Advertising

IAB’s Shah: Too Many Viewability Platforms Will Hurt Industry

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah….

Marketers Can Reach ‘Meerkats’ With Mobile: Weather Channel’s Dan Young

LONDON — Mobile video heralds a chance for advertisers to reach consumers who may appear to be distracted or in the outdoors – but who are actually highly engaged and watching TV, according to Weather Channel international yield and programmatic Daniel Young. “It’s personal,” Young tells Beet.TV in this video interview….

Interstitial Better Than Auto-Play: Jun CEO Mulls New Mobile Ads

CHICAGO – Ad network Jun Group’s CEO Mitchell Reichgut “recoils” when he hears about auto-playing ads, the new format being picked by Facebook and others to deliver video messages. But that doesn’t mean he won’t try introducing interruptive ads of his own. “(Auto-play) smacks of things that less than ingenuous,”…

Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which…

Data Is Essential To Programmatic: MediaVest’s Korenfeld

Even if it isn’t quite “the new oil”, data is becoming more and more important to the new era of advertising targeting. “Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview. “You cannot efficiently and effectively…

The DMP Is Evolving Through Identity: Adobe’s Bohra

In online advertising, data management platforms (DMPs) are winning fans by letting ad buyers plug in customer data, break customers down in to segments and then target those segments. But even that advanced technology is being upgraded, says Adobe Audience Manager product marketing director Ali Bohra. “The DMP has evolved by…

Facebook Passes YouTube For Desktop Video: comScore’s Fulgoni

CHICAGO — Less than a year after it began testing auto-playing video, Facebook is the winner in a tipping point against rival Google. “In the month of August, on desktop viewing, they delivered about a billion more views than YouTube – which is pretty amazing,” co-founder and chairman emeritus Gian Fulgoni…

Teads Sets Sights On IPO After Rebranding

Following this spring’s merger of video ad tech firms Ebuzzing and Teads, the pair last week rebranded as just “Teads.” That company is now setting its sights on going public next year. In this video interview with Beet.TV, CEO Bertrand Quesada explains why: “We want to be independent.” “We want to…

‘Programmatic Upfronts’ Will Rise: Comcast’s Holmes

So-called “programmatic” ad-trading techniques may be more commonly associated with fast-moving, low-tier ad slots than with premium TV slots that are fought over months in advance – but the former can serve the latter, too, says an ad exec. “In the TV world, there is a very different supply and…

Non-Marketers Hold Key To Programmatic: iProspect’s Adams

LONDON — In an advertising world increasingly fuelled by customer data, who do agencies go to for these vital ingredients? It’s not who it used to be, says Dentsu Aegis UK digital agency iProspect‘s chief media officer. “Five or six years ago, we were talking about the CIO, CMO and…