Ad Threats & Consolidation In Kawaja’s ‘House Of Cards’

The threats are mounting. With challenges like viewability, fraud and ad blocking rising, the online ad industry could risk falling, just as Rome’s empire did before it. That’s the view of Terence Kawaja, the famed digital media M&A advisor, whose just-released 100-slide deck, inspired by Netflix’s House Of Cards, lays the industry bare. LUMA's State of Digital Media at DMS 16 […]

 
 

Four Reasons FreeWheel Is Buying StickyADS: Rooke

The video ad-tech roll-up continued this month, as Comcast-owned premium video ad-tech vendor FreeWheel announced it was acquiring France-based server-side platform (SSP) StickyADS. StickyADS offers premium publishers software to build, run and operate their own private exchange. So why did FreeWheel buy? “We knew we had to become a full-stack provider to enable our clients to […]

 
 

Emerging: ‘Offline Retargeting’, Marrying Physical And Digital, Bannerconnect’s Geenen explains

SEVILLE — By now, people know all about ad retargeting – the practice through which ads for products you have viewed online follow you around the web. But what if those products followed you out of a store, through the shopping mall and in your car home after a visit to your local shop? That’s what Bannerconnect […]

 
 

Viant And Time Inc: ‘More Synergies Than We Expected’

SEVILLE — Back in February, the remnants of MySpace ended up located at Time Inc,when the publisher acquired Viant, the advertising data company that was the latest owner of the once-mighty social network. But Time’s interest was about more than social. It was buying Viant because of its considerable bank of first-party data about consumers, also including in […]

 
 

comScore’s Chasin Puts The Meter In The Router

SEVILLE — When comScore launched in the 1990s, it began measuring consumers’ internet browsing habits by installing a software monitor on their PC. Times have changed. A lot. With devices proliferating, online life is no longer about the computer in the study – so comScore is making a move to capture everything, with a new product […]

 
 

Algorithms Will Revolutionize Audience Targeting: TubeMogul’s Schreiner

SEVILLE — We’ve heard a lot about the supposed transition from “mad men to maths men” – but what if the real transition is straight to software? Increasingly, computer algorithms are beginning to take on many of the functions of ad targeting and buying themselves. One company where that’s happening is TubeMogul, whose programmatic video platform […]

 
 

Europe Lags US By Three Years On Mar-Tech: Neustar’s Van der Hoeven

SEVILLE — It is a generalization to say, but the usual order of technology adoption goes: US, Europe, Asia-Pacific. In marketing-technology, Europe is certainly lagging the States, according to one analytics supplier. “Compared to US, Europe is one, two, maybe three years behind,” according to Lucien van der Hoeven, the EMEA MD of MarketShare, acquired by […]

 
 

Euro Brands Slower To Pull Ad-Buying In-House: AppNexus’ Sagness

SEVILLE — As ad-tech platforms continue to rise up, the lingering question is: Will newly-empowered brands now decide to take on many of the functions they previously outsourced to ad agencies? Whilst that appears to be happening sporadically, it won’t happen so fast in Europe, says one ad-tech exec with a read on the trend. “As we […]

 
 

Marketers’ Key Challenge: Measuring Impact, Says Xaxis’ Patil

SEVILLE — Data, data everywhere. But now the top priority is making sense of it all. That continues to be one of the biggest challenges for modern marketers, says an agency’s programmatic exec. Group M’s Xaxis data intelligence VP Kedar Patil tells Beet.TV, in this video interview, the top imperative is “how to capture them and tie […]

 
 

FCC Cable Box Reforms Make Data-Driven TV Urgent: Simulmedia’s Morgan

SEVILLE – Government regulation “FCC 16-18” may sound innocuous enough – but the implications of the Federal Communications Commission’s decision to open up set-top box hardware will be far-reaching. The rule would compel cable companies to offer their programming not just over their own boxes but through those of third-party vendors, too. One ad industry […]

 
 

Xaxis’ Crittenden Wants Clients A World Beyond CTR

SEVILLE — The click-through rate has long been used as one of the key measures of effectiveness in online advertising. But, for some, that measure is losing its relevance in the new age. “There are some real challenges around fixation on click-through rates,” according to Damien Crittenden, analytics and insights director for Group M’s programmatic division Xaxis, speaking […]

 
 

Next-Gen Viewability Is Personal: Integral’s Iantosca

SEVILLE — Last year, the advertising industry freaked out after hearing that a large proportion of ads being served to consumers were not even feasibly viewable. Now software platforms are helping to identify the “viewability” of ad inventory. But we’re hearing more ad-tech execs begin to call viewability mere “table stakes”. So what’s next? Integral Ad […]

 
 

‘Make Data Human’ Or Business Is Ruined, I-COM’s Cohen Warns

SEVILLE — In the world of ad-tech, advertisers and vendors frequently point at so-called “bad actors” ruining the system. But what if the real “bad actors” were industry executives themselves? For Andreas Cohen, chair of the I-COM, the global marketing data trade body, it’s time professionals started putting consumers first – or they risk letting the […]

 
 

OTT Most Exciting Part Of Programmatic TV: Trade Desk’s Sims

SEVILLE — Dozens of ad-tech vendors are gathering around the $70bn+ US TV advertising industry like bees to a honey pot, hoping to enable even a tiny fraction of those ad buys on TV’s journey to a promised programmatic future. But we’re not there yet. That’s why, when Tim Sims imagines the spectrum of things […]

 
 

Machine Learning Counters Human Creativity Fatigue: Krux’s Reid

SEVILLE — The ad industry has come a long way in the enablement of trading through digital pipes and automated decisions. Now a new wave in artificial intelligence is bidding to make even smarter decisions on buyers’ behalf – and it’s all about alleviating staff of the boredom of testing out different ad outcomes. “The […]

 
 

Wunderman’s Kotziagkiaouridis Sees Data Key To Emotion

SEVILLE — The science and the art of advertising may often be talked about as two separate disciplines. But there is a future emerging in which one feeds the other. How will human creativity and maths collide? “Brands need to be relevant. Relevance means powerful, emotional connections. To create those connections, you need data,” ad agency group Wunderman’s chief […]

 
 

Note to Publishers: Stop Consumers with Ad Blocking Software, advises WPP’s David Moore

SEVILLE — With consumer web ad blocking seemingly on the rise, data on the practice ranges from the dystopian to the hysterical. New eMarketer data this week puts a more modest assessment on current levels, pegging UK ad blocking at 14% of internet users in 2015. But its forecast rises to 27% in 2017, commenting: “Once seen […]

 
 

Ad Land In Catch-Up On Creativity, Measurement: Xaxis’ Martin

SEVILLE — The ad-tech world has got pretty good at finding the right audiences and executing the right media buys at the right time. But what’s left on the table? Mobile, measurement and that little matter of creativity, says one exec working at the numbers end of an ad data company. “There’s a surge in people […]

 
 

How Viewability Will Get Specific: Integral CEO Knoll

SEVILLE — Discovering whether your ad is actually being seen by a human being is now just “table stakes” – viewability is about to get more sophisticated. That’s according to ad ad-tech exec working on an upgrade. Integral Ad Science CEO Scott Knoll says he sees a problem with current implementations of viewability metrics. “A small percent (of […]

 
 

Bloomberg’s Bickford Sees TV Ads Held Back By Lack Of Data

Bloomberg Media wants all its outposts to remain free. That’s going to require continued advertiser finance. So it’s no wonder the company is frustrated with the state of TV ad sales. Bloomberg TV sales head David Bickford wants to teach the old dog of telly some new tricks – namely, the kind of measurement and […]

 
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