Digital Planning will Come to TV Ad Buying, but Not So Fast, Nielsen’s Amit Seth

SAN FRANCISCO – While measurement tools like Nielsen’s OCR allows TV ad buyers to identify online audiences to match TV buys, which are primarily for “make goods,” there are strong headwinds against changing the way that TV ads are sold via upfronts and other conventional means, explains Amit Seth, Global EVP of Global Media Products […]


Old Fashioned, “Mad Men” TV Ad Trading Must Stop: Mediaocean’s Woollard

SAN FRANCISCO — Programmatic ad trading techniques could eliminate costs and cut time by bringing ad buying in to the digital 21st century, says one ad tech vendor. “The way that TV is bought has been the same way since the Mad Men days – I pick up the phone, I do a deal,” says […]


Ad Buyers Want Linear TV Sales To Go Programatic, Experts

SAN FRANCISCO — IPG’s insight agency Magna Global is using the current TV upfronts, the annual process by which TV networks sell advertising inventory for the year ahead, to push cable networks to adopt programmatic trading techniques. Says Magna Global USA president Kristi Argyilan: “We are pushing for our planning teams to reconsider cable television and think […]


‘Programmatic Is Not Just For Performance’: Magna Global’s Brunick

SAN FRANCISCO — Data-driven buying processes beget data-centric advertising. At least, that’s how the evolution of the collection of automated and algorithm-heavy trading techniques dubbed “programmatic” has played out so far. But are things changing? “We’ve put it in to a box of it only being performance-driven – that was a mistake,” says programmatic SVP […]


Programmatic TV Needs Quick Wins: INVISION’s Miller

SAN FRANCISCO — Automated, “programmatic” trading of digital ads in linear television may have a long and bright future ahead – but it will need some adoption victories in the here and now before that dream becomes a reality, says an ad tech exec. “It’s about what can be done today,” says David Miller, VP Product […]


Netflix is Building In-House Programmatic Ad Buying Operation, Kathy O’Dowd Explains

SAN FRANCISCO — Netflix is building an in-house programmatic operation with the primary goal  to build brand awareness, explains Kathy O’Dowd, Senior Director, Programmatic Buying for Netflix in this video segment.   Both O’Dowd and Mike Zeman recently joined Netflix from VivaKi, the big media agency. In this segment from the Beet.TV summit on programmatic […]


Rentrak Sees TV’s ‘Long Tail’ As Key To Linear Programmatic

SAN FRANCISCO — For David Algranti, it’s all or nothing. “For programmatic to scale to the levels we expect it to (in TV), it’s going to need to avail itself of all the TV (advertising) inventory, not some subsets of it,” says the product innovation SVP of video measurement supplier Rentrak. Algranti’s firm licenses return-path viewing […]


Programmatic Is Redefining TV Industry Roles:’s Ackerman

SAN FRANCISCO — The onset of automated video ad buying is prompting traditional job disciplines to be re-thought, says one exec in the space. “There is a transition of talent,” says‘s programmatic TV SVP Dan Ackerman. “You see people who have been in trading desks start to cross-polinate in to TV. There is a science in (traditional […]


Premium Publishers, TV Networks Find Programmatic Opportunities,’s Grenager

SAN FRANCISCO — As premium publishers dip their toes in the programmatic waters, many are starting with a private exchange, says Teg Grenager, Chief Product Officer at Adap.TV, during an interview with Beet.TV. “Premium publishers are starting to open their inventory in a private marketplace for an invited set of buyers, with either fixed or dynamic pricing […]


TV Programmatic Is Coming Down The Road: Mediaocean’s Woollard

SAN FRANCISCO — New, automated ad-trading techniques termed “programmatic” have loomed on to the TV industry’s horizon – but have a little way to go before widespread adoption, according to one exec. “It’s a wonderfully exciting time,” says ad connectivity platform Mediaocean‘s business development VP Fraser Woollard. “Agencies are experimenting with different technologies, different ways of […]


Transitioning TV Ad Buying From “Steak Dinners” to Programmatic: It’s Going to Take Time

SAN FRANCISCO — When are we going to see an industry in which a healthy slice of TV advertising is bought using so-called “programmatic” trading techniques? “For the major networks, it’s going to take a long time to eventually go over to this stock exchange process of being able to use data and being able […]


Time Goes All in on Programmatic with Exchange Powered by Google

SAN FRANCISCO — With the imminent spinoff from its parent company Time Warner, magazine publishing unit Time Inc. is steadily stretching its legs in the “programmatic” trading of its advertising space, after already spending three years in the space. Time Inc. and its UK sibling IPC Media recently pooled inventory in the Time Inc. Global […]


Programmatic Buying Enables “KPI Experimentation,” UM COO Colvin

SAN FRANCISCO — Programmatic buying lets agencies more efficiently execute against KPIS and also helps brands to evolve them, says Gregg Colvin, North American Chief Operating Officer for Universal McCann during an interview with Ashley J. Swartz, Founder and CEO of Furious-Minds, for Beet.TV. One of the biggest benefits of the programmatic model is that it allows […]


Custom Ads Drive Impact, Data Boosts ROI, Magna Pres Argyilan

SAN FRANCISCO — Custom advertising content drives 5 to 14 times greater effect than a standard ad unit, says  Kristi Argyilan, president of Magna North America, during an interview with Ashley J. Swartz, Founder and CEO of Furious-Minds, for Beet.TV. The media giant is also focused on automation through data and has found when it applies data to […]


Addressable TV’s Roll-Out Will Be Uneven: Nielsen’s Seth

SAN FRANCISCO — Programmatically-driven addressable TV advertising in the digital age is “not a pipe dream” – but it will be realized in some countries sooner than others, says media measurer Nielsen’s EVP of global media products, Amit Seth. Seth tells Beet.TV the opportunity is being approached by both cable operators at their back-end and […]


Branded Video Will Spur Programmatic Ads: Xaxis’ Dolan

SAN FRANCISCO — These are heady days when an advertiser starts making TV shows to sell ads – but they are headier still when they plan to sell those ads programmatically. In February, Group M announced it will co-produce a sport documentary series, My Side Of The Sky, with Hulu. “There’s not enough good content […] to Bring Mobile and Display to Programmatic Platform at AOL

SAN FRANCISCO  — Having established a technology for buying and selling video advertising programmatically, and having entered the medium of linear television, will evolve to become  a cross-media platform, encompassing mobile and display in the  next year,  says Toby Gabriner, President of in this on-stage interview with moderator Ashley J. Swartz.   The […]


Rentrak Makes Strides in Programmatic TV

SAN FRANCISCO — As TV reaches into the programmatic landscape, it will face challenges in areas like inventory, but opportunities in delivery and decisioning, says David Algranti, Senior VP TV Product Integration at measurement firm Rentrak during an interview with Beet.TV. Rentrak works with a number of networks and agencies that are licensing its data to […]


Open APIs Can Drive TV AdTech, INVISION’s David Miller

SAN FRANCISCO — Programmatic buying has great potential to bridge technology between TV and digital buying systems, says David Miller, VP Product Management at INVISION, a multi-platform ad sales provider during an interview with Beet.TV. “When you compare the ease of buying TV to digital we hear a lot that TV is easier, but TV has […]


Universal McCann Moves Deeper With Data into Programmatic Buying

SAN FRANCISCO — The spread of programmatic buying in media is changing how agencies buy and sell media, but also how they approach metrics, says Gregg Colvin, North American Chief Operating Officer for Universal McCann during an interview with Beet.TV. “This is a mindset change. Planners and buyers are thinking towards a more nuanced approach to KPIs […]

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