Tremor Video DSP’s three-point plan to address concerns in the market around transparency overall and around quality of inventory encompasses policy, fraud and brand safety, Wiener explains in this interview with Beet.TV at the IAB Video Symposium.

Tremor Video DSP also enforces the IAB’s ads.txt compliance on its end and that of all its suppliers. “We’re only going to work with supply that’s been validated and we’re encouraging everyone else in the ecosystem to do the same thing.”

To curtail fraud, the company works with “all the leading players, whether it’s DoubleVerify, IAS, to make sure that our pre-bid inventory is screened for fraud and we’re using whatever vendor our clients want.”

On the brand safety side, Tremor Video DSP recently announced it’s working with Grapeshot, whose solutions provide advertisers with contextual intelligence. Grapeshot’s pre-bid, custom brand-safety capabilities are now available for Tremor Video DSP’s advertisers across all supply.

“Brand safety is really the most subjective of the three criteria and so we want to really understand what each marketer cares about and what context they are comfortable having their ad in,” Wiener says.

Two of her main takeaways from the IAB confab are the continued rise of storytelling via premium video and brand safety. With regard to the latter, she takes issue with some of the comments by NBCUniversal’s Linda Yaccarino at the event regarding where advertisers should be directing their video dollars.

“Linda Yaccarino’s message about premium and premium quality is an important message,” says Wiener. “But I also think that marketers need to understand that their consumers are watching video in so many different places that if you only pick the names that you knew from 1950, you’re going to miss a lot of how the audience is consuming video today.”

This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP. For more videos from the series, please visit this page.

The IAB’s latest research, released this week, shows just how complicated the video marketplace is. Its Video Landscape Report report covers programmatic video, addressable TV, connected TV/OTT, augmented reality, vertical video, live streaming video, eSports, original digital video, six-second ads plus interactive and branded video.

“We talked to the marketplace about what sort of ads they want to see that can improve user experience and better connectivity and also better reflect the platforms that we are now viewing content in,” Bager says in this interview with Beet.TV at the IAB Video Symposium.

The Video Landscape Report identifies the key challenges facing marketers and agencies as “audience fragmentation, content discovery, advertising experience, ad fraud and cross-platform measurement.” It’s the fourth iteration of a report that was first issued in October 2016.

“We have to start thinking differently about ads,” says Bager. “Consumers’ attention spans are much shorter and they’re on a number of different platforms at the same time.”

Each ad format carries its own complexities. “Six-second ads for example. There are a number of different contexts that they can run in. Interactive formats depends very differently on whether you’re on OTT or if you’re in a mobile environment. Shoppable formats, same thing.”

One of the IAB’s goals is to find “proof points” from its research and then help to create standardization around the various units.

The IAB views the research through the lens of how “21st century brands”—also called Direct Brands—can best engage with consumers.

“While traditional TV still dominates ad revenue, digital video, especially mobile video, is the fastest-growing video type by consumption,” states the Video Landscape Report. “All of these developments and touchpoints have provided more opportunities for 21st century brands and marketers to directly connect and engage with consumers.”

When taking into account audience receptivity to brand messaging, “everything probably shouldn’t be ad-based,” says Bager. “I also think that the definition of advertising will change and I think it’s going to become more and more about branded content and content marketing in combination with advertising.”

This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP. For more videos from the series, please visit this page.

High on the list of priorities is taking advantage of Taptica’s global footprint, Weiner explains in this interview with Beet.TV at the IAB Video Symposium.

“They have offices in 15 different markets and we’re currently planning our global strategy, likely starting with Japan and Korea.”

Both Taptica and Tremor Video DSP are “very focused on using data as a differentiator to make sure that advertisers are connecting with the exact right consumer at the right time,” Weiner adds.

Another benefit to their relationship is that both are 100% focused on the demand side. That Tremor Video DSP also had a big presence on the sell-side was a key reason attributed to its divestiture of its SSP, as AdExchanger reports. The SSP is now called Telaria.

With technology considered by advertisers to be “table stakes,” data is now front and center, according to Weiner.

“Certainly, technology has to be built to optimize to the metrics that they care about most, whether it’s viewability or completions. But really the differentiation is either coming from the data or from the inventory.”

Hence Tremor Video DSP’s expanding “unique data partnerships.” In December of 2017, Tremor Video DSP announced its capability to offer enhanced connected-TV campaigns leveraging exclusive data targeting from Alphonso.

“It allows us to find an advertiser’s marketing plan on TV and retarget them exactly on that same plan on a mobile device, so they can fully own what we call the modern living room,” Weiner says.

Whereas Tremor Video DSP’s DSP used to make all of its buys with its own SSP, the focus now is on diversification.

“We of course are still an important customer of Telaria, but we are looking to work with other video-specific SSP’s, other mobile-specific SSP’s. We’re looking for SSP’s that have global inventory and also ones that have unique inventory that’s specific to certain marketers’ needs, whether it’s liquor-compliant inventory, long-form inventory or other sorts of more scarce inventory,” Weiner says.

This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP. For more videos from the series, please visit this page.

The Tremor Video DSP chief marketer was talking with Beet.TV, fresh from the stage at this month’s IAB Video Symposium in New York, where she interviewed the food company’s own marketing senior director Eddie Revis.

There, she discussed how Chobani is performing targeted advertising on advanced TV platforms to enhance the messages it delivers to viewers.

"Through our work with @AlphonsoInc & @TremorVideoDSP, we can refine the audience through insights…which allows us to focus on beautiful storytelling and create something amazing that still keeps our specific audiences in mind." – Chobani's Eddie Revis at #IABVideo Symposium pic.twitter.com/dnHTYYBQSg

— Tremor Video DSP (@TremorVideoDSP) May 7, 2018

Thomas later explained the thinking to Beet.TV – and it focuses largely on bridging a divide. Namely, the last few years in the industry have been spent harvesting and using data, now it’s time to start injecting it back in to the creative.

“You have to have amazing data to target audiences, ” she said. “But everybody has a lot of data.

“Where the real creative opportunity comes (is) when you take that data and you use it to reach someone one-to-one – what do you say to that person in that moment? That comes down to creative. You can’t just have data without having exceptional creative, the two have to work together.

“And so often, we see brands coming with just the targeting strategy, not the creative strategy. So to see a brand like Chobani, that is able to take both data and creative to make the most of it and make informed decisions about their audience targeting, I think is the holy grail.”

This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP.  For more videos from the series, please visit this page. 

In this video interview, the president of the Wavemaker/Wunderman alliance urges advertisers and agencies to change their approach to meeting consumers’ expectation for a great experience.

“Every brand really needs to find out what’s the right experience for them and their customers and their consumers,” Fremont says. “So taking chances, taking risks today is what we need to do in digital video. We need to keep pressing the envelope on what it is.

“It would be a shame … if we took 30 seconds (ads) and just cut them down, and didn’t create the right brand, consumer experience.

“We need to think about them consecutively, so in a consecutive manner. And tie that into data and into insights, because that should be a continuous loop.”

Wavemaker was formed last year when WPP’s Maxus and MEC were tied in a new entity, a global media, content and technology agency with 8,500 people in 139 offices spanning 90 countries and handling $38 billion in client billings.

Wavemaker’s client list includes Colgate-Palmolive, L’Oreal and Paramount.

Fremont also works with the IAB to tackle the issues he is talking about. “We’re bringing up the right issues, but there’s more work to be done,” he says,

The interview was conducted at the IAB’s Video Symposium in New York this month.

This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP.  For more videos from the series, please visit this page. 

The tech company crawls the web, indexing and interrogating pages to identify their inner content, so that it can make that intelligence available to advertisers concerned to buy in brand-safe environments. But the offering won’t stop at web pages.

“On the roadmap and in beta currently is video context,” says the company’s product strategy VP Andrew Smith, in this video interview with Beet.TV.

“We’re also looking at solutions for in app in other areas where crawlable content is not as easy to access. So we’re looking for those scalable entry points to offer products and video and apps in other areas.”

Oracle said in April it would acquire Grapeshot, having already previously acquired Moat for its brand safety play, calling Grapeshot “a provider of brand safety and pre-bid contextual solutions to over 5,000 of the world’s leading marketers”. The company will align with Oracle’s Data Cloud platform.

Tremor Video DSP this week said it would integrate Grapeshot’s technology at the pre-bid stage so that “unfavorable” publisher environments could be filtered out.

The technology analyzes the relationship of words on a web page to understand the true context. Negative ones can be filtered out before an advertiser can even bid on it.

This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP.  For more videos from the series, please visit this page.