Advertising

Can The HuffPost Show Fill Colbert’s Gap, All The Way To Cable?

AUSTIN — With two of broadcast TV’s satirical news-meisters heading to pastures new this year, is online video yet in a position to move in and occupy the space? We may find out on April 3. That’s when Huffington Post launches The HuffPost Show – but, in time, the online media brand wants to get its shows on…

Viewable Ads Are Up By 30%: GroupM’s Montgomery

AUSTIN — If you believe some of the shocking stats over the last 18 months, close to half of online ads sold may not even technically be able to be viewed by human users. Since then, industry bodies have taken great strides to iron out the problem, whilst ad tech vendors are selling ad…

FreeWheel Plugs In Videology Ahead Of Upfronts: Rothwell

AUSTIN — Comcast-owned ad tech platform FreeWheel is plugging video ad tech peer Videology in to its platform, to help advertisers buy programmatically through its FourFronts program, an extension of its private marketplace. FourFronts enables marketers and agencies to reserve video inventory with publishers via FreeWheel. “We see it as very important with the…

GroupM’s Rob Norman Sees Addressability, Not Programmatic, Shaking Up TV

AUSTIN — Many digital media executives expect it is only a matter of time before “programmatic” advertising – the collection of techniques which automate online ad-buying and which has taken hold in the display ad world – will work its magic on television. Indeed, many tech and data vendors are already…

“Persistence And Pivoting:” Keys To Success For Videology’s Scott Ferber

This time last year, Forbes magazine wrote Scott Ferber “has what it takes to be world-class business builder”. After all, six years after founding the online ad network Advertising.com with his brother in 1998, a 35-year-old Ferber sold the company to AOL for a hefty $495m. Many a founder would have…

OpenX Puts Ad Fraud Detection On Consumers’ Computers

There are several techniques for identifying what has become the scourge of the internet for advertisers – code that fires up web pages just to ensure ads are displayed for which a buyer must pay. Now online ad tech vendor OpenX is trying a twist on fraud detection, with a third-generation iteration to…

Sir Martin Sorrell on Transformation of Advertising and of WPP

What does a $31 billion market cap earn the world’s largest ad agency holding group? A status as amongst the most diversified and forward-thinking of communications agencies out there. When Sir Martin Sorrell took a controlling stake in what was then a shopping basket maker, Wire & Plastic Products, in 1985,…

Publishers’ Pangea Alliance Taps Rubicon To Pool Programmatic Inventory

LONDON — News publishers traditionally like to keep hold of their own ad sales operations, selling advertisers on their own unique contextual properties. But now we are seeing some of them warm not only to programmatic mechanisms but also to collaborative working. The Guardian, CNN International, the Financial Times and…

TubeMogul, Videoplaza Create Programmatic Marketplace

They are two of the largest video ad tech outfits. Now TubeMogul and Ooyala’s Videoplaza unit are integrating to create a marketplace for the programmatic trading of video ads between premium brands and publishers. The pair say TubeMogul’s platform will connect with Videoplaza’s Konnect suite to allow access to Videoplaza’s inventory on a…