Advertising

Viewable Ads Are Up By 30%: GroupM’s Montgomery

AUSTIN — If you believe some of the shocking stats over the last 18 months, close to half of online ads sold may not even technically be able to be viewed by human users. Since then, industry bodies have taken great strides to iron out the problem, whilst ad tech vendors are selling ad…

FreeWheel Plugs In Videology Ahead Of Upfronts: Rothwell

AUSTIN — Comcast-owned ad tech platform FreeWheel is plugging video ad tech peer Videology in to its platform, to help advertisers buy programmatically through its FourFronts program, an extension of its private marketplace. FourFronts enables marketers and agencies to reserve video inventory with publishers via FreeWheel. “We see it as very important with the…

GroupM’s Rob Norman Sees Addressability, Not Programmatic, Shaking Up TV

AUSTIN — Many digital media executives expect it is only a matter of time before “programmatic” advertising – the collection of techniques which automate online ad-buying and which has taken hold in the display ad world – will work its magic on television. Indeed, many tech and data vendors are already…

OpenX Puts Ad Fraud Detection On Consumers’ Computers

There are several techniques for identifying what has become the scourge of the internet for advertisers – code that fires up web pages just to ensure ads are displayed for which a buyer must pay. Now online ad tech vendor OpenX is trying a twist on fraud detection, with a third-generation iteration to…

Brand Content Goal Posts Are Wide: Gannett’s Kilgore

How does pricing for branded content shape up against that for display ads? The two are like chalk and cheese, suggests Gannett national sales president Randy Kilgore. “It’s very different because it’s not a formula,” Kilgore tells Beet.TV in this video interview. “Some of these things are six-month programmes where you send…

Sir Martin Sorrell on Transformation of Advertising and of WPP

What does a $31 billion market cap earn the world’s largest ad agency holding group? A status as amongst the most diversified and forward-thinking of communications agencies out there. When Sir Martin Sorrell took a controlling stake in what was then a shopping basket maker, Wire & Plastic Products, in 1985,…

Publishers’ Pangea Alliance Taps Rubicon To Pool Programmatic Inventory

LONDON — News publishers traditionally like to keep hold of their own ad sales operations, selling advertisers on their own unique contextual properties. But now we are seeing some of them warm not only to programmatic mechanisms but also to collaborative working. The Guardian, CNN International, the Financial Times and…

TubeMogul, Videoplaza Create Programmatic Marketplace

They are two of the largest video ad tech outfits. Now TubeMogul and Ooyala’s Videoplaza unit are integrating to create a marketplace for the programmatic trading of video ads between premium brands and publishers. The pair say TubeMogul’s platform will connect with Videoplaza’s Konnect suite to allow access to Videoplaza’s inventory on a…

NewFronts Will Be Bigger, Open To Smaller Firms, IAB’s Rothenberg

The Digital Content NewFronts, the event in which digital content owners get to shop their latest productions to marketers eager for an audience, is coming up on April 27 in New York. “The NewFronts are expanding to almost two full weeks,” says IAB president and CEO Randall Rothenberg, whose organization stages the…