SEVILLE — We’ve heard a lot about the supposed transition from “mad men to maths men” – but what if the real transition is straight to\u00a0software<\/em>?<\/p>\n

Increasingly, computer algorithms are beginning to take on many of the functions of ad targeting and buying themselves.<\/p>\n

One company where that’s happening is TubeMogul<\/a>, whose programmatic video platform lets buyers buy video ads in real-time, through automation.<\/p>\n

“Because we now have this cross-screen planning engine, we\u2019ve used it as a research tool,” says\u00a0TubeMogul’s research VP\u00a0Taylor Schreiner<\/a>, in this video interview with Beet.TV.<\/p>\n

“We\u2019re watching how much of an advantage it can be when you use algorithms to find consumers wherever they want to be.<\/p>\n

“It\u2019s surprising even to us.\u00a0The impacts are on the order of 20, 30, 40% of the value of your media if you\u2019re using algorithms versus trying to do this kind of work manually. It\u2019s going to be a revolutionary change in the industry.”<\/p>\n

Targeting is great. Next up is discovering the real impact of messages consumed by the audiences marketers reach, Schreiner says.<\/p>\n

 <\/p>\n

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement<\/a> in Seville, Spain, April 18 to 21. This video is\u00a0part of a series from the Forum sponsored by Xaxis. \u00a0Please visit this page<\/a> for more videos from Seville.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SEVILLE — We’ve heard a lot about the supposed transition from “mad men to maths men” – but what if the real transition is straight to\u00a0software? Increasingly, computer algorithms are beginning to take on many of the functions of ad targeting and buying themselves. One company where that’s happening is TubeMogul, whose programmatic video platform […]<\/p>\n","protected":false},"author":15,"featured_media":39251,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5717],"tags":[5265,5274,5735,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/39240"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=39240"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/39240\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/39251"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=39240"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=39240"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=39240"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}