Beet.TV https://www.beet.tv The root to the media revolution Wed, 01 Mar 2017 16:05:07 +0000 en-US hourly 1 https://wordpress.org/?v=4.7.2 Global Telcos Up The Ante On Advertising And Content: Havas’ Delport https://www.beet.tv/2017/03/dominique-delport-2.html Wed, 01 Mar 2017 16:05:07 +0000 https://www.beet.tv/?p=44754 [...]]]> BARCELONA – Having watched as Facebook and Google became “a real duopoly” in the mobile marketing space, telecommunications companies around the world are locked in an arms race to produce content and reap advertising revenue. “Telcos are just understanding that they sit on a huge data lake with first-party data that has incredible value, especially when we are moving to addressable media,” says Dominique Delport, the Global MD of Havas Media Group.

In this interview with Beet.TV at the Mobile World Congress 2017, Delport opines that while this year is one of transition and incremental innovation, there’s no ignoring the strides being made by telcos. “They are organizing our digital life. They just want to be back in the race,” he says.

Artificial intelligence is one means of gaining the upper hand with mobile users. Delport cites Telefónica’s announcement at MWC heralding its new AURA platform, which the company describes as “the basis for a new relationship model with customers.” AURA will make “cognitive sense” out of the flow of user data while giving users the means to control which data are used, the company says.

Augmented knowledge about mobile device users, including sharing of devices, will help telcos understand “all these weak signals that will be activated for advertising purposes,” Delport says.

Surveying the landscape of major U.S. players like AT&T and Verizon upping the ante on content creation, he says it’s a clear sign that “convergence is back.” It’s a major reason why telcos induce users to sign up for bigger data packages so that they spend more time consuming content.

Responding to the desire for premium content, Vivendi Content in Latin America and Europe recently launched Studio+, which the company describes as “the first global premium short series offer for mobiles.” Delport, who is also Chairman of Vivendi Content, describes the offering as 10-minute episodes in a series of 10.

The backdrop to the telcos’ advertising and content plays is the increasing integration on the part of  Amazon, Apple, Facebook and Google. “They are fascinating but also a bit scary for the other players,” he says.

Delport refers to a prediction that in the next three years, 80% of mobile bandwidth will be consumed by mobile video. “It’s just beginning,” he says.

This video was produced in Barcelona at the Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.

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Frustrated Advertisers Seek “Canadian” Approach To Delayed Total Measurement: Omnicom’s Steuer https://www.beet.tv/2017/03/17cimmomnicomsteuer.html Wed, 01 Mar 2017 09:59:46 +0000 https://www.beet.tv/?p=44722 [...]]]> Big advertisers, angry that fearful TV networks have thrown a spanner in the works of America’s big new cross-platform video measurement system, may take out their frustration in the upcoming TV ad sales upfront season.

That is according to one ad agency man who represents brand clients.

In this video interview with Beet.TV, Omnicom Media Group chief research officer Jonathan Steuer complains about Nielsen’s Total Audience Report solution. It was due to begin reporting cross-platform viewing of TV and digital content using a single metric from March 1, but it has been delayed again after key client NBC Universal dubbed it “bad, inaccurate and misleading”.

“We’re very frustrated by the fact that access to Total Audience is going to be gated by whether the networks and folks actually being measured like the data that they’re seeing,” Steuer says.

“I understand a sea change is tough for their business. But I can only assume, from the rapid response on the networks’ part and the fact that we’ve now delayed this, that there must be something there that the networks didn’t want to see – which just makes our buy-side clients that much more worried about whether what they’re getting is accurate.

“The fact that buyers won’t get to see it before the upfronts this year puts us a bit more on edge, wanting to find other solutions to fill in the gaps in the meantime. That’s hard to do – but we need an answer.”

If Steuer’s views represent those of other agencies and their clients, the industry has a problem. They are eager to know whether TV companies really are seeing as big a drop-off in viewing as available linear-only numbers suggest – or whether some of those audiences are being retained by networks’ digital offshoots. Steuer fears NBC Universal’s intervention suggests they have something to hide.

But the concerns run deeper than what is just the latest delay to the latest iteration of US TV measurement methodology. For Steuer, it is just a symptom of the way US TV measurement has been structured for years. He prefers the approach in other countries, like Canada.

“We have a competitive environment for measurement and there they have a planed joint industry committee,” he tells Beet.TV.

“They’re approaching that integration (of set-top box and return-path data is) in a coordinated way. Though it’s taken longer to get to market there, they will end up with perhaps a more comprehensive solution than we’re on trajectory to have here in the US, because all the providers have an incentive to participate and everyone’s on an equal footing.

“In the US, every video provider has different rules about what data they’re willing to provide, who they’re willing to provide it to and at what level of granularity.”

Kantar Media CEO has also told Beet.TV that the joint-committee structures of TV audience measurement in other countries around the world, as well as the relatively smaller size of the TV ad markets there, mean some other markets are successfully deploying cross-screen measuremernt more quickly and effectively than America.

Omnicom’s Steuer tells Beet.TV: “From the advertisers’ side, I certainly would like it better if everybody was on the same footing. I hope that happens here in the States eventually.”

]]> Accenture/ABC Study: Digital Sales Gains ‘Gated’ Without Multiplatform TV https://www.beet.tv/2017/02/craig-macdonald.html Mon, 27 Feb 2017 23:36:05 +0000 https://www.beet.tv/?p=44700 [...]]]> How can the digital advertising market be saturated when there are so many places to buy ads? It depends on your definition of “saturated.”

When Accenture Strategy did a deep dive on some $12 billion of its clients’ marketing spend in a multiplatform television effectiveness analysis for ABC Disney, “One thing we found is that digital is largely saturated,” says Craig Macdonald, Accenture’s MD of Communications & Media Vertical.

Asked to elaborate, he adds, “I’m very precise in the way I say that. There’s lots more inventory that advertisers can go buy when it comes to buying other digital ads, but their ability to actually drive more sales is largely gated right now.”

Accenture concluded that the only way advertisers can get more yield out of, say, Google or Facebook is by combining investments in those channels with investments in multiplatform TV.

“Multiplatform TV popped out of the study as being by far the most powerful way to create a lot more top-of-funnel demand that would ultimately trickle down and make digital media more effective,” Macdonald says in an interview with Beet.TV following a presentation at the 6th Annual Cross-Platform Media Measurement & Data Summit of the Coalition for Innovative Media Measurement.

Another noteworthy finding derives from a normalization wherein Accenture evaluated the higher cost of advertising impressions on multiplatform TV versus cheaper digital inventory.

“If you compare it just to Google, its average price per thousand impressions is almost twice on a per unit basis, but it’s giving almost three times the sales efficacy,” Macdonald says of multiplatform TV. “This was actually a very surprising finding.”

There’s typically a big difference between the attributed value of a media channel and what is absolutely measured, according to Macdonald. For example, while paid search in isolation can yield a very strong ROI, it would not be nearly as effective without leveraging multiplatform TV at the same time.

“It gives me a very different view about how to budget for those two together and how I as an advertiser should think about using them together so I can actually maximize my overall media budget, not just my single-channel media budget,” says Macdonald.

The ABC study encompassed anonymized marketing spend for a three-year period across more than 20 leading national brands representing six industry categories. It found that on average, 18% of the ROI typically attributed by marketers to search, display and short-form video is actually driven by multiplatform TV. Conversely, the ROI typically attributed to multiplatform TV should actually be increased by an additional 10% on average, according to the analysis.

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Hulu Making Progress On Measuring Audiences, Not Just Screens https://www.beet.tv/2017/02/julie-detraglia.html Mon, 27 Feb 2017 07:17:46 +0000 https://www.beet.tv/?p=44707 [...]]]> Hulu says it’s made a lot of progress moving beyond measuring just screens, so it’s likely that research for measuring audiences will be a key component of the company’s Upfront sales efforts this year. “We see now that 75 percent of our viewing is happening on living room connected devices,” meaning on a television screen as opposed to a desktop or a mobile or tablet, says Head of Ad Sales Research Julie DeTraglia.

“Our biggest priority right now is measuring audiences, because we know that there’s a tremendous amount of co-viewing that happens on a television set,” DeTraglia says in an interview with Beet.TV. “You’re less likely to have a family gathered around an iPad.”

At last year’s Upfront, Hulu revealed a new collaboration with Nielsen to enable digital ad measurement through Nielsen Digital Ad Ratings to capture OTT viewing in the living room environment. Hulu said it would have the capability to deliver the accurate measurement of viewership beyond the PC for advertisers on a campaign-level basis.

At the recent 6th Annual Cross-Platform Media Measurement & Data Summit of the Coalition for Innovative Media Measurement, DeTraglia offered an in-depth profile of Hulu viewers as they continue to flock to connected devices in the living room setting. Hulu has 33 million “young and affluent” viewers of its ad-supported offering, according to DeTraglia’s presentation.

As recently as 2014, 54% of Hulu viewing was in the living room, compared with 75% currently. PC viewing declined to 9% from 28%, while mobile slipped slightly, to 16% from 18%.

Drilling deeper into device preferences, Hulu finds that its 5% of tablet viewing over-indexes for older audiences, while its Latino content is more likely to be viewed on a mobile device. Programming about news and information over indexes on PC’s, as do short-form video clips.

Asked about the Digital Ad Ratings initiative, DeTraglia says, “We have made a lot of progress and you’ll probably see more from us on that in the coming weeks. I think this audience measurement will have an impact because it’s a different way than we’ve sold before,” DeTraglia adds. Having third-party audience verification will be “a lot of what we’ll talk about at the Upfront.”

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Netherlands Leads The World On Unified Video Measurement: Kantar Media’s Brown https://www.beet.tv/2017/02/17cimmkantarbrown.html Fri, 24 Feb 2017 12:00:34 +0000 https://www.beet.tv/?p=44717 [...]]]> The US is lagging behind in efforts to create a unified currency for measuring TV and video consumption across platforms – but only because the size of the business there makes it a juggernaut that is difficult to push.

That is the viewpoint of one media measurement chief who has a great global overview of the worldwide pace of change.

Around the world, advertisers are clamouring for a better, holistic understanding of audience consumption of their content on what is now a dizzying number of platforms, numbering both traditional linear TV and new digital channels.

In this video interview with Beet.TV, Kantar Media CEO Andy Brown says a “cookie-cutter” approach to the solution will not work, because different markets have different structures.

“Things are moving at different speeds in different parts of the world,” Brown says. “The Dutch market has been the first market to bring together total video. They’re capturing audience across television and online across multiple devices and have created a unified currency across TV and digital.

“The world outside the Netherlands is looking at that to see what happens as a result – has there been any systematic shift of dollars in any different direction? Thus far, we haven’t seen anything dramatic.”

US TV ratings are supplied by Nielsen via panels to a standard set out by the Media Ratings Council.

But, in the UK, Kantar Media supplies panel data about TV set and digital viewing, as measured by audio and software meters, to industry body BARB. That body also now takes separate, census-level data straight from broadcasters’ online viewing services.

But BARB’s so-called Project Dovetail 2, which Kantar Media and Nielsen have bid to provide, is working to unite the two data pools for true cross-screen measurement. Full deployment is expected this year, and Brown calls it “person-by-person, single-source data”.

So, is the US system farther behind? Kantar Media’s Brown says it’s not that simple.

“You have one or two very large suppliers who control the measurement solution,” he tells Beet.TV. “In other countries, it’s more fragmented – you don’t have the same inertia.” He explains that is just down to the quirk of the US market’s intrinsic value: “The money at risk in the United States is so high.” Specifically, the UK TV advertising market is roughly 10 time smaller than America’s.

Brown does, though, suggest the US industry must soon make further in-roads in to the cross-device measurement dream. So far, Kantar Media’s relationship with comScore has seen it help Rentrak – recently merged with comScore – understand set-top box audiences.

But Brown adds: “You’ll potentially see some significant investment in the US market over the next 12 months. Those businesses need to move forward and need to invest in the US market.”

]]> Netflix Boom Give Advertisers An Audience Blindspot: Turner’s Shimmel https://www.beet.tv/2017/02/17cimmturnershimmel.html Thu, 23 Feb 2017 18:16:12 +0000 https://www.beet.tv/?p=44728 [...]]]> It added another 1.93mn US subscribers in the last quarter alone, and expects to hit around 50mn in the States by the time winter is over. Netflix is a TV success story.

But the growing popularity of a subscription-driven, ad-free service that keeps its viewing data under lock and key is also bad news for advertisers.

Turner chief research officer Howard Shimmel wants to understand the Netflix audience a whole lot better than he does today, because he sees a problem.

“They’re in 45m homes roughly in the United States,” Shimmel tells Beet.TV in this video interview. “The average user uses them for two hours a day. That would mean they are taking a pretty significant chunk of minutes out of the market.

“We may not have long sight to 10% to 15% of viewing that goes on every night. You don’t want to have that much blindspot. We need to know how they’re doing.”

Netflix, famously, keeps that viewing data to itself, and skillfully uses it to customise its commissioning and procurement patterns for more new shows.

Right now, Shimmel may simply want to understand what his audience is doing when its not watching his TV networks like CNN. After all, Netflix doesn’t compete for advertising.

But TV analysis firm Ampere’s Richard Broughton, a year ago, told Beet.TV that Netflix could make $270mn per quarter from selling pre-roll ads or $2bn a quarter from a broadcast-style model – both of which would nevertheless lead to varying degrees of churn from upset customers.

And the issue doesn’t just apply to Netflix. “It extends down to platforms like YouTube,” Shimmel adds.

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Kantar Technology Selected For Next Steps In Tracking Ad, Media Assets https://www.beet.tv/2017/02/kip-welch.html Thu, 23 Feb 2017 02:44:18 +0000 https://www.beet.tv/?p=44691 [...]]]> The quest for a standardized, UPC-like code for identifying advertising and media assets across platforms took a big step forward with the recent selection of Kantar Media’s audio watermarking technology. “There’s a lot of work still to be done to deploy it, but this is an important milestone in terms of the technology being ready to go or very close to ready to go,” says Kip Welch, President & Chairman of the Entertainment ID Registry (EIDR).

EIDR is the non-profit industry consortium that operates a registry of more than 1 million unique, global identifiers for digital entertainment assets, including motion pictures and television content. Welch was on hand at the 6th Annual Cross-Platform Media Measurement & Data Summit of the Coalition for Innovative Media Measurement, which announced the selection of Kantar for binding AD-ID’s to commercials and EIDR codes to programming content.

The recommendation to adopt Kantar’s technology was made by a committee whose members include Ad-ID, the joint venture of the Association of National Advertisers and the American Association of Advertising Agencies, along with EIDR and CIMM. It represents the latest step in the standardization process of the 24TB Open Binding of IDs Drafting Group of the Society of Motion Picture and Television Engineers.

Embedding standard identifiers throughout the media ecosystem “will enable faster reporting for ad verification and audience measurement, which will eventually enable marketers to better optimize live and on-demand advertising in a similar manner as they do with digital advertising today,” CIMM said in a statement released at its Summit.

A machine-readable code for tracking ads and content is highly preferable to “constantly having human intervention and manual processing in workflows that should just be done by computers in nanoseconds,” Welch says in an interview with Beet.TV.

Content owners gain by cutting costs, streamlining and becoming more efficient at monetizing their content, according to Welch. Advertisers, meanwhile, “live and die on successfully getting their ads in front of audiences on all of these different platforms,” he says. “You have to be able to count all those views in order to know what you’re paying for as an advertiser.”

The next step is to move beyond “we’ve got a technology, we’ve got a standard, now let’s marry those together and actually start building something and make the technology available to all the service providers and content owners,” Welch says.

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Beet #Retreat17: VIDEO EVERYWHERE! The Transformation of Media & Advertising, an Executive Retreat, March 15-17, Vieques, presented by Videology with 605 https://www.beet.tv/2017/02/beet-retreat17.html Thu, 23 Feb 2017 02:00:08 +0000 http://www.beet.tv/?p=44520 [...]]]> Keynote Speakers 

Shane Ankeney, President, Havas Media Group

Kristin Dolan, CEO, 605

Carl Fremont, Global Chief Digital Officer, MEC (GroupM)

Ryan Jamboretz, Chief Revenue Officer, Videology

John Paul, Managing Director, Advanced Advertising and Data, Liberty Global

Doug Ray, President, Product & Innovation, Dentsu Aegis

Adam Shlachter, President, Global Innovation, PMX, Publicis Media

Erica Schmidt,  Managing Director, North America, Cadreon (IPG Mediabrands)

Seth Walters, Sr. Partner, Interactive & Connected TV, Modi Media (GroupM)

Jamie West,  Group Director of Advanced Advertising Sky PLC

Featured Speakers

Scott Braley, GM, Advertising Platforms, Ooyala

Thomas Bremond, European Managing Director, FreeWheel

Tal Chalozin, CTO & Co-Founder, Innovid

Ashish Chordia, CEO, Alphonso

Denise Colella, SVP, Advanced Advertising Products and Strategy, NBC Universal

Jason Dailey, Agency Partner Manager, Facebook

Brian Danzis,  Head of Video Sales, Spotify

Michael Dean, VP, Programmatic & Data-Driven Sales at Disney ABC Television Group

Andres Claudio, Managing Director, Hearts & Science, Puerto Rico (Omnicom)

Boaz Cohen, SVP & GM for TV, Eyeview

Brendan Condon, CEO, Admore

Jonah Goodhart, CEO, Moat

Jim Keller, VP, Sales, Hulu

Francois Lee, EVP, Investment, Assembly (MDC)

Eric R. Mathewson, Founder & CEO,  WideOrbit Inc.

Arthur Mimnaugh, Head of Advanced Advertising, Adobe

David Porter, VP, Ad Innovation and Programmatic Solutions, Turner Broadcasting 

Ted Prince, Head of Strategic Partners, Neustar

Jacob Ross, Chief of Product, MediaMath

Marc Siegel, CRO, Simulmedia

Gaurav Shirole, Group Vice President of Product and Client Solutions, 605

Andre Swanton, CEO, Tru Optik

Ben Tatta, President, 605

Tore Tellefsen, VP, TV Solutions, DataXu

Nick Troiano, CEO, Cadent

Tony Yi, GM, Strategic Partnerships, Videology

Amy Young, Top Partner Lead, Global Partnerships, Google

Julian Zilberbrand, EVP, Audience Science, Viacom

Moderators

Anna Bager, SVP & GM, Mobile & Video, IAB

Joanna O’Connell, CMO, MediaMath

Matt Spiegel, Managing Partner, MediaLink

Ashley J. Swartz, CEO, Furious Corp

Special Participants

Sam Amiri, SVP, East Coast Sales and Partnerships, true[X] (FOX)

Brian Berner, Head of U.S. Advertising, Spotify

Christian Borges, SVP, Marketing, true[X] (FOX)

Sandro Catanzaro, Co-Founder & Chief Innovation Officer, DataXu

Lynn Lester, Managing Director, Events, Global Partnerships, The Drum

Laith Massarweh, Video Monetization, Google

Gabriel PalermVP Sales, Marketing and Media, Liberty Cablevision of Puerto Rico

Norma Pinero, Director of Media Services, Liberty Cablevision of Puerto Rico

Christa Rimonneau, GM, Advanced TV, Videology

Ronan Shields, Digital Editor, The Drum

Neil Smith, SVP, Markets, FreeWheel

Julie Van Ullen, VP, Publisher Partnerships, Freewheel

Charlstie Veith,  SVP, Marketing & Communication, 605

About the Retreat

Now in its sixth year, industry leaders will meet on the island of Vieques for three unique days of high-level seminars, networking and video interviews.   The program will involve just 35 participants.  (The wild horses seen in this video produced by Beet.TV comprise just one of the extraordinary aspects of the small island, nine miles off the eastern shore of Puerto Rico. More on the island’s horses here.)

Topics will include video monetization and distribution, programmatic TV,  addressable TV, the role of data in ad targeting,  emerging platforms for distribution, the changing role of creative and  the impact of consumer preference.

The event begins at 4:30 p.m. on Wednesday,  March 15 and concludes Friday at noon. Some attendees will stay for networking events and depart on Saturday.

The location is the W Retreat and Spa on the island of Vieques, Puerto Rico.   Travel involves a connection at San Juan International for a 20-minute flight to Vieques.  A limited block of discounted rooms at the W is available.

Please find this link for the participant list from this past February’s retreat.  The 35-part video series produced at the Beet Retreat can be found here.

Registration is $4500 and is by invitation only.  There will be 15 “special participants” who will attend all sessions but not as panelists or speakers.  “Special” registration is $3500.

For sponsorship information or to request an invitation, contact, Andy Plesser andy@beet.tv 1.917.881.8139

For the latest on the event, see #Retreat17 and follow us on Twitter @Beet_TV

The Beet Retreat 17 Vieques is presented by

with

and media partner

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Sequent Study For CIMM Identifies Cross-Platform Attribution Challenges https://www.beet.tv/2017/02/alice-sylvester.html Wed, 22 Feb 2017 11:51:41 +0000 https://www.beet.tv/?p=44677 [...]]]> The good news about media ROI analysis is a narrowing gap between traditional marketing mix models and digital attribution models. The less-than-good news regarding an integrated, cross-platform solution: confusion among users is common and available options are falling short of delivering on promises.

These and other takeaways were the subject of an exhaustive presentation by Sequent Partners’ Alice Sylvester and Jim Spaeth at the Coalition for Innovative Media Measurement’s recent 6th Annual Cross-Platform Media Measurement & Data Summit in Manhattan. In conjunction with the American Association of Advertising Agencies, CIMM commissioned Sequent to review current options for ROI analysis and identify best practices going forward.

“The goals of the project were to provide a landscape of what’s going on in media ROI measurement today, to help people understand some of the terminology that’s being used, to look and see where issues are,” Sylvester says in an interview with Beet.TV.

Confusion begins with distinguishing “attribution” between digital, television, multi-touch and across platforms, according to Sylvester. “Everybody short-hands it by saying attribution, but in fact they’re very different things living in very different ecosystems.”

Asked whether the same desired consolidation among digital providers that could contribute to a more seamless ecosystem is needed in the attribution space, Sylvester says more is better. “We don’t want to inhibit innovation and experimentation. It’s a great time,” she says. “Right now the number of players and the number of solutions that they bring is a great thing.”

One stumbling block identified by Sequent’s white paper is issues with data and data integration. It’s why the company says that for the time being, both mix modeling and attribution modeling are necessary.

For example, brands can gather a plethora of data about people’s online behavior. “That’s a nice clean ecosystem. I understand who that person is because I know some things about them,” says Sylvester. “What has to happens next is I have to find their television viewing behavior,” she adds. “So I have to be able to find a dataset about this person that tells me what they’re doing on television. That direct match of a person and their media behavior is really the challenge.”

Frequency capping and understanding what frequency has been “very big benefit of digital attribution,” according to Sylvester. “If we can knit the rest of the media in the same way, we’ll be able to do frequency caps across media and see the right combination of media environments.”

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CIMM’s Clarke On The ‘Tricky Challenge’ Of Cross-Platform Measurement https://www.beet.tv/2017/02/jane-clarke.html Wed, 22 Feb 2017 11:47:37 +0000 https://www.beet.tv/?p=44662 [...]]]> The Coalition for Innovative Media Measurement is most likely the closest entity that the United States will ever see to other countries’ Joint Industry Committee approach to bringing media buyers and sellers together. With its latest research, CIMM finds conflicting and oft-times confusing approaches to real-time cross-platform attribution and ROI analysis.

“The industry wants to understand how consumers are moving across all these platforms and they want to try to do it less expensively than a huge, expensive panel,” CIMM CEO & Managing Director Jane Clarke says in an interview with Beet.TV at the organization’s recent 6th Annual Cross-Platform Media Measurement & Data Summit in Manhattan. “The key thing is that this area of ROI, attribution analysis and media mix modeling is extremely important to advertisers.”

In conjunction with the American Association of Advertising Agencies, CIMM commissioned an analysis by Sequent Partners that concluded while some integrated approaches are promising, both marketing mix and attribution modeling are still needed for ROI analysis.

“But with differing approaches now emerging for an integrated cross-platform solution, the findings conclude that confusion among users is common and available options are falling short of delivering on promises,” CIMM said in a statement.

Among other things, Sequent said users are confused by conflicting terminology and skeptical of over-promising by vendors. “The media partners don’t always understand how the advertisers are doing all that kind of research,” Clarke observes. “I think a lot of it is just bringing transparency to all those methods and giving the buyers, the people who use it, the right questions to ask the vendors and how to be a good customer of that.”

Founded in 2009, CIMM pulls together media buyers, sellers and everyone in between in an effort to advance industry initiatives that will benefit everyone. “The biggest thing for the CIMM members is just education and getting everybody to understand how these things work,” says Clarke.

Moving forward on cross-platform measurement, she zeroes in on consumer identity as a particularly difficult challenge.

“When we get into the mobile environment with apps, we don’t really have a way of remembering someone from app to app except for the device ID,” Clarke says. “You start adding all this together IP addresses, device ID’s and location, pretty soon what you thought was kind of non-PII data is becoming PII or II, indirectly identifiable.”

Linking particular consumers or households across devices is “a really tricky challenge because you don’t want to annoy people,” Clarke says. “You want have it improve their experience.”

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ABC TV/Accenture Study Find Understatement Of Multiplatform TV ROI https://www.beet.tv/2017/02/steve-whittington.html Tue, 21 Feb 2017 02:23:48 +0000 https://www.beet.tv/?p=44672 [...]]]> To quantify the “halo effect” that multiplatform television has on other digital advertising, ABC teamed with Accenture and examined $12 billion worth of ad spending. The advertising effectiveness project concluded that traditional media mix models have overstated the contribution of digital ROI and understated that of TV.

ABC and Accenture began by redefining what is TV and what is “digital,” according to Steve Whittington, Exec. Dir., Consumer Data & Analytics, Disney ABC TV Group. In the multiplatform TV bucket they placed long-form video experiences via live, DVR, VOD, online, app and OTT, while digital consisted of search, display and short-form video.

“One of the drawbacks around some of the studies that we’ve seen thus far is that they’re primarily based on syndicated data,” Whittington says in an interview with Beet.TV following a presentation at the recent 6th Annual Cross-Platform Media Measurement & Data Summit of the Coalition for Innovative Media Measurement in Manhattan. “We also felt that it was time to readdress the way that we’ve defined the different media channels today.”

Among the findings: Multiplatform TV advertising amplifies paid search and display in particular, along with short-form video ad performance. Specifically, digital ROI was overstated by about 18% and the ROI for television was understated by about 10%. “It was sales that had been incorrectly attributed solely to digital when the reality was it is the effect of the two working together that was really driving that,” says Whittington.

Most media mix models tend to look at short-term windows, for example a campaign period, a quarter or a year. “But we know that television by its nature is designed to drive brand awareness and drive the health of a brand over time,” he adds. So Accenture created a model to look at a three-year horizon and found that a dollar spent on multiplatform TV in year one “continues to work in fact in some cases an additional 1.3X factor across a three-year period,” Whittington says.

This long-term effect, if not accounted for properly, could tempt marketers to shift spending to digital because it’s cheaper and shows short-term impact, according to Whittington.

“But once you look at the full, long-term effect, the actual ROI across a three-year period can actually be lower because you’re kind of stealing from your outer years and some effectiveness of the brand in order to fund more conversion within a short-term time frame,” he says.

Phase two of ABC’s engagement with Accenture will dig deeper into the $12 billion worth of ad spending to parse out insights from “a lot of unanswered questions,” Whittington says, including dayparts, ad lengths, primetime versus daytime and 30- versus 15-second spots.

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AppNexus’ Rubenstein: Machine Learning Enhances Ads https://www.beet.tv/2017/02/17iabappnexusrubenstein.html Tue, 21 Feb 2017 01:55:52 +0000 https://www.beet.tv/?p=44655 [...]]]> Machine learning is emerging, alongside artificial intelligence, as one of the tech trends of 2017. But one advertising technology provider says earlier investments in the technology are now bearing fruit.

Asked about his company’s commitment to machine learning, AppNexus president Michael Rubenstein tells Beet.TV, in this video interview: “We’ve made deep, deep investments at AppNexus over a multi-year period in helping brands and traders to be able to unlock the full value of their data through a variety of means.

“Our optimisation technology has been something we’ve invested in for many, many years. We are excited to be seeing fantastic results, consistently, for brands using the platform.”

What is machine learning and how can it be used in ad targeting? Put simply, it’s the ability of computer algorithms – which, in advertising, are already used to automate ad trading – to continually learn from discovered data points, reinvesting those learnings in to future transactions for incrementally better effect.

Or, as AppNexus puts it:

“By creating a seamless feedback loop between a brand’s decisioning logic and its consumer touchpoints, AppNexus is combining data and machine learning to build campaigns that actually grow smarter over time. The result is hyper-personalization at scale, a world where marketers can deliver targeted ads to tens of millions of users, spread out across billions of interconnected devices, all over the world.”

AppNexus’ technology investment is such that it has seven open positions for engineers at time of writing.

“It’s going to continue to be one of the major areas for unlocking the true value of digital advertising in the years ahead,” Rubenstein adds.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Hearst’s Young Wants More From Facebook’s Platform Power https://www.beet.tv/2017/02/17iabhearstyoung.html Fri, 17 Feb 2017 02:55:27 +0000 http://www.beet.tv/?p=44483 [...]]]> HOLLYWOOD — Media companies may be seen as giving away their precious content and audiences to social network platforms – but the tension between content and distribution is really as old as the hills.

That’s according to a media executive who has seen the evolution of the relationship over the broad sweep of time.

“A number of companies … have adapted to a very new important reality of distributed media creation,” says Hearst Digital Media digital president Troy Young, in this video interview with Beet.TV

“How is that creating tension between distribution and content, around how the spoils are divided? This is not a new conversation – it’s as old as media.”

Young was delivering a presentation at the IAB Annual Leadership Meeting and an interview with Digiday on the same topic. He says Michael Eisner’s threat, to undermine Time Warner by buying customers satellite dishes to carry his programming direct, showed the crucial relationship between content and distribution had frequently been as tense as it was important, even in the analog age.

Whilst the tension may have been around for a long time, for Young, it has been inverted. “The platform was delivering value to content, now content is delivering value to the platform,” he says.

Publishers and producers are now living in a Catch-22 where they see value in owning audience data, but social funnels are perhaps their best chance at snagging audience in the first place.

Young thinks the equation has been weighted too strongly in platforms’ favor – but things are getting better.

“We’ve maybe taken content for granted a bit,” he says. “We’ve not worked hard enough at creating a mechanism to divide finances equitably.

“We’re seeing that now. Facebook has talked about monetization for publishers, disruptors like Snapchat are putting pressure on how curated environments work. It’s very welcome.

“I’m encouraged by what I’m seeing from Facebook, but I want more.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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GroupM’s Viewability Demands Based On TV, Barone Says https://www.beet.tv/2017/02/17iabgroupmbarone.html Fri, 17 Feb 2017 02:54:57 +0000 http://www.beet.tv/?p=44583 [...]]]> HOLLYWOOD, Fl — It is now 12 months and one day since GroupM announced it would only buy online ads that it could be proved would be viewed by human consumers – a “100% viewability” demand that has caused some publishers anxiety.

So, why did the media agency make the switch. In this video interview with Beet.TV, GroupM digital ad ops managing partner Joe Barone explains.

“The GroupM 100% standard basically recognises the fact that the dollars moving out of TV are dollars being spent in an environment where you would anticipate sound, you would anticipate the full screen being viewable,’ he says. “So we created a standard.”

Bundled up in concerns over multiple kinds of ad fraud, a couple of years ago, the industry began worrying about rogue publishers invoking ads in spaces where they were not even being seen by audiences but, nevertheless, were triggering an ad buy.

Since then, the industry has done much to address the problem. Now numerous technology vendors offer software that assigns a viewability rating to ad inventory. And that development prompted GroupM to demand 100% viewability or nothing.

“In the last three years, we’ve come a long with with viewability,” Barone adds. “It’s an amazing testimony to the industry coming together and helping our clients achieve what they want, which is having ads seen by real human beings.”

In a world where wholesale advertising targeting data is now commoditised, Barone says the differentiator is the data brans hold about their own customers.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Meredith Corp.’s Minoff Bullish On Server-To-Server, Industry Collaboration https://www.beet.tv/2017/02/matt-minoff.html Fri, 17 Feb 2017 02:49:49 +0000 http://www.beet.tv/?p=44539 [...]]]> HOLLYWOOD, Florida – Meredith Corporation’s Chief Digital Officer is bullish on server-to-server ad auction integration. “We think it has a lot of value,” says Matt Minoff. “Anything we can do that decreases latency on the page, improves user experience while simultaneously driving incremental revenue growth is a positive.”

Moreover, Minoff hopes to see the day when “that will be the only way that people are integrated and we won’t have to have as many people loaded up on the page.” Meredith is working with partners like Index Exchange “who are trying to lead the charge on doing server- to-server integrations,” he adds.

As AdExchanger reports, some people believe that server-to-server integration represents the next step in the evolution of auction dynamics.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Minoff traces the development of programmatic ad selling at Meredith, calling it “a very important part of our monetization strategy.”

While the publisher’s programmatic sales people build out Meredith’s private marketplace business and try to drive up the value of its inventory in open marketplaces, its direct sellers focus more on what Minoff terms “non-IAB formats” like branded content, video, and social.

“We rely on our programmatic teams to continue to sell our more standard display inventory and pre-roll video inventory,” Minoff says. “We’ve made a lot of strides in the last few years. It’s been a big part of our growth.”

Asked about Meredith’s presence on sites other than those of its own brands, Minoff notes that large followings on Facebook and Pinterest in particular remain important user acquisition vehicles, along with search. The company prefers that users access its site directly, according to Minoff.

“At the end of the day, our focus is on continuing to bring people to our sites to become brand loyalists and to be users that come back on a habitual basis,” he says.

Reflecting on the IAB confab and its various themes, Minoff sees a trend in the willingness to collaborate among advertisers, agencies and publishers.

“I think we all realize that we need each other in order to be successful,” Minoff says. “Whether it’s topics like viewability or identity and attribution, there seems to be more of an openness in collaborating and working together to get to better results.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Ziff Davis Uses Video To Profit From Facebook, CEO Shah explains https://www.beet.tv/2017/02/17iabziffshah.html Thu, 16 Feb 2017 11:27:43 +0000 http://www.beet.tv/?p=44462 [...]]]> HOLLYWOOD, Florida — The company which publishes IGN, AskMen and PC Magazine is eager to distribute more video through social networks, seeing them represent inventory to carry TV-style ads.

That is according to Ziff Davis CEO Vivek Shah.

In this video interview with Beet.TV, Shah says Ziff Davis is making videos for Facebook that carry sponsor videos powered by Facebook’s tools.

“Instant Articles is one way you can work with Facebook,” Shah says. “The way we work with Facebook is, we produce video content that’s embedded within the experience and often monetised through sponsorship with a client.

“Facebook, earlier last year, created a ruleset and a toolkit that allows content creators like ourselves to integrate marketers in to video that we produce that we post on Facebook and amplified through Facebook’s amplification.

“That’s a really nice revenue opportunity. The way they make money is the extent to which we do amplification. That’s a really good business model.”

Shah says TV ad spending has yet to move online because online video platforms beside YouTube lacked sufficient scale. But now he is excited that social platforms like Facebook, Snapchat and Twitter are providing that scale, thanks to big moves in to video distribution.

Many may contend that the social networks are becoming video networks. Whilst some of them are, of course, making big strides in to video and now claim large numbers of video views, text-based social interaction continues to be the prime consumption driver for many users.

But it is inarguable that the platforms’ video initiatives are driving large-scale consumption of video.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Bloomberg Finds Upside With Few Cable Carriage Agreements https://www.beet.tv/2017/02/bloomberggrossman.html Thu, 16 Feb 2017 11:25:21 +0000 http://www.beet.tv/?p=44571 [...]]]> In the previous media era, a TV broadcaster’s fortunes were defined by carriage agreements with cable operators, and the ads sold over those channels.

But, in the new world, those agreements are actually a brake on digital expansion that can bring new revenue from over-the-top video.

That is according to the man holding the purse strings for business news outlet Bloomberg’s ad sales division, Bloomberg Media.

“Having few carriage agreements means that we can broadcast our linear feed without user authentication,” Bloomberg Media global chief revenue officer Keith Grossman tells Beet.TV in this video interview.

“There’s very few barriers to entry to being able to experience Bloomberg TV on an OTT device. That has been a huge advantage. Whereas we may have been at a disadvantage for years on the scale and penetration of our linear feed, in digital we can scale up tremendously.”

Case in point – Bloomberg TV videos now clock up around 20mn unique visitors, making Grossman happy to be challenging the likes of Yahoo Finance in the business category’s leading pack.

Online, Bloomberg is performing ad replacement, swapping spots that happen in the TV feed with digital, targeting video ads.

Today, most of the online ad sales are brokered by staff, directly. But Bloomberg does a bit of programmatic selling, too – and Grossman believes all digital ads will eventually be facilitated programmatically.

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Moat’s Goodhart Appraises ‘Screen Real Estate’ For Video Measurement https://www.beet.tv/2017/02/jonah-goodhart-2.html Wed, 15 Feb 2017 02:08:22 +0000 http://www.beet.tv/?p=44546 [...]]]> HOLLYWOOD, Florida – It’s been said that the most valuable real estate is all about location. It’s no different with video advertising, but consumption habits are changing so fast that they are hard to measure.

Enter the Moat Video Score, a new impression-level metric for measuring digital video exposures that focuses on length of creative, plus its sound and viewability, along with the portion of a user’s screen in which it appears.

“Interestingly, we’ve never really asked questions about what we call screen real estate,” Moat CEO and Co-Founder Jonah Goodhart says in an interview with Beet.TV at the the IAB Annual Leadership Meeting. “So for the first time we’re asking if you have an ad, is it on 10 percent of the screen or 100 percent or 50 percent.”

While it may or may not impact effectiveness, “we think it’s important to understand how much of the person’s attention did you potentially get and for how long,” says Goodhart.

One of the things that makes video “incredibly exciting” right now is that so many platforms are becoming video-first in their approach to content and advertising, according to Goodhart. “The question we ask is how do you effectively measure video. What are the right questions to ask when you’re measuring video?” he says.

The Moat Video Score, which is census-based and uses a scale of 0-100, has early supporters in brand marketers like Unilever and Bank of America, media agency GroupM, Condé Nast, Fox Networks Group, Hulu, NBCUniversal and Snap Inc.

The jury is still out on what video ad experience will rise to the top of consumer preference, according to Goodhart.

“What we know for sure is we’re changing the way we consume content and we know it’s increasingly mobile and increasing video,” Goodhart says. “How that plays out is anyone’s guess, but I think it’s going to be fun to watch.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Publishers Should Make Ad Targeting Clear To Users: Neustar’s Burr https://www.beet.tv/2017/02/17iabneustarburr.html Wed, 15 Feb 2017 02:07:47 +0000 http://www.beet.tv/?p=44586 [...]]]> HOLLYWOOD, Fl — It just wangled a big fine out of TV maker Vizio for collecting millions of viewers’ viewing histories without consent. Now the US Federal Trade Commission (FTC) wants to ensure all consumers know plenty more about how their data is being used.

The FTC just published a staff report on how publishers track and consumer data across devices. The conclusion is on the mind of Neustar chief privacy officer Becky Burr, whose own company helps unify customer data sets across channels.

In this video interview with Beet.TV, Burr said: “One of the things they said is, ‘this world is very complex, the ecosystem is complex … somehow, the ecosystem has to work together better to make sure that, at all levels of the ecosystem, the right disclosures are being made’.

“We need publishers to make disclosures about what’s happening on the backend, to explain those things to consumers, and develop more standardised ways of describing what’s happening.

“The FTC has called on people to come together collectively to give users more information and more control about what’s going on in a multi-device world.”

The challenges around cross-device tracking have emerged because, whilst the age of desktop internet saw targeting executed largely by web browser cookie, the era in which a single consumer now uses multiple such devices requires more advanced techniques.

Joining up the data streams left by distinct devices is a job for companies like Neustar. But the tone of the FTC’s report is to warn such companies to play by the rules – and to give consumers more visiblity and choice about how their data is used in a multi-device world.

The FTC’s report concluded:

“… It is important that consumers are informed and able to control tracking that occurs across their devices. … Entities with direct consumer-facing relationships and those engaging in cross-device tracking (should) be transparent about their data collection and use practices; improve choice mechanisms to provide consumers control over their data; provide heightened protections for sensitive data…”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Beet.TV Summit March 9: Xaxis, BBDO, Eyeview, MediaMath And Others To Examine Performance Video https://www.beet.tv/2017/02/david-moore2.html Mon, 13 Feb 2017 18:33:27 +0000 http://www.beet.tv/?p=44599 [...]]]> HOLLYWOOD, Florida – The year 2017 will see WPP’s Xaxis increasingly focus on performance outcomes for its clients’ video ad campaigns. “Every campaign that we will run will have a KPI that is considered very important to the advertiser that we will achieve,” says David J. Moore, who is President of WPP Digital and Chairman of Xaxis.

Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.

“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.

Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.

“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”

Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Publishers Seek Alternative To Google, Facebook Duopoly: AppNexus’ Rubenstein https://www.beet.tv/2017/02/17appnexusrubenstein.html Mon, 13 Feb 2017 02:25:52 +0000 http://www.beet.tv/?p=44608 [...]]]> It is now nine months since a Digital Content Next analysis first showed that Google and Facebook were gobbling an extraordinary 90% of all new digital ad dollars.

The figure wasn’t out on its own. It was one approximated by a Morgan Stanley analysis. Together, they have scared the publishing industry.

AppNexus, an alternative advertising network operator, says publishers are desperate for a change.

“Publishers haven’t had good options for monetizing their inventory,” says company president Michael Rubenstein in this video interview with Beet.TV. “For 10-plus years, they’ve been stuck behind this Google monopoly.”

But Rubenstein says times may be changing. “Publishers are really voting with their feet right now – they’re looking for ways to increase monetisation in a way where they’re taking more control and they have more transparency.

“Publishers are looking for alternatives. Publishers are seeking independent solutions that are going to allow them to capitalize on the growing online advertising pie.”

So, what’s the problem with the big two? Some industry observers say the move of spending to Google and Facebook is really just a flight to safety, in a tumultuous world where ad-tech operators come and go, and equally snaffle a proportion of spend.

Rubenstein takes the big two to task like this: “They don’t have an empowerment philosophy as it relates to brands and publishers. They’re not trying to help those companies create independent, self-sustaining businesses.”

AppNexus lately has been building a profile in header bidding, the advertising technology that lets publishers call on multiple ad demand sources simultaneously, using the header of a web page on a consumer’s computer.

But header is changing. “Server-to-server is one of the most important trends for publishers,” says Rubenstein, whose company recently inked a server-to-server integration deal with Index Exchange, citing lower latency and better ad server integration.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Universal ID Doesn’t Stop At Marketing: Neustar’s Achanta https://www.beet.tv/2017/02/17iabneustarachanta.html Sun, 12 Feb 2017 20:01:50 +0000 http://www.beet.tv/?p=44568 [...]]]> HOLLYWOOD — Advertisers are grappling to develop single profiles that can read and understand their audiences across multiple devices and in a diverse range of contexts. But the same technology has application outside of just marketing.

That is according to an executive from one vendor helping brands to develop just such a “universal ID”.

“(Brands) have a great story about who bought what,” says Neustar SVP and chief data and analytics officer Venkat Achanta, in this video interview with Beet.TV  Achanta joined Neustar from Walmart last year.

“But they do a lot of marketing across channels and devices. They don’t quite understand what journeys led to what results and outcomes. To connect all of this, they need to understand the customer holistically. If you don’t understand that connection, you don’t understand the consumer deeply.”

Achanta’s Neustar is an ad-tech company offering data management platform, customer data intelligence, marketing analytics, activation, compliance solutions and fraud detection.

It is one of those approaching the problem, for brands, of unifying customer data inputs to achieve better results. But, Achanta says, the solution has more than one shape.

“Marketing is at the forefront of the digital revolution – they can be the catalyst to get this happening,” he adds. “But this can be a whole connected CRM – it doesn’t have to end with marketing.

“This deeper understanding will help you drive the right actions across the lifecycle of the customer.

“We’re deploying this not only in the marketing space but also risk and security. Does a person have a reason to be at that location on that device to be applying for a card. You can give a fraud risk score … to (know) whether to accept their application or not.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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David Moore Sees Xaxis’ Future In [m]Platform https://www.beet.tv/2017/02/17iabwppmoore.html Fri, 10 Feb 2017 12:18:07 +0000 http://www.beet.tv/?p=44588 [...]]]> HOLLYWOOD, Fl — If you missed the announcement in November, you may not know that another ad agency holding group has enacted another reorganization aimed at making business more client-centric and function-driven.

GroupM launched [m]Platform, a “suite” that comprises data analytics, audience insights, data scientists, technologists from across other GroupM divisions, and in to it wrapped Xaxis, its programmatic and data-driven ad unit.

What’s the rationale? In this video interview with Beet.TV, Xaxis chairman David J. Moore explains it’s about “organizing around customer and client needs”.

“The Xaxis platform that has served us so effectively is going to become part of [m]Platform, a GroupM effort to spread it across the entire network of agencies which GroupM oversees,” he says.

“The platform will handle all forms of media, giving GroupM, WPP and Xaxis a competitive advantage that we don’t see any holding company coming close to matching.”

Moore, who is also president of WPP digital, says the new-look entity prefers private programmatic ad exchanges to real-time bidding auctions. Whilst, in the latter, GroupM could be bidding for ads against anyone, private marketplaces constrain the buyers and sellers in the exchange to a preferred pool.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Publishers Should Test Server-Side Header Bidding: Weather’s Hlavacek https://www.beet.tv/2017/02/17iabweatherhlavacek.html Thu, 09 Feb 2017 14:15:11 +0000 http://www.beet.tv/?p=44566 [...]]]> HOLLYWOOD — Publishers have eagerly embraced a technology which allows them to call on multiple ad buyer demand sources simultaneously to achieve higher bids – now they must carefully scrutinize the next iteration of the tech.

That is according to a man who is surely the only executive out there with the title “VP of global automated monetization”.

“Almost every publisher in the room said they had deployed some kind of header bidding,” The Weather Company’s Jeremy Hlavacek told Beet.TV, speaking at the IAB’s Annual Leadership Meeting.

“It drives a lot more yield for publishers, more competition against the inventory, opens up new pools of inventory.”

Lets back up a little here. What is “header bidding”? Whilst publishers typically have to deploy programmatic tools in a sequential fashion, receiving individual best bids from each auction separately, header bidding technology lets them audition multiple demand sources all at the same time.

The practice has been around a few years, but spent 2016 bedding in. In 2017, however, header bidding is changing. Already, there is a growing realization that what is good for publishers may be bad for their users. That is because header bidding code is typically executed in the header of a web page on a consumers’ device.

“As you put more and more code on the page and increase latency, users don’t like that,” Hlavacek adds. “(It’s) a ‘hack’. Should this code live on the page of the website or should it be a server-to-server connection?”

So several tech vendors are now trying to move the header bidding superpowers to their own machines.

“The benefit of going server-to-server is, you’re using the big, industrial-strength computing power of ad servers talking to each other, as opposed to my laptop calling out to an ad server,” Hlavacek says.

“Passing all that data back and forth happens more quickly. The theory is, users don’t see the slowdown on the page.

“It is probably where it belongs, strategically.  It all looks great on a whiteboard. But testing is key to all this. It’s something you need to test very aggressively as a publisher, and find the right solution.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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Roku’s Rosenberg: Data And Interactivity Boost Value Of Advertising https://www.beet.tv/2017/02/scott-rosenberg.html Thu, 09 Feb 2017 04:04:57 +0000 http://www.beet.tv/?p=44535 [...]]]> HOLLYWOOD, Florida – Streaming television pioneer Roku foresees ad loads decreasing and, as a result, the value of ads has to increase. “From an ad strategy perspective, we feel strongly that an empowered consumer needs a more relevant and better ad experience than they’ve had historically in TV,” says VP of Advertising & Audience Development Scott Rosenberg.

This is why the company “is very focused on using data and interactivity to boost the value of the advertising that the consumer sees on our platform,” Rosenberg says in an interview with Beet.TV during a break at the IAB Annual Leadership Meeting. “We feel ad loads are likely to go down, and so ad value has to go up.”

Roku has a three-pronged approach to its ad business, starting with its endemic vertical that works with companies like HBO, Hulu, Netflix and others to garner more downloads and subscribers and to sell more movies. Second is its outreach to brand marketers “who are focused on the fact that TV viewers are moving their TV time to devices like Roku and they need to follow with their investments,” Rosenberg explains.

The third part of Roku’s ad business is its platform strategy, wherein it makes the technology and data originally built for its own networks available to publishers on its platform. “It’s more of an ecosystem enablement strategy,” says Rosenberg.

The recent expansion of Roku’s partnership with IPG’s Magna is the fruit of Roku’s efforts to develop the programmatic tools, data, its DMP and ad stack—all of which are necessary for more advanced advertising. In a separate interview with Beet.TV, Amanda Medeiros Kigel, Magna’s VP of Partner Innovation, says the exclusive arrangement provides advanced targeting “that we really don’t have access to with other partners” in the over-the-top TV space.

“The Magna partnership is really about creating a tighter, deeper link between the two companies so that Magna can bring those capabilities to their clients,” says Rosenberg. “Programmatic is a big part of the relationship as well because as you infuse more and more data into a transaction from the buy side and the sell side, you really need programmatic pipes to transact it properly.”

Roku’s free, ad-supported collection of apps is now the fastest-growing segment on its platform in terms of app count and growth of usage, according to Rosenberg. “Free is clearly still very important to our viewers and to OTT viewers,” he says.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

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