AppNexus’ Rubenstein: Machine Learning Enhances Ads

Machine learning is emerging, alongside artificial intelligence, as one of the tech trends of 2017. But one advertising technology provider says earlier investments in the technology are now bearing fruit. Asked about his company’s commitment to machine learning, AppNexus president Michael Rubenstein tells Beet.TV, in this video interview: “We’ve made deep, deep investments at AppNexus over […]

 

Hearst’s Young Wants More From Facebook’s Platform Power

HOLLYWOOD — Media companies may be seen as giving away their precious content and audiences to social network platforms – but the tension between content and distribution is really as old as the hills. That’s according to a media executive who has seen the evolution of the relationship over the broad sweep of time. “A number […]

 

GroupM’s Viewability Demands Based On TV, Barone Says

HOLLYWOOD, Fl — It is now 12 months and one day since GroupM announced it would only buy online ads that it could be proved would be viewed by human consumers – a “100% viewability” demand that has caused some publishers anxiety. So, why did the media agency make the switch. In this video interview with […]

 

Meredith Corp.’s Minoff Bullish On Server-To-Server, Industry Collaboration

HOLLYWOOD, Florida – Meredith Corporation’s Chief Digital Officer is bullish on server-to-server ad auction integration. “We think it has a lot of value,” says Matt Minoff. “Anything we can do that decreases latency on the page, improves user experience while simultaneously driving incremental revenue growth is a positive.” Moreover, Minoff hopes to see the day […]

 

Ziff Davis Uses Video To Profit From Facebook, CEO Shah explains

HOLLYWOOD, Florida — The company which publishes IGN, AskMen and PC Magazine is eager to distribute more video through social networks, seeing them represent inventory to carry TV-style ads. That is according to Ziff Davis CEO Vivek Shah. In this video interview with Beet.TV, Shah says Ziff Davis is making videos for Facebook that carry sponsor […]

 

Moat’s Goodhart Appraises ‘Screen Real Estate’ For Video Measurement

HOLLYWOOD, Florida – It’s been said that the most valuable real estate is all about location. It’s no different with video advertising, but consumption habits are changing so fast that they are hard to measure. Enter the Moat Video Score, a new impression-level metric for measuring digital video exposures that focuses on length of creative, […]

 

Beet.TV Summit March 9: Xaxis, BBDO, Eyeview, MediaMath And Others To Examine Performance Video

HOLLYWOOD, Florida – The year 2017 will see WPP’s Xaxis increasingly focus on performance outcomes for its clients’ video ad campaigns. “Every campaign that we will run will have a KPI that is considered very important to the advertiser that we will achieve,” says David J. Moore, who is President of WPP Digital and Chairman […]

 

Publishers Seek Alternative To Google, Facebook Duopoly: AppNexus’ Rubenstein

It is now nine months since a Digital Content Next analysis first showed that Google and Facebook were gobbling an extraordinary 90% of all new digital ad dollars. The figure wasn’t out on its own. It was one approximated by a Morgan Stanley analysis. Together, they have scared the publishing industry. AppNexus, an alternative advertising network operator, says […]

 

Universal ID Doesn’t Stop At Marketing: Neustar’s Achanta

HOLLYWOOD — Advertisers are grappling to develop single profiles that can read and understand their audiences across multiple devices and in a diverse range of contexts. But the same technology has application outside of just marketing. That is according to an executive from one vendor helping brands to develop just such a “universal ID”. “(Brands) have a great story […]

 

David Moore Sees Xaxis’ Future In [m]Platform

HOLLYWOOD, Fl — If you missed the announcement in November, you may not know that another ad agency holding group has enacted another reorganization aimed at making business more client-centric and function-driven. GroupM launched [m]Platform, a “suite” that comprises data analytics, audience insights, data scientists, technologists from across other GroupM divisions, and in to it wrapped Xaxis, its […]

 

Publishers Should Test Server-Side Header Bidding: Weather’s Hlavacek

HOLLYWOOD — Publishers have eagerly embraced a technology which allows them to call on multiple ad buyer demand sources simultaneously to achieve higher bids – now they must carefully scrutinize the next iteration of the tech. That is according to a man who is surely the only executive out there with the title “VP of global automated monetization”. “Almost […]

 

Roku’s Rosenberg: Data And Interactivity Boost Value Of Advertising

HOLLYWOOD, Florida – Streaming television pioneer Roku foresees ad loads decreasing and, as a result, the value of ads has to increase. “From an ad strategy perspective, we feel strongly that an empowered consumer needs a more relevant and better ad experience than they’ve had historically in TV,” says VP of Advertising & Audience Development […]

 

4As’ Chief Sees New Creative Era For ‘Beaten-Up’ Agencies

HOLLYWOOD — After being “beaten up” by ruinous, fraudulent and overly straitjacketing ad-tech practices, a new consensus has emerged between ad agencies and other parts of the value chain, beginning a new era of creativity. That’s according to the woman who runs the body representing advertising agencies in the US. “We’re in a really good place […]

 

IAB Tech Lab Priorities: Open Source Kit For In-App Ads, RTB Standard Revamp

HOLLYWOOD, Florida – Having recently released its first software development kit for monitoring in-app ads, the IAB Tech Lab is busily prepping the latest overhaul of open real-time bidding protocols. “I’m really excited about it,” says the IAB’s Alanna Gombert. The Lab’s first SDK is a takeover of an initiative originally conceived and developed by […]

 

Header 2.0 Puts Publishers Choice On The Server, Gardner Says

HOLLYWOOD — In the new programmatic buzzword of “header bidding”, publishers no longer have to run auctions for ad buys sequentially; they can audition multiple demand sources simultaneously, to get the highest price. The practice has been around a few years, but spent 2016 bedding in. In 2017, however, header bidding is changing. No longer confined […]

 

comScore’s Fetters: Digital Buy Side Wants Audience Quality, Ecosystem Cleanup

HOLLYWOOD, Florida – Has the pendulum begun to swing from advertising and media’s preoccupation with digital viewability to audience quality? It’s a trend that comScore executive Aaron Fetters is seeing on the buy side—along with a keen desire to clean up “a mess” of an ecosystem. “We finally seem to be going a little bit […]

 

Next in Sports TV: Turner Has Massive Audience Watching Video Game Matches

HOLLYWOOD, Florida — If you thought the Super Bowl was the place advertisers can make the biggest impact with sports viewers, it may be time to step in to the 21st Century. Right now, hundreds of thousands of consumers around the world are watching each other play video games. And those broadcasts are proving to be […]

 

Time Inc.’s Hammerman Blends Human Ad Sales With Self-Serve Automation

HOLLYWOOD, Florida — Magazine and digital publisher Time Inc is shooting toward a future where it can sell across the spectrum – from high-touch, human sales, to automated online transactions. Now the outfit is bolstering that last part, by making an acquisition which will put more of the automation power in the hands of its ad […]

 

Cheddar Expands Presence In TV Bundles, Steinberg explains

HOLLYWOOD, Florida – Anyone over the age of 60 probably hasn’t heard of Cheddar TV. Which is entirely the point, according to its Founder & CEO, former BuzzFeed executive Jon Steinberg, whose plans include activation within two more popular TV bundles in the coming months. “I saw nobody recreating the MSNBC, CNN, CNBC for people under […]

 

News Corp.’s Guenther On Infrastructure Flexibility, Fake News And Viewability

HOLLYWOOD, Florida – While programmatic media buying continues to grow rapidly, publishers need to remain flexible with their infrastructure. It’s all about helping advertisers reach the audiences they want, says the SVP and Global Head of Programmatic for News Corp., Chris Guenther. “It’s just a means of servicing our clients,” Guenther says of programmatic in […]

 
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