Taping “Programmatic 2016”

State of the Industry, a series

Beet.TV is in production on a series on the state of programmatic advertising as seen by industry leaders.  It will be produced during daylong studio tapings in New York on February 10.

The 25-part series is  sponsored by OpenX.  It is presently being published and will continue through February.

To suggest a segment, contact katy@beet.tv

Where:
Neuehouse, 110 East 25th Street (Map)

When:
Wednesday, February 10.
15 Minute sessions between 11:00 a.m. and 5:00 p.m.

Open X

 

Taping “Programmatic 2016”

It is the medium most desired by programmatic ad-tech execs, who can sniff a slice of a $70 billion advertising industry. But TV is still only on the path to programmatic, not yet at full conversion. Still, one ad group man says the prospects for that tipping point are now looking a lot healthier, five years […]

 
 

Taping “Programmatic 2016”

In the beginning, there was real-time bidding, for ads in open-auction networks. And some advertisers sought greater control. So ad-tech vendors separated the light from the darkness, creating private marketplaces. By constraining the inventory available through private marketplaces and giving advertisers greater control over what they buy, platforms have developed a “best of both” approach to their offering, says […]

 
 

Taping “Programmatic 2016”

The increased popularity of header bidding has spawned an outgrowth of header partners for publishers along with new container solutions, introducing complexity that can lead to heavy pages and slow loads—negatives for user experience. OpenX is hoping to tidy up the multiple header partner playing field with its Meta solution, according to Qasim Saifee, the […]

 
 

Taping “Programmatic 2016”

This election year, $1.1B of an expected total of $11.4B political ad spending will go to digital, according to a recent Borrell Associates estimate. But how is that money being used online? One advertising technology firm buying ads for campaigns says a new flavour of programmatic is rising – and not all ads have to be political in […]

 
 

Taping “Programmatic 2016”

In a world of abundant ad-tech superpowers, many newly-empowered advertisers have begun to wonder if they couldn’t take on some of the traditional functions they previously outsourced to agencies. But the tide may be turning, as some of those agencies decide it’s safer to stick than to twist, says one senior agency exec. “The concept […]

 
 

Taping “Programmatic 2016”

We report every day on the burgeoning number of ad-tech vendors helping advertisers profit from new-wave connected TV platforms. But one group of firms often missing from the discussion is TV makers themselves. Lotame SVP and CMO Doron Wesly suggests they should be in prime position, if technology can get them over the hill. Citing just-published […]

 
 

Taping “Programmatic 2016”

Creating unique audiences for individual brands and programmatic platform consolidation will gain ground in 2016, yielding more precise targeting across devices and channels, according to the Xaxis unit of WPP Group. “We’re being challenged to identify an audience wherever they show up,” observes Greg Anderson, VP, Account Services at Xaxis. This ultimately will include connected […]

 
 

Taping “Programmatic 2016”

Publishers that have traditionally segmented their premium and non-premium ad inventory are missing high-value opportunities that can be captured with better header integration. Intermarkets, whose portfolio of digital publishers includes Drudge Report, embraces this approach as it gears up for what should be a year of “unprecedented levels” of political advertising spend, according to Erik […]

 
 

Taping “Programmatic 2016”

One of the most critical areas for  agencies when it comes to programmatic advertising is in providing data insight  for clients. Helping brands understand how to use data in programmatic, as well as in mobile marketing is key to success days, says Carrie Seifer, President, Digital, Data & Technology at MediaVest in this interview with Beet.TV. “Now that we […]

 
 

Taping “Programmatic 2016”

The growth in “programmatic”, super-scientific targeting and trading of online ads has boomed – just in time for the industry to start harking for more creative ad campaigns again. Programmatic can support creative ad campaign sequencing, too – but one exec doesn’t imagine that ability coming to mobile quiet yet. The potential is astounding for […]

 
 

Taping “Programmatic 2016”

Seeing a big shift toward premium programmatic inventory, tech publisher IDG uses Google as its centralized ad exchange but welcomes alternatives to the company’s “waterfall” suite to foster one-to-one engagement between marketers and publishers. According to Marisa Preston, Head of Programmatic Operations & Digital Platforms at IDG TechNetwork, there’s still too much systems complexity and […]

 
 

Taping “Programmatic 2016”

The year 2016 will bring wider use of programmatic guarantees, provided that advertisers and publishers take the steps that are needed to foster global adoption. For publishers, this broad expansion will requires better forecasting tools so buyers can know “what kind of inventory can be there in the future,” says Tanuj Joshi, Senior Director, Strategic […]

 
 

Taping “Programmatic 2016”

Native advertising, ads that are presented in the form of editorial content, will ultimately replace classical display ads in digital, says an exec from WPP’s data-driven Xaxis unit. “The new inventory source is native,” Xaxis business development SVP Larry Allen tells Beet.TV in this video interview. “We see that effectively replacing display in the coming years.” Native […]

 
 

Taping “Programmatic 2016”

Just when you wrapped your head around “programmatic”, a new variant of the data-driven advertising technology is creeping on to the scene. In so-called “header bidding“, publishers offer inventory to multiple ad exchanges before alerting their ad servers, intending to garner multiple bids on the same inventory and so make higher prices. Now the Interactive Advertising […]

 
 

Taping “Programmatic 2016”

Nielsen looks set to take on Adobe for data-driven marketing suite services, after integrating its earlier eXelate acquisition. eXelate is a data management platform (DMP), a software tool brands can use to slice and dice their customer data, and was acquired by Nielsen a year ago in a move which pooled the data sets eXelate had […]

 
 

Taping “Programmatic 2016”

Did your target customers visit your store after clicking your ads this morning? That’s what lifestyle publisher Meredith is promising to advertisers, using technology from Nielsen. In this video interview with Beet.TV, Meredith programmatic sales and strategy Chip Schenk says the company, which publishes FamilyCircle and AllRecipes, has extended a five-year partnership with the media measurement house for a […]

 
 

Taping “Programmatic 2016”

So-called “programmatic” technology for targeting and trading online ads has become pretty good at wringing certainty out of ad placement. But what about certainty on uplift? Paul Dolan thinks he can help with that. The exec from WPP’s Xaxis data-driven ad tech unit is also now GM at Light Reaction, a Xaxis off-shoot looking at adding something more […]

 
 

Taping “Programmatic 2016”

Trading of online ads using “programmatic” techniques – that is, data-driven or automated – is booming, with eMarketer forecasting the technology will account for 72% of all US digital display dollars by 2017. But programmatic is also changing. What once was just a more efficient way to trade ad inventory is now also taking on […]

 
 

Taping “Programmatic 2016”

A report being published by a team of hackers-turned-corporate warriors has estimated online advertising fraud is now netting $7.3bn per year for criminals who employ a team a worldwide network of “zombie” computers. White Ops, an anti-botnet and -malware cyber-security firm, conducted a report, Bot Baseline: Fraud in Digital Advertising, with the Association of National Advertisers, looking at ad traffic […]

 
 

Taping “Programmatic 2016”

Having forecast that non-search-related advertising spend will increase in excess of 20% annually for the next few years, Carat is constantly evaluating its multiple tech partners and getting more of its people comfortable using programmatic platforms, according to Doug Ray, U.S. CEO & Global President. As programmatic has evolved from a pure focus on efficiency […]

 
 

Taping “Programmatic 2016”

Where web publishers once perceived great danger in data leakage they are now embracing multi-publisher platforms where advertisers’ first-party data can be integrated for optimized people-based marketing. One such platform, MerkleONE, was embraced in late 2015 by News Corp. and other publishers are expected to follow as Merkle builds out its publisher-addressable marketplace solutions, according […]

 
 

Taping “Programmatic 2016”

One of the nation’s largest diversified media, information and technology companies, Hearst Corp. is pushing for data and audience definition standards while remaining optimistic that publishers and advertisers will be less impacted by ad fraud a year from now. That’s the takeaway from a conversation with Mike Smith, whose corporate titles are SVP Advertising Platforms, […]

 
 

Taping “Programmatic 2016”

While fraud, viewability and brand safety remain legitimate issues surrounding programmatic buying, specific value must be quantified for programmatic ad inventory tied directly to how consumers are impacted by the ad messages, according to Integral Ad Science’s Kevin Lenane. The company’s GM of Video, Lenane believes that people are rightly beginning to place more emphasis […]

 
 

Taping “Programmatic 2016”

From its first origins in 1887 as owner of the San Francisco Examiner, Hearst has certainly changed over the years. Back then, the company had just one title. Now focused on magazines, websites and video, the publisher is more interest in applying a diverse range of mechanisms to its ad sales operation. Hearst ad platforms SVP […]

 
 

Taping “Programmatic 2016”

So far, the biggest complaint when it comes to digital ad fraud has come from ad buyers, who fear that nefarious operators in the publishing value chain are gaming the system to show ads in undesirable locations for no effect. But the other side is now getting conned, too, as “sub-syndication networks” duplicate and misrepresent buyer […]

 
 

Taping “Programmatic 2016”

It’s easy to forget now but, when credit cards first came on to the scene, they suffered a bad reputation, as poor security measures allowed nefarious clerks and larger-scale operators to clone and defraud accounts. Nowadays, however, credit card fraud is declining year on year. For ad industry types still wringing their hands at ad […]

 
 

Taping “Programmatic 2016”

PALM SPRINGS — The latest piece of ad-tech lingo is “header bidding” – a kind of advance bidding on ad inventory where publishers offer ad spots to multiple sources of ad demand, hopefully increasing their yield. Ad-tech vendor OpenX is amongst the pioneers in the space. And now its recently-announced Real-Time Guaranteed (RTG) system is connecting […]

 
 

Taping “Programmatic 2016”

Eight years after launching as an ad-tech platform for publishers, OpenX is growing its business at a tear. “Our net revenue (was) $140m in 2015, which is up 40% year-on-year,” OpenX CEO Tim Cadogan tells Beet.TV in this video interview. “(In) 2014 and 2015, we doubled the size of the company from a a revenue point […]

 
 

Taping “Programmatic 2016”

PALM SPRING — Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee. So what is it? Digiday’s “WTF?” series explains: “Header bidding, also known as advance bidding […]

 
 

Taping “Programmatic 2016”

When programmatic ad trading entered the marketplace in the form of real-time buying from open online ad networks, many publishers feared it would devalue their inventory. But, slowly, publishers have begun to exert controls to keep pricing higher than that. Now rates could rise higher again, one exec says. “Publishers put their inventory in too quickly and didn’t […]

 
 

Taping “Programmatic 2016”

Time was, newspaper folk sneered with apprehension at the rise of programmatic methods of digital ad trading, fearing automation in real-time open markets would devalue their ad inventory. But times have changed, and those publishers which have dipped their toe in the water are finding growing returns on their terms. “Programmatic is now a transactional channel […]

 
 

Taping “Programmatic 2016”

PALM SPRINGS — The world of advertising demand-side platforms is so new, most people may only have dealt with one or two. Bruce Falck says he has worked for five. Falck spent just four months as Brightroll’s COO until Yahoo acquired the company, last year joining Turn, the ad tech platform which boasts a DSP, […]

 
 

Taping “Programmatic 2016”

In the last couple of years, private ad trading marketplaces have given ad sellers the efficiencies offered by programmatic trading technology, but by ringfencing premium inventory off from open-market fodder. Now ad tech platform vendor OpenX is launching its take on the concept to offer a best-of-both approach of its own. Its “real-time guaranteed” technology (RTG) […]