100% Digital Ad Viewability ‘Very Hard To Deliver,’ Says Hemnet Service’s Peter Brodersen

COLOGNE – The shift in digital ad transactions in Sweden from insertion orders to programmatic deals has been “quite dramatic” and, as in other markets, transparency is a big challenge. “The publisher side is starting to get in sync with programmatic and understand the change that’s apparent for the moment,” says Peter Brodersen, Programmatic Manager […]

 

MittMedia’s Fredrik Strauss On Solving Viewability And The Value Of Multiple Partners

COLOGNE – With some 200 years of publishing heritage, Sweden’s largest local newspaper group solved digital advertising viewability two years ago and has since served only viewable ads. The reason was pretty simple, according to Fredrik Strauss, Head of Programmatic for MittMedia. “One of the developers said ‘Why do we even serve the ads no […]

 

Time Inc.’s Judith Hammerman On Transparent Metrics And Walled Gardens

To Time Inc., “transparency” is just another word for “validation.” And it’s nothing new to the publisher giant, which maintains a vast garden but eschews walls when it comes to sharing data with its partners. “I think when folks are talking about transparency what they’re really talking about is validation. They really want to know […]

 

Brands & Agencies Will Fight Over Data, Rocket Fuel’s Duerr Says

COLOGNE — If data is still “the new oil“, get ready for a tussle between prospectors eager to control the land through which it flows. Speaking with Beet.TV for this video interview, one ad-tech exec sees a looming conflict between two industry actors who more typically do business with each other. “Data ownership is going […]

 

Inventory Concerns Cause Tension Between Context And Audience: Hearts & Science’s Ralston-Good

COLOGNE – Every once in a while, someone raises a caveat about being hyper sensitive about digital ad environments. In this case it’s Hearts & Science CEO Frances Ralston-Good, who says that while ad inventory should be clear the industry should be mindful of curtailing the benefits of programmatic. To be sure, the U.K.-based executive […]

 

Guardian’s Spears Urges Publishers To Take Control Back From Ad-Tech

COLOGNE — In the last year, publishers’ criticism of the ad-tech vendors that help their digital ad businesses has grown louder, alongside criticism from buyers over lack of transparency. In the case of The Guardian, the publisher is currently even suing Rubicon Project in court, claiming the company kept “substantial sums” in “secret commissions” and […]

 

How Salesforce DMP Helps Brands Find ‘The Next Best Customer’: Chief Strategy Officer Jon Suarez-Davis

COLOGNE – About a year ago, customer management provider Salesforce acquired data management platform Krux Digital, to keep pace with competitors like Adobe and Oracle. With Krux providing new muscle to the Salesforce Marketing Cloud, it has considerably upped the ante in leveraging brands’ first-party data. Salesforce Marketing Cloud Chief Strategy Officer Jon Suarez-Davis headed […]

 

CNN ‘More Relevant Than It’s Ever Been’: Chief Product Officer Alex Wellen

COLOGNE – Can a hurricane top a presidential inauguration for grabbing eyeballs? At CNN the answer is a resounding yes. Breaking news also represents a “balancing test” in being able to monetize those eyeballs most effectively, as CNN Chief Product Officer Alex Wellen explains in this video interview with Beet.TV. “It looks like CNN is […]

 

The Trade Desk Switches On Connected TV

COLOGNE — It is a latter-day addition for the ad-tech firm which helps create marketplaces and leverage data, but The Trade Desk is now full-swing focused on profiting from the over-the-top TV advertising opportunity. Speaking with Beet.TV in this video interview, The Trade Desk inventory partnerships SVP Tim Sims explained the company’s thinking. “One of the […]

 

IAB UK’s Elkington Claims Progress On Transparency

COLOGNE — Over the last couple of years, both advertising buyers and sellers alike have cried foul over alleged nefarious practices, high margins and unseen misdeeds on the part of intermediaries. A host of initiatives has risen to combat the lack of transparency, some of them from vendors and agencies themselves accused of hiding ad […]

 

Publishers Should Collaborate To Regain Ad Control, PubMatic’s Swanson Says

COLOGNE — When it comes to new revenue, the digital advertising world now looks increasingly like Google’s and Facebook’s. But there is now a groundswell movement in which publishers want to regain control of their ad-tech stack and, with it, the rules of the road. At the DMEXCO digital ad industry gathering in Germany, The […]

 

MediaLink’s Millard Lauds ‘Leadership Position’ Of Facebook On Brand Safety

COLOGNE – Could it be that Facebook finally considers itself to be a content company? The social media giant’s pledge at DMEXCO 2017 to institute new measures ensuring better brand safety for advertisers is a welcome example of a leadership position on the issue, according to MediaLink Vice Chairman Wenda Harris Millard. “Facebook is a […]

 

WPP’s Sir Martin Sorrell: Lots Of Innuendo But Still No Facts About U.S. Agency Billing Allegations

COLOGNE – After more than a year and innumerable reports and headlines, WPP CEO Sir Martin Sorrell still doesn’t understand the genesis of widespread commentary about agency-client transparency in the United States. He says those who are worried about transparency should take a look at the Middle East, Japan and China. “It’s unfortunate what has […]

 

Oath’s Mahlman Targets Mobile Video & Europe As Priorities

COLOGNE — What do you get when you combine the content heft of Yahoo and AOL with the ad platforms each, and their owner Verizon, has rolled up over the years? The newly-formed company is called Oath, and it is targeting new mobile video ad formats as the top priority for its developer staff. “Mobile […]

 

Brands’ Programmatic Spend Will Go Private: PubMatic CEO Goel

COLOGNE — Once upon a time, “programmatic” was when publishers gave away their unsold inventory in real-time bidding auctions for cheap rates. But that was then. Now programmatic is growing up. And you can thank private marketplaces, the technology tools which allow publishers to put controls over who they let in to buy and sell, […]

 

Because DSP’s Aren’t Neutral, Havas Built Its Own Transparent Tower: Global MD Dominique Delport

COLOGNE – As the number of ad tech providers ballooned from 350 in 2012 to 3,500 in 2016, so did advertiser concerns about digital media transparency. “It became so complex and messy that we needed to push the envelope,” says Dominique Delport, Global MD of Havas Group. To provide more clarity and faith in the […]

 

The Future Of Programmatic ‘Really Lies With Brand Advertising”: PubMatic’s Rajeev Goel

COLOGNE – The industry is at an inflection point in the maturation of programmatic transactions. Ahead of the curve lies a big influx of brand advertising dollars from buyers who have been clearly articulating their needs about ecosystem transparency. This is the viewpoint of Rajeev Goel, Co-Founder and CEO of PubMatic, the marketing automation software […]

 

Transparency Focus Has Moved To Fraud, GroupM’s Norman Says

It is barely a year since a hard-hitting ANA report blew the lid off practices in which US advertising agencies were accused of keeping up to 20% of clients’ media budgets for themselves after engaging in “pervasive” kick-backs and rebates. But that was just one of the controversies that has come to live under the […]

 

Digital Transparency A Multidimensional Subject Of Debate And Reform Initiatives: Hearst’s Mike Smith

What exactly constitutes “transparency” in the digital media ecosystem? To Hearst’s Mike Smith, it’s a multidimensional subject of debate that he parses into three categories: Pricing of ad inventory, who sells it and ad fraud involving creative assets. In this interview with Beet.TV, Smith acknowledges the complexity of the programmatic transaction path and talks about […]

 

Digital Transparency Is About Understanding And Control: PubMatic’s Jeff Hirsch

While there might be some bad players in the digital media ecosystem, transparency basically boils down to having a full understanding of the ins and outs of programmatic transactions. What’s hampered understanding is that while automation has speeded things up, machines can’t watch for the things that humans can. This is how PubMatic CMO Jeff […]

 
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