Sorrell Wants Less ‘Clunky’, More ‘Flexible’ From Tech’s ‘Fearsome Five’

COLOGNE — At last year’s DMEXCO, WPP Sir Martin Sorrell promised he would finally join Twitter – if CEO Jack Dorsey showed up at the next event. Well, at this week’s 2017 occurrence of the digital ad gathering in Germany, the pair graced the stage together, and Sorrell joined the social network live in front […]

 
 

Publishers Should Collaborate To Regain Ad Control, PubMatic’s Swanson Says

COLOGNE — When it comes to new revenue, the digital advertising world now looks increasingly like Google’s and Facebook’s. But there is now a groundswell movement in which publishers want to regain control of their ad-tech stack and, with it, the rules of the road. At the DMEXCO digital ad industry gathering in Germany, The […]

 
 

4C, Mediaocean Integration Aligns Social & TV Ad Buying

They have traditionally been regarded as distinct channels for advertiser strategy, but the worlds of social media and TV are now coming closer together. 4C Insights, whose product suite already let advertisers buy ads on social media in sync with TV play-outs, has partnered with Mediaocean, the software platform for media buyers, to enable the […]

 
 

EU Policies Will Drive Consolidation & Collaboration: Videology’s Eisenstein

COLOGNE — To US media companies, the European market can often seem like, on the one hand, a fragmented morass of patchwork negotiations and, on the other, an overbearing harbinger of heavy-handed central legislation. Both of those things may be true – and both are going to drive digital advertising business over the next year, […]

 
 

Bing Wants To Help Ad Buyers Find Holiday Shoppers, Sirich Says

COLOGNE — Finding shoppers these days can be hard. But the world’s number-two search engine wants to help advertisers better understand buyers, nonetheless. “We have a large platform we refer to as Bing Shopping Campaigns,” says Steve Sirich, general manager for Bing Ads Marketing, in this video interview with Beet.TV. “It’s an opportunity for retail […]

 
 

Kawaja: Amazon Rivals Can Compete Using Intelligence

COLOGNE — Amazon’s footprint is becoming ubiquitous, it scale seemingly unassailable and its data-driven consumer intelligence advantage gargantuan. But, for other online retailers, all is not lost, according to one marketing industry expert. LUMA Partners CEO Terence Kawaja says ad-tech firm Criteo’s acquisition of HookLogic last year offers hope that the long tail of rival […]

 
 

Kargo’s Kargman Expects Big Mobile Year With NBC, Unilever

COLOGNE — If the fabled “year of mobile” has finally arrived, what about “the year of video”? Harry Kargman thinks that will be 2018, when deals the mobile ad company he founded has with two big partners kick in to high gear. Kargo, of which Kargman is CEO, earlier this year announced a deal with […]

 
 

Oath’s Mahlman Targets Mobile Video & Europe As Priorities

COLOGNE — What do you get when you combine the content heft of Yahoo and AOL with the ad platforms each, and their owner Verizon, has rolled up over the years? The newly-formed company is called Oath, and it is targeting new mobile video ad formats as the top priority for its developer staff. “Mobile […]

 
 

Relevance Beats Personalization: UM Worldwide’s Stoller

COLOGNE — This was the year that a Mindshare division launched an initiative to personalize advertisements – but also when Google removed personalized ads from within Gmail. The promise of personalized ads has rumbled on for a long time. But the work involved, and even the ethics, are still playing out for many. UM Worldwide’s […]

 
 

Brands’ Programmatic Spend Will Go Private: PubMatic CEO Goel

COLOGNE — Once upon a time, “programmatic” was when publishers gave away their unsold inventory in real-time bidding auctions for cheap rates. But that was then. Now programmatic is growing up. And you can thank private marketplaces, the technology tools which allow publishers to put controls over who they let in to buy and sell, […]

 
 

GroupM’s Rob Norman On Holistic Performance Metrics

Rob Norman wants to help advertisers buy advertising with outcomes, not proxies, in mind – but that doesn’t mean brands should be fixated on end goals. Around the industry, new attribution and tracking technology is drawing executives to seek pricing ad pricing models that involve paying only when outcomes like product purchases are recorded. That […]

 
 

Data-Driven TV At A ‘Tipping Point’, Now Adobe Wants Transparency

The talking is over, the forecasts are becoming reality. The time is now for the age when advertisers and media buyers can better target their television ad buys using datasets beyond basic age and gender. So says one veteran media buyer who now helps enable the opportunity for peers through one of the major digital […]

 
 

Transparency Focus Has Moved To Fraud, GroupM’s Norman Says

It is barely a year since a hard-hitting ANA report blew the lid off practices in which US advertising agencies were accused of keeping up to 20% of clients’ media budgets for themselves after engaging in “pervasive” kick-backs and rebates. But that was just one of the controversies that has come to live under the […]

 
 

IBM’s Lord On Coffee & The Three Flavors Of Customer Value

Modern brands can only get on to people’s radars if they provide value – but, in a modern market, there is more than one kind of value. Customer data is the key to understanding what prospects and customers want from a brand – and that should inform how brands talk with them, according to IBM […]

 
 

Sell-Side Has Big Upside: Tremor CEO Zagorski

No wonder he just sold his new company’s demand-side operations. Whilst there is ongoing consolidation of ad-tech players catering to advertisers and their agencies, video ad-tech outfit Tremor Video’s new CEO Mark Zagorski says the same is not true amongst platforms serving publishers. “You haven’t seen a ton of consolidation, particularly on the sell side […]

 
 

For Modern Businesses, Data Is King, IBM’s Bob Lord

Modern business strategy is no longer just about “technology” generally – these days, the technologists who can map out, mash up and mine data for strategic benefit are pivotal to an organisation’s direction. That is according to an ad-tech exec who now runs digital operations at IBM. “The developer and the data scientist now is […]

 
 

Tremor Video Sold Its DSP To Remove Friction, CEO Zagorski Explains

When video ad-tech operator Tremor Video sold part of its business to Taptica of Israel in August, it meant a $50mn price tag for the sale. But, to Tremor CEO Mark Zagorski, it means more than that. In this video interview with Beet.TV, Zagorski says ad-tech platforms which count both ad buyers and sellers as […]

 
 

IBM’s Watson Turns Dark Data Into Ad Gold, Bob Lord Says

When IBM engineers developed their artificial intelligence engine Watson to compete in the TV game show Jeopardy! 10 years ago, they may not have expected that it would, one day, also help power the targeting of TV and other ads. But that is now the prospect Big Blue finds itself with, now that Watson is being […]

 
 

MediaCom’s Brook Uses Mobile To Prove Consumer Footfall

Digital media have become infinitely trackable. But what if you want to track a consumer from a web property to a bricks-and-mortar one? And what if you want to figure out whether an online ad buy really motivated an in-store purchase? These days, that kind of digital-to-physical attribution is totally achievable, and agency Mediacom is […]

 
 

NBCU’s Rosen Aims To Take Audience Targeting To The Next Level

It is now two and a half years since NBCU launched its Audience Targeting Platform (ATP), a way to let advertisers use data to reach specific audiences. In that time, the company has offered up viewing data from 22 million Comcast set-top boxes, combined with other data from first- or third-party sources, to help marketers […]

 
1 2 3 87