Tech Stack ‘Fiefdoms’ Will Consolidate, According To MediaMath, Videology & Google

VIEQUES, PR — Over the last few years, we have seen an avalanche of new advertising technology solutions come to market, all helping marketers reach consumers – and, arguably, all making their job even more complex. Now we may see an accelerating flurry of mergers and acquisitions, as larger players gobble up vendors to streamline the ecosystem again, a panel convened […]

 

Can Programmatic And Guarantees Exist In Harmony? Answers from GroupM, Google, MediaMath, Target and Videology

VIEQUES, PR — So-called “programmatic” advertising – techniques for refining and automating advertising trading – grew up around real-time bidding, the instantaneous transactions that seem anathema to traditional upfront ad sales. But, as the technology has matured, it has also begun to allow for old-fashioned-style upfront buys – with all the added efficiency of programmatic. A panel […]

 

Google’s AdX Bigger Than Global Stock Markets: Vanderzee

It is often said that the “programmatic” shift from manual ad-buying to automated mechanisms will do for Madison Avenue what computer trading did to Wall Street. But, on one measure, it’s already bigger than that. “The number of transactions now on the DoubleClick Ad Exchange, if you add them together, is larger than every stock […]

 

Google’s 2015 Priority Is Securing Ads From Malware

FORT LAUDERDALE – The digital ad industry may be starting to get to grips with the problems of fraud and viewability, but next up is the creeping threat from nefarious code. “The big priority for us is switching everything over to Secure Sockets Layer (SSL),” Google’s head of media platform sales, Jay VanDerZee, tells Beet.TV […]

 

Google Rallies Fight Against Bots In Ad Fraud ‘Arms Race’

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, […]

 

Google Unveils ‘Top-Tier Publishers’ For Programmatic Video Ads

Automated, so-called “programmatic” online ad-trading techniques may considered a mechanism for buying low-grade ad space. But Google is amongst those convincing “premium” publishers, as well as low-end sites, to use the methods. Last week, Google unveiled Google Partner Select, an initiative that opens up the practices to the high-end. “Many of the top publishers are […]

 

Google’s VanDerzee: Big Focus On “Buy Side” of Programmatic in 2014

Google will invent more resources in 2014 on improving its advertising technologies for buy-side customers, says a Google ad exec. “We spent a little bit more time on the sell side than we did on the buy side from a product development perspective,” Google media platforms sales head Jay VanDerzee tells Beet.TV. “We’re obviously going to continue to do […]

 

Google Continues to Expand Programmatic Offering

VIEQUES, PR – A big focus of Google’s programmatic operations in 2014 will be on agencies and brands via the “buy-side” of its programmatic operations, explains Jay VanDerzee, Head of Sales, Media Platforms, Google, in this interview with Beet.TV.  As part of its efforts on the buy-side,  the company is building alliances with outside data […]

 

YouTube’s Skippable Ads Keep 50% More Viewers

Putting users in control can put publishers at an advantage, it seems. Google’s TrueView video ad format may let users skip YouTube pre-roll ads – but that doesn’t mean reduced engagement, says a company exec. “One of the most interesting findings that we’ve gotten from TrueView, both on YouTube and also off of YouTube and […]

 

Google Expects Consolidation In Programmatic Ad Market

Lately, ad tech vendors have been rushing like bulls out of a gate to bring out new automated ad delivery tools. But this proliferation may not always be the case, according to a top Google exec. “There could easily be some contraction in this marketplace, or acquisition,” Google media platforms sales head Jay VanDerzee tells Beet.TV. “The next […]

 

Google Media Platform Sales Head: We’re Ready For Video Advertising Boom

Google reckons the US video advertising market could hit $10 billion in the next couple of years – and says it has a full suite of services ready to help marketers capitalize on the opportunity. Media platforms sales head Jay VanDerzee tells Beet.TV Google has been playing in programmatic and real-time bidding for several years […]