Programmatic Advertising Will Drive Creativity, MediaLink’s Wenda Harris Millard

By on 06/02/2014 1:17 PM @beet_tv

While the move to automated, or programmatic advertising, decisioning is bringing greater efficiency and pricing to the marketplace, it will enable a greater creativity by freeing up the resources of agencies, says Wenda Harris Millard, President and COO of MediaLink, the influential media industry consultancy, in this video interview with Beet.TV

She also speaks about the needs of brands in a super kinetic the media landscape.  And, she speaks about the transformation of the upcoming Cannes Lions Festival which where MediaLink will be active with a number of informational seminars and other events.

Millard joined MediaLink in 2009 from Martha Stewart Ominedia where she was co-CEO

We spoke with her as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over two weeks.  The series is sponsored by Videology.



Recent Videos
Wywy Aims To Show TV Ad ROI, Co-Founder Says

COLOGNE — Over the last couple of years, we have heard a lot about Teletrax, now part of 4C Insights, whose technology lets advertisers buy slots on digital media in sync with their TV airings. But another vendor is playing in a related space. Like Teletrax, Munich-based Wywy also uses TV monitoring ...

Weather Channel’s Agus Ponders Programmatic’s Global Challenges

LONDON — The Weather Channel has blazed a trail for programmatic advertising in the States, now it wants to do the same around the world – aware of the many different market challenges it will face. The company has been using so-called “programmatic” technology to sell ads for a year ...

Ad Tech Industry Needs More Diversity: SMG’s Stranger

COLOGNE — An industry which is such a mix of technology, creative and business skills should be pulling employees from across the board. But is that really happening? One ad exec says future requirements compel execs to hire more diversely. “I’m lucky enough to work in an organisation where I ...

Ripp Readies For Another Big Media Transformation

Get set for another big wave in media disruption. That’s according to Joe Ripp, the media executive who has led some of the biggest beasts in the business. “I was vice-chairman of AOL in its heyday when it owned the internet – I watched the transformation of that,” he tells Beet.TV. “We are ...

JWT’s Jeffrey Looks Ahead, Not Back, To Advertising’s Creative Destruction

Bob Jeffrey doesn’t like losing. When the advertising agency exec lost out on some business from long-standing client Microsoft, Jeffrey took it hard, but then moved on strong. “That was very painful,” he tells Beet.TV in this video interview. “I take everything pretty personally and ...

Basic Human Drives That Guide Advertising Will Never Change: DDB’s Reinhard

Keith Reinhard got his first taste of the ad business from the tiny grocery store in northeast Indiana where his mother worked as a clerk when he was a boy. The store didn’t have room to post the promotional materials from the likes of Kraft, General Mills and Mars, so he took them home to study them, ...

Video’s Impact Can Now Be Tied Directly to Sales, Not Just Branding, Eyeviews’ Harnevo

While video’s function in advertising has historically been for branding, it’s now possible to track its impact on sales. While television has been a kind of black box in terms of available insights into how a campaign has actually performed, “now digital closes the loop,” observes Oren Harnevo, CEO ...

IPG’s Roth On How Traditional Agencies Need to Change to Stay Competitive

IPG’s chairman and CEO Michael Roth has worn several hats in his career. He was an accountant, a tax attorney and an insurance executive before he was tapped to lead one of the biggest ad holding companies in 2005. What’s unique about the ad business? “It has the best highs I’ve ever ...

TiVO CEO Rogers: Looking Forward To Constant Motion

Not many kids spend their evenings, curled up in bed, reading mundane acts of national policymaking under the bed covers. But that’s exactly what Tom Rogers did – a few years later, he was writing those rules. “I was an avid reader of TV Guide as a kid – stacked ‘em up on my ...

How Addressability Will Change TV Ads: 4C’s Neuhauser

So-called “addressable TV’, the ability to deliver personalized TV ads to individual households, is set to revolutionize the business – if only it can get off the ground in earnest. “There’s a lot of talk about addressable TV. The market is trying to look for what is real,” ...

Ad Tech Has Made Life Harder And More Expensive: Furious’ Swartz

COLOGNE — The sea of advertising technology platforms in which the industry is which the industry is currently swimming is threatening to overwhelm. Whilst each platform promises to make life better and easier, the reality may be the opposite. “There is a proliferation of ad technology – ...

Video Is An Antidote To Mobile Ad Blocking: Mediaocean CEO

Advertisers these days seem worried about a litany of technologies with which bad industry actors and consumers alike can bypass advertising. The latest is ad blocking, which Apple’s iOS 9 now supports on mobile web. But that threat to mobile could benefit another media, one ad tech exec reckons. ...