Mondelēz’s Bough Worried About Open Exchange Neutrality

CANNES, France — What are the pros and cons of scale and consolidation when it comes to programmatic advertising technology? One major marketing figure is worried about the possible effects. “The thing that concerns me the most as we go in to programmatic is the neutrality of exchanges,” Mondelēz International’s VP of global media and Consumer engagement, Bonin […]

 

Mondelez’s Bonin: Marketers Must Move Past Complacency

CANNES, France –  Media planning has been pretty easy of the past 50 years, with deals done in back rooms over Scotch and cigars.  The complacency of this dynamic is quickly changing with new technology and CMO’s need to embrace change, says B. Bonin Bough, VP of Global Media and Consumer Engagement at Mondelēz International, […]

 

Carat’s Rhind: Programmatic Exciting, And Often Impenetrable

CANNES, France — It is ironic for the communication industry that the techies of so-called “programmatic” ad-trading technologies have often done such a poor job at communicating just what the techniques really mean. “Programmatic has been quite impenetrable,” says media agency Carat’s chief digital officer Anthony Rhind. “There’s a lot of jargon, a lot of technology, we […]

 

Premium Ads Beginning To Drive Programmatic: SpotXchange’s Moore

CANNES, France — Initially seen as a way to trade in low-quality online ad spots, so-called “programmatic” technologies are growing up as top-tier publishers dip toes in the water. “In video, we’re seeing a huge shift in RTB (real-time bidding) – in buyers buying programmatically in an auction,” says programmatic ad tech vendor SpotXchange’s EMEA […]

 

UK TV Networks Not Yet Embracing Programmatic: TubeMogul’s Reid

CANNES, France — Whilst the online operations of many UK news publishers are now adopting different kinds of so-called “programmatic” ad trading mechanisms, those of the country’s commercial broadcasters are apparently farther behind. “Not all broadcasters are embracing a programmatic approach,” according to Nick Reid, UK MD of the programmatic video ad platform TubeMogul. “We […]

 

Omnicom Advertisers Embracing Programmatic: Accuen’s Jacobs

CANNES, France — Clients of ad agency OmnicomMediaGroup (OMG) have taken to so-called “programmatic” means of controlling and targeting online ad buys over the last year. “Over the last year or so, we’ve really seen a change in the way that programmatic is perceived by our clients and agency partners,” according to Josh Jacobs, CEO […]

 

Omnicom’s Jacobs: Keeping Programmatic Marketplaces Open is Essential for Advertisers

CANNES, France – While there has been much discussion about the move away from an open bid scenario, to private, programmatic marketplaces which match specific advertisers and publishers, Josh Jacobs, the Global CEO of OMD’s Accuen programmatic unit, says that while private exchanges are extremely important, an open ecosystem is also essential. In this interview […]

 

TubeMogul’s Mondelēz Deal Points To Big-Brand Programmatic

CANNES, France — Programmatic video ad tech platform operator TubeMogul used the Cannes Lions festival to announce food brand Mondelēz International would use its services to buy and serve all of its video ads. “Programmatic is getting to be less scary,” says TubeMogul’s CEO Brett Wilson. “You’re seeing more brands embrace it directly. “It doesn’t mean they’re […]

 

Publishers Rapidly Adopting Programmatic Ad Sales: SpotXchange’s Shehan

CANNES, France — So-called “programmatic” techniques for controlling and automating online ad trading came in to this world in low-quality ad inventory. But now even top-tier publishers are becoming happy to sell their ads in this way. “Three years ago, they would have never worked with a SpotXchange – today they are,” says the ad […]

 

Heineken Taps TubeMogul for Programmatic Campaign

CANNES, France — Heineken’s US advertising boss is growing confident on the imminent melding of TV and online ad buying. “We’re getting to the point where the wall between traditional television and digital video are coming down,” Ron Amram tells Beet.TV. “You can literally see across it – looking at GRPs across the whole landscape. “With […]

 

Mondelez’s Bonin: We Are Going 100 Percent Programmatic in Video Ad Buys, TV Next

CANNES –  Yesterday’s news that consumer products giant Mondelez is using video ad tech platform TubeMogul marks the company’s commitment to go one hundred percent programmatic in time.   “Data is having such a profound effect on brands that television planning will go fully programmatic eventually,” says B. Bonin Bough Vice President of Global Media and […]