VOD Could Shepherd More Programmatic Buying in TV, Ashley Swartz

Video-on-demand inventory is the next logical entry point for programmatic style advertising into linear TV, says Ashley J. Swartz, CEO and Founder of Furious Minds, in an interview with Beet.TV. “VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The inventory is a bit more controlled, it’s not beholden to a […]

 

Razorfish Media Chief Kathuria on Scale, TV Dollars, and Big Data

Moving TV dollars to online remains a challenge says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. “It’s very hard to find an apples to apples comparison in terms of TV money and where to move it. If you are a TV buyer, you want to scale. To effectively move some […]

 

Programmatic Poised to Impact TV Buying, SMG’s Steve Parker says

LONDON — Programmatic advertising not only has the potential to influence digital advertising, but also TV, says Steve Parker, co-CEO of Starcom MediaVest Group in London, in an interview with Beet.TV. “What we’re learning around programmatic video allows us to transform our relationship with TV. TV in the UK has never been in better health. There […]

 

More Agencies to Launch Private Exchanges, Zenith’s Zilberbrand

As programmatic buying expands, look for agencies to build more private marketplaces in the next 12 to 18 months, says Julian Zilberbrand, EVP Activation Standards, Insights, & Technology at ZenithOptimedia Group in an interview with Beet.TV. That’s because private exchanges provide an ecosystem that can be “safer” and possess less potential for fraud and non-human bot traffic, he […]

 

Programmatic TV Buying on the Horizon

Programmatic advertising has flourished digitally, but in time it will spread further to TV, says Brendan Condon, CEO of Media Property Holdings, which operates like an ad network but for TV buying by aggregating TV spend across multichannel video providers, syndicators and local broadcasters. But there are ways to automate it through addressable technology and […]

 

Ad Tech Lets Advertisers Run Their Own Show: MediaMath’s Cox

Larger advertisers are beginning to realize that, with a range of new online technology, they can take more control of their own campaign spending, says an ad tech exec. “We’re seeing an increase in operators wanting to run their own marketing programs directly using our software and operating system,” says Sam Cox, global partner management […]

 

2014 Is ‘The Year Of Private Marketplaces’: BrightRoll’s Avila

SAN FRANCISCO – The next stage in the adoption of  automated ad-trading tools, private marketplaces are helping so-called “programmatic” practices flourish, says an exec in the space. “If 2013 was the year of real-time bidding and programmatic coming in to reality, 2014 is the year of private marketplaces,” video ad tech vendor BrightRoll‘s marketing SVP Tim Avila […]

 

Publishers May Soon Sell TV-Synced Ads: Civolution’s Maris

Nowadays, advertisers are starting to buy ads in social media streams that are synchronized with TV ads. Soon, they may also get to buy display ads on premium publisher sites in the same way. “2014 was all about getting the pipes in place,” says Stefan Maris, global product manager of Civolution, a video technology vendor […]

 

“Utopia” Of Programmatic TV is Getting Closer: TubeMogul’s Eadie

SAN FRANCISCO – The holy grail of mass-market TV through which advertisers can target individual viewers is coming nearer as better and better ad tech improves prospects, says one company playing in this emerging area. “We obviously don’t have that utopic state in linear TV right now,” says TubeMogul CMO Keith Eadie in this video. […]

 

Key Focus for Programmatic Should Be Business Outcomes, Razorfish’s Kathuria

The key focus of programmatic buying should be on delivering business outcomes for a marketer, says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. If an agency can do that, then it makes sense to keep programmatic buying in house, he says. In the coming year, he predicts the big agencies […]

 

Ad Buyers Don’t Have To Abandon Open Exchanges: VivaKi’s Bertozzi

WPP ad group GroupM made waves earlier this year when it announced it would no longer buy online ads from open exchange marketplaces, as first reported by Beet.TV. But rival Publicis’ VivaKi digital unit doesn’t think that’s necessarily the right strategy. “If you limit yourself by saying you’re doing one thing or to the other, […]

 

Open Ad Exchanges Need Open Practices: IPG’s Seiler

After GroupM announced, earlier this year, it would no longer buy online ads from open exchange marketplaces, more criticism is being voiced by ad buyers about how such exchanges operate. IPG Mediabrands’ global CEO Matt Seiler tells Beet.TV in this video that more openness is needed from the “open” end of the industry. “Pretty big advocates […]

 

Programmatic Revolution Is “Eating The Media World”: AppNexus’ Rubenstein

“Programmatic” methods of buying and selling digital advertising space have come a long way since they were used only to shift un-loved banner slots. “What started as a fringe trend in the digital advertising space is now taking over the entire industry,” AppNexus president Michael Rubenstein tells Beet.TV in this video. “Programmatic is eating the media world. […]

 

Consolidation Wave Good For Video Ad Tech: Turn’s Smith

AOL bought Adap.tv, Facebook bought LiveRail and, last month, RTL Group bought a majority of SpotXchange – a wave of consolidation is under way, as large media groups buy up programmatic video ad tech vendors. “Consolidation is a great thing for the industry,” says the emerging media VP of another such vendor, Turn, Chris Smith,” and shows we’re […]

 

BrightRoll Eager For Slice Of Linear TV Ad Business

SAN FRANCISCO – After signing a deal with Clypd this summer allowing it to buy ad inventory for its clients from TV providers like Cox and DISH, video ad tech vendor BrightRoll reckons it can take a piece of the traditional TV advertising sector. Video is video. whether it’s own on a phone, an iPad, […]

 

Facebook Closes on LiveRail Acquisition, our Interview with CEO Mark Trefgarne

SAN FRANCISCO – Facebook’s acquisition of LiveRail for a reportedly $400 – $500 million, which was announced on July 2, closed yesterday, reports TechCrunch. Last week in San Francisco, we interviewed LiveRail CEO Mark Trefgarne about next steps.  While LiveRail will operate and serve its clients as a stand alone entity, the company moving its […]

 

VivaKi’s Bertozzi Explains Ad Tech Alliance with Amazon

The recent deal signed by ad agency Publicis’ digital unit VivaKi to buy ads from Amazon’s new self-service display tool crystallizes the outfit’s ethos, says company exec Marco Bertozzi. “The Amazon announcement is the fruition of 18 months of working with them -it’s a case study for exactly what we’re trying to do with our […]

 
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