100% Digital Ad Viewability ‘Very Hard To Deliver,’ Says Hemnet Service’s Peter Brodersen

COLOGNE – The shift in digital ad transactions in Sweden from insertion orders to programmatic deals has been “quite dramatic” and, as in other markets, transparency is a big challenge. “The publisher side is starting to get in sync with programmatic and understand the change that’s apparent for the moment,” says Peter Brodersen, Programmatic Manager […]

 

MittMedia’s Fredrik Strauss On Solving Viewability And The Value Of Multiple Partners

COLOGNE – With some 200 years of publishing heritage, Sweden’s largest local newspaper group solved digital advertising viewability two years ago and has since served only viewable ads. The reason was pretty simple, according to Fredrik Strauss, Head of Programmatic for MittMedia. “One of the developers said ‘Why do we even serve the ads no […]

 

Inventory Concerns Cause Tension Between Context And Audience: Hearts & Science’s Ralston-Good

COLOGNE – Every once in a while, someone raises a caveat about being hyper sensitive about digital ad environments. In this case it’s Hearts & Science CEO Frances Ralston-Good, who says that while ad inventory should be clear the industry should be mindful of curtailing the benefits of programmatic. To be sure, the U.K.-based executive […]

 

Digital Supply Chain Maturing Because ‘Marketers Want More’: Index Exchange’s Andrew Casale

COLOGNE – Could it be that the digital supply chain is finally growing up? It’s definitely maturing, with signs of consolidation, less innovation and indications that marketers’ calls for greater transparency are having an impact, according to Andrew Casale. If all of this were true, Casale would know. Back in 2003 he founded Casale Media […]

 

How Salesforce DMP Helps Brands Find ‘The Next Best Customer’: Chief Strategy Officer Jon Suarez-Davis

COLOGNE – About a year ago, customer management provider Salesforce acquired data management platform Krux Digital, to keep pace with competitors like Adobe and Oracle. With Krux providing new muscle to the Salesforce Marketing Cloud, it has considerably upped the ante in leveraging brands’ first-party data. Salesforce Marketing Cloud Chief Strategy Officer Jon Suarez-Davis headed […]

 

CNN ‘More Relevant Than It’s Ever Been’: Chief Product Officer Alex Wellen

COLOGNE – Can a hurricane top a presidential inauguration for grabbing eyeballs? At CNN the answer is a resounding yes. Breaking news also represents a “balancing test” in being able to monetize those eyeballs most effectively, as CNN Chief Product Officer Alex Wellen explains in this video interview with Beet.TV. “It looks like CNN is […]

 

Buyers Want Automation, Digital Insights And Attribution From Programmatic TV: DataXu’s Mike Baker

COLOGNE – In the arms race that is automated or programmatic TV, there’s much realignment occurring among tech players. They know if they’re too slow on the drawing board an Amazon or Facebook or Google will swoop in and beat them to the launch pad. This is not lost on marketing analytics provider DataXu, which […]

 

NBCU’s Krishan Bhatia Discusses The Growing Linear-Digital Viewing Divide

COLOGNE – With the proliferation of video platforms and devices has come a persistent call for a common method of viewer measurement. One simple statistic shows why: NBC hit “This Is Us” is watched evenly on linear networks and digital platforms. “What we’re seeing in terms of the impact of that on viewership is really […]

 

With A Smart Ecommerce Ecosystem, Amazon And Alibaba Don’t Always Win: Criteo’s Mollie Spilman

COLOGNE – There’s a school of thought that says most online retailers cannot compete with the likes of Amazon and Alibaba. The folks at Criteo don’t think so, which is why they have architected “a kind of alternative universe” in which ecommerce companies not only survive but thrive. Despite “doom and gloom” sentiments about competing […]

 

MediaLink’s Millard Lauds ‘Leadership Position’ Of Facebook On Brand Safety

COLOGNE – Could it be that Facebook finally considers itself to be a content company? The social media giant’s pledge at DMEXCO 2017 to institute new measures ensuring better brand safety for advertisers is a welcome example of a leadership position on the issue, according to MediaLink Vice Chairman Wenda Harris Millard. “Facebook is a […]

 

DMEXCO Co-Founder Christian Muche: Big Growth Of Global Expo ‘Happened Naturally’

COLOGNE –Tens of thousands of attendees, one million square feet of floor space inhabited by 1,100 exhibitors and 18 different conference stages. Navigating DMEXCO 2017 efficiently in just two days can be a real challenge. “We’ve reached a level where we always wanted to be from the beginning on,” says Christian Muche, Co-Founder of the […]

 

IBM, MediaMath Craft Partnership For Futuristic Infrastructure And Cognitive Bidding

COLOGNE – Despite the many innovations birthed by the advent of digital marketing, there’s still much to be done to deliver ads to people that don’t annoy them. This is why IBM and its Watson artificial intelligence assets are teaming up with demand-side platform pioneer MediaMath to create an infrastructure that supports cognitive bidding. The […]

 

Sky’s Addressable TV Platform Aims To Be ‘Easy And Transparent’, says Group Director Jamie West

COLOGNE – Sky TV is developing a portal for advertisers to plan their addressable television campaigns. Just don’t say it’s about “biddable” inventory. To Jamie West, Group Director of Advanced Advertising at Sky, programmatic transactions in the broadcast world are about automation. The notion of biddable inventory is not “particularly relevant for a broadcast world,” […]

 

Bing’s Steve Sirich: Search Is A Key Component Of Microsoft’s Digital Transformation

COLOGNE – With the ad industry’s preoccupation with premium video and digital media transparency, things like search engines tend to fly beneath the radar. But considering how search has morphed into personal digital assistants, it’s still a key driver of growth and opportunity for advertisers. This is particularly resonant for Microsoft, which unveiled Bing in […]

 

Because DSP’s Aren’t Neutral, Havas Built Its Own Transparent Tower: Global MD Dominique Delport

COLOGNE – As the number of ad tech providers ballooned from 350 in 2012 to 3,500 in 2016, so did advertiser concerns about digital media transparency. “It became so complex and messy that we needed to push the envelope,” says Dominique Delport, Global MD of Havas Group. To provide more clarity and faith in the […]

 

How Criteo Helps Brands And Retailers Compete Amid The Jungle Of Amazon.com

It’s hard enough for brands to deal with the leviathan that is Amazon.com. It doesn’t get any easier when those brands also are dependent on many different retailers to sell their products. Performance marketing technology provider Criteo, perhaps best known for its online consumer retargeting expertise, is leveraging its learning loop capabilities to assist not […]

 

GroupM’s Rob Norman: BlockChain Technology Needed For Digital Transparency

Could blockchain technology, with its security and transparency, cure the ills of an often-murky digital media ecosystem? GroupM’s Rob Norman believes the attributes of blockchain will be a focus of the upcoming DMEXCO advertising and media trade show because of “an inevitable demand” from advertisers and agencies for some type of open ledger system for […]

 

Digital Transparency A Multidimensional Subject Of Debate And Reform Initiatives: Hearst’s Mike Smith

What exactly constitutes “transparency” in the digital media ecosystem? To Hearst’s Mike Smith, it’s a multidimensional subject of debate that he parses into three categories: Pricing of ad inventory, who sells it and ad fraud involving creative assets. In this interview with Beet.TV, Smith acknowledges the complexity of the programmatic transaction path and talks about […]

 

Ecommerce Joins Other Verticals In Embracing Guaranteed Programmatic Deals: The New York Times’ Sara Badler

Retailers and ecommerce companies have joined verticals like high-end fashion and luxury in embracing programmatic digital advertising buys, increasingly attracted by audience guarantees. “Ecommerce has definitely grown into a major business,” says The New York Times Director of Programmatic Advertising, Sara Badler. Under Badler’s direction, the Times is making a major push to expand its […]

 

Criteo’s Jonathan Opdyke On Cracking The Code Of Brands’ Ecommerce Data

About a year ago, performance marketing technology provider Criteo had a lock on lots of e-commerce companies. What it lacked was access to brand marketers that did not have their own e-commerce sites. “Those brands have a challenge in creating a performance solution because the sales are actually measured in third-party ecommerce sites that they […]

 
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