Programmatic TV

LONDON — We are working in an age where technology seems to make everything possible – from uncovering the ad views that never happened, to producing the ultimate, all-encompassing metric for advertising experienced across screen types. But is the industry too busy debating the potential, complex future measurement systems to notice that they are already here? “I […]

LONDON — Respected UK public broadcaster Channel 4 may be a public broadcaster – but, unlike the BBC, it still has to raise its own funds commercially. So, the company is hoping its coming-soon PVX programmatic video trading platform will give it a foundation to reap more of the money coming in to programmatic. Announced in November […]

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our Nielsen and Rentrak data to score television […]

LONDON — Newspaper and TV companies are natural cut-throat rivals. But, in a new global context, publishers in many markets are tapping their common cause – and common tongue – to fight a shared enemy. Earlier this year, The Guardian, CNN International, the Financial Times and Reuters together formed the Pangea Alliance, a shared scheme to pool first-party ad […]

LONDON — They both received investment from the big German TV group RTL, now video ad tech companies Clypd and SpotX are set to solidify their partnership even further under the same stable. Already this year, the pair told Beet.TV they would team up, after RTL’s $144m investment in to SpotX in 2014 and $19.4m in Clypd this […]

FORT LAUDERDALE — DISH recently began selling ads on specific set-top boxes programmatically – but that doesn’t mean programmatic ad trading and household addressability are the same thing. “To us, addressable and programmatic are two distinct words,” according to DISH media sales VP Adam Gaynor. “Addressable can be programmatic, but it doesn’t have to be, and […]

Three years after introducing an addressable TV advertising offering, satellite broadcaster Dish’s ad sales division is now turning that play programmatic. Dish Media Sales is calling its launch “the pay-TV industry’s first impression-by-impression programmatic marketplace for linear television”. It follows Clypd’s launch of a TV ad-buying software platform. Using it, advertisers can, internet-style, buy ads in linear TV using a […]

So-called “programmatic” tools and platforms have revolutionized how online display advertising is bought and sold, now it has making inroads to online video ads – next up, many hope it can do the same in plain ‘ol TV. But that is easier said than done. “One of the challenges in bringing about this programmatic ubiquity […]

COLOGNE — So-called “programmatic” technologies for automating, planning, targeting and executing online advertising buys have revolutionised the online display ad sector – now they are making in-roads in to video. “Programmatic is changing the media landscape,” according to video ad tech platform vendor TubeMogul’s managing director Nick Reid, in this video interview with Beet.TV. “IHS […]

COLOGNE — This summer, Gabe Greenberg left his post as general manager of advanced and programmatic television at The Trade Desk to launch a conference about programmatic TV advertising. Dubbed GABBCON (the Global Audience Based Buying Conference), the new LA-based enterprise is more than an event; Greenberg is also hoping to harmonize some of the many different interpretations about what, […]

COLOGNE — European video ad tech vendor StickyAds is hailing its recently-announced tie-up with video-buying platform FreeWheel as signifying US growth for the company. FreeWheel has launched its Preferred Partners Initiative, a programme which will enable deeper integration of third-party supply-side ad platforms. Details of the deeper integrations were not available in FreeWheel’s announcement. “We share the same […]

COLOGNE — Time and time again, the advertising executives we speak to rate one TV platform above others for having brought the prospect for targeted linear TV advertising in to reality. UK satellite TV platform Sky’s AdSmart technology leverages household data the provider already holds about subscribers, and uses its broadband lines to send customised ads to customers’ […]

So far, “programmatic” technologies for targeting and automating online ad buying have revolutionized the display ad segment. They have also made big in-roads in to video ads. Whilst few expect such a big bang in the television sector any time soon, WPP’s programmatic unit Xaxis expects to have its technology on-stream by the start of 2016. […]

Arun Kumar, global president of IPG’s Cadreon unit, sees AT&T’s acquisition of DirecTV as a watershed moment in a new era of television.  He says that the merger will mean more intelligent targeting of consumers with data on the household level. He says that inevitable evolution of the new medium will bring new muscle to an […]

CANNES — After “programmatic” methods of refining and automating the planning and buying of digital display ads took off, many are wondering when the same technology will get traction in the TV world. But that’s the wrong question to ask, according to GroupM global chairman Irwin Gotlieb. He says the same approaches have been used since TV […]

CANNES — US retailers’ spend through “programmatic” ad-trading platforms will bust through 20% of their total digital ad dollars this year, according to eMarketer. But we should look on that as just the start, according to one leading marketer. “Why are we focusing it on such a small percentage of overall available inventory?,” B. Bonin Bough, SVP, Chief Media and […]

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, […]

It’s taken some time to convince them, but advertisers are now on-board and enthusiastic for the various ways “programmatic” ad-buying can help them better target and automate their messages. Havas Media channel investments EVP Melissa Keller says her agency has gone from “seeding” experiments with clients last year, to implementing full-on “roadmaps” this year, in an […]

Slowly but surely, television is opening up to the “programmatic” ad sales revolution that has happened in online display and video. What are some of the biggest inhibitors? One factor is lack of a common, open format for audience targeting data, says Havas Media channel investments EVP Melissa Keller. In an interview with Beet.TV, she targets […]

Australia is one of the world’s leading online advertising markets. So how will the year ahead play out in the nascent field of “programmatic” TV advertising? TV companies have to get onboard or risk being left behind, says one sector exec. “2015 will be the year many of them realize they’ve got to get on this […]