Programmatic video ad platform Brightroll’s CEO Tod Sacredoti recently got up on stage at Brightroll’s own video summit to highlight the three prerequisites he believes advertisers should demand from any ad platform offering “viewability”:
After recently assessing four viewability metrics providers, Brightroll integrated one, Moat, in to its dashboard for advertising customers.
You can find more coverage of the summit here. Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>“This set of pipes and plumbing that fuel a programmatic system was created for anonymous inventory,” according to Jonathan Carson, chief revenue officer of Vevo, the world’s biggest music video distributor. “For someone like Vevo, that’s not going to be a very interesting space – we’ll probably never release our inventory in to a big anonymous pool just like that, because there’s value in the quality of the inventory.
“However, the private marketplaces have been an important evolution – that gives the ability for that set of plumbing to be applied to content like Vevo’s – a brand that wants to transact in that way can transact both in the open marketplace as well as with individual partners.”
He was speaking at the BrightRoll Video Summit. In the same session, Heineken USA’s senior media director Ron Amram said ad tech platforms had to be easy to use, have good content partners and be able to scale with enough inventory to make it worth advertisers’ while.
You can find more coverage of the summit here. Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>Nielsen will fold mobile viewership in to its C3 TV ratings system in the fall. Before that, it will give its Online Campaign Ratings measurement system full sight of mobile consumption from this July.
“It’s been a long time coming, we wanted to get it right,” Steve Hasker says in this panel session with BrightRoll CEO Tod Sacredoti. “It will go live in full, industrial strength on October 1 – intended to coincide with the fall TV season.
“It’s a census-based measurement of all campaigns that run. Instead of using a cookie, it uses the ad ID and Facebook and Experian databases. It really is the future of our business.”
Hasker was speaking at the BrightRoll Video Summit. You can find more coverage of the summit here. Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>On Sunday, The New York Times ran a big feature that has taken this new idea, the dirty secret of true, “viewability”, to a much wider audience.
The article, “The Great Unwatched“, quotes Aaron Fetters, director of Kellogg’s Insights and Analytics Solutions Center, who partnered with ad tech firm BrightRoll on a 12-month analysis to uncover the viewability of Kellogg’s ads.
“Completion rate would have been a success factor in the past,” Fetters said at the recent BrightRoll Video Ad summit. “Today, we want to look at: ‘Is the video audible and viewable on completion?’ You start to see, wow, a publisher I previously would have considered very effective at a high completion rate, maybe they have (only) a 20% audible-visible on completion – I need to optimize out of that.”
Appearing alongside Fetters, video ad verification vendor Moat‘s CEO Jonah Goodhart explained viewability: “When I go to watch a TV episode, I click play … as a consumer, I go open another tab, I go check my email, I do other stuff until my content comes on – when I do that, my ad is not viewable. This whole rise of bots and nefarious strategies (faking ad views) is something that’s real.”
You can find more coverage of the BrightRoll summit here. Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>Luma Partners CEO Terence Kawaja says TV ad trading, historically reliant on broad demographic targeting, and digital trading, typically using laser-like scientific targeting, are “in two very different places”. So digital executives trying to unlock TV using programmatic mechanisms must treat TV buyers “in a manner that they’re used to”.
“In TV, that media buyer is 55 and he’s got a beautiful home in the Hamptons – they’re not necessarily going to be too tuned in to all these newfangled programmatic capabilities,” Kawaja tells Beet.TV. He recommends starting by up-selling digital and programmatic opportunities to TV buyers as part of a standard TV ad spot buy.
He was interviewed at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here. Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>“The key for viewability is to make sure that the measurement is independent, that it’s third-party and that it’s MRC-accredited,” says BrightRoll engineering SVP Christopher Amen-Kroeger.
“If people are putting viewability inside their (own video) consoles and playing both player and referee, how can you trust that data?”
Ad management platform Vindico reckons four in 10 video ad views could be fraudulent. The MRC (Media Ratings Council) and IAB (Internet Advertising Bureau) have now defined an industry standard for measuring views that are truly generated by humans. Programmatic video ad platform BrightRoll has announced it will use Moat to produce viewability metrics.
Amen-Kroeger was interviewed at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here. Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>As it deepens its tools in mobile video, BrightRoll inked a deal to work with BlueKai as a mobile data partner to better target consumers, Sacerdoti says. Also at the Summit, BrightRoll announced deals to expand on its measurement capabilities with Nielsen and comScore, to broaden its relationship with Google’s DoubleClick, and to track viewability in new ways.
You can find more coverage of the BrightRoll summit here.
Disclaimer: BrightRoll sponsored Beet.TV coverage of the event.
]]>“It is a very fragmented market,” interactive video ad tech firm Innovid‘s co-founder and CTO Tal Chalozin tells Beet.TV.
“We do see a lot of buyers that are buying in to that dream of complete cross-screen – buying video (across devices) and not buying ‘online video’ or buying ‘mobile video’ or buying ‘connected TV’. We have upward of 100 different brands using our technology to run full cross-screen (campaigns) without siloing on a specific device.”
He was interviewed at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.
]]>“The MRC (Media Ratings Council) and IAB (Internet Advertising Bureau) have now defined a standard,” says BrightRoll‘s marketing operations VP Tim Avila. “We now finally have a definition of what ‘viewable’ means.”
On the last year, a hot topic has emerged out of the increasing realization that some unscrupulous publishers are gaming advertising by auto-playing or hiding ad-toting video windows that may by loaded on pages but are not necessarily viewed in users’ device windows.
Whilst viewability ad tech vendors have made gains in that period, the IAB in March 2014 resolved to define “viewability” as requiring “minimum of 50 percent of pixels in view for a minimum of 1 second”.
Avila tells Beet.TV: “We’re finally able to make some smarter decisions and make the right kind of buying decisions for clients.”
He was interviewed at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here. Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>“We’re about to deliver the product (Project Blueprint) to CIMM, that’s phase two,” says comScore chief research officer Josh Chasin, referring to the Coalition for Innovative Media Measurement (CIMM), a group of leading TV, agency and advertising companies looking for new metrics innovation.
“Phase three, which should be later in the year, (is) we’ll start syndicating that product to buyers and sellers.”
Chasin says Blueprint sets out to measure audience activity across TV, computers, phones tablets and radio. It was developed by comScore initially with Arbitron at ESPN’s request.
He was interviewed at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.
]]>Unfortunately, video fraud is alluring to some. “The bad guys out there understand the CPMs for fooling the system is higher in video than display so these guys are working hard to leverage technology to fool the system. We have some bad players that are passing through information that is inaccurate. We need third parties to audit this.”
Metrics on fraud and effectiveness can help ensure the quality in online video is on par with other mediums. “We can tap into the same kind of engagement TV gets, and we are excited to talk about quality so that both publishers and advertisers feel comfortable putting their money int this space,” she says.
Deals like the one Brightroll recently struck with Google will also help bring more accountability to programmatic advertising, she adds.
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“It was very important to consistently measure viewability and how we can make improvements in the performance of our campaigns in terms of being more in-view for each impression we put in to the marketplace,” Aaron Fetters, director of Frosted Flakes maker Kellogg’s analytics and solutions center, tells Beet.TV.
“My comfort level continues to rise every day. We’re seeing lots of progress by the publishers, the agencies, the advertisers. We’re just now entering the age of being able to accurately measure viewability for video. We’ve seen great success in the ability of online video to drive volume. We want to improve the effectiveness of that.”
New technology from several vendors is shining a light on how few online video ads are seen by real people, exposing the tactics used by publishers who make ads play without really being watched.
He was interviewed at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.
Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>At the BrightRoll Video Summit this week, the company announced its integration into the BrightRoll product. Goodhart explains the significance of the deal with BrightRoll and progress in combatting the the issue of fraud and viewability.
For more coverage of the BrightRoll summit, visit this page.
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“It’s all about mobile – it’s explosive,” the company’s global product leadership president Steve Hasker tells Beet.TV. “We have developed and are now testing the first industrial-strength robust measurement system for video and other types of content – we’ll bring that out in July.”
The new system uses the same principles as Nielsen’s Online Campaign Ratings (OCR) – tagging content and cross-referencing anonymized audiences against Facebook and Experian data.
Hasker’s words came as programmatic video ad platform BrightRoll announced it was integrating Nielsen and comScore ratings in to it systems for ad planners. “They have done a great job of … integrating our data throughout their entire system, from the planning to targeting to optimization and through to reporting,” Hasker adds.
He was speaking to Beet.TV at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.
]]>Now it is opening up its platform in a bid to recognize the many, many ad tech vendors in the video chain and to ramp up the number of ads it can power.
“The best solution will not come 100% from us,” says CEO Zvika Netter of the revamped Innovid Atom platform. “You can choose your own vendor.
“We’re not saying ‘we’re the best at developing everything’ – were going toward a partnership model. That means realising all our APIs and allowing other vendors to interact with our system. We’re also going open the system potentially to competitors to run their product across the platform.”
Examples include allowing agencies to bring other third-party ad verification platforms to bear on ads served by Innovid. Next up, is integrating cross-platform management tools, Netter says.
Netter was speaking to Beet.TV at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.
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The company’s Americas head Ned Brody has a clear answer: “You need to start thinking about Yahoo as both a publisher and a network.”
That means Yahoo doesn’t just want to be an owner and operator of its own web properties on which to sell ads, it wants to power ads on other people’s sites, too.
“You can’t buy ads on Conde Nast for ‘people who have searched for credit cards in the last 30 days’,” Brody boasts. “No-one can tie those datasets together – except us. You’ll see us take many of our assets and transition them from a publisher monetization model in to more of a modern network philosophy.”
That philosophy comes in to its own in video, where Brody concedes: “We are supply-constrained.”
He was interviewed by Tod Sacerodoti, CEO and founder of BrightRoll, in this on-stage session at the BrightRoll Video Summit. You can find more coverage of the BrightRoll summit here.
Disclaimer: BrightRoll sponsored Beet.TV’s coverage of the event.
]]>“The DoubleClick bid manager has been a buyer on our marketplace for over a year – now we’re becoming a buyer in their marketplace,” BrightRoll CEO and founder Tod Sacerdoti tells Beet.TV.
He says the connection means “the best of both worlds”, offering DoubleClick’s inventory via BrightRoll’s ad platform.
Separately, BrightRoll also says it is plugging two video measurement metrics, Nielsen’s Online Campaign Ratings and comScore’s validated Campaign Essentials, in to its platform to help advertisers plan using additional key performance indicators.
We interviewed Sacerdoti at the BrightRoll Video Summit in New York.
Disclaimer: BrightRoll sponsored Beet.TV coverage of the event.
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