Now ad tech platform vendor OpenX is launching its take on the concept to offer a best-of-both approach of its own.

Its “real-time guaranteed” technology (RTG) mixes open and private marketplaces and “combines the efficiency and precise targeting of real-time bidding with the guaranteed business terms that are typical for direct-sold media”, says OpenX GM Paul Sternhell in this interview with Beet.TV.

Unlike private auctions, RTG allows publishers to sell ads with guaranteed volume commitments, but using real-time bidding (RTB) technology for greater efficiency.

“We’re able to create line items in a publisher’s ad server that reserve inventory subject to the campaigns and deal they’ve struck with their buyers,” Sternhell adds. “Those sit alongside their traditional, direct-sold orders. It can peacefully co-exist with a more traditional sales model.”

The service is launching as a “minimal viable product” (MVP), with revisions due later. RTG will be used by Magna Global, Interpublic and The Trade Desk, among named partners.

Here is the company press release.

This video is part of series about the state of programmatic advertising sponsored by OpenX.  

Earlier this summer, LiveRail was acquired by Facebook.

We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco, sponsored by the automatic content recognition (ACR) technology provider Civolution.

Please find more videos from the series here.  Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.

The group’s north America MD James Powell tells Beet.TV he needs “inflation-immune pricing”…

“Strong publishers aren’t necessarily dumping all their good content in to a programmatic sphere at the moment. And, even if they are, as a buyer, I don’t necessarily want to be exposed to market forces of RTB.

“We need some kind of stable stable marketplace. If we’re representing clients properly, we can’t be putting them in to a place where we’re vulnerable to supply and demand premiums and pricing.”

Case in point may be next year’s soccer World Cup in Brazil, always a massive advertiser event.

“We’ve seen price swings of 3x in those instances,” Powell says. “You’ll start seeing a lot of activity in the exchanges at that time.

“I don’t want my clients to be in a situation where America win a game, no-one’s betting on it, you might see a lot of (advertisers) try and take advantage of it. I want to be in that game, too – but I don’t want to pay their prices if they’re going through those exchanges.”

Powell was interviewed by Furious Minds CEO Ashley Swartz at Beet.TV’s TV Programmatic Summit, hosted at Xaxis and presented by Videology.

He also notes that an increasing numbers of brands are using programmatic buying.  (Here is a report from Adweek on the trend.)

These are some of the takeaways of Wilson of the his company’s three-day executive retreat which included 130 attendees from agencies and brands.

Today, comScore reported that TubeMogul has 1.7 billion video ads viewed in September.

Disclosure:   Beet.TV covered and produced a series of video from this event as part of sponsorship arrangement.

We spoke with him at Advertising Week after he participated in a panel on programmatic advertising moderated by Jay Sears of the Rubicon Project.

We spoke to him at Advertising Week after he spoke in a session on programmatic moderated by Jay Sears.

We spoke with him at the BrightRoll Video Summit last week in Manhattan.

Arnold explains how the programmatic is used between Kellogg brands.  He discusses the use of “private” arrangements with certain publishers  — and shares his view of the future of programmatic buying.

Sears moderated a session at Advertising Week about programmatic with most of the heads of the agency trading desks, We spoke with him afterwards.

Yesterday at the OMMA Video conference, we spoke with Todd Bender, VP of Product Supply at Videology after his panel presentation.  In this video, he describes the new product and explains the evolution of  the Videology ecosystem to encompass both the buy and sell sides.

“In the US, it’s all about performance,” Mark Grether, COO of Group M’s in-house data targeting agency Xaxis, tells Beet.TV in this video interview.

“In Europe, it’s much more about branding; upper-funnel tactics – therefore, we see much more programmatic buying in the video space. In Germany, our business is almost 70% video; in Spain, it’s 80%.”

Speaking at the DMEXCO video industry conflab, Grether tells interviewer Ashley Swartz, CEO of Furious Minds, he wants to measure online video campaigns in the same way everyone has always measured TV ad campaigns.

And Xaxis used DMEXCO to launch Xaxis TV, a tool that brings “broadcast-like quality” to online planning.

We spoke with Gleason last week at the Beet.TV leadership summit about premium programmatic buying for publishers.

“The way publishers have engaged with the programmatic space in Europe has been much more careful – they’ve thought about it much more,” says Caspar Schlickum, EMEA MD for Xaxis, GroupM’s in-house data-centric division. “They’ve managed to keep more value in their business. In the US, that’s more of a challenge.

“On the demand side, the way the agencies and clients are engaging with programmatic is more considered and careful … there’s more understanding exactly what role it can play as opposed to just rushing headlong in to it because it’s new and it’s there.”

For more of Schlickum’s thoughts on the future of advertising, watch hi full video interview with Furious Minds CEO Ashley Swartz at the Videology stand at the DMEXCO conference.

“From an advertiser point of view, the idea of audience targeting is something they’re extremley keen to do across video as much as they are across other places,” Caspar Schlickum, EMEA MD of GroupM’s data division Xaxis tells Beet.TV in this video interview.

“The majority of our business in Europe now comes from video rather than display, despite of the inventory constraints.”

Programmatic technologies could soon facilitate buying of ads on radio and outdoor screens, Schlikum tells our interviewer, Furious Minds CEO Ashley Swartz, at the Videology stand at the DMEXCO industry conflab: “To scale that requires huge investment in the infrastructure.”

In this video interview with Beet.TV at the DMEXCO industry conflab, AOL Networks’ Bob Lord says: “Traders on the floor (of Wall Street) never thought their jobs would go away – but electronic trading came in and eliminated the mundane tasks of their jobs – holding up paddles and bidding.

“If you look at the marketing, landscape we’re sort of at that same point. That’s going to be done through machines, that’s not going to be done by arms and legs anymore.”

Lord joined AOL Networks this summer from being global CEO of Razorfish and CEO of Publicis digital division. He tells Furious Minds CEO Ashley Swartz: “I’ve always known there is a way for technology to help the marketing industry.

“AOL gives me that platform to look at a technology stack in a very different way and bring efficiency to the marketing landscape in a way that I don’t think planners have at this point.”

But, speaking to Beet.TV at DMEXCO, the CEO of AOL’s ad server business, AdTech, says he is hoping to appeal to bigger publisher brands, some of which are still keener on selling their own display inventory.

“In the premium business, you need to have a deep look in to what campaigns are running, what is the best to serve, what is the best pricing – tan then put it in to the RTB world,” says Erhard Neumann.

“We want to add new features on to our product to be ready for the next level, going in to premium and serving private exchanges.”

Speaking with Furious Minds CEO Ashley Swartz, Neumann also says the UK, Europe’s most mature online market, has led the continent’s programmatic push, followed by Germany – next for adoption are France and the Nordics.

Disclosure:  Beet.TV uses AdTech as its ad serving solution.  Also, this video was produced as part of our sponsorship of DMEXCO by AOL.

“The technology to do that in digital display is a lot further along than in linear TV – but we believe that, over time, a portion of linear TV will be sold that way as well,” EVP of Interpublic Magna Global strategy unit Todd Gordon tells Beet.TV in this video interview.

“By using data to identify the right advertiser for a spot at a given time, the networks will be able to achieve higher yield for their inventory than the current methods of packaging that inventory.

“Most of their business will stay the same – but we think a significant portion of their business will shift to a model where audience quality is going to define the price more so than environment.”

Gordon was a panelist at the Beet.TV Video Ad Effectiveness summit presented by Nielsen.

Mediapost’s MediaDailyNews has a full write-up by David Goetzl.

What do you think? Could the TV industry, which often sells ads using broad demographics, adopt online sales technologies to address individual consumers?

Magna is the media buying agency umbrella of IPG Mediabrands.

That’s according to the products and services VP of Publicis’ VivaKi digital group, Kurt Unkel.

“One of the fund challenges in the space is: ‘Is marketing an expense or is marketing an investment?’,” Unkel told Beet.TV’s Chicago programmatic video advertising summit.

“For certain types of vertical clients, it’s really clear how marketing is an investment – a dollar in is getting me five back … other clients don’t have a metric of that nature, a dollar out is a dollar out.”

For programmatic ad vendors, then, Unkel says a key consideration is: “How do I get to a measurement case that speaks to an ROI where clients realise a dollar here is dollar five there

“For clients that have that notion of an investment … they’re off to the races and doing amazing things.”

Unkel’s comments came as VivaKi’s operator, Publicis, agreed to merge with rival Omnicom, creating a holding company with a $35.1 billion market cap. AdExchanger speculates that the two groups might merge their Accuen and Audience On-Demand trading desks, which Forrester analyst Joanna O’Connell says says will continue becoming more integrated parts of their agency owners despite the deal

Leading  the”big data” effort at Publicis is the Chicago-based VivaKi agency and its Audience on Demand unit.  Earlier this month in Chicago, we organized a leadership summit on programmatic video advertising.   In this 14 minute excerpt, Audience on Demand General Manager Chris Paul explains the growth of programmatic, or automated advertising transactions and how his company is enabling this trend.

Interviewing Paul on stage is Ashley J. Swartz, a New York-based digital media consultant and CEO of Furious Minds.  The event was hosted by VivaKi and sponsored by TubeMogul.

More on the role of adtech on this merger in this post by Forrester analyst David Cooperstein.  And here’s the take on the impact of the merger on agency trading desks by David Kaplan at AdExchanger.

“The rate of which cookies are going away is greatly exaggerated,” advertising data group eXelate‘s chief marketer Khurrum Malik told this panel discussion during Beet.TV’s recent Chicago programmatic video ad summit. “Deletion rates are there – but cookies are still in bountiful abundance.

“Facts are facts – people are deleting cookies at a great rate … but there is the trend of utilizing first-party data mixed with third-party data … that’s driving accuracy in a better direction for cookies.”

In the discussion about data management platforms and programmatic ad buying, Vivaki’s Audience On Demand GM Chris Paul added: “So much of what we’re doing right now is a new way to get at an old problem … (but) I don’t think this shift would be happening if it wasn’t working.”

SpotXchange business development SVP Jeremy Straight added: “Publishers think of themselves as brands as well, they have to segment inventory in a way that makes it valuable to potential buyers.”

Watch the interview by Furious Minds CEO Ashley J. Swartz for more insights.

In framing the event, he says that “nothing is more important” to the growth of the industry then programmatic buying and selling of advertising. Joining him in the announcement is Bob Lord, CEO of the AOL Network, the advertising unit. He adds,  “automated buying and selling of advertising at scale will be the only way that TV budgets will move to digital.

Lord recently joined AOL from Razorfish where he was CEO.  Here is our interview with him last month at the Cannes Lions festival.

TubeMogul CEO Brett Wilson’s company has open-sourced code to let advertisers see what percentage of a video window is really in-view. But he thinks such data will soon make waves when it becomes more commonly available.

“I think, by the end of the year, you’ll start seeing some kind of standard around video viewability,” Wilson told Furious Minds CEO Ashley Schwartz in this taped interview at Beet.TV’s programmatic video advertising summit. “What percentage of video is viewable? We think it’s going to be pretty shocking once people start running these reports – maybe 50% of video right now is viewable.”

Such a number could spook many advertisers. But Wilson says the data will help distinguish quality traffic from poor.

“What happens when you roll out viewabiity is you expose the bad behaviour and the good behaviour. CPMs will go up for the best sites – big players that feel TV-like.” Losers from viewability data will include sites that try fooling the numbers by auto-playing videos in banners and playing third-party video, Wilson added.

Disclaimer: TubeMogul sponsored the summit on programmatic buying at VivaKi.

BrightRoll was a close third in video views served, but surpassed LiveRail in the total number of hours, comScore found.

Last week at the AdMonsters video summit in Manhattan, we spoke with LiveRail COO Brian Kane about the company’s growth, the booming sector and the expansion of the company via new products and international expansion.

“What we provide for Starcom (Kellogg’s agency) is a system that provides them with a measure while the campaign is running of the frequency, targeting composition, and metrics that will help evaluate the campaign awareness and viewability,” he explains, adding that the marketer uses the tools in its programmatic buys to ensure the targeted ads are delivered most effectively, based on performance indicators such as impressions hitting the target, the targeting index and the frequency of the exposure, as well as branding metrics.

But precise targeting still faces challenges, Fulgoni adds. He points out that 30% of computers have their cookies deleted every month, which can lessen accuracy in targeting. Many machines are used by different people in a home, also throwing off the effectiveness of targeting. For more insight into challenges and opportunities in targeting, real-time buying and mobile advertising, check out this video interview.

Fulgoni was a participant in the Beet.TV Programmatic Video Advertising Summit hosted by VivaKi and presented by TubeMogul.

In this taped interview at Beet.TV’s programmatic video advertising summit, Brett Wilson said the marketplaces have created a new layer of mid-tier pricing: “You had your premium tier – where your direct sales force would sell $15-to$30 CPMs – and … then you’d have the bottom of the pyramid – $4 to $5 – you’re selling to ad networks.

“(Now) there’s this other level of pricing for a publisher that’s above remnant. For publishers, it can be a great thing – they can reduce their sales costs, they learn a lot, they can see who’s buying. this is why you’re seeing a lot more inventory become available – because it is working for publishers.”

Wilson was interviewed by Furious Minds CEO Ashley J. Swartz.

Disclaimer: TubeMogul sponsored the summit on programmatic buying at VivaKi