DMEXCO

COLOGNE-The biggest obstacle to the availability of addressability in programmatic linear commercial television spots is the convergence of data, not technology, says Videology’s John Tigg. As a result, so-called zero-rated TV spots represent lost revenue and profit opportunity for broadcasters. Zero-rated spots are a byproduct of traditional panel-based television audience measurement wherein there isn’t perceived […]

COLOGNE-If anyone doubted that DMEXCO has become a huge, must-attend event, that was dispelled by the presence of the “big dogs.” Companies like Accenture, IBM, Oracle and SAP had a major presence here this year, “Which I think speaks volumes,” says Ashley J. Swartz. In addition to being the Co-Founder & CEO of Furious Corp., […]

COLOGNE — One source of ad demand is good, multiple sources all facing off against each other is better. That’s why video ad-tech platform Ooyala has combined its Pulse ad server and programmatic toolset to let publishers pool demand sources for better effect. Ooyala’s programmatic GM Scott Braley says the reboot is called a “Holistic Ad Decisioning” platform. According […]

COLOGNE — Virtual reality is no longer in the future, it’s here and now – figuring out what that means is the next step. To Suresh Vittal, the new VR immersion is a big deal, but also merely an extension of an approach companies should already have been heeding. “Brands can achieve sustainable competitive advantage from focusing on […]

COLOGNE — For one of the leading programmatic advertising technology outfits, it’s been a summer of announcements. Rubicon Project was tapped by Spotify to automate audio ad inventory, by an alliance of four leading US news publishers, by Flipboard to launch a mobile ad marketplace, and even launched an Olympics-themed ad marketplace with multiple publishers. For Jay […]

COLOGNE-As more brands strive to harness technology to create end-to-end solutions for reaching their prospects, the issue of trust looms large. Digital ecosystem realities like ad blocking are “absolutely a wakeup call that you need to be responding to as a client,” said the CEO of the EMEA region for Publicis Media. As he attended […]

COLOGNE — Thank Brian O’Kelley for the new-wave way that publishers are maximizing yield by tapping in to multiple demand sources. In the words of the AppNexus CEO himself: “I invented header bidding back in 2009.” Using that technology, publishers don’t have to be hemmed to selling their space through just one ad exchange, they can take […]

COLOGNE-It’s a fantastic time to be a media agency, according to Zenith Global Brand President Vittorio Bonori. The flip side is that clients’ business models are “under attack,” a situation that the right uses of technology can help to overcome. “Sometimes when we refer to technology it can really seem as something really cold and […]

COLOGNE — TV has always traded on showing a single ad to as large an audience as possible. But the medium is being turned on its head. Pretty soon, advertisers will be using it to show thousands of different ads to individual audiences of just one. When exactly that will happen is anyone’s guess. But “no […]

COLOGNE — In the TV series The X-Files, paranormal investigators Mulder and Scully had, at their disposal, a trio of good-guy computer hackers named The Lone Gunmen. What if hard-pressed advertisers, also searching for a solution, could call on such a squad, too? That would probably look a lot like White Ops, a group of do-good hackers […]

COLOGNE-While it’s great to be able to track consumers as they move across digital devices, marketers should place more emphasis on peoples’ need states than on making sure they are targeting the same individual, according to Blake Cuthbert. “All of the need states that we can identify allows us to be really super targeted but […]

COLOGNE — It’s been a long, slow time coming – but now traditional TV is about to undergo a big disruption that it must respond to quickly, says a veteran ad man from the BBC’s commercial arm who now runs an ad-tech outfit. Whilst music and then newspapers were buffeted by digital winds of change, ye olde TV […]

COLOGNE-With video advertising now generating about 30% of overall revenue, Spotify is beta testing original video series so that brands can reach both paid and free users “in an immersive experience,” according to the digital music provider’s Global Head of Sales. A couple of years ago, Spotify had “only a couple of ad units to […]

COLOGNE-When its deal with Yahoo closes, AOL will gain “unprecedented scale” with which to become the king of content, while Facebook and Google rule social and search. This is the worldview of Jimmy Maymann, President of Content & Consumer Brands at AOL, whose keynote address at the DMEXCO confab was appropriately titled Publishing is the […]

COLOGNE-Having opened its Audience Network to video ads earlier this year, Facebook hopes to offer its more than 3 million advertisers the same user experience it has achieved with native content. “Video is key to our ecosystem,” says Yoav Arnstein, Head of Audience Network Sales for the AMEA region. Some 80% of ad impressions delivered […]

COLOGNE-The Internet Advertising Bureau Tech Lab is participating in two new coalitions, whose mandates are to improve the digital advertising experience for consumers and establish standards for video ads in conjunction with the television industry. Announced at the DMEXCO conference and exposition, the Coalition for Better Ads is in large part a response to the […]

COLOGNE — The world’s biggest ad agency holding group may soon spend more money with Mark Zuckerberg than with Rupert Murdoch, as it aims to shrink its reliance on Google in the media mix. But its CEO is still searching for other horses to back, in a digital ad world that is increasingly led by just two runners. Sir Martin Sorrell reveals to Beet.TV […]

COLOGNE — In the last few years of advertising technology innovation, many ad-tech vendors’ sales strategies have looked like an aggressive playbook for disruption. But the TV industry industry looks far less tolerant to that kind of enforced change. After all, it remains fairly resilient, and holds a lot of the cards still in its […]

COLOGNE — The media agency is changing. In a world where clients can do more themselves, or go elsewhere for services, agencies may be under threat. Michael Kassan thinks he has seen the future for a rejuvenated, more relevant model. “We just completed advising AT&T … a month ago …on the largest single review in history, I […]

COLOGNE — Is a big touchscreen in a car a driving aid – or a media device? Is an internet-connected fridge one of life’s little efficiencies, or a chance to communicate with householders? And how do you dress up these innovations anyway? Those were some of the questions on lips at the big DMEXCO marketing conference […]