Still, one ad group man says the prospects for that tipping point are now looking a lot healthier, five years after it began.
“We seem to be turning a corner regarding broadcasts and their engagement in the programmatic space,” SMG’s performance marketing CEO Marco Bertozzi tells Beet.TV in this video interview. “We are seeing broadcasters have realised they need to find a way to understand their own audience better, and help advertisers deliver more specifically.”
Recently, UK satellite operate Sky invested in the brand data and analytics platform DataXu, while Videology has also struck a number of broadcaster partnerships.
“All of of the mainstream broadcasters are doing something now in this space,” Bertozzi says. “After quite a few years of resistance, it’s a positive shift, and a demonstration of the last hurdle toward programmatic being part of every channel that we operate in.”
But, so far, broadcasters’ programmatic foray has been limited to their digitally-delivered video-on-demand inventory. The next five years will see the shift of linear TV, too, Bertozzi reckons.
]]>One advertising technology firm buying ads for campaigns says a new flavour of programmatic is rising – and not all ads have to be political in nature.
“In political campaigns, every different (audience) data package cost money, layering and targeting can increase the price,” according to Intermarkets ad ops VP Stephanie Snow. “But, with the use of header bidding, it is easier to make sure that the programmatic gets equal priority to other types of campaigns.”
In so-called “header bidding“, publishers offer inventory to multiple ad exchanges before alerting their ad servers, intending to garner multiple bids on the same inventory and, so, make higher prices.
Reston, Virginia-based Intermarkets has a business helping campaigns advertise to target audiences, including through The Drudge Report, and Snow says programmatic ad-tech makes their messages more timely.
“If we went back to hand-sold RFP/IO, the buyers in the political world don’t have that benefit of waiting for a response and going through approval processes,” she says. “They need to get it out, they need to test it, they need to know their message is going to be relevant and when it starts delivering. It’s been really beneficial for political campaigns.
“In political campaigns, every different data package cost money, layering and targeting can increase the price. If you need to target a very small pool of people, maybe congressional districts, and layer on targeting on top of that, it does make sense to start paying more. You want to make sure that bid’s going to win when you find that person.”
This video is part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>But the tide may be turning, as some of those agencies decide it’s safer to stick than to twist, says one senior agency exec.
“The concept of taking it in-house has been popular discussion point, but really hasn’t come to fruition,” says Marco Bertozzi, the VivaKi veteran who was recently named new performance marketing Global CEO of ad agency SMG.
“It requires a lot of resource to do that. Advertisers are realizing, the best way of delivering this is a combination of the power the agency has … with ownership of their own data.
“I’m seeing examples where advertisers have rushed forward to try and do something themselves and have started to come back now and say, ‘We have learned a lot but we now see that the combination of all our skills is probably stronger than us trying to do it ourselves’.”
This video is part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>Lotame SVP and CMO Doron Wesly suggests they should be in prime position, if technology can get them over the hill.
Citing just-published Nielsen quarterly data, he tells Beet.TV: “50% of US households have SVODs. This is not a fad. That space needs a TV DMP (data management platform)… for agencies who are trying to create smarter plans for clients.”
A data management platform is the software that lets ad buyers mix up data sources to create audience segments for ad targeting. That is what Lotame offers its customers.
Wesly is suggesting TV hardware makers – so-called, original equipment manufacturers (OEMs) – are in the best place to know which of their customers is watching which show.
“Data comes out of OEMs – every OEM knows the IP address of their TV and has active content recognition,” the former Tremor Video exec, who joined Lotame in February, says.
“Even if you have a third-party device like a Roku, technically – because it’s going through the (TV) – they are able to recognize the content. So you’re seeing not just what’s going through the TV from a cable perspective but also what other points are connected.”
TV makers, it’s over to you.
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>“The modernization of performance marketing has still got a long way to go,” according to Marco Bertozzi, the new performance marketing head of ad agency SMG.
“Because we haven’t necessarily had all the relevant tools and data, performance has gone down this road of straightforward, lowest cost-per-click (pricing), based on last-click models.
“We should be taking in to account the availability of attribution modelling… as part of performance. Otherwise, our KPIs are getting lower and lower an we’re going to run out of road.”
Bertozzi, too, is changing. As a long-serving executive at SMG parent Publicis’ VivaKi digital unit, he oversaw the rise of programmatic technology, including through VivaKi’s Audience On Demand unit.
Arguably, Bertozzi’s new role, which comes as Publicis organizes in to four agency divisions, suggests yet another maturation of programmatic ad-tech. He is tasked with unifying SMG’s performance activities in one practice.
“People are very focused on ‘programmatic’ as the label,” Bertozzi adds. “But, actually… the journey toward a single view of customer… understanding cross-channel, cross-device… all of these metrics that we’re talking about daily in programmatic are actually the fundamentals to performance (marketing).”
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>In so-called “header bidding“, publishers offer inventory to multiple ad exchanges before alerting their ad servers, intending to garner multiple bids on the same inventory and so make higher prices.
Now the Interactive Advertising Bureau (IAB), the umbrella which helps advertisers move through the industry and which has laid down definitions for many formats, is taking an interest in the fledgling tech.
IAB industry initiatives head Joe Laszlo, in this video interview with Beet.TV, describes “header bidding” as “a way to shift the ad transaction on to the web page itself, so that it happens on the client side, in a web browser”.
Laszlo says that’s good because the process “cuts the exchange out of the automated advertising transaction … header bidding creates a much more direct, seamless relationship between the published site and somebody who wants an ad on that site”.
But he acknowledges: “It’s still very new. There’s no clear standardized way to implement it. It potentially affects page load time and user experience.”
So Laszlo is creating a new working group inside IAB to help educate the industry. He calls the process “Header Bidding 101”.
“(We will also) evaluate the ramifications and the business case for the IAB to launch a further project to help standardize how header bidding gets implemented,” Laszlo adds.
Ad-tech vendor OpenX is amongst the pioneers in the header bidding space. And its recently-announced Real-Time Guaranteed (RTG) system is now connecting with header bidding technology.
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>The exec from WPP’s Xaxis data-driven ad tech unit is also now GM at Light Reaction, a Xaxis off-shoot looking at adding something more to programmatic.
“Most every auction is transacted on a CPM or dynamic-CPM basis,” Dolan tells Beet.TV in this video interview. “That was the easiest way for programmatic companies and advertisers to enter in to the space. We saw an opportunity to get smarter…with more guarantees for the client.”
Last year, Light Reaction was launched to help programmatic be bought against actual advertiser goals, like store purchases.
“We want to generate a true business outcome, not media outcomes like a completed video view or a click on a banner but generate that auto dealership a test drive lead,” Dolan adds.
“(It’s) taking data, technology and real-time media and packaging it up and selling it as outcomes, be that leads, sales or engagements.”
The outfit has expanded to 26 countries including Europe and Asia and is now fielding client queries on mobile programmatic performance ad buys, Dolan says.
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>But programmatic is also changing. What once was just a more efficient way to trade ad inventory is now also taking on new capabilities.
“Programmatic has been very science-driven, treating humans as if they were equations,” Cadreon programmatic SVP Marc Lomas acknowledges, in this video interview with Beet.TV.
“But now we’re seeing programmatic move up the (marketing) funnel. We’re getting art men looking at the infrastructure an ego ‘how do we use programmatic to tell better stories?’”
Lomas calls the emergence “programmatic creative”, “the fusion of creative strategy and media strategy that adapts to consumer signals in real-time with the inclusion of data”.
Cadreon is IPG Mediabrands’ technology unit, operating its own Audience Measurement Platform (AMP).
A year ago, the outfit teamed up with video ad tech vendor TubeMogul to create a new platform for automating TV ad buying.
Lomas says smartphones can provide consumer signals to inform ad buys on TV and elsewhere.
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>But, as the technology has matured, it has also begun to allow for old-fashioned-style upfront buys – with all the added efficiency of programmatic. A panel convened by Beet.TV discussed the topic:
“You can merge programmatic and guaranteed,” MediaMath’s Cox said. “Programmatic is neither real-time nor bidded. You can make a forward commitment on a guarantee on a specific volume, specific value and flight date and hit it.”
Videology’s Castree agreed, saying: “In the US last year, 99% of video sold last year was on a guaranteed, futures basis. Fifty-eight percent of inventory through our platform last year was clients bringing their own upfront deals.”
But the arrival of upfront ad deals also makes some wonder if they are losing the unique advantage programmatic brings.
What was a great decision 24 hours ago might be a poor decision now,” said Target’s Reiter, calling for flexibility. “When I hear ‘guaranteed’, somewhere in there must be some loss of agility.” GroupM’s Kowan said: Maintaining that agility is absolutely critical.”
MediaMath’s Cox said his company strikes the balance by having embraced header tags, allowing real-time data to support guaranteed transactions by having eliminated exchanges.
Separately, GroupM’s Kowan said programmatic is merely a toolset, not a strategy, and does little to change the role that agencies play for brands overall.
And the panel discussed how, with the basics of programmatic now in place, advertisers will soon get to benefit from more – developments Kowan said include “attribution based on in-store sales, and exposure time and session depth, personalisation”.
This video was produced at the Beet.TV executive retreat presented by Videology. You can find more videos from the session here.
This panel was chaired by MediaLink data and technology SVP Matt Spiegel.
]]>At the start, ad agencies tended to concentrate their programmatic specialism in distinct corporate units, run as a service for sibling departments.
But, as the techniques have gained adoption, some have been tempted to make the function available across the group. Case in point: last year, Publicis’ VivaKi unit moved from a centralized offering to threading the discipline throughout sibling agency departments.
So, are we about to see programmatic go large, by disappearing as a separate off-shoot? The man who led VivaKi’s reorganisation advises caution.
Mac Delaney, formerly the programmatic head at Publicis’ SMG and now programmatic head at performance marketing agency Merkle, says: “The assumption is that this is a skillset, like ‘digital’, that can be decentralised quickly. The reality is that no one stack can do it all, you have multiple layers of complexity.”
Delaney says agencies have been “centralising in order to refine the skill set”, and says: “You need to have a concentrated team that can refine best-in-class processes and realise ‘we’ve got to move slowly’. Don’t decentralise all at once.”
According to a two-year-old Digiday write-up of Delaney’s thoughts on decentralisation, the practice is preferable from a client perspective but: “It will be ‘years, not quarters’, before agency teams are able to effectively use programmatic planning and forecasting tools to implement, optimize, analyze and report campaigns without error.”
Delaney says an added challenge comes from the fact that many of the staff required by programmatic technology, decentralised or not, are attracted to top tech firms – and perks.
“That team of experts represents the future employees of Google, Twitter and Facebook,” he says. “When they leave, they’re going to get equity and a bonus they can bank on.”
This video was produced at the Beet.TV executive retreat presented by Videology. You can find more videos from the session here.
]]>Target operates its own Bullseye Exchange, a marketplace in which Target pulls the strings.
“I don’t think everything is (going to be) programmatic,” Target digital marketing and media senior group manager Patrick Reiter tells Beet.TV in this panel interview. “There are relationships that transcend programmatic.
“Think about the (upcoming) Olympics. That could have a programmatic layer – but maybe there are unique content elements that can’t be achieved programmatically. I don’t envisage a world that’s 100% programmatic, but a lot more can be programmatic.”
For a brand with such a strong commitment to programmatic, Reiter’s comments may seem surprising.
Reiter did not disagree when panel interviewer Ashley J. Swartz, the Furious Corp CEO and founder, told him: “You’re spending mid $150mn to $200mn, it’s not an experiment anymore.”
But Reiter says he neither uses the “p” word anymore nor is focused on spending.
“I know how much we spend,” he replied. “For me, that’s not necessarily a focus. I’m more concerned with the return than the investment. I don’t think about investment all that often, it’s not all that important.
“It’s broader than just RTB media. It’s about leveraging automation to deliver the right message to the right customer at the right time. It’s creative, targeting, measurement, economics… all these factors come together in a discipline we like to call ‘automated marketing’.”
This video was produced at the Beet.TV executive retreat presented by Videology. You can find more videos from the session here.
]]>Group M’s North America programmatic buying president Joe Kowan says that rush wasn’t quite all it was cracked up to be, disagreeing with definitions that suggest programmatic is about “end-to-end automation” and saying humans still have a big role.
But now Kowan is observing the rise of a much more developed programmatic ecosystem he called “programmatic 2.0”:
This video was produced at the Beet.TV executive retreat presented by Videology. You can find more videos from the session here.
]]>So what is it? Digiday’s “WTF?” series explains:
“Header bidding, also known as advance bidding or pre-bidding, is an advanced programmatic technique wherein publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers (mostly DoubleClick for Publishers). The idea is that by letting multiple demand sources bid on the same inventory at the same time, publishers increase their yield and make more money.”
What’s the real benefit? “The key value for publishers is that it increases yield,” Saifee says, citing a 300% increase in adoption of OpenX’s header bidding solution in the last three years.
“We believe in as much demand competing for publishers’ inventory as possible,” Saifee says. “We’re injecting the value that our (advertiser) demand has for each individual impression in to the publisher’s ad stack, and allowing that to compete with any other demand that the publisher has.”
This week, AdExchanger reported: “Celebrity news publisher APlus dived into header bidding last year. Its first few partners increased yield by 70% combined, and each one after that created an additional 10% to 20% boost.” And already header bidding is being joined by a new technology, “the addition of a wrapper that organizes buyers as they enter the ad server”.
But Saifee warns: “There are some costs. The biggest one is the technical cost of implementing this. It’s important you think about how well this technology will work with your page.”
We conducted this interview last month at the IAB Annual Leadership Meeting.
This interview is part of Programmatic in 2016, a series presented by OpenX
]]>But, slowly, publishers have begun to exert controls to keep pricing higher than that. Now rates could rise higher again, one exec says.
“Publishers put their inventory in too quickly and didn’t manage that inventory – we started off in a low-rate environment,” programmatic VP Meredith Chip Schenck tells Beet.TV in this video interview. “That stigma has stuck.”
Since then, so-called private programmatic marketplaces, which ringfence inventory sources in to premium clusters, have done much to ease publishers’ concerns.
“There should not be a rate difference,” Schenck says. “We foresee a time when programmatic premium buying should actually be more expensive than standard direct buying for run-of-network or run-of-site media.”
Meredith is now making more revenue from premium programmatic than from open programmatic, and Schenck thinks there are more potential ways than even private marketplaces in which publishers can wring premium value from programmatic trading.
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>But times have changed, and those publishers which have dipped their toe in the water are finding growing returns on their terms.
“Programmatic is now a transactional channel that is just as viable as the traditional IO, direct channels,” Hearst digital revenue and analytics VP Susan Parker tells Beet.TV in this video interview. “We are moving more in to high-impact branded inventory – it’s no longer the back-fill.”
Parker acknowledges the newspaper business is somewhat “traditional”. She says she has an “educational” role to explain that programmatic technology “is not marginalising our direct sales”, telling newsprint execs: “Stop thinking about it as a channel and more as a technology.”
Despite operating papers around the US, Hearst has centralized its programmatic operations in New York to cater to national audience scale.
And Parker says she has tested an array of technologies: “We did not want to be locked in to any particular partner or platform. The market’s changing too fast. With the incredible diversity in ad-tech platforms, there’s no way to say we’re just going to do one thing; we’d be missing out on too many things.”
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>Falck spent just four months as Brightroll’s COO until Yahoo acquired the company, last year joining Turn, the ad tech platform which boasts a DSP, a data management platform and an analytics offering, as CEO.
So what is Falck’s priority? “My big focus at Turn is going to be building out our video capabilities,” he tells Beet.TV in this video interview.
“Video is the fastest-growing segment in programmatic. Marketers need to have a unified buying platform that allows them to buy ‘Bruce’ wherever ‘Bruce’ is online.”
A year ago, Turn was granted five US patents to help them do just that, covering programmatic bid decisioning and anonymous data mining and warehousing. T
Times are changing, Falck says: “With the advertiser leaning in on the DMP but still relying on an agency to do the activation, it’s creating interesting opportunities for partnership.
“I call it the ‘three-legged stool’, where you have an agency, the brand and Turn sitting around a table together, with the brand using the DMP, the agency using the DSP and Turn as the technology provider consulting them on how to get to scale.”
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>That change is happening because, as TVs or TV boxes get connected to the internet and enabled with software services, the way content is consumed and ads traded is, many think, about to look a lot more like digital video.
“I think there are elements of linear that could be applied to digital – maybe finding ways to put a specific advertiser in a specific spot as opposed to the dynamic, continual dynamic allocation of those ads,” according to James Rothwell, the agency and brand relations VP for FreeWheel, a video ad tech vendor, in this Beet.TV video interview.
“But I think it’s more likely to be the other way around … I think linear is more likely to look like digital … where we’re taking the best of digital in terms of data, in terms of automation, in terms of dynamic insertion and applying those to the linear world.”
The industry is now replete with ad tech vendors trying to enable TV, a decades-old, one-way medium, with some of the qualities of online ad buying, like refined targeting and solid campaign measurement.
Whilst the change has started, many also concede they are in it for the long haul.
“We’ve got a long way to go,” Rothwell acknowledges. “There’s still decades of practices and infrastructure. That means that we’re just not gong be applying the same digital practices across the board.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>But that doesn’t have to mean mere product manufacturers – which, traditionally, rely on someone else to sell their stuff – have to be left out, says Candice Odhams, EMEA engagement director of WPP’s Xaxis programmatic advertising unit.
“Traditionally, Xaxis would have worked with a lot of clients who hold a lot of data about their audiences,” she tells Beet.TV in this video interview.
“But, actually, won we’re starting to work with more clients in the CPG or FMCG sector, who might not have a digital sales point but who understand that’s where their audience exists. They’re starting to grapple with the fact that harnessing their own data … can really help them.”
Earlier this year, Mondelēz International marketing chief Bonin Bough told Beet.TV how brands buying ads that drive traffic to wholesale retailers will push ecommerce to new heights. By putting more money in to ecommerce, so that Mondelēz can drive actual custom for its own food stuffs, Bough can bridge the gap.
This video was produced at the Future Of TV Advertising Forum. Beet.TV’s coverage is sponsored by Xaxis. You can find more Beet videos from the conference on this page.
]]>“To us, addressable and programmatic are two distinct words,” according to DISH media sales VP Adam Gaynor. “Addressable can be programmatic, but it doesn’t have to be, and programmatic is not addressable.
“To us, addressable gives us the opportunity to deliver specific messages to specific households. Plain and simple. What programmatic does is add a level of automation to that process.”
Gaynor says TV ad buyers used to request targeting of broad-brush customer demographics but are now beginning to get a lot more specific.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>
“In the beginning of 2015, there were some big announcements that … made a lot of buzz in the industry … but it wasn’t really a reality,” according to Xaxis SVP Christina Beaumier.
“This year …, (there) has been real advancements and real scale in … connected television, addressable television. Those two different buckets of what the market calls programmatic TV are actually real and actually growing at scale.”
Automated buying of and optimization for linear TV ads are still some years off, Beaumier reckons, but things are changing.
“The agency side buyers … are … not quite ready to jump on board,” she adds. “But, because there is such hype in the market about what it is, even though it isn’t quite there, clients are excited. Clients are now pushing everybody forward.”
Beaumier said the recent appointment of Xaxis CEO Brian Lesser to be North America CEO of parent Group M was emblematic of how important data was becoming to advertising.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
]]>
“We’ve seen it primarily outside the United States but also inside the United States with local papers,” Mari Kim Novak tells Beet.TV.
Co-ops are alliances – local publishers coming together in specific countries and pull their inventory together to be able to sell much more competitively … to give brands much bigger audiences.”
Earlier this year, The Guardian, CNN International, the Financial Times and Reuters together formed the Pangea Alliance, a shared scheme to pool first-party ad data for ad buyers to target their combined 110 million users in an automated fashion.
Collaborations in the competitive news publisher space are rate, especially amongst the fierce rivalry of the British newspaper market. But last November three local UK newspaper publishers – Johnston Press, Newsquest and Local World – also teamed to launch 1XL, a joint advertising network.
The UK is not alone. French conglomerate La Place is another cooperative powered by Rubicon Project.
“We are the backend that allows that marketplace to happen,” Novak adds.
“We’ve seen it in Latin America, we’ve seen it all over Europe and we’re seeing it with global brands as well. It’s a new way for publishers to be able to compete.”
This segment is part of a Beet.TV series presented by Virool titled “Emotions and the Virality of Videos.” The series can be found here.
]]>Over time, the industry has evolved to ringfence sections of the web in to the kinds of trusted destinations they want to do business. But what are these “private marketplaces” and how do agencies use them?
In a Beet.TV panel discussion, GroupM Connect North America chairman John Montgomery offered up one of the handiest descriptions yet:
“We’ve created trusted marketplace with a group of several hundred partners that we know that represent tens of thousands of sites,” he said. “We buy inside that environment – we know we can get the reach in that environment.
“We are buying media programmatically within an environment of people that we know. We’ll create preferred marketplaces within the trusted marketplace for auto, for healthcare, for luxury goods.
“Yes, we may occasionally have to buy outside that trusted marketplace if we can’t get the reach. But, generally speaking we know that marketplace is (for example) 70% safe and we make sure we use viewability, verification anti piracy companies to make it 99% safe.”
Montgomery was questioned by moderator Tobi Elkin.
We interviewed him at Media Future Conversations 2015: Unblocked – Valuing Human Attention In A Content-Driven World, an event presented by true[X] in association with Beet.TV Please find more event videos here.
]]>That is the same trend being seen by Eyeview, whose technology lets advertisers personalize video creative for individual viewers, as it builds up its demand-side platform to enable programmatic buying of its wares.
“The industry is going more and more towards transparency,” says CEO Oren Harnevo. “Agencies and brands are thinking about, ‘what is their tech stack?’ and (to) do it themselves.
“More brands are taking platforms internally or having their agency manage it. But they are choosing the platform for them.
“Our (customer) verticals are very sales-orientated. When they find something that works, they like to take it in-house… get their hands on the tools.”
Eyeview has launched its DSP on its VideoIQ platform, which includes metrics like viewability and return-on-investment.
]]>
“One of the big things you’re going to see with mobile is storytelling becoming more and more important – when you’re trying to tell a story, a one-to-one relationship and not a one-to-many (relationship), which has been television,” says Rubicon chief marketer Mari Kim Novak.
“The need for mobile-first creative and storytelling is going to be more important than ever. You’re going to see the ad tech community and the creative world coming together.”
She says recently-signed Rubicon partnerships with fellow ad tech services Virool and Inmobi are helping disprove the idea that there is insufficient supply of quality ad inventory on mobile.
We interviewed her in New York, during Advertising Week.
This segment is part of a Beet.TV series presented by Virool titled “Emotions and the Virality of Videos.” The series can be found here.
]]>The company has been using so-called “programmatic” technology to sell ads for a year or two now.
“I’m going to replicate the strategy all over the world,” Weather Channel programmatic and yield head Barbara Agus tells Beet.TV in this video interview.
The move comes not just with a selection of programmatic technology but with a planned up-tick in global video production to support programmatic sale of video ads. “We are changing our strategic approach – starting to produce in-house video,” Agus adds. But she concedes: “This is also a challenge.” Here are the challenges Agus envisages:
“The biggest issue is, most of the creatives produce video over 30 seconds,” Agus grumbles. “We cannot allow a video advertising over 30 seconds if my video content is just about a minute.
“It’s really hard to see what solutions are going to find. But advertisers and publishers should work more together to define the new metrics that are going to make this market successful.”
This video is part of the series Programmatic Video at a Turning Point, presented by SpotX. You can find additional videos from the series here.
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