SMG’s Weinstein on the Evolution of Programmatic Buying

CHICAGO – As programmatic buying has matured, agencies are pulling it from separate departments and integrating programmatic buying more closely into core operations, says Lisa Weinstein, President, Global Digital, Data and Analytics at Starcom MediaVest Group, in this interview with Beet.TV. The evolution of programmatic buying inside agencies is similar to the growth of digital departments, […]

 

Programmatic Video Taking Off In UK: TubeMogul’s Reid

LONDON — Like most technologies, so-called “programmatic” sales of online video ad inventory first took hold in the US. Now it is gathering pace across the pond. “We’ve seen … 40% more demand in the UK from Q1 to Q4,” according to video ad tech outfit TubeMogul’s UK MD Nick Reid. “We’ve also seen a 20% increase in CPM […]

 

Digital First Content Companies Primed for Programmatic TV, SMG’s Delaney

Digital-first content companies such as Netflix, Hulu and AOL are well-positioned for the transition to addressable buying in TV, says SMG programmatic SVP Mac Delaney in an interview with Beet.TV. The recent Digital Content New Fronts mark a transition point in the shift to programmatic buying in TV. “We have jumped over a significant hill, and it […]

 

Guardian Labs Mulls Off-Site Branded Content via Programmatic

LONDON — So far, The Guardian division that produces branded content for marketers has published that content only on The Guardian’s own properties. But that could change soon, MD Anna Watkins tells Beet.TV in this video interview. “At the moment, we are looking to confirm one of our first global deals, which will mean Guardian Labs […]

 

Expansion Planned for Guardian’s Programmatic Alliance w/ CNN Intl, Economist, Financial Times and Reuters, via Rubicon Project Platform

LONDON — Back in March, The Guardian and four other UK publishers with global ambitions announced they were forming the Pangea Alliance, a shared scheme to pool first-party ad data for ad buyers to target their combined 110 million users in a “programmatic”, or automated fashion. In beta testing since, now the alliance – which numbersThe Guardian, CNN International, the […]

 

‘Tech Stack’ Proliferation Hurts Advertisers: Videology’s Castree

FORT LAUDERDALE — The emergence of so-called “programmatic” ad-trading techniques, in which new software platforms enable precise, data-driven ad buying and selling, has kicked off a race of ad tech suite vendors. Each promises to serve customers with a specific part of the value chain – but one vendor says this just confuses customers. “There […]

 

Video First, TV Later: Digitas’ Zaben

CHICAGO — Digital video can come top of the marketing funnel – but the medium isn’t yet in a position to easily transition to the main screen in the house. “Video is a great first touchpoint (with audiences) – then we start to close them off with some of the display and lower-funnel tactics,” DigitasLbi’s programmatic […]

 

What Is ‘Programmatic’? Feigenson’s Three Rules

NAPA, CA — It’s one of the hottest media buzzwords of 2014 – but everyone seems to have a different definition for the set of new-wave ad-trading techniques collectively referred to as “programmatic”. At programmatic’s core, says Nielsen digital MD Andrew Feigenson, is moving dollars that, once, were transacted manually in to some automated process. […]

 

WideOrbit Goes Programmatic To Meet ‘Huge’ TV Demand

NAPA, CA — TV ad billing and management software platform WideOrbit is moving in to the “programmatic” advertising space after observing “huge” industry demand for the new methods of trading ads. “We’re focused on building programmatic in to all of our television to make it a lot easier to transact, particularly with local broadcasters,” the company’s […]

 

Video Not Ready For Programmatic Primetime: GroupM’s Wanck

Digital video won’t follow display down the “programmatic” ad-trading route until publishers are ready and willing, says one of GroupM’s digital division chiefs. “For video to truly become programmatic, the reach will have to increase, there needs to be more inventory,” GroupM interaction global COO Rudd Wanck tells Beet.TV in this video interview. “Publishers are not making […]

 

Data Is Essential To Programmatic: MediaVest’s Korenfeld

Even if it isn’t quite “the new oil”, data is becoming more and more important to the new era of advertising targeting. “Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview. “You cannot efficiently and effectively buy media if you don’t […]

 

‘Programmatic Upfronts’ Will Rise: Comcast’s Holmes

So-called “programmatic” ad-trading techniques may be more commonly associated with fast-moving, low-tier ad slots than with premium TV slots that are fought over months in advance – but the former can serve the latter, too, says an ad exec. “In the TV world, there is a very different supply and demand dynamic,” Comcast Cable’s advanced advertising […]

 

Programmatic Buying to Grow 52%, Magna’s Rayapareddi explains

Look for a myriad of new ad tech tools to come to the marketplace in the year ahead, says Veena Rayapareddi, VP at Magna Global/Cadreon in an interview with Beet.TV. From user data to location data to performance metrics, advertisers are increasingly relying on technology and data to guide them along today. Given the growing […]

 

Australia, Europe Lead Private Programmatic Marketplace Adoption, Adap.tv’s Duffield

LONDON — Private-marketplaces, the next generation of programmatic ad-trading platforms, are gaining traction more quickly outside of the United States, as markets work to make up for relatively fewer available ad spots, according to a global video ad tech exec. “A market like Australia is a supply constrained market, so we work with a lot […]

 

Joining The Dots Is About To Get Hot: Acxiom’s Howe

COLOGNE — So much data, so many new ad tech platforms. Anyone who has seen a lumascape will recognize the confusion that fragmentation wreaks. But there is a way to pull the piece back together, says an ad tech boss. “One of the key buzzwords that we’re going to be hearing about over and over again […]

 

Programmatic Could Fuel All Media Insights: SpotXchange’s Merwin

COLOGNE — So far, “programmatic” mechanisms for using automation and data to buy better ads have proved useful in the online display segment. Next up, they are destined to change online video ads. But, in the future, Alex Merwin envisages programmatic underpinning entire cross-media ad intelligence. “If all the budgets move in to a programmatic […]

 

‘Digital Media’ Are Behind Us: Starcom MediaVest’s Sheehy

COLOGNE — As media platforms and the processes behind them converge, old definitions of each appear to fall away and become meaningless. That, at least, goes for advertising groups that are getting excited about defining the internet in TV’s likeness. “I think ‘digital media’ maybe a little narrow,” Starcom MediaVest global operations president John Sheehy tells Beet.TV […]

 

Converged Video Buying ‘Won’t Happen Overnight’: Mediaocean’s Johnston

COLOGNE — Video advertising technology platforms are helping advertisers and agencies on the road to buying online video and television ads in a single process – but don’t expect that process to be widespread in the immediate future. “TV is still very dominant,” agency ad-buying software platform Mediaocean’s Europe MD Sarah Lawson Johnston tells Beet.TV […]

 

Ad Sales Automation Gaining Agency Favor: Rubicon’s Sears

COLOGNE — Many were initially wary at so-called “programmatic” ad-trading techniques’ first incarnation – real-time bidding. But acceptance of ad ops automation represented by programmatic at large is growing from a small silo in media agencies to widespread favor, says one of the largest programmatic ad tech vendors. “You need to look at the organisational […]

 

Supply Constraint Benefits Video Publishers: Xaxis’ Bidon

COLOGNE — The odds are still stacked in publishers paper when it comes to selling online video advertising, industry executives continue to observe. “One thing that continues to be true is the scarcity of quality video inventory, which is a blocker for more widespread adoption of online video,” GroupM’s programmatic unit Xaxis’s UK MD Nicolas Bidon tells […]

 
1 2 3