For Dentsu Aegis Group’s Zhang, It’s All About More Attribution, Fewer Pixels

PHOENIX — If Maggie Zhang could choose a tagline for this year it would be “prove incremental value.” Because while it’s a given that digital and television advertising works, “altogether we need to understand how each channel, each different tactic actually works and contributes to the final outcome in order to advise or inform advertisers […]

 

Vast Data Sets Need Structure To Be Effective: Amnet’s Muldoon

PHOENIX – Between legacy data warehouses and other consumer information, marketers are “drowning in massive amounts of data,” says Art Muldoon of Amnet Group US. Given that some 80% of data is unstructured, “What that means is we’re really trying as marketers to find what are the best sources of data that’s most actionable to […]

 

Reconsolidation In Programmatic’s Third Decade: Sizmek’s Koran

PHOENIX — Twenty-five years after the first web banner ad was supposedly sold, the digital advertising business has come a long way. It took just a couple of years, after HotWired sold the ad to AT&T manually, for software to be applied to ad sales. Now in what the DMP managing director of ad-tech vendor […]

 

Amobee Seeing Linear-TV Budgets Converging With Connected TV: VP John Rogers

PHOENIX – Converge and you will find convergence seems like an apt metaphor to describe the combination of Amobee and Videology. Easing the way forward is the ability to “make sure that connected TV starts to look like linear,” says Amobee’s John Rogers. Six months ago, multichannel video demand-side platform Amobee acquired Videology. Now the […]

 

Identity, Data Science Yield Better Ads, Marketing And Content: Adobe’s Hammerman

PHOENIX – The demand for artificial intelligence in identity marketing seems to be outrunning figuring out how to mix personally identifiable data with various other data sources. “When you think about what a customer needs for overall data strategy, it is all different data points, not just any one specific form of data,” says the […]

 

Instinctive Testing TV Targeting For BtoB Marketers: Co-Founder Lau

PHOENIX – Account-based marketing services provider Instinctive is shepherding BtoB companies into the national television space, but with more precise targeting and at a fraction of the cost for traditional BtoC TV advertisers, says Co-Founder Henry Lau. “Traditionally, TV for BtoB audiences is extremely expensive,” Lau says in this interview with Beet.TV at the IAB […]

 

AI Could Be Utopia Or Dystopia: Washington Post’s Top Tech Exec Prakash

PHOENIX — The Washington Post’s in-house, self-built software line-up already numbers some products that lean on artificial intelligence. But the unit called Arc Publishing thinks the future is going to be orders of magnitude different – for better or for worse. In this video interview with Beet.TV, Shailesh Prakash, Washington Post CIO, outlines the evolution from […]

 

Xaxis’ Matt Sweeney On Finding The Best Proxies For Digital Success

PHOENIX – Just as someone clicking on an ad doesn’t necessarily lead to a sale, someone visiting a web page doesn’t necessarily lead to a new customer. Such metrics must yield to better indicators of potential business outcomes, according to Xaxis North America CEO Matt Sweeney. “The reality is even in 2019, we still have […]

 

Publishers Need To Pool Readers’ Identities: News Corp’s Guenther

PHOENIX — News publishers need to come together to create a single method of storing user identities, according to News Corp’s programmatic ad sales chief. In the last two years, rival publishers in many several countries around the world have come together to form joint systems which aim to unify audience data in to holistic […]

 

Big Screen TV A Good First Stop For Brand Messaging: MediaMath’s Fisher

PHOENIX – When it comes to advertising, screen size matters and it all starts with the big TV. The first exposure to a brand message begins the storytelling, which then leads to finding “that same user, same household, same viewer on other screens either for down-funnel messaging in web video, mobile video or even display,” […]

 

Brand Safety Is Better, Prices Must Reflect That: GroupM’s Montgomery

PHOENIX — Two years after the world’s biggest advertiser lit a fire under a litany of digital advertising supply chain concerns, the world’s biggest ad buyer says things have improved. Now he hopes advertisers can pay a price that reflects the improvement. In this video interview with Beet.TV, John Montgomery, GroupM global brand safety EVP, […]

 

In-House Or Out? A Spectrum Of Options: MightyHive’s Kim

PHOENIX — In the ashes of the transparency outcry, more and more brands have decided to undertake marketing under their own steam. In fact, the number of US brands which have launched in-house agencies has reached 78% – up from 58% in 2013, according to the ANA’s In-House Agency Report. On the ground, however, chatter […]

 

Subscription Fatigue is Coming: Telaria’s Zagorski

PHOENIX — Even as subscription content services go on booming, people have been forecasting a plateau. As the likes of Netflix, Spotify, news publishers, grocery services and more attract monthly paying customers, they aren’t just causing brands to worry about a diminishing ad hole, they are also pushing some to fret about looming “subscription fatigue”. […]

 

USC’s Jeff Cole Evaluates Streaming Services, Trend Toward Movie Ticket Subscriptions

PHOENIX – A self-described “historian of Hollywood,” the Director of the Center for the Digital Future at USC Annenberg School believes services like MoviePass are nudging the U.S. movie industry toward a subscription model for ticket sales. “I was fascinated by MoviePass,” says Jeff Cole in this interview with Beet.TV at the IAB Annual Leadership […]

 

Transparency, Speed Driving CTV And OTT Growth: Telaria’s Lowy

PHOENIX – The two main attributes of connected television and OTT for advertisers are transparency and speed, says Adam Lowy, who’s witnessed the growth of convergence on the publisher side and now at software platform Telaria. Lowy joined Telaria in the fall of 2018 from Dish and its Sling TV service, where he had been […]

 

In Video Excitement, Don’t Forget Mobile: Beeswax’s Paparo

PHOENIX — The ad world is ablaze with people keen to deliver ads in video formats. But, whilst the push toward connected TV is exciting, some advertisers may be leaving attention on the table. That’s according to one demand-side platform CEO. “On the buy side, there’s a lot of excitement around connected TV, the idea […]

 

Shared Approach Needed For Addressable: NCC Media’s Ivins

PHOENIX — If you want to know the part that data is going to play in the future of cable TV ad sales, ask the chief data officer at the consortium owned by Comcast, Spectrum and Cox. NCC Media’s Bob Ivins says the industry is “at the beginning stages” of so-called household-level “addressable TV”, the […]

 

Agency Growth Lays Ahead: Wieser Goes In-House At GroupM

PHOENIX — What changes when “the most-quoted in advertising” goes in-house? Not much, says Brian Wieser. In seven years a Pivotal Research, a Wall Street equity analyst firm, Wieser carved out a reputation – as senior research analyst – for sharp insight in to the worlds of media and advertising. Now he has been hired […]

 

NewFronts Will Turn Up Volume On Podcasts: IAB’s Bager

PHOENIX — Could podcasts finally be about to get their payday? So often trailed as “the next big thing” in media and marketing, the format remains challenged by measurement issues, but is growing in popularity and in corporate interest, according to Edison Research and Spotify’s recent acquisitions of Gimlet Media and Anchor. A leader of […]

 

Washington Post Rides Amazon’s AWS Elemental To Serve Broadcast: Prakash

PHOENIX — Since it started seven years ago, The Washington Post’s in-house, self-built software line-up has grown in size and in customer base. Now it is being used by a whole new industry – broadcast. Products under the Post’s “Arc Publishing” studio include many more than when Beet.TV last wrote about Arc two years ago: […]

 
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