Rubicon’s Sears Sees Orders Boom, TV Far Away

COLOGNE — For one of the leading programmatic advertising technology outfits, it’s been a summer of announcements. Rubicon Project was tapped by Spotify to automate audio ad inventory, by an alliance of four leading US news publishers, by Flipboard to launch a mobile ad marketplace, and even launched an Olympics-themed ad marketplace with multiple publishers. For Jay […]


As Brands Seek End-To-End Consumer Engagement, Trust Looms Large: Publicis’ Jacob

COLOGNE-As more brands strive to harness technology to create end-to-end solutions for reaching their prospects, the issue of trust looms large. Digital ecosystem realities like ad blocking are “absolutely a wakeup call that you need to be responding to as a client,” said the CEO of the EMEA region for Publicis Media. As he attended […]


‘I Invented Header Bidding’: Now O’Kelly Is Making Marketing Programmable

COLOGNE — Thank Brian O’Kelley for the new-wave way that publishers are maximizing yield by tapping in to multiple demand sources. In the words of the AppNexus CEO himself: “I invented header bidding back in 2009.” Using that technology, publishers don’t have to be hemmed to selling their space through just one ad exchange, they can take […]


Use Of Mobile, Machine Learning Can Generate ‘Return On Individuals’: Zenith’s Bonori

COLOGNE-It’s a fantastic time to be a media agency, according to Zenith Global Brand President Vittorio Bonori. The flip side is that clients’ business models are “under attack,” a situation that the right uses of technology can help to overcome. “Sometimes when we refer to technology it can really seem as something really cold and […]


Xaxis’ Bidon Sees Dynamic TV Ads Coming into Focus

COLOGNE — TV has always traded on showing a single ad to as large an audience as possible. But the medium is being turned on its head. Pretty soon, advertisers will be using it to show thousands of different ads to individual audiences of just one. When exactly that will happen is anyone’s guess. But “no […]


White Ops’ Tiffany Takes $20m To Take Down Ad Botnet Ringleaders

COLOGNE — In the TV series The X-Files, paranormal investigators Mulder and Scully had, at their disposal, a trio of good-guy computer hackers named The Lone Gunmen. What if hard-pressed advertisers, also searching for a solution, could call on such a squad, too? That would probably look a lot like White Ops, a group of do-good hackers […]


Cross-Platform Targeting Should Focus On Consumer Need States: OMD’s Cuthbert

COLOGNE-While it’s great to be able to track consumers as they move across digital devices, marketers should place more emphasis on peoples’ need states than on making sure they are targeting the same individual, according to Blake Cuthbert. “All of the need states that we can identify allows us to be really super targeted but […]


TV Must Wake Up To On-Demand And Data Disruption, Exchange Lab’s Dobson Says

COLOGNE — It’s been a long, slow time coming – but now traditional TV is about to undergo a big disruption that it must respond to quickly, says a veteran ad man from the BBC’s commercial arm who now runs an ad-tech outfit. Whilst music and then newspapers were buffeted by digital winds of change, ye olde TV […]


Spotify Testing Original Video Series With Brands As Subscriber Base Reaches 40 Million

COLOGNE-With video advertising now generating about 30% of overall revenue, Spotify is beta testing original video series so that brands can reach both paid and free users “in an immersive experience,” according to the digital music provider’s Global Head of Sales. A couple of years ago, Spotify had “only a couple of ad units to […]


With Yahoo Union, AOL Hopes For An ‘Unfair Advantage’ To Dominant Content

COLOGNE-When its deal with Yahoo closes, AOL will gain “unprecedented scale” with which to become the king of content, while Facebook and Google rule social and search. This is the worldview of Jimmy Maymann, President of Content & Consumer Brands at AOL, whose keynote address at the DMEXCO confab was appropriately titled Publishing is the […]


Facebook Audience Network Wants To Innovate Video Formats, Eyes Gaming Sector For Ads

COLOGNE-Having opened its Audience Network to video ads earlier this year, Facebook hopes to offer its more than 3 million advertisers the same user experience it has achieved with native content. “Video is key to our ecosystem,” says Yoav Arnstein, Head of Audience Network Sales for the AMEA region. Some 80% of ad impressions delivered […]


IAB Tech Lab Helping To Fix ‘Annoying Ads’, Promote Video Globally

COLOGNE-The Internet Advertising Bureau Tech Lab is participating in two new coalitions, whose mandates are to improve the digital advertising experience for consumers and establish standards for video ads in conjunction with the television industry. Announced at the DMEXCO conference and exposition, the Coalition for Better Ads is in large part a response to the […]


WPP’s Sorrell Wants Snapchat & AOL To Challenge Digital Ad Duopoly

COLOGNE — The world’s biggest ad agency holding group may soon spend more money with Mark Zuckerberg than with Rupert Murdoch, as it aims to shrink its reliance on Google in the media mix. But its CEO is still searching for other horses to back, in a digital ad world that is increasingly led by just two runners. Sir Martin Sorrell reveals to Beet.TV […]


To Disrupt TV, Work With It, Not Against It: Videology’s Eisenstein

COLOGNE — In the last few years of advertising technology innovation, many ad-tech vendors’ sales strategies have looked like an aggressive playbook for disruption. But the TV industry industry looks far less tolerant to that kind of enforced change. After all, it remains fairly resilient, and holds a lot of the cards still in its […]


Agencies Must Put Data At Center Of New Bundle: MediaLink’s Kassan

COLOGNE — The media agency is changing. In a world where clients can do more themselves, or go elsewhere for services, agencies may be under threat. Michael Kassan thinks he has seen the future for a rejuvenated, more relevant model. “We just completed advising AT&T … a month ago …on the largest single review in history, I […]


Brands Flock To Figure Out New-Screen Opportunities At DMEXCO

COLOGNE — Is a big touchscreen in a car a driving aid – or a media device? Is an internet-connected fridge one of life’s little efficiencies, or a chance to communicate with householders? And how do you dress up these innovations anyway? Those were some of the questions on lips at the big DMEXCO marketing conference […]


VR Storytelling Is Adland’s Number One Topic: Starcom’s Donohue

COLOGNE — Publishers like The New York Times, USA Today, Washington Post, Sky News, Facebook and YouTube are now gaining traction for their 360-degree and virtual reality video productions. Could advertisers do the same? In this interview with Beet.TV, Starcom Worldwide Global Brand President Lisa Donohue joins the excitement with an emphatic ‘yes’. But how should brands and […]


Broadcasters Fear Tech Giants: Videology’s Jamboretz

COLOGNE – Google’s efforts to break in to TV seem to have had as many reboots as a dodgy old laptop. But the lingering developments in Chromecast, Google Fiber and more give broadcasters the jitters, says an ad-tech exec who meets with them frequently. “Google sees intermediaries like television networks as being unnecessary,” according to Videology‘s chief commercial […]

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