While the Weather Company routinely sells out its video inventory to advertisers, big weather events, like the recent deep freeze in the United States, create demand and opportunities which can be effectively monetized using a programmatic solutions, says Curt Hecht, Global Chief Revenue Officer of the Weather Company in this interview with Beet.TV The Weather Company started to use Adap.tv platform [...]

Vevo still hasn't completely settled on what it can get out of so-called "programmatic" online ad sales, but it is heartened that technology vendors are no longer just catering to cheap ad slots. "(Programmatic) inventory is typically lower-tier, lower-quality inventory," the music video distributor's chief revenue officer Jonathan Carson tells Beet.TV. "That marketplace is not what Vevo is about. It's not very [...]

Old, TV-style ad measurement metrics are becoming vogue in the data-driven world of online advertising. But AOL Networks CEO Bob Lord says ads measured for audience reach don't work as well alternatives. "As we move in to the ability to buy at an impression level …  you start to really question the GRP (gross rating point) measurement system," Lord tells Beet.TV. "What [...]

Non-human traffic was recently described as programmatic advertising's "dirty little secret". Integral Ad Science reckons nearly a third of impressions to be suspicious - up six-fold since 2011, according to comScore (via Adotas). AOL's programmatic video ad tech platform Adap.tv wants to nip the problem in the bud. "We are fighting fraud that is generated by some publishers," CEO Amir Ashkenazi tells Beet.TV. [...]

Two cores good, 192 cores better. The history and future of digital media is the story of computer processing power. And the industry is still giving us better, faster, stronger. In this interview,  media agency GroupM's visionary chairman Irwin Gotlieb ruminated with Beet.TV on where chip engineering is taking media. "Qualcomm just put out the  Snapdragon 805 quad-core - it is capable [...]

We're hearing a lot about "real-time" marketing. But, beyond the hype, it's not all about dunking in the dark. "You have to be really in real-time," says Tim Schigel, founder of ShareThis, whose near-ubiquitous green button lets users share content through umpteen online services. "People are interested a given topic maybe for just a few minutes or a few hours. If you're not [...]

The use of programmatic to sell display inventory for the BBC.com has been dramatically rising, accounting for about a third of sales in the U.S., says Tom Bowman, Vice President of Strategy & Operations for Global Advertising Sales for the BBC Worldwide, in this interview with Beet.TV We spoke with the London-based executive  at Adap.tv Worldwide Publishers conference in Manhattan yesterday where [...]

Automation is allowing advertisers to find the consumers that are important to them while publishers are offering up targeted consumers in an emerging scenario which AOL CEO Tim Armstrong frames as "singularity." We spoke with him yesterday at the Adap.tv Worldwide Publisher Conference about the growth of automated buying, the global expansion of Adap.tv and the future of the advertising marketplace. Disclaimer: [...]

U.K. publisher The Guardian has an agreement with video ad tech provider  Adap.tv for a platform to sell video inventory to select advertisers in an automated, private exchange, explains Tim Gentry, Revenue Director of the Guardian in this interview with Beet.TV He explains the value of such a platform for the publisher which produces a relatively small amount of video content. [...]

Mobile ecommerce is growing rapidly for pizza company Domino's, says Dennis Maloney, VP of Multimedia Marketing at Dominos, in an interview with Beet.TV at the Consumer Electronics Show. Digital channels already account for 40% of the brand's pizza orders, with one-third of those coming through mobile venues. "It's our biggest area of growth," he says. "It's driving a huge adoption of [...]

Video recommendation engine Iris.TV is betting its tools can generate a 50% increase in video views for publishers, says Field Garthwaite, Founder and CEO of Iris.TV during an interview with Beet.TV at the Consumer Electronics Show. Iris.TV's technology recommends additional short-form ad-supported content for users, Garthwaite explains. Iris integrates with all major video players, and any ad server or ad network, he says. "We are [...]

The year ahead is finally the one in which TV advertisers can target specific viewers, thanks to online targeting, predicts one ad tech vendor. "The promise of addressable television, which has been worked on for over a decade, actually will begin to take off in 2014 in a major way," Videology CEO Scott Ferber tells Beet.TV "We have the pipe to deliver [...]

Many in TV and marketing look forward to a future of "addressable advertising". AT&T is executing on a version of that today - with its TV Blueprint offering, the cable company is helping advertisers reach specific subscribers from its customer base. We're able to pull in data from over 15 million set-top boxes that are all connected, aggregate that data in a [...]

Marketers are moving from thinking of their brands as a transaction destination to engaging consumers wherever they happen to be, says one ad veteran exec. "Marketers, back in the day, wanted to drive traffic online," Vibrant Media global accounts and marketing SVP Ariff Quli tells Beet.TV during the Consumer Electronics Show. "The goals have changed for marketers. It's less about that 'one-stop, shop [...]

LAS VEGAS  --  Long-form video is alive and well, but online videos in general are becoming shorter, says Jordan Bitterman, Chief Strategy Officer, North America at Mindshare in an interview with Beet.TV at CES. The trend stems from the proliferation of six-second Vine videos and fifteen-second Instagram clips, coupled with the effectiveness of shorter ads, he tells us. "We see a trend to [...]

Marketers now use social media expertly to "engage" audiences? But, whilst such schemes are good top-of-funnel branding mechanisms, what about sealing the deal with an actual purchase? Chirpify is a start-up hoping to close that circle, by letting consumers buy or otherwise express interest in products using just hashtags in social media they already frequent. "We're letting people use social to #buy, [...]

AOL's advertising chief says advertisers' understanding of so-called "programmatic" technology improved at the tail end of 2013 - now the year ahead is about offering them the range of its benefits at integrated scale. "There's been a lot of great progress in the last three to four months since the programmatic upfront of people understanding the definition of 'programmatic'," AOL Networks [...]

Super-efficient online ad targeting is allowing advertisers to hone in on specific audiences, whatever they're watching. But that doesn't mean the traditional business of advertising against premium content will die, says ad tech vendor Videology's CEO Scott Ferber. "Premium publishers in online video … they're sold out," Ferber tells Beet.TV during a sit-down at the Consumer Electronics Show. Ferber says advertiser imperatives change [...]

Confidence in the effectiveness of TV ads is relatively stable, and big brands seem satisfied. But online ad tech vendor Tremor Video thinks it can improve on that effectiveness, regardless. New York-headquartered Tremor offers advertisers its service that improves short online video pre-roll ads, which typically get shovelled from linear TV ad slots, with interactive rollovers and other enhancements. "We saw an [...]

One month ago, music streamer Spotify made a change which lets mobile and tablet users listen to more music for free. Previously, off-PC usage required a premium subscription. But Spotify's change is not just a goodwill gift to users - it points to the growing part advertisers play in a business that has always relied mostly on consumer payments. "We're seeing a [...]