Says Scott Hagedorn, CEO of Omnicom Media Group in this BeetCast podcast moderated by Matt Spiegel, EVP of Transunion.
Part of the problem is that sensational content optimizes algorithms that in turn pull advertising in. While the number of impressions might be high, associations with the content is not necessarily valued and potentially detrimental to the advertiser, Hagedorn warns.
In this wide-ranging conversation, topics include identity, privacy and the importance of the integration of the supply chain with media investment.
The BeetCast is sponsored by Tru Opik, a Transunion company. Please visit this page to find more episodes of the BeetCast and to subscribe via your preferred podcast service.
]]>That’s according to one boss whose position at the top of a programmatic video ad platform has led him to conclude publishers need to keep hold of the liquid gold.
“We’re seeing a tremendous amount of data leakage,” says DashBid CEO Tom Herman, in this video interview with Beet.TV. “From a publisher perspective, when their data leaks, it provides the buy side more power in the sale transaction.
“We want to make sure publishers retain the data and the financial value of being able to help advertisers find the audience they want.
“When the data leaks out, it makes it easier for the DSPs and the agencies and people eon the other side of the transaction to add the value of the data analysis.
“Nobody should know a publisher’s audience better than that publisher.”
In its own words, DashBid is a “real-time, auction-based media selling platform designed and built specifically for programmatic video advertising”. Last month, it was named in Crain’s list of the 50 fastest-growing companies in New York.
We interviewed him last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.
]]>The Emeryville, CA-based company has just confirmed an agreement to be acquired by the digital media powerhouse for $540m.
What does Adobe want with TubeMogul? According to its announcement: “Adobe’s acquisition of TubeMogul will create the first end-to-end independent advertising and data management solution that spans TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands.”
TubeMogul has software to enable planning, buying, measurement and optimizing of programmatic, cross-screen TV advertising. It went public two years ago, for half this value.
“We aim to be totally aligned with advertisers so they never second guess the incentives,” TubeMogul CEO Brett Wilson tells The Wall Street Journal.
The acquisition is a further sign of consolidation in a video ad-tech ecosystem where the number of companies has grown dizzyingly.
Across the landscape, companies are bolting on point solutions to go end-to-end. Mar-tech M&A advisory group Results International Group reports 331 mergers and acquisitions took place in ad-tech and marketing-tech in the first nine months of this year. Digiday calls the TubeMogul acquisition a “tipping point” for this consolidation.
Previously, AOL had acquired Adap.tv in the space, helping its effort to form its One offering.
TubeMogul’s Wilson recognizes the need for consolidation. Back in June, he told Beet.TV: “I think what’s actually happening is it’s getting more fragmented, not less so. Yes there’s some very dominant players out there. But there’s also huge new platforms that didn’t even exist a couple of years ago like Snapchat. So the implication for advertisers is it’s getting more complicated and fragmented.”
]]>She also speaks about the development of Rubicon in the video sector as a “safe” space for both buyers and sellers.
This video was produced at the Beet.TV executive retreat presented by Videology. You can find more videos from the session here.
]]>“At the end, we could not manage it – we could not set the rules by ourselves,” according to chief revenue officer Damien Pigasse. “So we decided, a year and a half ago, to launch our own private marketplace. This way, we can handle everything… all in the same place. It is easier for us to manage.”
A private marketplace is a customized, invitation-only marketplace where premium publishers make their inventory and audiences available to a select group of buyers, as Rocket Fuel says.
The Supply-Side Platform (SSP) in Dailymotion’s DMX exchange is powered by LiveRail, the video ad tech company, now a unit of Facebook.
Pigasse says Dailymotion still sells ads both directly, in the traditional sales manner, as well as using its programmatic exchange: “There is a competition within Dailymotion between dirt and indirect sales. People who sell the best will have their campaign online.”
Beet.TV spoke with him last week at the IAB Leadership Meeting.
Beet’s coverage of the IAB meeting is sponsored by SpotXchange.
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“There’s a rich history inside of traditional,” he tells Beet.TV. “The local broadcast buyers have all this knowledge and experience in their markets
“National buyers, the same – they know everything there is to know about an audience, a network, a cable network, a syndicator. You’ve got to take those skills, have them parlay to new technology, new capabilities and new access to (ad) inventory. They have an appetite for the digital inventory as well.”
DePascale was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder and CEO Ashley J. Swartz.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>“You don’t have to have complete automation, dynamic ad insertion,” Adap,tv programmatic SVP Dan Ackerman tells Beet.TV in this panel interview. Adap.tv is a unit o AOL Inc.
“If you can improve the accuracy of targeting and the accountability a year in advance, that’s a huge move …even a week… You don’t need have to have these biddable environments and real-time (ad) insertion.
TV just doesn’t operate that way and it doesn’t need to. If you found 10% more accuracy and 10% efficiency on a $70bn business, the value for everybody in the ecosystem is huge.”
Ackerman was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder and CEO Ashley J. Swartz.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>The collection of techniques referred to as “programmatic” all essentially mean “automation” but, whilst the phenomenon began with allowing the real-time automation of ad buying and selling between all and sundry, it is settling down more like a collection of private members’ clubs.
“Private marketplaces are going to be where we do most of our business in 2015,” David J. Moore, president of WPP Digital and chairman of its Xaxis programmatic unit, tells Beet.TV in this video interview. “It gives us the opportunity to do direct deals with publishers, allow them to sell us ads at a price that is good for both of us.
“RTB is not going to be as strong for us in 2015. We’re going to limit use of that kind of inventory. We don’t really get any additional clout (from) competing against anybody with a credit card of a cookie.”
Moore also cites ad viewability and fraud concerns as reasons to pull away from RTB exchanges.
He was interviewed by Beet.TV executive producer Andy Plesser at Beet.TV’s annual Beet Retreat, in Fort Lauderdale, Florida.
]]>“Europe is a really big market – it’s really challenging in each and every country,” CEO Mike Shehan tells Beet.TV in this video interview.
“For us to really penetrate that and work with broadcast-type content… we need to get closer to (broadcasters). We’ve already started to get traction in each of those countries, they’ve helped us set up operations.”
Shehan says programmatic video is attractive to the incumbent broadcast industry because audience dynamics are changing: “People say linear (ad inventory) is sold out – but there’s deterioration of the currency – viewers now are not watching TV as much.”
Shehan spoke with Beet.TV at the Consumer Electronics Show (CES) in Las Vegas.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all our coverage here.
]]>The Emeryville, California-based outfit has unveiled PTV, allowing data-driven buying of TV advertising. Ad buyers can already use this “programmatic” technique on the internet, but PTV brings the same tools to bear for access to ad slots on over 80 US cable networks.
“Advertisers will enter in a demographic target along with a secondary or strategic target,” TubeMogul CEO Brett Wilson told Beet.TV in this video interview recorded at the launch. “The software is going to assemble the best mix of cable networks, broadcast networks, given day parts and days to achieve the lowest target CPM for that strategic target.”
PTV works by aggregating relationships with several providers that already offer this functionality. “We want to be the pipes for true cross-screen buys,” Wilson adds.
WSJ observes that the commonly-held view is that programmatic will not be adopted as easily in TV as it has been in display, with many powerful vested interests likely to hold on to their positions.
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“Digital thinking is, for sure, going to come over to TV,” says Starcom MediaVest Group’s precision video EVP Tracey Scheppach in this video interview with Beet.TV. “But is programmatic TV going to look like programmatic display? No.
“Eighty percent of advertising is bought in the upfront. It is not a million little pieces like the internet is. It is a bundled offering. For any big advertiser to go (to advertising) impression-by-impression makes no sense.”
Scheppach is excited, however, by the eventual roll-out of addressability, which allows advertisers to target individual households with internet granularity, even on compatible TV sets.
Scheppach was interviewed by Vertere Group CEO Tim Hanlon for Beet.TV at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.
]]>“Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview.
“You cannot efficiently and effectively buy media if you don’t understand who you’re going after, programmatically.
“Data allows you to go more direct. If you can identify that person, you don’t have to go out there and spray with media.”
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>“In the TV world, there is a very different supply and demand dynamic,” Comcast Cable’s advanced advertising VP Rob Holmes tells Beet.TV in this video interview.
“If you think of how programmatic might work in that environment, it’s not going to be real-time bidded, it’s not going to be a last-minute exchange-type opportunity – I think you’re going to see the more structured sort of ‘programmatic upfront’…
“An opportunity to conduct an upfront using programmatic and data-enabled capabilities, so the advertisers get to bring their data and get to buy that inventory in the way they’re used to for digital, but in a way that their programmers are comfortable with.”
Advertisers typically conduct “upfronts” during which they showcase their upcoming advertising opportunities, booked months in advance. AOL has already announced a “programmatic upfront“.
Comcast-owned ad tech platform FreeWheel last month welcomed Discovery Communications amongst the broadcasters to sell ads programmatically through its FourFronts program, an extension of its private marketplace.
]]>“A market like Australia is a supply constrained market, so we work with a lot of private marketplaces over there,” AOL’s Adap.tv international SVP Philip Duffield tells Beet.TV in this video interview recorded in London.
“In that way, the Australian marketplace is probably about two or three steps ahead of the US – a lot of premium publishers have already adopted programmatic and have done for the last 12 months. International markets are already ahead because they’ve already taken that plunge.” Duffield said the same is true of some European markets.
This is part of the State of Video, a series sponsored by AOL Platforms. Adapt.tv is unit of AOL. Please visit this page for all the videos from the series.
]]>“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.
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“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.
]]>“TV is still very dominant,” agency ad-buying software platform Mediaocean’s Europe MD Sarah Lawson Johnston tells Beet.TV in this recorded video interview with with Ashley J. Swartz, CEO of Furious Corp at DMEXCO. “The ecosystems are very different. Everybody’s talking about TV and video convergence, but it’s not going to happen overnight – It’s going to take a good couple of years.”
Johnston says she knows one way to accelerate the multi-media buying: “The more you automate the buyer and seller relationship, the more they can spread their wings and go across different platforms.”
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.”
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.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“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.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“We’ve got better control, better insights – but we’re only touching less than a tenth of the total pie – how are we going get in to the rest to the media pie?,” SpotXchange programmatic and business analytics VP Alex Merwin said during a Beet.TV session produced at DMEXCO, moderated by Videology CEO Scott Ferber. “That’s where programmatic applied to more traditional reserve will bring a lot of benefit.”
Programmatic will meet this opportunity by allowing big publishers to use programmatic technology whilst nevertheless letting them keep control over who they sell ads to, Merwin says: “Use the infrastructure to sell the media but not use an open auction methodology.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here. Beet.TV’s coverage of DMEXCO is sponsored by Videology.
]]>Chip Hall calls it “the programmatic playbook, and he tells Beet.TV about the five steps in this video interview…
Google’s playbook
As it happens, Google has an advertising product or service in each for each of those five steps, Hall says…
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here. Beet.TV’s coverage of DMEXCO is sponsored by Videology.
]]>We interviewed him at DMEXCO earlier this week about the success of the company which is registering 20% year-over-year percent growth in billings. In the interview he rejects the expectations around transparency over pricing which he says is being driven by “interested parties.” And speaks about the significance of the company’s data management platform (DMP) which was recently launched.
This video is part of series of videos covering DMEXCO. Please find all of our interviews from the show right here. Beet.TV’s coverage of DMEXCO is sponsored by Videology.
]]>“It has a complexity to it that display didn’t,” says BrightRoll European MD Andy Mitchell, in this interview conducted at the DMEXCO conference.
“Display, press and magazine advertising, over what was essentially a decade of change, almost had this hockey curve of change – people suddenly wondered, ‘Gosh what just happened?’ A lot of traditional pubs and big brand names across the UK and Europe switched into gear, took on measurement, accountability and programmatic trading in a very confrontational way.
“The difference in video is that there’s a huge amount of money in a very well established legacy business controlled by a smaller number of companies and senior level executives. That’s a phenomenal challenge, especially in the UK and across all five major major markets in Europe.”
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