M1’s Spengler: Data Making Media ‘More Precise And More Powerful’

LAS VEGAS—If there’s one thing that unites media owners, ad-tech providers and advertisers it’s the value of understanding audiences. “They’re trying to find the customer too so we can join that up,” says Tim Spengler, the President of Dentsu Aegis Network’s M1 US. “So they’re very much aligned because they know that’s what we’re looking […]

 
 

Dentsu’s Ray On The Future Of TV Buying, Brands ‘Owning’ Customer ID’s

As more Dentsu Aegis Network clients dedicate budgets to addressable or audience-targeted television, Doug Ray envisions a future in which only advertising avails on live TV will be negotiated the old fashioned way. “All other TV, particularly all the long tail of cable, will be bought through programmatic or audience targeted terms,” says Dentsu’s President […]

 
 

Marketers Are Yet To Grasp Advanced Attribution: Merkle, Furious Corp., Coull, MediaLink

VIEQUES, PR — In an age where the media we use give off signals back to advertisers, marketers are being sold on the potential to thread each in to a holistic view of customers and of their ad effectiveness. But the reality so far is a little different, a panel of advertising tech execs discussed at a […]

 
 

Decentralize Programmatic Slowly: Merkle’s Delaney

VIEQUES, PR — It’s arguably five years since real-time ad buying went mainstream. At the start, ad agencies tended to concentrate their programmatic specialism in distinct corporate units, run as a service for sibling departments. But, as the techniques have gained adoption, some have been tempted to make the function available across the group. Case in […]

 
 

Mac Delaney is Building Programmatic Practice at Merkle

LAS VEGAS – Mac Delaney, formerly a senior exec at Vivaki and  SMG, joined Merkle in October, the independent performance marketing shop, as its head of programmatic operations. His group is growing quickly, he says in this Beet.TV interview — and adds that two big client wins will be announced later this month. We spoke with […]