It's one of the thorniest problems in marketing today - how do you target a single user when that user leaves separate breadcrumb trails on disconnected devices? Brands recognise the problem - but they need to do more to recognise there are companies out there that can help. That's according to an OpenX exec working at the sharp end of mobile advertising. "Brands [...]

Bank Of America has joined the ranks of big-brand advertisers calling for Facebook's advertising boasts to be more transparent, after the social network admitted inflating video metrics for two years. Last month, Facebook conceded it had erred in the way it calculates average video view duration, leading advertisers to believe in numbers that were actually overstated. "The error does not impact trading," Bank Of America's [...]

COLOGNE -- Advertisers have got better at using data to derive real meaning from campaigns - now they need to improve the way they port their messages to new platforms. That's according to the woman who runs revenue at recently-acquired Yahoo. Lisa Utzschneider tells Beet.TV: "We’ve become much more sophisticated over time about how to turn it in to actionable insights." But Yahoo's chief [...]

COLOGNE -- Marketers' imperatives have changed a lot. That's why media agency holding group Publicis recently brought together many of its disparate capabilities together in to a new division, Performics, focused on executing performance-based media outcomes across the board. Performics' CEO Michael Kahn says the agency covers a range of advertising channels: Biddable Programmatic Search Social Mobile Display Direct-response Direct-response TV For him, the reason marketers want [...]

COLOGNE -- Print media are used to wraparound ad formats, which see brands take over the front and back pages of newspapers or magazines. Online media are also catching up to a format that can both retain the primacy of the original product and offer brands big-league impact. You may have seen more and more websites offering background wraparound sponsorships. So what's so good [...]

COLOGNE -- Once upon a time, video was a landscape format. Now the rise of new platforms and services means we have square and even mobile-sized vertical to contend with. But what may be difficult, at first, for creative agencies to adjust for can end up being desirable to buyers and sellers alike. "On the publisher side, there’s  been demand for vertical video advertising," [...]

COLOGNE -- For some, it's the holy grail of television - the ability to reach individual TV viewers with customized messages, overcoming the inefficiencies of mass reach. But is this advanced TV advertising all it's cracked up to be? For Jon Heller, the opportunity is a mixed bag. "It’s a double-edged sword," the co-founder of video ad-tech vendor FreeWheel tells Beet.TV in this video interview. "I still want [...]

COLOGNE -- It's one of the biggest problems in advertising, even though many ad-tech vendors think they have solved the issue. "On average, anything from 40% to 60% of ads are served to the wrong audiences," according to Stephen Webb, the EMEA regional director for Facebook's Atlas ad server platform. "Which is why men are getting served mascara ads, why OAPs (old-age pensioners) [...]

COLOGNE -- Now that Sky's German and Italian operations are part of the same Sky Europe entity, the continental outposts' activities are benefitting from technology developments led by the pay-TV and telco company's UK division. Case in point - Sky Deutschland is now enabling dynamically-inserted ads - a technology which allows broadcasters to swap out default ads for custom-targeted ones on-the-fly - against [...]

COLOGNE-While dynamic ad insertion is hardly a nascent concept, there is a debate over the merits of executing it solely with server-side technology. Adobe, whose Primetime technology NBC used for the Summer Olympics in Rio, believes it’s not simply an issue of client or server side. “There are major benefits and tradeoffs with server-side ad insertion,” Campbell Foster, Director of Product [...]

COLOGNE-As it gains traction around the globe following its acquisition by FreeWheel, StickyADS.tv is preparing to release a solution to facilitate the competitive separation of ads. Meanwhile, its CEO & Co-Founder sees technology that makes video ad blocking more difficult as providing a stepping stone to linear programmatic television. In an interview with Beet.TV at their European client summit, ahead of [...]

When she was the Global CMO of IPG Mediabrands, if Liz Ross had suggested creating a client advertising campaign that quickly disappears, she might have been shown the door. But as the President and CEO of Periscope, that concept has been a smash success in the independent agency’s work for Trolli gummy candies. Periscope’s groundbreaking work using Snapchat for Trolli is [...]

COLOGNE-WPP Group hasn’t wasted any time incubating GroupM Connect, its digital agency platform specializing in real-time and biddable media. In two years it’s grown to more than 2,000 people and made a number of acquisitions because “We firmly believe that anything that can be bought programmatically going forward will be,” said Ruud Wanck, Worldwide CEO of GroupM Connect. GroupM Connect’s raison [...]

During its first dozen years or so of existence, the Internet Advertising Bureau helped create digital advertising standards. But more recently, digital players have pursued extreme differentiation in their offerings, unleashing “chaos” that helped spawn problems like ad-blocking technology, says IAB CEO Randall Rothenberg. “It was industry standards, including things like the IAB standard ad unit portfolio, that built the foundation [...]

COLOGNE-As a former tech staffer at ITV in London, Jon Block knows the many challenges facing linear television broadcasters as they plunge into the addressable space. So it is with a fair amount of confidence that the VP of Product & Platform, EMEA, at converged TV and video advertising software provider Videology declares an industry crossroad. “We’ve reached an inflection point [...]

COLOGNE-The biggest obstacle to the availability of addressability in programmatic linear commercial television spots is the convergence of data, not technology, says Videology’s John Tigg. As a result, so-called zero-rated TV spots represent lost revenue and profit opportunity for broadcasters. Zero-rated spots are a byproduct of traditional panel-based television audience measurement wherein there isn’t perceived to be sufficient audience behind a [...]

COLOGNE-If anyone doubted that DMEXCO has become a huge, must-attend event, that was dispelled by the presence of the “big dogs.” Companies like Accenture, IBM, Oracle and SAP had a major presence here this year, “Which I think speaks volumes,” says Ashley J. Swartz. In addition to being the Co-Founder & CEO of Furious Corp., the inventory and supply chain management [...]

WASHINGTON, D.C.-When you are a publisher serving more than 50 political buyers across some 200 different political campaigns and receiving one trillion bid requests monthly, ad tech only goes so far. “We have to be able to understand what’s happening,” according to Erik Requidan, VP of Programmatic at Intermarkets. “Let’s say a bidder is bidding 10 million times for your inventory [...]

COLOGNE-Most newspaper publishers might be satisfied with regularly selling out their digital video inventory via good old-fashioned direct sales, particularly if they’ve managed to survive for well over 100 years. Nonetheless, Italy’s RCS MediaGroup sees the importance of programmatic sales to help monetize video content in a rapidly changing media landscape, said Simone Branca, Head of Marketing, Digital Advertising. “It doesn’t [...]

WASHINGTON, D.C.-Quality and scale of audience are key to most political advertising campaigns, according to the VP of Business Development at OpenX. “The quality component is really key for buyers because we’re no longer in a world where we’re just trying to buy the audience across any type of content. Ad effectiveness on quality content is key,” Julie Van Ullen [...]