Does the adage “you get what you pay for” ring true when it comes to online video advertising? Although advertisers are often keen to drive down the prices they pay in a world now threatened by fake views, TubeMogul CEO Brett Wilson warns that logic could be detrimental. “We get a lot of information requests […]
Who’s to blame for the rising problem of online ad fraud? Ad tech vendors aren’t the frauds themselves – but they should accept responsibility for keeping customers happy, says one platform boss. “We take the burden,” says says Brett Wilson, CEO of video ad tech vendor TubeMogul. “Anything you buy that isn’t what you think […]
As a gamut of third-party vendors rises up to qualify the true consumption of ad inventory for buyers and publishers, if you thought one would emerge as a victorious standard – think again. “I can’t just rely on a publisher or a verification vendor – it has to be a blended approach in order to […]
SAN FRANCISCO – The big growth of “TV Everywhere,” meaning the authenticated viewing of TV programming on digital devices by cable and satellite consumers, is creating expanded video viewing and new opportunities for advertisers, says Beet commentator Ashley J. Swartz, in this wrap-up of the TV of Tomorrow conference in San Francisco. Adobe has reported […]
Recent revelations that many online ad impressions – perhaps 40% – are prompted by internet bots defrauding ad buyers has spooked the industry. Now Google wants to go to war with the bots. “The surge of non-human traffic … is really taking the entire industry by storm,” Americas media platform sales head Jay VanDerzee tells Beet.TV. “This, […]
Advertisers won’t get to correlate ad spending with actual business outcomes until they give intermediaries real-time sales data, says one major-agency ad exec. Asked if advertising measurements like CPMs should be replaced by client-oriented metrics like actual sales, DigitasLBi media activation head Adam Shlachter agreed: “What we should be focusing on is the outcomes we want […]
With web fraud reaching near endemic proportions, advertisers and vendors face a number of hurdles in dealing with the problem. says Ashley J. Swartz, CEO of Furious Minds, in a commentary for Beet.TV on the topic. Issues include who bears the cost of fraud, how do advertisers step up and in what circumstances, and what are […]
In combatting the growing issue of non-human video views, the industry needs to align around open source tools, not proprietary technologies which don’t fully solve the problem, says Brett Wilson, CEO of TubeMogul and the founder of Open Video Viewability, an industry association. The state of video ad fraud and viewabilty standards will be explored […]
presented by with The digital advertising industry is facing an onslaught of fraudulent or non-viewable advertising. The Wall Street Journal recently reported that as much as a third of digital ad traffic is bogus. Addressing this problem is of mounting concern to brands, advertisers and publishers. Beet.TV will produce a three-hour program […]
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 […]
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 Adap.tv‘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 […]
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 […]
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 […]
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 […]
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 […]
SAN FRANCISCO — Having established a technology for buying and selling video advertising programmatically, and having entered the medium of linear television, Adap.tv will evolve to become a cross-media platform, encompassing mobile and display in the next year, says Toby Gabriner, President of Adap.tv in this on-stage interview with moderator Ashley J. Swartz. The […]
All manner of companies is shooting to make digital advertising that’s “addressable” – targetable to individual users across devices. But when will, if ever, will there be a single standard for that lens? “That’s still an open discussion,” says global product manager Stefan Maris of TV-syncing ad technology service Civolution. “One of the discussions we are […]
Advertisers are being dazzled with premium-grade publisher names by salespeople who instead give them low-quality sites as inventory, says one ad tech exec. “Right now, the whole business is getting away with it,” says Jun Group CEO Mitchell Reichgut. “The client is seeing the big names (of sites on which they will appear) but they […]
For advertisers, “viewability” – knowing whether a viewer has really watched their ad – has become an important metric. But some advertisers also want more granular information. Analytics startup Veenome wants to play that role. “We’re figuring out what content is inside the video, indexing the actual imagery of the content, figuring out how many […]
Mobile ad company InMobi says it is trying not only to encourage advertisers to use more data but to do so for years ahead. “Most of the media that I see spent – not a hell of a lot of data is actually being gathered,” says the company’s north America GM Francisco Cordero. “That could […]