Real-Time Not Essential For Programmatic TV, AOL’s Ackerman

FORT LAUDERDALE — Companies in the TV advertising business don’t need to adopt all of the so-called “programmatic” technologies vendors tout to benefit from some of their key efficiencies, says one such vendor in the chain. “You don’t have to have complete automation, dynamic ad insertion,” Adap,tv programmatic SVP Dan Ackerman tells Beet.TV in this panel […]

 

TV Ads Could Be 10% Programmatic By 2017: AOL’s Ackerman

FORT LAUDERDALE — While so-called “programmatic” techniques for controlling, planning and trading online ads have gained traction in display advertising, the concept is slower to reach the same penetration in video and TV. But the prospect is set for wider adoption after a year in which many ad tech platforms “postured” about their capabilities, according […]

 

Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which will enable this development – Santa […]

 

Australia, Europe Lead Private Programmatic Marketplace Adoption, Adap.tv’s Duffield

LONDON — Private-marketplaces, the next generation of programmatic ad-trading platforms, are gaining traction more quickly outside of the United States, as markets work to make up for relatively fewer available ad spots, according to a global video ad tech exec. “A market like Australia is a supply constrained market, so we work with a lot […]

 

Some Clients Beat Agencies To Programmatic Video: Adap.tv’s Sherlock

COLOGNE — Advertising agencies usually act proactively to seek opportunities for their advertiser clients. But, in some parts of the world, advertisers may be dipping toes in programmatic trading waters unilaterally. “We’re still yet to see a lot of the actual agencies grab hold of programmatic, it’s been more run out the trading desks,” says […]

 

Attribution Is ‘Game-Changer’ For AOL’s Adap.tv

CANNES, France — The recent acquisition by AOL’s Adap.tv programming video ad sales unit of two smaller vendor companies will help close the loop between marketing spend and corresponding sales, says a company exec. AOL acquired Santa Monica-based Convertro and Seattle-based Precision Demand. “The combination really helps change the game in terms of how you […]

 

Programmatic Is Redefining TV Industry Roles: Adap.tv’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  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 […]

 

Premium Publishers, TV Networks Find Programmatic Opportunities, Adap.tv’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 […]

 

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 […]

 

Adap.tv, Magna Global Build Out Programmatic Partnership

SAN FRANCISCO — AOL-owned Adap.tv is working closely with media agency giant Magna Global to deepen the work both are doing in programmatic video buying, says Kara Weber, Chief Marketing Officer at Adap.tv in this video interview with Beet.TV. The partnership was inked last fall and now Magna Global has begun running digital and TV ads […]

 

Programmatic Buying Will Reach Across TV with More Integrated Tech

SAN FRANCISCO — One of the key growth factors in programmatic buying lies in the integration of tech partners, says Dan Ackerman, Senior VP Programmatic at Adap.TV during an interview with Beet.TV. “We want to be the agency platform that enables all these processes,” he says. Data providers like Nielsen, Rentrak and Kantar are important partners […]

 

Tim Armstrong: AOL Launches “ONE,” an Automated Ad Platform for Brands and Advertisers

SAN FRANCISCO –  AOL announced today the creation of ONE, a platform for both buyers and sellers of digital media to transact.  We sat down with AOL CEO Tim Armstrong after he presented the news as a keynote at the AdTech conference here. He speaks about the “mechanization” of the advertising and media business and […]

 

Adap.tv CEO: We are “fighting ad fraud until it disappears”

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 […]

 

BBC’s Bowman: A Third of Digital Inventory in U.S. Sold Programmatically

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 […]

 

AOL’s Lord: 2014 Is All About ‘Programmatic 2.0’

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 […]

 

Adap.tv Sees Programmatic Help Broadcasters Increase Ad Rates

LONDON — Amongst the broadcasters on AOL’s Adap.tv client roster, the BBC’s revenue-making arm has begun to sell some of its online video advertising using a programmatic system to attract higher bids. “If you’re dealing with a fixed-price IO (insertion order) business all the time, it’s very difficult to increase the rate,” Adap.tv‘s EMEA MD Brian […]

 

Nielsen’s Online Campaign Ratings Boosts Video Targeting

Working with Nielsen’s OCR ratings can help brands make better predictions about the best ads to target to different consumers, says Teg Genager, Founder and Chief Product Officer at Adap.TV, during an an interview with Ashley Swartz, CEO of NY digital consultancy Furious Minds and a regular contributor to Beet.TV. Adap.TV paired up with Nielsen in April […]

 

Adap.tv Focuses on Audience Targeting, Nielsen Campaign Ratings Tools

LONDON – Via its partnership with Nielsen, Adap.tv is aiming to help agencies and trading desks view online video and TV inventory side-by-side when making buying and planning decisions, says Brian Fitzpatrick, managing director Europe for Adap.tv during an interview with Beet.TV in London last week about the role of trading desks and programmatic buying in […]