That is to say, many trends which marketers got interested in last year and now ready to be adopted in earnest in the year ahead.
In this video interview with Beet.TV, Julie Anson, Director, Strategic Investment, Advanced TV, at the ad agency Magna Global, says interest in targeted TV ad buying is ready to flourish fully in 2021.
“I think we’re going to see a combination of all of it,” she says. “More of a shift into nonlinear CTV streaming environments, more use of platforms and technology to make it feel more programmatic, and ‘audience’ (is) going to continue to be the hot buzzword for 2021.
“2020 was a year where people were really interested in moving away from traditional demo(graphic targeting), and more into audiences, and trying new technologies and innovation. So I’m really hopeful and excited that 2021 is going to be the year we do it.”
Forecast growth
EMarketer last year estimated programmatic TV ad spending will reach $6.69 billion in the US by 2021, more than doubling from $2.77 billion. That makes it a still-small but fast-growing part of the overall TV ad spending pie.
Ad buyers are getting interested by the ability to target specific audiences or households, the ability to use other data in doing so and the ability.
Going nationwide
Anson is interested in how addressable TV is emerging out of local cable operators’ domain and on to the national scene.
“I think national addressable is a really exciting possibility,” she says.
“In traditional local and addressable, I think everyone’s pretty set; they know what it is, they either do it, they don’t do it, they feel they’re a client that it applies to. I think national addressable is just going to change that.
“I think national addressable is something all clients can be a part of, not only the ones with a really hyper-focused target, and a niche consumer base. I think, even for creative versioning, take a national ad that you bought in the upfront anyway, and do creative versioning to different targets, something really simple, that isn’t so hyper-precise. I think there’s room for a lot of clients who haven’t done traditional linear, to start to play with it.”
Business bottlenecks
But the transition won’t be all plain sailing. Anson thinks bottlenecks remain that inhibit the pace of roll-out for addressable TV.
For once, they aren’t strictly technical, however. Rather, she sees challenges in simply educating advertisers and in ensuring that the old business can adapt to the new way of doing things.
“It’s not there yet, I’ll be frank,” she says.
“As buyers and sellers, we actually have to come to the table and figure out what the business terms look like – how does it fit into the larger upfront conversation, what the financial, commercial terms look like?
“So I think that piece is still TBD, and I think it’s going to be an obstacle in 2021.
Buy-side education
“I think there’s a big learning curve on the buy side, a lot of conversations that we’re going to have to have with our clients, and our agency teams, to educate them and bring them to the table,” Anson adds.
“I think they know it could be a thing, I don’t know if they totally understand exactly what that thing is yet. I think there’s definitely interest; I get emails every now and then about testing opportunities.
“We’ve been writing POVs every time there’s an announcement – (for example), Nielsen bringing in different data sources to help measure national addressable … the difference between Nielsen beta, and Adcuratio, and Project OAR.
“So, they’re definitely asking, but to be very honest, there’s a lot of conversations that still need to happen.”
You are watching “An Open Ecosystem is Key to Advanced TV Success,” a Beet.TV leadership video series presented by DISH Media. For more videos, please visit this page.
But how are advertisers adapting to the palette of options presented by OTT (over-the-top) and connected TV delivery?
In a panel called “Buy-Side Perspectives – The Big Asks” at the Beet Retreat San Juan 2020, four industry executives described how they see ad buyers adjusting:
- Julie Anson, Director of Strategic Investment, Advanced TV, MAGNA Global
- Anupam Gupta, Chief Product Officer, 4C
- Brett Hurwitz, Business Lead, Advanced TV, Verizon Media
- Sean Robertson, head of partnerships, DISH Media
Advertisers don’t know what they’re asking
Magna Global’s Anson said, when ad buyers make requests, “they don’t actually, they don’t know they’re asking for advanced TV”.
“First thing is, ‘I know I can get audiences, but I don’t really know how or why’,” she said.
“Second is OTT – they just know that there is a thing called OTT, they know they need to start spending there. And the number one thing that I get asked is, ‘What is the actual de-duplication between the offerings, between the Tubi, the Xumo, the Pluto? They may each have 20 million uniques per month, but how much of that is a crossover?’
“The third thing is probably putting it all together and that’s incremental reach. That is a big focus these days.”
Making OTT clear
DISH Media’s Sean Robertson said his company tries to clearly explain to ad buyers the over-the-top TV opportunity.
“The first thing is education and clarity in the marketplace about what offering should be utilised to solve what problems,” he said.
“When we enter the marketplace, we take a stance of ‘Let’s be very clear about what addressable is’.
“We talk about what OTT is and what our offering does and the skinny bundle versus the other competitors. We think that education in the marketplace helps us all. It truly is trying to raise all boats with the tide.”
Help advertisers target
Verizon Media’s Brett Hurwitz said ad buyers often “have a confused perception of what target they should really be using”.
“Fortunately, addressable television lets them kind of learn from their mistakes,” he said.
“For those that are really embracing it most fully, I think they’re looking to remove friction. They’re looking to bring down the walls and be able to have simplicity in the way that they’re achieving total reach.
“The process for (buying) a linear addressable (ad) is a lot more complicated than an ad in the traditional linear piece. And so I think we as an industry need to look toward simplification.”
The panel was led by Matter More Media’s Tracey Scheppach.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
]]>Addressability is a term that is becoming more widely used. Rather than simply relating to set top box data and cable or satellite data, it’s more a targeting methodology and an understanding of how to reach a household based on a specific set of attributes.
According to Anson, this widening aperture is a positive thing.
“I think it’s a plus because it’s a really effective targeting tactic,” says Anson. “I think it’s proven itself out in the cable provider and satellite provider space, and I think it’s going to help eventually as we move into live linear. It will help the programmers with diminishing ratings and tightening inventory, and it will allow the buyers to remain with the programming giants that they’ve had partnerships with for so long, but open it up to really hit who they want to hit within those traditional environments.”
Some clients are keeping linear and digital budgets separate and others are looking at them together. When they do come together, however, they tend to be on a smaller campaign strategy. The challenge is less about keeping them in various buckets but rather providing effective measurement.
Anson expressed uncertainty as to how measurement will play out, but sees it as a welcome challenge.
“People are buying television on Nielsen demos and then they’re buying some digital on strategic targets,” says Anson. “I think we have to come to a common currency as buyers as well as have the sellers accept it and have a third-party validate it.”
This leaves everybody with work to do around understanding what that common currency is that companies will start transacting on. Without it, there will be no way to holistically measure. A part of that understanding is figuring out where the data that they gather is coming from.
“I think it’s really becoming important for clients and agencies to understand if I am using data for targeting or retargeting, that I really understand where the data is, how it’s being captured, how it’s being cleaned, and that the consumer has consented to the use of the data.”
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
]]>Because, seeming to come as a response to the rise of pay-for VOD, a new wave of ad-supported OTT TV services (AVOD) is growing, too.
Even NBCUniversal’s just-announced “Peacock” service, which will carry a subscription cost, will also include advertising, will also include advertising making it a part-AVOD service.
Not just advertising, but a new approach. Comcast’s CEO has promised Peacock will include “advertising with a light ad load”.
The partner innovation associate director at Interpublic Group’s Magna Global welcomes that. In this video interview with Beet.TV, Julie Anson says: “I love the AVOD opportunities.
“I think everyone in the industry is understanding the necessary investment in them. For example, Viacom’s acquisition of Pluto, Roku, Samsung, and Amazon all have their own AVOD services.
“It’s so apparent that consumers are willing to watch ads in return for free content. So as our own traditional players are creating their AVOD services, it’s great for buyers. It’s an additional distribution end point.”
Over the last couple of years, ad buyer consternation has grown at the soaraway success of subscription video services, plus growing consumer resentment to advertising, including ad blocking.
Across the TV industry, executives are striving to reduce ad load and length in a bid to regain consumer attention. And it seems the next generation of VOD service wants to recognize a reconstituted kind of advertising as a business model.
Anson recognizes such ad excesses as “one of the major reasons that people are turning to OTT”. That is why she is welcoming new VOD services that promises a lighter ad load.
This video is from a series leading up to, and covering, the Xandr Relevance Conference in Santa Barbara. This Beet.TV series is sponsored by Xandr. Please visit this page to find more videos from the series.
]]>After years in which they felt at the mercy of software platforms, more are now exerting more control than ever over how they find and buy ad inventory.
Case in point – Magna Global sets stringent requirements for the supply-side platforms (SSPs) it works with, and now wants to go beyond the supply-chain information historically provided to it by demand-side platforms.
“Even when a partner is telling you that they are transparent or that they’re supplying some transparency to you, it’s hard to get that at scale when you work with so many different partners,” confesses Jean Fitzpatrick, Magna Global marketplace development VP.
So Fitzpatrick is getting strict.
“When we look at SSPs … we ask them to declare a lot of information. We ask them about their partnerships with companies that can do verification. We ask them about how much inventory they have and what kind of inventory they have.”
But Magna Global is doing more than that. The agency is using an evolving variant of supply-path optimization (SPO), a method demand-side platforms (DSPs) use in order to streamline how they interact with supply-side platforms (SSPs).
“It means something different to the different groups within programmatic,” Fizpatrick adds. “For us, it’s taking a look at what the DSPs did and going a layer deeper … creating more control along the entire path than we may have had in the past.”
SPO has been around for a while, but Fitzpatrick says it is changing. “It’s really evolved and I think, at this point, for a lot of buyers, what it means more than anything is looking at those technology partners in the supply space and starting to consolidate those.”
This video is from a Beet.TV series titled Consolidation & The Case for Supply Chain Innovation, presented by PubMatic. For more videos, please visit this page.
]]>Now it wants to bypass some ad exchanges and deal directly with publishers.
In this video interview with Beet.TV, Vin Paolozzi, Magna Global EVP innovation, explains that the unit needs to reduce the current number of exchanges it works with to “a much more digestible number”.
“Historically, we’ve purchased anywhere across about 70 different exchanges,” he says. “When you start to look at where inventory is being sourced from, the reality is, is you don’t need that many different connection points to get access to the inventory.
“And so we’re starting, first and foremost, with trying to minimize the number of exchanges that we’re going to work with because we think we can get closer to the publisher, which is most important to us over time.”
Magna Global once set a target of buying half of its advertising in automated fashion by 2016 – somewhat revolutionary at the time.
Of course, Paolozzi’s change doesn’t mean a return to manual buying. Today, publishers themselves are increasingly operating their own ad-tech platforms to open themselves to automated buying
Many brands now know the kinds of publishers they want to buy with, and don’t need to have full sight of the world of inventory.
The move won’t just mean changes for the publishers, it will also mean changes for the exchanges Magna continues to work with.
“For the first time, we’re actually putting real service agreements in place with exchanges, which we’ve never done in the past,” Paolozzi adds. “The reason for that is, looking for those who will give us the things that we need to better service our clients.
“Who’s going to help us understand the fees that are being taken out, what’s being used? We’re looking at who has the direct connections to the inventory sources, and minimizing kind of the reseller aspect of what’s happened in exchanges in the past.”
This video is from a Beet.TV series titled Consolidation & The Case for Supply Chain Innovation, presented by PubMatic. For more videos, please visit this page.
]]>Fast forward to the present and Cohen, like other advertising and media professionals, is glad to see a slimmer, more focused Festival, the President of North America for Magna Global explains in this interview with Beet.TV.
“As we all know, Cannes has morphed quite a bit over the past 12 or 15 years. It’s become much more about technology and data and the creativity using that. I’m excited this year that Cannes has kind of contracted a little bit.”
Likewise, Cohen and his industry peers “are getting much more concentrated with the number of people that we’re bringing to Cannes” along with “lots of our clients.”
He expects to see a refocus what Cannes is all about, “which is the most creative work in the business across media, data and tech and messaging and storytelling.”
With a shorter schedule of activities this year, Cannes should be more suited to substantive conversations. “Everyone is in the same place for a limited period of time, so we get a lot accomplished both with clients and with partners,” Cohen says.
Asked about the progress of creative versioning of advertising messaging, Cohen notes that IPG Mediabrands has “an entire practice” focused on dynamic creative in the form of its Addressable Content Engine (ACE).
“We’ve spent a lot of time focused on the media side of the equation and not a ton historically on the messaging or the creative side of the equation.”
ACE is designed to match message relevancy with media reach. Plans and content are tailored to the right person, in the right place, the right moment and in the right voice.
“We now have the tools and the technology to actually think about templative creative, to think about versioning in a much more efficient and effective way,” Cohen says. “That is an area of innovation that we’re excited about over the next couple of years.”
This video is part of The Road to Cannes, a preview of topics to be addressed at Cannes Lions. The series is presented by the FreeWheel Council for Premium Video. For more videos from the series, please visit this page. FreeWheel is a Comcast company.
]]>In an interview with Beet.TV, Amanda Medeiros Kigel, Magna’s VP of Partner Innovation, says the exclusive arrangement provides advanced targeting “that we really don’t have access to with other partners” in the over-the-top TV space.
OTT is an environment that some clients have hesitated stepping into because of concerns about audience targeting and measurement, according to Kigel. Working with Roku helps to overcome these hurdles.
“Because they’re able to authenticate their users, we can pair that with our proprietary data stacks and go into the space to target on a more sophisticated level,” says Kigel.
OTT targeting thus far has been confined to common audience behaviors or the types of content people consume, “Which really isn’t as telling as some of the signals we get in the digital space,” Kigel says. “So working with Roku is a step in that direction.”
While Magna has worked with individual TV companies in the OTT space, partnering with Roku provides a way “to aggregate a lot of that premium inventory so that we can access through them directly,” she adds.
She believes that OTT viewing is beyond the initial stage of evolution. “Recently the data started to catch up to tell us that people are actually there,” says Kigel, alluding to new measurement metrics from Nielsen. “It’s not as nascent as people think. I would say it’s mainstream now.”
The next step for advertisers will be the ability to see OTT TV consumption coupled with linear TV. “And then we’ll really start to see where there’s duplication and how much OTT’s bringing to the plate that we’re not getting in other channels,” Kigel says.
In contrast to channels like desktop and mobile, OTT closely resembles linear television viewing in that “You’re still in your living room, you still have a big screen, you’re still co-viewing with your family and friends,” says Kigel.
“The Ad is experience is very similar. You’re still watching it in a pod in the middle of your content, in addition to some other opportunities with first impression units.”
]]>“I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna Global, tells Beet.TV in this video interview.
“We’ve been on a journey for a long time where now TV is (supposedly) going to be empowered with better data and technology than ever before and I think we’re on the beginning steps of that journey. But, I do think the upfront (for TV ad sales) is not going away.
“The upfront won’t die. It’s a very strong part of the way a client goes to market.”
Although ad buyers can buy specific audiences who may be watching a diverse range of content, Bayer says there will continue to be value in the process of committing upfront ad spend against a specific TV show. But he does see addressable TV reaching 100 million-home scale in the US, something which will tempt advertisers away.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
Bayer was interviewed on stage by moderator Ashley Swartz, CEO of Furious Corp.
You can find more videos from the Beet Retreat on this page.
]]>Its data-driven ad targeting capabilities will be used by small networks whose ratings are not typically captured by measurement agencies, to manage ad inventory on an upfront basis. The networks are ASPiRE, Bounce, Crossings TV, Fuse, Music Choice, NUVOtv, Outdoor Channel, Outside TV, Ovation, Reelz Channel, REVOLT, RFD TV, RLTV and UP TV.
“Our unique approach is all about being open,” Magna Global programmatic VP Veena Rayapareddi tells Beet.TV in this video interview.
“We have an open architecture where we can just plug and play with different platforms. we’re completely platform-agonistic.. there’s absolutely no hidden agenda.”
Magna Global’s release quotes Bill Rosolie, SVP Advertising Sales at Reelz, as saying: “Programmatic buying not only makes it easier for advertisers to access the Reelz audience but also increases their value. Our advertisers benefit by reaching this audience with increased efficiency and better targeting.”
Rayapareddi was interviewed at Beet.TV’s annual executive retreat by Nielsen digital MD Andrew Feigenson
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>Powered by planning, buying and reporting optimization platform AudienceXpess, the new system will help Magna Global agency clients advertise on Cox Media cable inventory by first running audience segment targeting using first- and third-party data sets, and by using geographic, network and daypart attributes.
In this video interview with Beet.TV, AudienceXpress president Walt Horstman explains: “In early 2015, we’ve been creating a version of the AudienceXpress platform which will allow Magna Global and Cox to work together through a private marketplace.”
Given the growing prevalence of programmatic buying, Rayapareddi expects more products and solutions to enter the market to help make sense of the vast amounts of data. “We use a range of platforms and collect a vast amount of data. You can merge with clients’ CRM database, and online and offline data,” she says, as an example.
Magna Global expects programmatic buying to grow 52% worldwide this year to $21 billion, the agency said in a report released last month.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>
As data becomes more vital, agencies are drawing on first-party, third-party and CRM sources. But to architect the best data strategy, he suggest open infrastructure technology to bring the data together and drive the best results.
Magna Global is betting big on programmatic buying and expects it to corral $18.4 billion in global ad spend this year, with $9.8 billion of that in the United States.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>This follows a natural trend in programmatic buying to migrate the buying method from online to TV, which still commands the most money. Only 8% of TV ad executives are currently buying TV ads programmatically, but about 12% plan to increase their spending this year, according to a survey by AOL Platforms reported on by eMarketer.
Programmatic TV buying won’t be identical to online buying, however, Gordon cautions. “There isn’t real-time access to data or ad serving in the same way, but the basic principles of using client’s data and more specific data to be more targeted, using technology to help facilitate the translation of that data into what inventory to buy, and buying inventory in a more granular way to reach the audience is there.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>“Linear TV, in terms of its price, has been fairly stable for a decade or so in the UK and is seen as pretty good value,” Magna Global UK head Richard Oliver tells Beet.TV in this video interview. “Many advertisers in the first instance are buying in to VOD supplied by traditional broadcasters in the UK… that’s generally at a significant premium compared with the price they’re used to paying for traditional television.
“VOD looks and feels very different and is often a lot more expensive for advertisers. Many advertisers are grappling with the price. The industry still has a lot to prove.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>Video is starting to lure a larger share of budgets, but the price is tracking at a premium in between prime-time ad cable prices. “There is some video that competes with primetime, but the ability of digital video to fully compete is dependent on its ability to compete on price with cable,” he explains. “It’s mostly at a premium to cable now, but to source dollars from prime is limited, but sourcing from cable and the diverse audience there is doable.” In general, the supply of ad inventory has risen since there are so many digital outlets now.
As more marketers book full-episode video, he expects more money to come from cable budgets.
]]>
Says Magna Global USA president Kristi Argyilan: “We are pushing for our planning teams to reconsider cable television and think about how they can start to shift some of that rather large pool of money that’s invested through some blunt metrics, and start to think about it from a target audience perspective … even just a small piece of that … adjusting that in to programmatic television .. as we go in to the upfront.”
She was speaking during a panel debate on the idea that linear television may adopt the data-driven, highly-targeted trading techniques.
- Magna Global’s programmatic SVP Michael Brunick said the process was about encouraging networks to “unpackage” and “unbundle” the inventory they sell to clients.
- Business development SVP Paul Dolan of Group M’s data division Xaxis said: “Everybody wants the same thing – better targeting, more data-driven results, more creative formats – television is bringing us there. That’s a win for the seller and for the buyer.”
- Universal McCann north America COO Gregg Colvin said: “It’s incumbent upon us to be dictating back to the some of the networks – ‘our clients think this is the kind of inventory we need’.”
- Adap.tv CEO Tony Gabriner said: “The notion of using data and starting to move in and out of inventory in near-time is starting to happen – agencies are starting to wake up to the power of that. It’s being drive a lot by clients (like P&G) who sit on mountains of data.”
We interviewed them at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.TV. You can find more clips from the event here.
]]>“We’ve put it in to a box of it only being performance-driven – that was a mistake,” says programmatic SVP Michael Brunick of IPG’s Magna Global insight agency.”
“One of our great areas of success we’ve seen has been one of of our largest brand advertisers starting to really heavily invest in programmatic and measure their results around soft brand metrics like intent-to-purchase consideration and awareness.”
We interviewed Brunick at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.tv. You can find more clips from the event here.
]]>Given the twin focus at the agency, Magna expects about 50% of its billings in the next few years will be going through an automated platform, while the other half will be custom. Last year, about 6.6% of its spend was on programmatic, and this year about 28% should come via programmatic. “We now have teams set up so a large group drives an automation agenda, while another group drives a custom content agenda,” she said.
As it moves in the automed direction, Magna is focused on finding the right partners to work with. The agency’s parent company IPG Mediabrands Magna Group created a consortium with various content creators such as A&E Networks, AOL and Cablevision, last year to further drive the programmatic business. MagnaGlobal has said that programmatic buying in the U.S. was on pace to reach $10.5 billion by 2017. For more insight into the value and nature of partnerships in this programmatic era, check out this video interview.
We interviewed Argyilan at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.TV. You can find more clips from the event here.
]]>“The root of the opportunity is in a strong shared vision between the companies. You need incredibly strong content alongside incredibly strong technology with data as the connection in the middle. We are fanatics on programmatic and we have gone deeper into exploring the possibilities and we have come to another point of shared belief….We have to build toward a future to bring every holding company, every major publisher, every brand advertiser into the programmatic fold or we are cutting off our noses to spite our face,” she tells us.
We interviewed Weber at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.tv. You can find more clips from the event here.
]]>Speaking with Beet.TV, Kristi Argyilan, president of Magna NA, gives an overview of the automation of digital media, the alliance with Adap.tv and AOL and the plans for a global roll-out.
]]>IPG, the parent company for Magna Global, is moving aggressively into automation and said it plans to automate 50% of all media buys by 2016. To reach that goal, the agency will need to smooth out a number of “bulky steps” in how it goes to market on many campaigns. That includes streamlining some of the planning to both reduce paperwork but also to link media channels more closely. “We want media planning to be a media blueprint, and we want to go into the market with all channels and you optimize the buy in the moment.”
For more insight into Magna Global’s multiscreen approach to automation check out this video interview.
]]>
“We had a goal set for 2013 of putting 5% of our total spend through programmatic,” says Kristi Argyilan, the group’s north America president. “We exceeded that goal by 30%.”
“We’ve been really focused on pushing as much as possible through programatic channels. We’ve seen an increase in 2013 alone of probably about 50% year-over-year.”
Argyilan says CPMs and effectiveness are becoming much stronger. She was a speaker at the Beet.TV executive retreat in Vieque, Puerto Rico, where this segment was filmed.
]]>“They’re wildly enthusiastic,” says Magna Global’s programmatic EVP and MD Neeraj Kochhar. “Publishers are finally beginning to appreciate the benefits of programmatic.
“We still need to move the conversation from purely pricing to one of value and better outcomes… I’m beginning to see that happen on the publisher side.”
Magna Global estimated 2013 programmatic display ad spending would reach $7.5 billion, reaching nearly $17 billion in 2017, writes Emarketer.
Kochhar spoke with Beet.TV at Adap.tv’s Worldwide Publisher Conference.
]]>The media agency is betting big on automated media and expects programmatic and automated buying to account for 50% of all media buys at Magna Global by 2016. Real-time buying is defined as media buys that can be informed by data, in real-time, to determine what kind of message to delivered, Kochar says. Magna Global relies on a range of first-party and third-party data to fuel buying, and also works closely with creative agencies to develop the best messaging targeted to meaningful segments, he says.
Data is also vital for measuring the ROI. “We believe programmatic and automation stands to benefit both the supply side and the buy side. We want to tie it to business outcomes and to tie media spend to actual key business metrics,” he says. He added that he’s seen an increase in the number of publishers approaching Magna Global about creating private marketplaces for programmatic buying.
This segment was from the Beet.TV leadership summit on premium programmatic video advertising presented by SpotXchange and hosted by The Hearst Corporation. Please find other clips from the event right here.
Note: Joanna O’Connell is leaving Forrester to join AdExchanger, it was announced on September 25. This taping took place on September 17.
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