For Dentsu Aegis Group’s Zhang, It’s All About More Attribution, Fewer Pixels

PHOENIX — If Maggie Zhang could choose a tagline for this year it would be “prove incremental value.” Because while it’s a given that digital and television advertising works, “altogether we need to understand how each channel, each different tactic actually works and contributes to the final outcome in order to advise or inform advertisers […]

 

Vast Data Sets Need Structure To Be Effective: Amnet’s Muldoon

PHOENIX – Between legacy data warehouses and other consumer information, marketers are “drowning in massive amounts of data,” says Art Muldoon of Amnet Group US. Given that some 80% of data is unstructured, “What that means is we’re really trying as marketers to find what are the best sources of data that’s most actionable to […]

 

Amobee Seeing Linear-TV Budgets Converging With Connected TV: VP John Rogers

PHOENIX – Converge and you will find convergence seems like an apt metaphor to describe the combination of Amobee and Videology. Easing the way forward is the ability to “make sure that connected TV starts to look like linear,” says Amobee’s John Rogers. Six months ago, multichannel video demand-side platform Amobee acquired Videology. Now the […]

 

Identity, Data Science Yield Better Ads, Marketing And Content: Adobe’s Hammerman

PHOENIX – The demand for artificial intelligence in identity marketing seems to be outrunning figuring out how to mix personally identifiable data with various other data sources. “When you think about what a customer needs for overall data strategy, it is all different data points, not just any one specific form of data,” says the […]

 

Instinctive Testing TV Targeting For BtoB Marketers: Co-Founder Lau

PHOENIX – Account-based marketing services provider Instinctive is shepherding BtoB companies into the national television space, but with more precise targeting and at a fraction of the cost for traditional BtoC TV advertisers, says Co-Founder Henry Lau. “Traditionally, TV for BtoB audiences is extremely expensive,” Lau says in this interview with Beet.TV at the IAB […]

 

Xaxis’ Matt Sweeney On Finding The Best Proxies For Digital Success

PHOENIX – Just as someone clicking on an ad doesn’t necessarily lead to a sale, someone visiting a web page doesn’t necessarily lead to a new customer. Such metrics must yield to better indicators of potential business outcomes, according to Xaxis North America CEO Matt Sweeney. “The reality is even in 2019, we still have […]

 

Big Screen TV A Good First Stop For Brand Messaging: MediaMath’s Fisher

PHOENIX – When it comes to advertising, screen size matters and it all starts with the big TV. The first exposure to a brand message begins the storytelling, which then leads to finding “that same user, same household, same viewer on other screens either for down-funnel messaging in web video, mobile video or even display,” […]

 

Transparency, Speed Driving CTV And OTT Growth: Telaria’s Lowy

PHOENIX – The two main attributes of connected television and OTT for advertisers are transparency and speed, says Adam Lowy, who’s witnessed the growth of convergence on the publisher side and now at software platform Telaria. Lowy joined Telaria in the fall of 2018 from Dish and its Sling TV service, where he had been […]

 

IBM Watson Advertising: Traditional Publishing, ‘A Lot of New Data And Technology Assets’: Jeremy Hlavacek

PALM SPRINGS, Calif – Imagine an advertising agency that creates its own data and technology, produces video content and sells ad inventory in that content and you’ve got IBM Watson Advertising. So it’s in a unique position to actually help clean up the digital ecosystem. Like many in the industry, Watson Advertising believes there are […]

 

Hearst Digital’s Troy Young On The ‘New Realities’ Of Understanding Consumers, Creating Audiences

PALM SPRINGS, Calif – After acquiring greater scale by purchasing Rodale’s global content business, Hearst still has to compete in an era when “everyone’s a content publisher” and some digital platforms are easier for advertisers to engage with than others. It’s against this backdrop that Troy Young, Global President, Hearst Digital Media, views the ever-evolving […]

 

Microsoft’s O’Donnell On SSP Buying Decisions

PALM SPRINGS, Calif — Gone are the days since MSN was Microsoft’s only horse in the advertising race. Nowadays, the company’s ad offering encompasses Xbox, Outlook and a whole lot more. So Microsoft enlisted AppNexus to be its supply-side platform (SSP), the software ued to automate the sale of a publisher’s ads at scale. In […]

 

Oath Consolidates DSP Assets, Pursues Creative Ad Formats: CRO John DeVine

PALM SPRINGS, Calif – An “embarrassment of riches” in the adtech space is an understatement when it pertains to the melding of Yahoo and AOL under Verizon’s Oath. This includes multiple demand-side platforms  that Oath is “aggressively consolidating down” to a single platform,” says CRO John DeVine. As Oath sorts out the DSP solution, “We’re […]

 

Hulu’s Peter Naylor: Reputation And Brand Safety Also Means Budget Safety

PALM SPRINGS, Calif – With the demand for digital transparency and brand safety only getting stronger, Hulu is taking a “very direct” approach to making its inventory available to advertisers via programmatic transactions. “We’re writing our own rules for our own game when it comes to automation and programmatic,” says SVP of Advertising Sales Peter […]

 

Fox Networks’ Meredith Brace: Brands Want Reliable Information, Consumers Want Choices

PALM SPRINGS, Calif – Having spent about seven years on the client side at Microsoft, it’s quite natural for Meredith Brace to don her “brand hat” when it comes to the issue of safe advertising environments. “I still look at it through that point of view,” says Brace, who is SVP, Digital Sales, Fox Networks […]

 

AppNexus Sees ‘An Explosion’ Of Video, Eyes The Linear TV Space: CEO Brian O’Kelley

PALM SPRINGS, Calif – Like many adtech companies, AppNexus had long supported video. Two years ago, it decided to lean hard into the winds of change roiling the television industry by investing in its own video demand-side platform, supply-side platform and ad server. “The cool thing is it’s working,” says CEO Brian O’Kelley. That turns […]

 

IAB Focus On Brands An ‘Inflection Point’ For Industry: NBCUniversal’s Scott Schiller

PALM SPRINGS, Calif – The Internet Advertising Bureau’s focus on brands at the 2018 Annual Leadership Conference marks an inflection point for the organization and all of advertising and media, according to NBCUniversal’s Scott Schiller. That it’s happening now “is a perfect setting for us to really focus on how do we bring brands closer […]

 

Beyond The Olympics, NBCUniversal Focusing On Ad Formats, Automated Buying: EVP Krishan Bhatia

PALM SPRINGS, Calif – NBCUniversal’s Total Audience Delivery is a first for its coverage of Winter Olympics and a model for what the company believes will be more acceptance of the way it is helping marketers re-aggregate fragmenting audiences. So far, one of the biggest takeaways from the PyeongChang Winter Games for Krishan Bhatia has […]

 

Unilever’s Keith Weed On Collaborating To Improve Digital Platform Content, Using Blockchain To Vet Transactions

PALM SPRINGS, Calif – Unilever is working with social media platforms like Facebook and YouTube on a “collaborative” basis to improve their content for the good of society while building a private blockchain to tackle transparency issues surrounding its own digital advertising. “The swamp isn’t very transparent,” says Unilever Chief Marketing & Communications Officer Keith […]

 

Unilever Will Use Blockchain To Cleanse Digital Supply Chain: IBM iX’s Babs Rangaiah

PALM SPRINGS, Calif – Behind Unilever’s public demand for greater trust on digital platforms is an ambitious plan by the global marketer to embrace blockchain technology. Its first step is to build a private blockchain to begin cleaning up the digital media supply chain, with its preponderance of middlemen and conflicting numbers. “Blockchain was built […]

 

AppNexus CEO Brian O’Kelley: Only Transparency Will Provide Trust In Digital Ecosystem

PALM SPINGS, Calif  – In the interest of promoting digital advertising transparency, AppNexus has done “a complete opening” of its books over the last six months. This type of leadership role should be adopted by  every participant in the digital ecosystem for the benefit of marketers and publishers, says CEO Brian O’Kelley. “I think it’s […]

 
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