Beet.TV The root to the media revolution Tue, 04 Aug 2015 20:41:10 +0000 en-US hourly 1 AppNexus CEO O’Kelley Fights Facebook’s ‘Walled Garden’ Tue, 04 Aug 2015 20:40:19 +0000 New York-based AppNexus‘ real-time ad bidding platform has built the company a position as one of the leading advertising technology vendors out there, at a time when contenders are racing to hail the virtues of their own suites.

But CEO Brian O’Kelley sees one big differentiator between his company and the likes of Facebook, which recently rebooted Atlas as a cross-platform consumer targeting solution.

O’Kelley was speaking a couple of months after launching AppNexus Programmable Bidder (APB), a system to help advertisers put their own targeting algorithms in to AppNexus’ software suite.

“When I talk about ‘tech stack’, I think it’s really important that that implies an open ecosystem,” he tells Beet.TV in this video interview.

“Facebook has proprietary personal information that they can’t let out of their walls. How can you build an open platform if your best asset, the data of your users, is implicitly closed?

“They’ve argued that this is a feature, not a bug, that using Facebook for everything… exist to propose that mentality. You need a platform … that protects data, that owns no data. Do we really want to be part of an open internet or a Facebook Internet?”


This interview is part of a series of videos leading up to the DMEXCO conference Cologne.  The series is presented by 4C Insights + Teletrax.


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The Trade Desk’s Stempeck Talks TV Ad Targeting Tue, 04 Aug 2015 20:38:38 +0000 TV may not yet be fully addressable to advertisers in the same way the internet is, but that isn’t stopping a collection of platform operators and ad tech vendors from trying to make it a reality.

The Trade Desk, a demand-side advertising platform, is working to bring more ad targeting to Roku, the connected TV box in 14 million US homes.

“Because it’s device … it’s really no different than a mobile phone or a laptop with a cookie. They can overlay audience data on top of that. You can do targeting at the Roku device level,” Brian Stempeckchief client officer, tells Beet.TV.

“Companies like LiveRail are starting to activate that data to say, ‘Ok, this cookie that Coca-Cola has, that’s the same as this user on a Roku’ – so you can then target those users.”

This interview is part of a series of videos leading up to the DMEXCO conference Cologne.  The series is presented by 4C Insights + Teletrax.


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Cadreon’s Arun Kumar on Advanced TV and Why the AT&T DirecTV Acquisition Matters Mon, 03 Aug 2015 14:02:52 +0000 Arun Kumar, global president of IPG’s Cadreon unit, sees AT&T’s acquisition of DirecTV as a watershed moment in a new era of television.  He says that the merger will mean more intelligent targeting of consumers with data on the household level.

He says that inevitable evolution of the new medium will bring new muscle to an already powerful TV.  He see the power of data targeting and television as challenger to even the biggest digital players.

Starting off the interview, Kumar explains the philosophy of the IPG group in advanced television media planning and buying. He says unlike some other companies which buy digital media upfront, IPG buys for specific campaigns, keeping the essential flexibility in the process.

This interview is part of a series of videos leading up to the DMEXCO conference Cologne.  The series is presented by 4C Insights + Teletrax.

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Taboola Adds AP To List Of Publisher Clients Mon, 03 Aug 2015 01:36:06 +0000 In the battle of the content recommendation titans, the two leading contenders routinely trade new client announcements.

Amongst the latest is Taboola, which says it will power content recommendations inside Associated Press’ mobile apps and websites.

The deal is a two-year exclusive, meaning Taboola will serve links to related stories when a reader is reading an article in AP’s website or apps.

Taboola CEO Adam Singolda says AP is amongst hundreds of publishers whose mobile app content recommendations are powered by his company, which released an SDK and an API for mobile developers.

“It’s one of our largest apps. It has 13 million uniques, which is massive,” he says. “If you go in to the app and click a link from ‘around the web’, you will stay within the app… there’s a ‘back’ button where I can go back.”


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Former P&G CMO: Fundamentals of Brand-Building Haven’t Changed Mon, 03 Aug 2015 01:32:30 +0000 Despite the rapid pace of media and technology innovation, Procter & Gamble’s former top marketer Jim Stengel observes that the fundamentals of brand building haven’t changed.

“A lot of companies lose sight of that,” says Stengel, who left P&G in 2008, in an interview with Beet.TV. “They get consumed by the activity that is possible now, and they don’t ask those really simple powerful questions.”

In Stengel’s view, building a brand still comes down to understanding what the brand means to people and who you’re serving.

He notes that he used to refer often to Millward Brown’s annual BrandZ study tracking the 100 most valuable global brands and now urges his clients to make use of it in his role as a consultant. Beyond scanning which brands are up or down, the value is in the analysis of the “why” behind those movements and having a conversation with your team about it.

“I wish it had even more distribution. I wish the financial community read it as deeply as the marketing community,” he says. “The returns on these brands are way better than the S&P 500 or the MSCI.”


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Integral Ad Science Raises $67 Million Round to Fund Expansion, Combat Ad Fraud & Viewability Fri, 31 Jul 2015 12:41:38 +0000 Integral Ad Science, the New York-based tech company that describes itself as  “the leader in quantifying digital media quality” has raised $67 million: $27 million in venture funding from Sapphire Ventures and $40 million in debt financing from Silicon Valley Bank.

In this previously published video, company CEO Scott Knoll talks about  how the company identifies various forms of ad fraud including non-human ad impressions.

More on today’s news reported in the Wall Street Journal.


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14 Chinese Companies Now Among Top 100 Most Valuable Brands: Millward Brown Fri, 31 Jul 2015 10:25:50 +0000 Going back a decade, when Millward Brown’s annual BrandZ study tracking the 100 most valuable global brands was first released, only one Chinese company made the list. Now there are 14, including the tech giants Tencent and Alibaba.

“Most of them are big brands, but they’re not truly globalized brands yet,” says Doreen Wang, Global Head of BrandZ at Millward Brown, the marketing and brand consultancy owned by WPP, in an interview with Beet.TV. “But they’ve already changed the competitive landscape in China, and they are aggressively going global.”

Brand value in the study is calculated using the views of potential and current buyers of a brand, along with financial data. Another striking development from this year’s ranking was Apple catapulting into the top spot over Google.

Apple’s brand value has increased to $247 billion, a 67% increase over last year and now roughly commensurate with the GDP of Finland, according to Wang.

Next on the list are Google (worth $173.7 billion) and Microsoft (worth $115.5 billion).

Wang observes that another fast mover up the ranks is Facebook (No. 12), which gained nine places since last year and experienced 99% year-over-year growth in brand value, according to the study.

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4C Insights Acquires Teletrax to Drive Addressable TV Ad Decisioning Fri, 31 Jul 2015 10:16:08 +0000 CHICAGO — The latest incarnation of a leading TV-synced online ads enabler is coming in to focus, with the announcement, by ad data company 4C Insights, that it has raised funds to acquire Teletrax, aiming to beef up its activities in social and TV advertising.

“We’re playing aggressively in the decisioning process for addressable TV and we’re hoping to streamline some of the creative decisioning,” 4C CEO Lance Neuhauser tells Beet.TV in this video interview, recorded in Chicago earlier this month.

Teletrax was first started as a TV watermarking and monitoring service by Medialink Worldwide in 2002. Six years later, it was acquired by Philips’s Content Identification unit, which later spun out as Civolution.

As Civolution, the company’s main technology play has been to trigger ads on social media platforms in sync with live TV broadcasts, maximising advertiser reach. The technology was deployed to target ads against in-game Superbowl plays back in January.

Civolution sold off its audience measurement and watermarking tech to Kantar last fall, reverting to use the Teletrax brand to focus on the TV-synced ads. Social ad click-throughs increase when delivered along with related TV broadcasts, the company says. It is this which 4C Insight is acquiring.

Chicago-based 4C already offers a measurement and planning platform that lets ad buyers target social media users by interests, TV programs and languages.

In its announcement, it says: “By combining data from set-top boxes, ad scheduling, and TV ad occurrences, 4C can address millions of households and provide TV verification for advertisers, agencies, broadcasters, and operators.”

4C is getting an Eindhoven, Netherlands-based company that will expand its feature set and geographic footprint, as the industry begins to apply online ad targeting techniques to TV, even combining the two.

To make the purchase, 4C raised further investment led by Jump Partners. Terms of the deal were not disclosed.

Civolution CEO Alex Terpstra, who joins 4C as EMEA managing director, says: “Teletrax clients will soon enjoy 4C’s unique ability to unlock the power of social connections in driving advertising effectiveness, while 4C’s clients gain access to our real-time TV analytics and TV synced advertising offerings. It truly is a win-win for everyone involved.”

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Video Ad Platform Jun Group Raises $28 Million In First Venture Round Thu, 30 Jul 2015 10:28:34 +0000 The Jun Group, a New York-based video ad platform that places ads in custom video players on publisher sites and within mobile apps, has taken its first venture round since being formed in 2005, the company announced today.

The company, founded in 205, has taken some debt financing and is profitable, CEO Mitchell Reichgut tells TechCrunch’s Anthony Ha in this report. This  first round is $28 million.  More on the investment reported by Mike Shields in the Wall Street Journal.

In January at the Beet.TV executive retreat in Fort Lauderdale, we interviewed Reichgut about the growth of his company – particularly in the mobile space.  We have republished that video with today’s news.

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Hearst CEO Swartz’ Career Advice: Follow Your Passion To The Top Thu, 30 Jul 2015 10:01:20 +0000 Steven R. Swartz isn’t the only business reporter to make it big on the business side of reporting. Sequoia venture capitalist Michael Moritz wrote for Time magazine before making tech investments, for example. But he is one of the few to have risen to the very top of the company he has worked in for so long.

Swartz began his career in 1984 as a reporter with The Wall Street Journal after graduating from Harvard. Then he served as an editor on the Journal’s Page One staff from 1989 to 1991.

“Like a lot of folks of my generation, I went in through journalism,” he tells Beet.TV in this video interview. “I was influenced by my fascination with the Watergate case. It led me to think that being a journalist is something that has great social responsibility.”

But Swartz’ executive career got started when, in 1995, he was named president and CEO of SmartMoney, a magazine venture Hearst and the Journal launched four years earlier with Swartz as founding editor.

He went on to be EVP and then president of Hearst Newspapers, before being named president and CEO of Hearst in its entirety in June 2013. That puts Swartz in charge of a multi-media empire. But his position is one he credits with following his early passion.

“Doing things you’re passionate about really works,” he says. “I got my start as a newspaper reporter – it’s because that’s what I was most interested in. That led to so many other things.

“How does one lead to another? When I was getting out of college, being a reporter was what I was most excited about. I did it, I loved it and it’s worked out.”

For a time, it didn’t look like it would. Swartz ran Hearst Newspapers during the economic turmoil of 2008 to 2010, when papers suffered a battering as advertisers pulled back on funding.  In 2009, Hearst turned its Seattle Post-Intelligencer web-only.

But Swartz says it was a challenge the company rode out.

“We did a lot of intelligent cost-cutting that did not involve taking journalists off or cutting the quality of the newsprint,” he recalls. “We focused on our culture and people, making sure we supported each other through difficult times.”

Now those changes have been made, the overall industry has stabilized to flat fortunes or more muted declines, with Swartz says Hearst’s papers have shown profit for four straight years.

As the media landscape swirls around us, Hearst is making bets on a digital future not just by reinventing its own properties but also by investing in targets like Vice Media, BuzzFeed and AwesomenessTV. Latest rumors are that the company is working on a special ecommerce project with Snapchat.


Swartz was interviewed for Beet.TV by David J. Moore, chairman of Xaxis and president of WPP Digital.  The taping took place in New York.  This is part of Beet.TV series title the Media Revolutionaries.  The series is sponsored by Xaxis and Microsoft. 

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