Advertising

Full Ad Viewability Comes With A Price: Google’s Hong

FORT LAUDERDALE — So you’re an advertiser and you only want to pay for ads that humans can actually see? Be careful what you wish for – today, that may be like cutting off your nose to spite your face. “They believe they should have always been paying for the…

It’s Basic: Better Ad Viewability Drives Better Sales: comScore’s Fulgoni

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved sales, says comScore executive chairman emeritus Gian…

TV Ads Could Be 10% Programmatic By 2017: AOL’s Ackerman

FORT LAUDERDALE — While so-called “programmatic” techniques for controlling, planning and trading online ads have gained traction in display advertising, the concept is slower to reach the same penetration in video and TV. But the prospect is set for wider adoption after a year in which many ad tech platforms…

Programmatic Is Not Just For Real-Time: Videology’s Gaskamp

FORT LAUDERDALE — So-called “programmatic” ad-trading techniques may have come to market at the real-time bidding (RTB) end of the spectrum, allowing ad buyers and sellers to do business in real-time marketplaces – but that doesn’t mean they have to stay there. In this video interview, enterprise video ad software…

Google’s 2015 Priority Is Securing Ads From Malware

FORT LAUDERDALE – The digital ad industry may be starting to get to grips with the problems of fraud and viewability, but next up is the creeping threat from nefarious code. “The big priority for us is switching everything over to Secure Sockets Layer (SSL),” Google’s head of media platform…

Think Beyond CTR For Video Measurement: Teads’ Daily

FORT LAUDERDALE — Video ad tech vendor Teads is getting ad buyers buzzing with its new take on video ad formats – letting specialist text publishers insert auto-playing video ads between their paragraphs. But how successful can this model be when readers can simply scroll past the video ads to…

Xaxis Will Use More Private Marketplaces, Less RTB

FORT LAUDERDALE, Fl – Which way is the wind blowing in the “programmatic” ad space? Away from real-time bidding and toward private marketplaces, according to one leading light. The collection of techniques referred to as “programmatic” all essentially mean “automation” but, whilst the phenomenon began with allowing the real-time automation…

Connected TVs Are Richer Ad Environments: Brightline’s Aksman

LAS VEGAS — The burgeoning array of internet-connected TVs won’t change the industry just because they are connected to the internet – they also offer new ways to interact with content. “In an OTT (over-the-top) environment, it’s a more dynamic environment,” Rob Aksman, founder of BrightLine, which enables interactive ads…

Xaxis’ Pangis: Change Is Perpetual

LAS VEGAS — One year after it was merged with Group M stablemate 24/7 Media, programmatic ad tech division Xaxis expects more industry M&A in 2015. “We always talk about how much movement there is in the industry,” says Xaxis chief revenue officer Nicolle Pangis. “But the fact is, that’s the…