Brands Still Need Their Agencies in a Programmatic World: Trade Desk’s Stempeck

Do advertisers need agencies anymore? As programmatic ad buying platforms have risen up and as many are now switching to a self-service online model that allows advertisers to control their own campaigns, many in the industry are wondering: is the agency about to be disintermediated? But, while brands are certainly now putting a hand on […]

 
 

NBCU Focuses on Custom Content for Brands, Scott Schiller explains

It’s become fashionable in some circles to say TV is dead, but perhaps the definition of TV is dead, says Scott Schiller, EVP and General Manager Ad Sales and Marketing at NBC Universal, in this interview with Beet.TV. Instead, NBCU is focused on showcasing to brand partners its multiplatform approach to marketing content, he says. The media giant has […]

 
 

Epsilon Agency’s McDonald: It’s Less About The ‘New Thing’ Than The Strategy

Although Richard McDonald calls data the “soup de jour of the marketing world right now,” Epsilon Agency has been stirring this particular pot for a very long time. Almost 35 years ago, it created Apple’s first customer/mail order database. Now it’s helping drive millennials to places like Cracker Barrel with geo-fencing technology. Along the way, […]

 
 

IAB’s Wiener Sees More Creative Story Telling, Sophisticated Targeting

Never a dull moment at the Internet Advertising Bureau, and 2016 is no exception. Of three key themes codified in January, better user ad experience and more precision in consumer targeting have seen healthy uptake, while the desire to add 10,000 jobs in a diversity push is understandably a longer haul. “I’m very proud of […]

 
 

Addressable TV ‘Perfect Entry Point’ To Media Mix Modeling: Experian’s Stocki

Since unveiling its Audience Engine platform about five months ago, Experian Marketing Services has created more than 1,200 audiences for addressable television campaigns. While addressable TV is limited in scale, the data involved are being used to help inform national campaigns. “It’s always going to be one part of the media mix. But the beauty […]

 
 

IAB Virtual Reality Report A Prelude To Industry Definitions, Guidelines

Is virtual the new reality in advertising? That’s what the Internet Advertising Bureau set out to determine when it recently consulted 24 top marketers, publishers, VR software experts and developer platform executives. “We decided that there’s a lot of interest and hype around VR so we wanted to see if there’s a there there,” Anna […]