Some agencies have sought to demonstrate they are cleaning up not only their own practices but also are pushing to help clients navigate through a vendor ecosystem that can sometimes be rife with unviewable, fraudulent and unsafe inventory.
In this video interview with Beet.TV, Sarah Warner, Digital Investment Lead, Programmatic and Video, for GroupM, outlines how she sees the ecosystem cleaning up.
“As we see publishers trying to trim down their demand partners for kind of direct paths to clients, there’s going to be smaller exchanges that will kind of fall by the wayside,” Warner forecasts.
Warner says buyers want “the cleanest, most direct path to a known premium publisher relationship with transparency into fees, take rates, and exchange relationships”.
Consolidation is now a watch-word for ad-tech, in which the Lumascape of competing vendors has become famously cluttered.
But clutter is not the only problem. The mass of those different platforms, products and companies, when interlinked, creates transparency issues in the very act of data-sharing.
That is why Warner thinks things are going to change.
“I think we’ll continue to see consolidation on the exchange side and the DSP side, and really just the amount of tools that clients are using, and the amount of paths a client will take to a given impression,” she tells Beet.TV.
“It’s very necessary. The marketplace is a bit crowded and it’s not the most transparent place, and so we really need to consolidate and find the most direct path to a publisher rather than taking hops and cuts to our media dollar on the way.”
This interview took place at the AppNexus customer summit in New York.
]]>So-called “out-stream” video ads, as introduced by Ebuzzing and Teads, don’t play in video windows before video content; they play between text paragraphs, meaning advertisers can place video ads even where there is no video.
“Q4 could come in really handy when our top publishers are completely sold out,” GroupM subsidiary Xaxis’ trading manager Sarah Warner tells Beet.TV in this video. “It’s inventory we can access that otherwise wouldn’t exist.
“Q4 is when it’s really going to pick up. We’ll really need to tap in to out-of-stream video.”
Warner was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>“IAB rising star units are often though of as upper-funnel, very branding, engaging tactics that aren’t associated with programatic,” says Sarah Warner, trading manager of GroupM’s programmatic unit, Xaxis.
“But we can do it. Xaxis was traditionally thought of as DR engine. But with video and rising star and our creative shop, we’re really trying to set ourselves apart as an entire solution.”
Unlike conventional static display, IAB rising star formats include filmstrips, expanding toolbars, sidebars and more.
Warner was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
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