“One of the key buzzwords that we’re going to be hearing about over and over again in the next few years; it’s about ‘connectivity’,” Acxiom CEO Scott Howe.

“The rate of innovation in our industry always exceeds the rate of consolidation. Every client, what they long for is, ‘How do I connect it all together?’ The way they can make it work together is through data. Data is the common language.”

Big data analytics company Acxiom employes over 5,000 people in 10 offices around the world and wants to help ad buyers unit disparate data sets in a single space to make buying decisions.

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“If all the budgets move in to a programmatic platform, imagine the insights that could be gleaned from an entire media plan being transacted through a DSP that surfaces insights about audiences that could be used to inform maybe even out-of-home, maybe even traditional TV investment, maybe even print,” video ad tech platform SpotXchange‘s programmatic and business analytics VP Merwin tells Beet.TV in this video interview recorded at the DMEXCO conference.

“I’m really excited about that future, but we’re at the top of the sixth inning. There’s still a long ways to go.”

SpotXchange recently sold a stake to German TV group RTL as part of a plan to grow its European business. “The relationship will have a lot of immediate gain, there’s a lot we can do,” Merwin adds. “The team is staying in Denver. We have the same engineering products backbone. We remain autonomous in terms of day-to-day ops.”

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“I think ‘digital media’ maybe a little narrow,” Starcom MediaVest global operations president John Sheehy tells Beet.TV in this recorded video interview at DMEXCO. “We’ve been through a digital era, that’s probably behind us and now we’re seeing all the advances in technology and what’s possible.”

For Sheehy, that’s a complex but opportunity-laden world in which focusing on identifying and understanding audience for advertisers is key: “You can have millions and millions of people which you able to segment on a much finer basis. Your core competency is audience and audience management.”

In September, SMG was amongst the Publicis agencies to have signed up to use a new internal planner, Always On, powered by Adobe Marketing Cloud.

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“You need to look at the organisational structure of the media owner and the organisational structure of the ad holding company and understand how both of those entities are re-architecting to come together around automation,” Rubicon Group’s marketplace development SVP Jay Sears tells Beet.TV in this recorded video interview with with Ashley J. Swartz, CEO of Furious Corp, at DMEXCO.

“Automation was germinated inside the holding company entity in the trading desk – if you go back to the early days, they were only folks that knew anything about automation. But the ad holding company execs eventually figured out over the last couple of years, automation can also be a very profitable exercise versus some of the planning and buying processes that have been under severe compression.”

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“The IP capabilities are so great right now, that makes it easy to focus on just digital video,” tells Videology CEO Scott Ferber tells Beet.TV in this recorded panel interview with LUMA Partners founder Terence Kawaja at DMEXCO. “However, the big opportunity is truly linear feed. We’re focused on the 20% (of industry revenue) – but the 80%. is the big opportunity.

“Very traditional television media buyers are now starting to say, ‘If I could have the data and the addressability of the internet, I would love it.’ They’d love to be able to pick up behavioural oriented data from the internet that they don’t really have in the traditional demographic information (sets) sets.”

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Now on par with conferences like CES, clients, publishers and partners can interact on a business level and discuss ideas on a deep level, Weisbrich says. And there’s great interest to elevate the conference even more.

“We talked a lot about details, about technology, programmatic, platforms, segmentation and intelligence,” he says. “And we feel comfortable with these topics and would like to find out how to bring them together and apply them to a brand.”

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Linear TV is still the strongest medium, with 3 to 4 hours of daily usage among targeted audiences, but “second stream” viewing and the use of mobile video is growing alongside it.

“But…we shouldn’t forget that there is ‘lean back’ and there is ‘lean forward,” Uhl says. “There will always be a situation for the consumer in which he just wants to relax and let things wash over him.

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“One thing that continues to be true is the scarcity of quality video inventory, which is a blocker for more widespread adoption of online video,” GroupM’s programmatic unit Xaxis’s UK MD Nicolas Bidon tells Beet.TV in this recorded video interview at DMEXCO.

“The sell side has inventory but they’re being quite selective about who they want to partner with. “The guys who have the quality inventory only want to work with the best, most reputable brands and the people who they can strike long-term relationships with.”

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“We’ve been preloaded on the Nokia Lumia for a while,” The Weather Channel global yield and programmatic director Daniel Young tells Beet.TV in this recorded video interview with Ashley J. Swartz, founder and CEO of Furious Minds, at DMEXCO. “And with iOS 8, we’re in there – there’s going to be a lot of web traffic coming in there and hopefully adoption and conversion across to the apps as well.

“We have over 37 language sites across Europe and Asia Pacific. The predominant way of monetising out there is a our programmatic stance with AdExchange. We have screeds of weather data going back 70 odd years. And that’s our real USP – we enrich an advertising offering with the data we have.”

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At the DMEXCO conference, Vittal’s company announced a deal in which all of Publicis’ agencies will have access to a new suite, Always-On platform, that is powered by Adobe Marketing Cloud and offers content creation, audience segmentation, campaign tracking, measurement and more.

“The marketing transformation that’s happening in the industry because of digital, the disruption of multi-channel and audience fragmentation is going to require a technology and an analytical-driven process,” Vittal told Beet.TV in this panel interview with Ashley J. Swartz, Founder and CEO of Furious Minds at DMEXCO.

“Marketers have varying levels of confidence when it comes to the technology options.” Vittal said Adobe and Publicis were “coming together to solve marketers problems”.

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Announcing the deal, which MediaPost also reported, Millennial says it hopes to “create a full-stack solution that enables us to open the flow of impressions, operate a leading independent exchange, and maximize the yield for our publishers”.

At DMEXCO, Nexage’s Europe MD Todd Tran told Beet.TV in this video interview: “The biggest misconception in the market is that people are on the go while they’re on their mobile devices. The biggest chunk of usage is at home.

“There are long-form videos being consumed at home or the office or in dead time. We do expect the smartphone to be the dominant screen.”

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“What we are seeing since January of this year is a massive drop in organic reach. Only 5% of yours fans see your brand’s ads, content and engagement. You have to do paid social ads to even be seen,” he says. “Social is about optimization and wringing as much as you can out of your dollar. A lot of these automated tools will get us there.”

For more insight into social strategies and also the effectiveness of programmatic buying, check out this video interview. This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“There are nuances to each platform. Take Instagram. It’s a photographer’s medium, and it’s not a place to put coupons, but some brands put coupons there,” he says. Understanding the platform will allow brands to deliver better creative to each channel. Likewise, brands need to use the data available to inform creative. When it comes to blending content with ads marketers should look at what they are creating, the platform they are creating for, and whether the ad is designed to entertain or to spread a message, among other factors. He expects programmatic buying will start informing TV creative soon.

“The amount of data we have is phenomenal,” he says. “We also need to create more engaging forms of content.”

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The best way to merge data and creativity though is for brands to test how customers will react to different creative, he explains. “We need to work out how the customer will respond to an ad, but with the [brand’s] data in it. To understand how people react when they see their data is a major part to play moving forward and we’re not there yet,” he says, adding that he’s a fan of different agency departments working closely together, from strategy to technology to media, to make the best use of data-driven creative. “We look at what the creative experience on the front end needs to be and how that is driven by data, and what is the view of that data, which is defined by the strategic leads and the media leads.”

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“There has been such an emphasis on technology and and how programmatic can drive efficiency and less about the power to unlock audience to brands messaging,” he says, but that potential exists because the audience insight from data-driven buying can help brands develop better creative, he says.”We want to transition from storytelling to story-building and unlocking audience data and insights to build a different marketing and branding experience.”

However, programmatic still faces hurdles in perception before use becomes widespread. “We need to change the perception and show real business outcomes through programmatic channels, and when we do more clients will use it,” he says.

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“Whilst the term ‘ad-tech’ has been around for a while, that term’s been a bit of an oxymoron – there hasn’t necessarily been that much tech in ‘ad-tech’,” Konrad Feldman tells Beet.TV in this interview recorded at DMEXCO.

“That’s changing. The speed of data involved requires world-leading technology. Many of the advances in Big Data in general have come from advertising companies. The companies that grow to scale in the real-time advertising ecosystem will fundamentally be technology companies.”

Eight-year-old Quantcast’s two core products are Measure, giving website owners free stats, and Advertise, supporting real-time ad trade decision-making.

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“There is often a trade-off between high levels of efficiency in your targeting or high levels of cover,” he tells Beet.TV in this panel interview with Ashley J. Swartz, Founder and CEO of Furious Minds at DMEXCO. “But there are a small number of publishers that can deliver both efficiency and cover simultaneously – that’s a very new thing, I think.”

Nielsen recently told Beet.TV it aims to weave mobile ratings into its TV ratings in time for the fall season, potentially giving a more holistic view of who is watching what type of programming and on what device

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For an overview on the report and the way it impacts video ads, we spoke with PageFair CEO Sean Blanchfield.   He tells Beet.TV that of the publishers his company tracks in the U.S., some 20 percent of ads are blocked.  That percentage applies to both banners and in-stream.  The percentage is somewhat higher among gamers and younger demographics.

The company is a leading provider of adblock software solutions to publishers.   More on the report in this story in The Guardian.

We interviewed him at the DMEXCO conference.

The issue of video adblock is becoming high the agenda for publishers.  Earlier this month the big video platform company Brightcove announced a solution for video adblock.   At the IBC Show in Amsterdam, we spoke with Phil Costa about the new product offering.  Here is our interview.

“We’re powering ad decisioning and management for 90% of broadcast community in the US,” FreeWheel’s global solutions and corporate development SVP Frans Vermeulen tells Beet.TV in this panel discussion with LUMA Partners founder and CEO Terence Kawaja, recorded at DMEXCO.

“And we’ve been working with Sky and Channel 4 and Channel Five in the UK. We’re very excited to be focused on Europe this year, with a big announcement in a couple of days, hopefully, around a big broadcaster in the northern part of Europe.”

Vermeulen also speaks about the vision of FreeWheel’s new owner: “Part of the future growth of a company like Comcast… they need to be able to provide information and services not just to their own businesses – but also to the rest of the community.”

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“People maybe are trying to focus too much on one single currency – (that) either Nielsen or comScore need to win,” Yoav Arnstein, the international head of video ad platform LiveRail – recently acquired by Facebook – tells Beet.TV in this discussion with Ashley J. Swartz, founder and CEO of Furious Minds, recorded at DMEXCO.

“No, we need, on the buy side, a few players that are acceptable and people can measure according to. it doesn’t mean a single solution. We cannot have a hundred players, but having five or six that are trustworthy… that’s good enough – that will still create a vibrant enough industry.”

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“It’s very easy … to take a view that the fast-streaming, uninterruptable, buffer-free, over-the-top experience is the actual experience of humans at large – it turns out not to be the case,” GroupM chief digital officer Rob Norman tells Beet.TV in this panel discussion with LUMA Partners co-founder and CEO Terence Kawaja, recorded at DMEXCO.

“People’s preoccupation is producing 4K experiences now, (but) the number of people in even in the United States and Europe capable of consuming those is a fraction of the ambition of those people that are making them.

“The alleged inefficiency of television is somewhat overstated.  The broadcast age facilitated enormous simultaneous reach and proved to be profoundly effective in changing consumer behavior and building brands.

“We’re dealing with the biggest revolution we’ve ever dealt with now. This is even bigger than black-and-white to color. But we handled that well – and I think we’ll do fine this time.”

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“We are trying to build more of these custom experiences on tumblr and this lets brands create content that is more modern, visual, shorter form, and the pages look more visual,” he says, adding that the branded content it creates can be distributed on Yahoo, tumblr and through Yahoo’s programmatic channels, and via native ad systems. As Yahoo pursues more branded opportunities, it’s also been experimenting with larger formats in mobile to take advantage of the growth in mobile, Albano adds.

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“Advertisers see that targeting can make their campaigns better, but there are still challenges. Devices and platforms aren’t always talking together, and advertisers are finding it challenging to track a user across multiple devices with accuracy and there is always the measurement issue,” he said, in explaining the hurdles.

However, the GRP is still part of the equation, and many video buyers want to use it. “The GRP currency is something everyone is very comfortable with. It helps in planning and measurement and it lets media companies sell more holistically across devices. It is still really important to the various stakeholders,” Joyce said.

The study also found that marketers are expecting a boost in digital video revenues due to data-driven advertising. The use of more and better data makes more detailed targeting possible, which increases the cost efficiency of ads.

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“We are working with our mobile media partners on things like being able to share a universal ID that will let us do things like frequency capping…across platforms. The other area is understanding the profile of where the impression is coming in from,” she says, and that entails working with third-party providers on the data to better allocate impressions across a campaign.

For mobile to continue to grow, marketers also need more “good quality mobile inventory,” she says. “Being able to crack the mobile nut at scale is really important. We are seeing demand increase as advertisers follow their audiences into other formats. Liquidity of good quality content is important.”

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“We built it from the ground up … it allows us to get data that only we can have access to,” Xaxis global COO Mark Grether tells Beet.TV in this video interview.

“We can differentiate ourselves from competitors who only offer (their clients) third-party data which everyone (else) has access to. We just know more about a user – therefore, we can target better.”

Grether says 60% of Xaxis revenue is from video advertising, which has more growth potential even than mobile.