Advertising

LAS VEGAS — America’s patchwork TV provider landscape means linear’s move to data-driven digital ad trading is not happening as quickly as in some other parts of the world, says video ad tech vendor Videology. “We’re very complex (in the US), there’s a lot of people involved in that change,” says the company’s north America development […]

SAN FRANCISCO — The onset of automated video ad buying is prompting traditional job disciplines to be re-thought, says one exec in the space. “There is a transition of talent,” says  Adap.tv‘s programmatic TV SVP Dan Ackerman. “You see people who have been in trading desks start to cross-polinate in to TV. There is a science in (traditional […]

SAN FRANCISCO — New, automated ad-trading techniques termed “programmatic” have loomed on to the TV industry’s horizon – but have a little way to go before widespread adoption, according to one exec. “It’s a wonderfully exciting time,” says ad connectivity platform Mediaocean‘s business development VP Fraser Woollard. “Agencies are experimenting with different technologies, different ways of […]

SAN FRANCISCO — When are we going to see an industry in which a healthy slice of TV advertising is bought using so-called “programmatic” trading techniques? “For the major networks, it’s going to take a long time to eventually go over to this stock exchange process of being able to use data and being able […]

SAN FRANCISCO — Programmatically-driven addressable TV advertising in the digital age is “not a pipe dream” – but it will be realized in some countries sooner than others, says media measurer Nielsen’s EVP of global media products, Amit Seth. Seth tells Beet.TV the opportunity is being approached by both cable operators at their back-end and […]

SAN FRANCISCO — So much greater are video ad prices compared with standard display, there is a more pressing need to inject programmatic platforms with price control mechanisms, if video advertisers are to adopt the mechanisms, says one programmatic expert. “There’s such a limited quantity of video … there hasn’t been the need to have […]

In a sign of the growing importance of online video advertising technology, two of the sector’s vendors are merging – and say they plan to go public next year. Ebuzzing, which was co-founded by French web entrepreneur Pierre Chapaz, and Teads, a French ad tech firm bringing new formats to market, say they are combining to […]

LOS ANGELES — Agencies have to find new ways of connecting brands to consumers, now that viewers are paying for video that doesn’t have ad support, says one exec. “People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,” agency MEC‘s North America CEO Marla Kaplowitz tells Beet.TV. […]

LOS ANGELES — “Best-in-class content is alive and well” as new distributors and marketers alike take the opportunity to reach consumers, says an ad agency exec. “We’ve seen an explosion of the golden age of content,” UM WW’s north America president Sarah Personette, who was Facebook’s own agency relations director until 2013, tells Beet.TV. “Consumers want and […]

LOS ANGELES — Digital advertising trading desks are growing up – and some are growing too big for their boots, says one video ad tech vendor. “Trading desks are starting to do more, there’s lots of things the trading desks are evolving to provide ,” says Videology‘s enterprise solutions head Pete Hagerty. “Trading desks are attempting […]

LOS ANGELES — Amongst all the hype about “native advertising”, one tech vendor, Kargo, claims to be signing up some big beasts. Kargo‘s CEO Harry Kargman tells Beet.TV it is gearing up to announce “the largest media companies on the planet” as customers for its solution, which plugs native formats in to publishers’ mobile content […]

All manner of companies is shooting to make digital advertising that’s “addressable” – targetable to individual users across devices. But when will, if ever, will there be a single standard for that lens? “That’s still an open discussion,” says global product manager Stefan Maris of TV-syncing ad technology service Civolution. “One of the discussions we are […]

Advertisers are being dazzled with premium-grade publisher names by salespeople who instead give them low-quality sites as inventory, says one ad tech exec. “Right now, the whole business is getting away with it,” says Jun Group CEO Mitchell Reichgut. “The client is seeing the big names (of sites on which they will appear) but they […]

For advertisers, “viewability” – knowing whether a viewer has really watched their ad – has become an important metric. But some advertisers also want more granular information. Analytics startup Veenome wants to play that role. “We’re figuring out what content is inside the video, indexing the actual imagery of the content, figuring out how many […]

There’s still life yet in the old dog that is the US TV industry. And by introducing digital-style targeting to this analogue medium, Simulmedia CEO Dave Morgan is trying to grow the $74bn sector still larger. “We can deliver, in one campaign in a day, on TV with normal linear 30-second spots, more targeted reach […]

Once a facilitator of dynamic ad insertion for video downloads, Tel Aviv-based Hiro Media nowadays now offers a range of video distribution and monetization services, leading on its supply-side content platform (SSP). Product VP Oded Napchi says the company is going after slices of the industry left on the table by most others. “The online […]

As online video’s advertising growth gathers steam, the two disciplines from which the format is drawn are converging, according to one ad tech exec. “TV buyers really want to learn from digital, and digital buyers really want to learn from TV,” says Turn emerging media general manager Chris Smith. “You’re starting to see more hybrid roles […]

BARCELONA — Audio-identifying mobile app Shazam is trying to create a business selling data to advertisers by encouraging users to tag content other than music. “We’re now able to target advertising based on Shazam activity,” CEO Rich Riley tells Beet.TV. “We can do that on Shazam and off Shazam. We can follow a device ID on […]

Google will invent more resources in 2014 on improving its advertising technologies for buy-side customers, says a Google ad exec. “We spent a little bit more time on the sell side than we did on the buy side from a product development perspective,” Google media platforms sales head Jay VanDerzee tells Beet.TV. “We’re obviously going to continue to do […]

PALM SPRINGS, CA — Many mobile ad spending numbers consider smartphones and tablets together. After all, each is more portable than a desktop PC. But not for multi-screen video ad tech firm boss Joe Apprendi. “I’d argue mobile is a state of a device – you’re either in motion or you’re at rest,” says the […]