Bezos Drives Data-Driven Audience Profiling: WaPo’s Stevens

When Amazon founder Jeff Bezos bought The Washington Post in 2013, many wondered what influence the technology executive would have on the historic newspaper. One answer is now evident – data. The lid was recently lifted on Clavis, a software project at the Post in which algorithms analyze, understand and categorize the content of news articles. That […]

 

ZenithOptimedia Seeks Cross-Media Data Insight

Publicis’ VivaKi unit recently reorganized to thread programmatic trading throughout its sibling departments in a bid to take data-based planning to new heights and new media, according to a stablemate exec. “We are thinking not just data-centric but data-centric as it involves your entire media investment,” ZenithOptimedia activation standards, insights and technology EVP Julian Zilberbrand tells Beet.TV in […]

 

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 […]

 

Creatives Must Catch Up To Programmatic: VivaKi’s Bertozzi

LONDON — Digital ad systems referred to as “programmatic” have revolutionized the targeting and trading of online inventory. Next up, they are going to need to get creative. “Technology has really focused on the area of targeting and direct response and unfortunately has left the creative industry behind,” Marco Bertozzi, global clients president at Publicis’ VivaKi […]

 

Videology Helps UK Telco Boost Customer ROI: Astley

LONDON — In the pantheon of first-party data competitors, ISPs surely wield the biggest sword. After all, they automatically know exactly which of their many services their broadband customers are subscribed to. Marketing the missing services using video is something video ad tech firm Videology is helping one UK telco do, according to UK MD Rich Astley, who would not […]

 

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 […]

 

VivaKi Lives On After Reorg: SMG’s Delaney

Ad group Publicis’ VivaKi digital division may be moving its programmatic experts out around the group, but that doesn’t mean VivaKi is dead. “VivaKi still lives on,” says SMG programmatic SVP Mac Delaney in this video interview. “It operates the SkyScraper platform, the database for all of the group’s campaign reporting. You still have VivaKi employees dedicated to the AOD operating […]

 

Automation is Getting Deeper In To Agencies: Rubicon’s has Integration w/ Digitas

It is not just brands that can use “programmatic” tools to buy ads on exchanges. Brands’ agencies, too, can use similar technology to buy advance ads on an order basis, says ad tech outfit Rubicon Project‘s SVP Jay Sears. “We’re seeing automation go deeper and deeper in to the operating agency,” he tells Beet.TV in this video interview.” Case […]

 

UM Doubles Down on Programmatic and Strategic

While UM has been involved in programmatic buying for nearly five years, it’s recently begun investing in a slate of technology to bolster its work in this area, says David Cohen, Chief Investment Officer at UM. Specifically, UM has created a “single-source view” across screens. “As usage has grown from PC and TV to over-the-top to […]

 

Programmatic TV Going From Seed To Roadmap: Havas’ Keller

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 […]

 

Programmatic TV Challenges: Transparency And Management, Execs Say

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 […]

 

News Corp’s MCN Using Programmatic To Sell TV Ads with AOL in Australia

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 […]

 

Horizon Media Tests ‘Advanced TV’ Ad Targeting: Campanelli

AUSTIN — Media agency Horizon Media doesn’t think true programmatic ad buying is coming to television any time soon – but that isn’t stopping it from trying out some of programmatic’s techniques to understand ad targeting better nevertheless. Horizon Media national TV SVP David Campanelli tells Beet.TV the company is using ad tech vendor Rovi’s Ad […]

 

CNN, the Economist, Financial Times, Reuters, the Guardian Join Programmatic “Coop” powered by the Rubicon Project, Jay Sears explains

AUSTIN — Earlier in March, The Guardian announced it was leading a coalition including CNN International, the Economist the Financial Times and Reuters to pool their ad inventory for programmatic international sale. The exec whose company powers the so-called Pangea Alliance says such comings together, once considered rare in the cut-throat world of media, are beneficial. “(In advertising), there’s […]

 

FreeWheel Plugs In Videology Ahead Of Upfronts: Rothwell

AUSTIN — Comcast-owned ad tech platform FreeWheel is plugging video ad tech peer Videology in to its platform, to help advertisers buy programmatically through its FourFronts program, an extension of its private marketplace. FourFronts enables marketers and agencies to reserve video inventory with publishers via FreeWheel. “We see it as very important with the upfront season coming up for […]

 

Let Advertisers Count The Beans, If They Choose: Videology’s Hagerty

AUSTIN — Some brands want to know the ins and outs of the new ad-buying platforms they are using, others are happy to stay hands-off – both should get what they want, according to a video ad tech platform exec. The trend is gathering amongst brands who want to take on more of the work of […]

 

Publishers’ Pangea Alliance Taps Rubicon To Pool Programmatic Inventory

LONDON — News publishers traditionally like to keep hold of their own ad sales operations, selling advertisers on their own unique contextual properties. But now we are seeing some of them warm not only to programmatic mechanisms but also to collaborative working. The Guardian, CNN International, the Financial Times and Reuters are together forming the […]

 

TubeMogul, Videoplaza Create Programmatic Marketplace

They are two of the largest video ad tech outfits. Now TubeMogul and Ooyala’s Videoplaza unit are integrating to create a marketplace for the programmatic trading of video ads between premium brands and publishers. The pair say TubeMogul’s platform will connect with Videoplaza’s Konnect suite to allow access to Videoplaza’s inventory on a programmatic basis. Speaking with Beet.TV […]

 

Publishers, Broadcasters Going ‘Programmatic-First’: SpotXchange’s Buckley

After originally being considered a last resort, so-called “programmatic” methods of trading online ad inventory are moving up publishers’ pecking order, according to one platform exec. “The traditional model is ‘let’s sell everything we can up-front through a direct sales model and then whatever’s left let’s push in to our SSP platform or exchange environments’,” SpotXchange platform SVP Sean Buckley tells Beet.TV. “Now we’re […]

 

Programmatic Video Platform Virool Focuses on Big Brands in 2015

As programmatic buying becomes more widespread, so do business opportunities for the tech platforms that support this buying style. Case in point — programmatic video platform Virool is aiming to expand deeper into big global brands this year as brands pursue more “advertainment” style videos, says Brian Danzis, the company’s Chief Revenue Officer, at the recent […]

 
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