SEVILLE — We’ve heard a lot about the supposed transition from “mad men to maths men” – but what if the real transition is straight to software?

Increasingly, computer algorithms are beginning to take on many of the functions of ad targeting and buying themselves.

One company where that’s happening is TubeMogul, whose programmatic video platform lets buyers buy video ads in real-time, through automation.

“Because we now have this cross-screen planning engine, we’ve used it as a research tool,” says TubeMogul’s research VP Taylor Schreiner, in this video interview with Beet.TV.

“We’re watching how much of an advantage it can be when you use algorithms to find consumers wherever they want to be.

“It’s surprising even to us. The impacts are on the order of 20, 30, 40% of the value of your media if you’re using algorithms versus trying to do this kind of work manually. It’s going to be a revolutionary change in the industry.”

Targeting is great. Next up is discovering the real impact of messages consumed by the audiences marketers reach, Schreiner says.

 

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

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