programmatic buying

AMSTERDAM – So-called “programmatic” techniques for controlling and targeting online ad trading are already revolutionizing sales of static display ads; but video is later to the ad-tech party. Display has been like this for a while. Video is two to three years behind,” London- and Stockholm-based video ad platform Videoplaza‘s director David Muehle tells Beet.TV in […]

COLOGNE — Advertising agencies usually act proactively to seek opportunities for their advertiser clients. But, in some parts of the world, advertisers may be dipping toes in programmatic trading waters unilaterally. “We’re still yet to see a lot of the actual agencies grab hold of programmatic, it’s been more run out the trading desks,” says […]

CANNES, France — Advertisers are increasingly buying spots in online video ads through private exchanges, not on open exchanges, in order to guarantee quality inventory. “The majority of our clients are using private marketplaces … not just going out in to open exchange,” according to video ad tech platform Videology‘s chief development officer Ryan Jamboretz. […]

CANNES, France — Programmatic video ad tech platform operator TubeMogul used the Cannes Lions festival to announce food brand Mondelēz International would use its services to buy and serve all of its video ads. “Programmatic is getting to be less scary,” says TubeMogul’s CEO Brett Wilson. “You’re seeing more brands embrace it directly. “It doesn’t mean they’re […]

Thus far, the rise of automated, “programmatic” online ad-trading techniques has come with the rise of open ad exchanges. But GroupM, parent of the WPP media agencies,  looks set to redefined “programmatic” as merely new “pipes” through which to do business with old partners. “By the end of this year, we don’t want any of […]

SAN FRANCISCO — As premium publishers dip their toes in the programmatic waters, many are starting with a private exchange, says Teg Grenager, Chief Product Officer at Adap.TV, during an interview with Beet.TV. “Premium publishers are starting to open their inventory in a private marketplace for an invited set of buyers, with either fixed or dynamic pricing […]

SAN FRANCISCO — Programmatic buying lets agencies more efficiently execute against KPIS and also helps brands to evolve them, says Gregg Colvin, North American Chief Operating Officer for Universal McCann during an interview with Ashley J. Swartz, Founder and CEO of Furious-Minds, for Beet.TV. One of the biggest benefits of the programmatic model is that it allows […]

SAN FRANCISCO — Custom advertising content drives 5 to 14 times greater effect than a standard ad unit, says  Kristi Argyilan, president of Magna North America, during an interview with Ashley J. Swartz, Founder and CEO of Furious-Minds, for Beet.TV. The media giant is also focused on automation through data and has found when it applies data to […]

SAN FRANCISCO — As TV reaches into the programmatic landscape, it will face challenges in areas like inventory, but opportunities in delivery and decisioning, says David Algranti, Senior VP TV Product Integration at measurement firm Rentrak during an interview with Beet.TV. Rentrak works with a number of networks and agencies that are licensing its data to […]

SAN FRANCISCO — Programmatic buying has great potential to bridge technology between TV and digital buying systems, says David Miller, VP Product Management at INVISION, a multi-platform ad sales provider during an interview with Beet.TV. “When you compare the ease of buying TV to digital we hear a lot that TV is easier, but TV has […]

SAN FRANCISCO — The spread of programmatic buying in media is changing how agencies buy and sell media, but also how they approach metrics, says Gregg Colvin, North American Chief Operating Officer for Universal McCann during an interview with Beet.TV. “This is a mindset change. Planners and buyers are thinking towards a more nuanced approach to KPIs […]

LONDON — Media people are talking a lot about “barbells” – Tim Armstrong’s metaphor for an advertising world that is coalescing around the seemingly polar forms of sponsored content on the one hand and data-driven display sales on the other. But one ad exec reckons those opposite ends aren’t as distinct as the metaphor suggests. […]

SAN FRANCISCO — One of the key growth factors in programmatic buying lies in the integration of tech partners, says Dan Ackerman, Senior VP Programmatic at Adap.TV during an interview with Beet.TV. “We want to be the agency platform that enables all these processes,” he says. Data providers like Nielsen, Rentrak and Kantar are important partners […]

SAN FRANCISCO — Netflix is betting more on the use of programmatic buying to help grow its user base and better connect viewers with the shows it offers, says Kathy O’Dowd, Senior Manager of Programmatic Marketing at Netflix during an interview with Beet.TV. She says that as Netflix expands its own marketing with programmatic buying, it focuses on […]

LONDON — The New York Times must halt its digital advertising decline as a priority, says CEO Mark Thompson in this interview with Beet.TV Advertising, which historically has only ever grown since digital media are themselves growing platforms, fell again by a small amount during the publisher’s last quarter. “We are absolutely determined to get […]

Despite the growing range of measurement options, many brands still favor GRP as a form of measurement even in the digital world, says Brian Gleason, Managing Director of Xaxis, WPP’s targeted advertising division,  in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico. “We’ve been measuring GRPs for a long time and clients are comfortable […]

Online video giant Dailymotion is aiming to expand further in the programmatic field with new data projects in 2014, says Roland Hamilton, Managing Director North America for DailyMotion, in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico. Already, the company has been growing its audience buying offering since 2012, both in the U.S. […]

clypd may have recently taken on $7.2 million in VC funding to build out its ambition to bring data-driven advertising to television – but an exec says things are moving faster than anticipated. “We have a total $10.5 million (in investment) – this is being used to build out the team, build out the platform,” […]

Today, super-automated and -targeted ad buying dubbed “programmatic” is mostly  brought to bear on straightforward display ads in standard formats. So, with engaging new devices demanding new-wave interactive ad formats, will programmatic reach this new area? “Technology will catch up to the creative,” Real Media Group president Nicolle Pangis tells Beet.TV. “We’ve seen it in display, […]

LONDON — For all the talk about the collection of online ad buying processes come to be known as “programmatic”, two ad execs suggest the real definition of the method depends on pricing architecture, not technical approach. Videology global accounts SVP Jana Eisensten tells Beet.TV bidded, as opposed to fixed-price, sales embody a greater variant […]