Joanna O’Connell
Programmatic Tech has Disrupted the Media Agency Model, Analyst O’Connell
NAPA, CA — The rise in programmatic advertising has been tremendously disruptive the client – media agency relationship, with many clients embracing technology solutions in-house, says Joanna O’Connell, former Forrester analyst and now lead analyst at AdExchanger. Agencies are being challenged to change. Some, like Starcom MediaVest in its relationship with Kraft, have made an […]
Analyst O’Connell Cautions Marketers on In-House Programmatic
NAPA, CA – With an increasing numbers of brands eyeing tools to manage programmatic media buying in-house, industry analyst Joanna O’Connell cautions them about the perils. While she sees data management going to in-house, the actual execution of the buying will likely remain done by ad agencies and other tech vendors, she says in this […]
Analyst O’Connell: Adobe Could Compete with Google in Video Ad “Stack”
Video is playing catch-up to display in the advertising stakes – so who could be the big fish in a pond that’s about to grow bigger? Speaking at Beet.TV’s programmatic leadership summit, former Forrester principal analyst Joanna O’Connell rated AOL’s acquisition of programmatic video outfit Adap.tv “very cool” and “a big stake in the ground”. […]
TubeMogul in Pact with IPG Mediabrands for Programmatic Effort
Online video ad company TubeMogul and Interpublic’s IPG Mediabrands media agency are cozying up farther. Or rather, their video data are. The pair announced TubeMogul has been integrated in to IPG’s custom data stack, in what CEO Brett Wilson says adds ” seamless access to private inventory and cross-inventory GRP optimization” … “that enables IPG […]
Ascension of Programmatic Advertising Demands More Industry Understanding, SpotXchange’s Shehan
One of the challenges for premium publishers in programmatic buying is navigating the complexity of the buy side of the ecosystem, says Mike Shehan, CEO and Founder of SpotXchange in this video segment with industry analyst Joanna O’Connell. “There are direct buys and direct sales, and traditional ad servers are excellent for servicing those. Then […]
RTB Video Aiming for $686 Million, But Faces Hurdles on the Way
The real-time bidding segment of online video is on track to hit $686 million in ad spend this year, but the business still faces a number of challenges on its route to growth, according to a new report released today from Forrester. At the Beet.TV retreat earlier this year, Ashley Swartz, the founder and CEO […]