Old Fashioned, “Mad Men” TV Ad Trading Must Stop: Mediaocean’s Woollard

SAN FRANCISCO — Programmatic ad trading techniques could eliminate costs and cut time by bringing ad buying in to the digital 21st century, says one ad tech vendor. “The way that TV is bought has been the same way since the Mad Men days – I pick up the phone, I do a deal,” says […]

 

TV Programmatic Is Coming Down The Road: Mediaocean’s Woollard

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 […]

 

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 […]

 

Mediaocean Exec: More Automation in Targeting to Come in Next Two Years

SAN FRANCISCO — Eager to capture some of a fast-growing pie, agency software provider Mediaocean has been expanding its offerings to accommodate more programmatic buying. The next two years represent a huge opportunity to make programmatic a bigger component of an overall media budget, says Fraser Woollard, VP Business Development at Mediaocean during an interview with […]