Matt Prohaska Traces The Arc Of Criteo’s Success Path

COLOGNE – Criteo is a company that has “run wild and done very, very well making efficiency out of inefficiency,” observes Matt Prohaska, the former BBDO executive who now runs Prohaska Consulting. So it’s not a question of whether Criteo succeeds going forward but how, he says in this interview with Beet.TV at the annual […]

 
 

Matt Prohaska Tracks OpenAP Uptake, Impact Of GDPR In EU

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

 
 

Data-Driven Targeting Promise Becomes Application: 4C Insights’ Gupta

After years of talk and wishful thinking about data-driven audience targeting, “I think we’re getting down to the nuts and bolts,” says Anupam Gupta, Chief Product Officer at 4C Insights, the data science and marketing technology company. “A lot of the conversations now are not such much about the promise of all the stuff we […]

 
 

Many Publishers Behind The Curve On GDPR Compliance: Matt Prohaska

He once ran programmatic advertising at one of the world’s largest news publishers – so what does Matt Prohaska think about the impending final deadline for compliance with new-look global consumer data protection legislation? “Belated” and “complacent” would seem to sum up his view of many publishers’ readiness for the European Commission’s new General Data […]

 
 

Led By Travel, Marketers’ Perception Of Digital Video Driving Sales Is Growing: Sequent’s Spaeth

Marketer perceptions about the purpose of digital video advertising—branding versus performance—is changing, with the travel category one of the strongest proponents of performance. This is one of many findings of a research report commissioned by Eyeview and conducted by Sequent Partners at the end of 2016. As explained by Sequent’s Jim Spaeth at the recent […]

 
 

Innovid’s Chalozin: Solving Complicated Problems While Serving One Third Of Web Video

Some types of digital innovation are easier to prove than others, among them online travel agencies and streaming video giant Netflix. Then there is the not inconsiderable task of getting marketers to change their worldview about audience targeting. Nine years ago, Innovid chose the latter path, providing an open platform approach to personalizing video targeting […]

 
 

Think Video And Consumer First, Not Channel: BBDO’s Estrada

Using dynamic video ads that key off of seasons or weather conditions for Lowe’s is “table stakes” given the wealth of behavioral data available to tweak viewers’ emotions. “I think that’s kind of easy to do,” according to Bob Estrada, EVP & Director of Strategic Partnerships at BBDO New York, the agency for the home […]

 
 

Travel Joins Autos, Financial Services As Big Audience Targeting Categories: Experian’s Danaher

The travel industry vertical has joined automotive and financial services a top category for more precise consumer targeting and outcomes measurement via digital video. Nonetheless, there’s a still a lot of “heavy lifting” going on as brand marketers try to best identify their target audiences with first- and third-party data, according to Experian’s Brad Danaher. […]

 
 

BBDO’s Estrada On The Importance Of Partnerships To Leverage Creative Options

Before the advent of digital media, the unbundling of creative and media at general advertising agencies made lots of sense. Now it takes more effort to bring those functions together so that creative is best suited to particular platforms. This is one reason why it’s important to bring the right partners into creative agencies, according […]

 
 

Beet.TV Summit March 9: Xaxis, BBDO, Eyeview, MediaMath And Others To Examine Performance Video

HOLLYWOOD, Florida – The year 2017 will see WPP’s Xaxis increasingly focus on performance outcomes for its clients’ video ad campaigns. “Every campaign that we will run will have a KPI that is considered very important to the advertiser that we will achieve,” says David J. Moore, who is President of WPP Digital and Chairman […]

 
 

Targeting & Creative ‘Go Hand In Hand,’ Says 4C Insights’ Gupta

MIAMI – While at Mixpo, Anupam Gupta played in the creative management layer space. However, the last five to seven years in advertising “have been all about targeting,” says the Chief Product Officer for 4C Insights. “But that doesn’t mean that we won’t come back to creative.” During a panel discussion at the recent Beet.tv […]

 
 

Furious Corp.’s Swartz: Disparate CMS Systems Hinder Media Companies

MIAMI – Media companies have lots of untapped data wealth but cannot realize it because their CMS systems don’t like to share, is one of Ashley J. Swartz’s theses and a contributing factor to her formation of Furious Corp. “We just decided to tackle the unsexy, hard problem of connecting all these disparate systems and […]

 
 

Consultant Prohaska: Addressable TV No Longer Just Theory

MIAMI — It needs to get bigger, but it’s not jus a scribble on a whiteboard anymore – the idea of targeting individual households with custom-placed TV ads, even in linear, is here and now. So says the man who used to run programmatic advertising at The New York Times, no less. “And the audience data […]

 
 

TV Buyers Will Pay More For Programmatic Efficiency: TubeMogul’s Dybwad

WASHINGTON, D.C.-It’s common wisdom that the growth of programmatic television advertising has been constrained less by technology than by the difficulty in herding together all the players that own the inventory. But at a more basic level, human instinct is in play. There are a “lot of different actors on a lot of different levels,” […]

 
 

2016 Election Cycle Attracts Digital Buyers To D2’s Addressable Households

WASHINGTON, D.C.-When competitors DISH and DIRECTV came together in 2014 to offer addressable television advertising solely for political campaigns, early takers were traditional TV buyers. But in the 2016 election cycle, digital buyers wanted in. “I was amazed at how quick the political ad agencies were to accept this and to want to use” D2 […]