Undertone’s Franchi Wants Programmatic To Serve Ad Creativity

So-called “programmatic” technologies are revolutionizing the trading and targeting of online ads. But what about the content of those ads? Many ad-tech vendors, who have spent the last few years touting programmatic’s numerical capabilities, are now battling over its next wave – the chance to use programmatic in the actual construction of ads themselves. “When you think about programmatic advertising […]

 
 

DataXu’s Catanzaro’s on the Three Flavors Of Programmatic TV

There is much talk in the industry about whether so-called “programmatic” technologies, which are revolutionizing internet display and video advertising, will come to ye olde TV any time soon. Despite many hurdles in the way, one ad-tech vendor says the prospect is already “very real”. “The market today is $700m and is going to grow to […]

 
 

eMarketer Gains Global Help & Synergies In Springer Sale: Chairman Ramsey

Analyst and insight firm eMarketer expects to ramp up European and Asian expansion whilst seeking synergies with its new owner’s media properties, following its recent acquisition by Axel Springer, says co-founder Geoff Ramsey. “(Springer) has the resources and wherewithal to help us from a content coverage standpoint and, probably more importantly, from a sales perspective,” Ramsey tells […]

 
 

Is Addressable TV Ready For Prime-Time? A Panel Discusses

TV ads targeted through addressable linear platforms made up just 0.1% of total us TV ad spend in 2014, according to eMarketer. And industry executives seem at loggerheads over the extent to which the prospect is really making in-roads. Asked what impact sellers of TV properties on addressable platforms had made during the recent US TV upfront […]

 
 

Videology Boosts Demographic Targeting With Publisher Data

In a world where TV ad-buying is also moving online, the future of trading is evolving toward digital measurements. On that basis, one video ad-tech vendor says it is helping bring the traditional and oft-derided criteria of audience demographics in to the digital age. Videology says it recently improved its ability to help advertisers target audiences using demographic, by harnessing data […]

 
 

Auto Firms Get 4x ROI From Addressable TV Ads, Experian Says

The possibility to target individual viewers ad households, through the medium that, previously, reached only mass audiences, is slowly emerging. So-called “addressable” TV is today deployed in roughly 45m to 50m US homes, according to various figures. But who is buying the ads, and who stands to benefit most? One vendor enabling the new TV future with […]

 
 

Target TV Ads Using Consumers’ Bank Accounts, Cardlytics’ Harter Says

If, in the new age of advertising, marketers will only pay for ads that produce a verified sale, that could give banks a front-row seat. After all, it is the banks which have full sight of what their customers are actually buying. That’s the space in which Cardlytics is operating. The eight-year-old, Atlanta-based company is using its network […]

 
 

Publishers Going Off-Deck And Out-Stream, AOL Survey Finds

Once upon a time, using social for online publishing was all about signposting stories in the hope readers would come to read them on your own website or app. Now we live in a world in which publishers are happy distributing their content itself through social platforms – at least, before Facebook’s recent algorithm change. A […]

 
 

Agencies Want TV Operators To Stop ‘Hoarding’ Ad Data: GroupM, Publicis & IPG Execs Explain

Ad agencies know that old-style TV measurement panels are not sufficient to support the addressable TV future. The problem is, TV platform operators are not giving them the data they need either. A panel debate convened by Beet.TV heard agency executives responsible for new-wave connected TV targeting were bearish on the suitability of traditional measurement firms […]

 
 

Experian’s Danaher Wants To Get Beyond Addressable’s Early Adopters

Measurement of addressable TV ad campaigns has grown fast – but the technology providers still need to work hard to sell the opportunity beyond early-adopters advertisers That’s the view of one ad data vendor making in-roads in to the new world of addressable. “We’re getting a lot of the early adopters,” according to Experian’s TV partnerships […]

 
 

Kaltura’s $50m Financing Funds ‘Everything Video’ Expansion

“Winter” hasn’t come for ad-tech yet. The investment in video technology vendors keeps coming, even if the role of venture investors appears to be changing. Enterprise and education video technology platform Kaltura is taking a $50m investment from Goldman Sachs – the largest of seven rounds now totalling $166m, according to Crunchbase. The outfit announces it wants […]

 
 

‘We Invented Outstream’: Teads’ Jim Daily After $47m Fundraising

When Teads and French vendor Ebuzzing merged in 2014, the combined pair said they planned to acquire other firms. Three rounds of financing later, and the outfit looks set to do just that. The company, which helps publishers deliver auto-playing video ads between text paragraphs, just secured €43m ($47m) in debt financing from a syndicate of five banks. […]

 
 

Tru Optik Finds Better Ads From Knowing Actual Viewer Behaviour

If you were HBO, trying to convince consumers to subscribe to watch Game Of Thrones via HBO Go, you could target people Google for the show – or you could go straight to those already watching via unofficial channels. That’s what ad-tech vendor Tru Optik is helping media and entertainment brands accomplish. The Stamford, CT-based […]

 
 

Advertisers Must Overcome Addressable TV Sticker Shock: DISH’s Joglekar

TV ads targeted at individual households may be more expensive than those traditionally delivered through the medium – but advertisers should compare prices with digital, not with the box in the living room, says a TV ad exec. The looming promise of addressable TV holds the potential to target ads at individual viewers or households. But […]

 
 

Addressable TV Buying Will Be Unified within Three Years, GroupM’s Bologna, while Cadreon’s DeHaen & Publicis’ Scheppach See Long Road Ahead

What people collectively “addressable TV” refers to the opportunity to target individual TV viewers or their households with data-driven adverts. But that opportunity is really delivered through a complex mish-mash of competing platforms, each with their own, quite different capabilities and reporting mechanisms. For ad execs that continue complaining about “silos”, welcome to Siloville. “The ecosystem is […]

 
 

Accordant Squeezes Between Agencies & SaaS Vendors: CEO Muldoon

CANNES — In the last few years, we have seen a rush of companies scramble to offer services for the programmatic trading of online advertising. Traditional ad agencies have added programmatic services to their offering, even as programmatic ad tech vendors rise up and promise to to disintermediate those agencies. One company now claims to be toeing […]

 
 

Don’t Give Up TV’s Broad Reach: AOL’s Ackerman

CANNES — Time was, AOL was just your common or garden dial-up ISP. Now with a booming video empire and as part of the Verizon footprint, it is becoming a player in the converging TV and advertising spaces. That puts Dan Ackerman, AOL’s programmatic TV SVP, who came to AOL via its acquisition of the video ad-tech provider […]

 
 

Branding & Performance Are Merging: Light Reaction CEO Walczak

CANNES — They have traditionally been regarded as two distinct places on the marketing “funnel”. But could “branding” and “performance” advertising now be colliding together? Whilst the former tactic aims to switch on consumer interest, the latter sees marketers pay for end results. Now there are so many ad technologies out there, things are changing, says Bob […]

 
 

Havas Invests To Simplify Programmatic, Houssaini Says

CANNES — Programmatic has come a long way, and confused a lot of people along the journey. Now it’s time to simplify a technology that is the overriding priority for many a media agency. “Everybody needs to understand it and they need to understand the simplicity of it,” according to Houssein Houssaini, global head of programmatic solutions for […]

 
 

Don’t Get More Creative, Get More Connected: Facebook’s D’Arcy

Mark D’Arcy thinks we are living through the most fertile era for creativity in eight decades. But that doesn’t necessarily mean he thinks we should simply get more creative. The chief creative officer of Facebook’s Creative Shop sees an “extraordinary opportunity” to “transform entire industries”. His group is a team of brand marketers, creative directors and strategists […]

 
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