beet.TV. That growth is driven by two trends — more understanding of the benefits of programmatic buying, and the availability of data management platforms to ...

image
Martin Sorrell: Investment in AppNexus Allows WPP to Compete with Google and Facebook

With its recent investment and technology exchange with AppNexus, WPP will  have the technology platform to compete against companies like Google’s DoubleClick and Facebook’s Atlas, says Sir Martin Sorrell, WPP chief executive, in this interview with Beet.TV  He says that Google and Facebook ...

image
Data Gives Agencies Leverage Over Networks: Carat’s Ray

LONDON — The emerging plethora of TV viewer data being pumped out by third-party agencies and new measurement models is giving ad agencies and their clients a leg-up when it comes to negotiating the buying of TV ad spots, says one agency boss. “Because of that data warehouse you’re starting ...

image
Nearly Half Of Digital Display Now Sold Programmatically: Magna Global

So-called “programmatic” software platforms, which let advertising buyers and sellers agree terms for ad inventory in real-time and using customer data, will process $21 billion global ad sales in 2014, according to new forecasts from IPG’s Magna Global intelligence unit. That is 52% more ...

image
‘Digital Media’ Are Behind Us: Starcom MediaVest’s Sheehy

COLOGNE — As media platforms and the processes behind them converge, old definitions of each appear to fall away and become meaningless. That, at least, goes for advertising groups that are getting excited about defining the internet in TV’s likeness. “I think ‘digital media’ maybe a ...

image
Converged Video Buying ‘Won’t Happen Overnight’: Mediaocean’s Johnston

COLOGNE — Video advertising technology platforms are helping advertisers and agencies on the road to buying online video and television ads in a single process – but don’t expect that process to be widespread in the immediate future. “TV is still very dominant,” agency ad-buying ...

image
Facebook Targets Publishers for Mobile Ad Delivery with LiveRail Acquisition

With its recent acquisition of  LiveRail, an enterprise software company that manages programmatic video ad sales for publishers, Facebook is embracing a big opportunity to service publishers — and, with a particular emphasis on delivering mobile ads, explains Brian Boland, VP for Ads Product ...

image
Ad Sales Automation Gaining Agency Favor: Rubicon’s Sears

COLOGNE — Many were initially wary at so-called “programmatic” ad-trading techniques’ first incarnation – real-time bidding. But acceptance of ad ops automation represented by programmatic at large is growing from a small silo in media agencies to widespread favor, says one of ...

image
Addressable TV Ads Are ‘Holy Grail’: Videology’s Scott Ferber

COLOGNE — Imagine the highly targeted advertising the web is great at plus the broad reach that only ye olde TV can deliver. Old-fashioned broadcasters have long resisted but are now warming to the idea, says one online video technology boss. “The IP capabilities are so great right now, that ...

loader