cadreon

SAN FRANCISCO– Cadreon’s customer-first approach is based on addressability and measurement across all channels thanks to their activation of data. In an interview with Beet.TV’s Jon Watts, Nancy Hall, senior vice president of programmatic, east at Cadreon, details how they are using this data and how the industry could approach it going forward. Cadreon uses […]

With addressability becoming much more advanced, the challenge lies in educating clients around the new opportunities available. In an interview with Beet.TV, Larene Mantel, vice president of advanced TV and emerging channels for Cadreon explains how this is both an exciting and challenging position. In addition to linear, there’s now addressability available in VOD and […]

The advertising these days is fond of talking about the perils of “walled gardens”, the publisher platforms which don’t allow the transport of data beyond their own confines. But Erica Schmidt is more interested in “open parks”. In this video interview with Beet.TV, the global CEO of IPG Mediabrand’s unit Cadreon says “identity graph” technology […]

Three years after the ad “transparency” outcry exploded in media land, it seems like many of the issues have settled down, that solutions have partly been implemented. But transparency issues still remain on the publisher side of the industry, according to this agency executive. “As programmatic has evolved, there has been tremendous inconsistency in how […]

The ability to target TV audiences with granular data, going beyond traditional age- and gender-based contextual matching, may have existed for a couple of years now. But history will likely show that the opportunity is still just getting started. “The opportunity is huge,” says Erica Schmidt, the global CEO of IPG Mediabrand’s ad-tech unit Cadreon. […]

After several years of an arms-race in advertising’s technology super-powers, it has become fashionable for ad-tech advocates to profess a pivot to the more creative art of the craft. But what does that look like in practice? To the North America MD of IPG Mediabrand’s ad-tech unit, data and creativity are not two separate worlds – they […]

MIAMI – What’s the best way to approach television targeting and measurement? And what’s the value of “waste” in the form of TV ad impressions? These and other topics were the focus of spirited and insightful debate at the recent Beet Retreat Miami 2017. Following are some of the more cogent exchanges during a panel […]

VIEQUES, PR – For Cadreon’s Erica Schmidt, data in and of itself doesn’t cut it. It’s having unique datasets to bring to the table as the IPG unit guides its advertiser clients through the maze of programmatic options. “What’s really interesting today is advertisers are much more serious about programmatic than they ever have been […]

MIAMI – In the tug of war that is television advertising, programmers pull the traditional ratings window beyond 30 days while advanced TV specialists grapple with more precise targeting. Somewhere in the middle lies a holistic view of all advertising impressions that buyers can bid for, but it’s a galaxy far, far away. This is […]

MIAMI – “If it’s not broken why fix it” is just one of many conversations agencies must have with their clients when the subject is advanced television targeting. And it’s often long-time TV advertisers that need the most hand holding as they march into the data-enhanced future. To Larene Mantel, it’s been “a challenge and […]

So-called addressable TV is lighting the way for new brands toward a kind of future TV advertising that is customized and targeted at individual households. That’s bringing in new, smaller advertisers for which TV may previously have been too costly. But one surprising new group of buyers is those from overseas. At Cadreon, IPG Mediabrands’ ad-tech unit, […]

Arun Kumar deliberately avoids the term “programmatic” when talking about advanced television’s audience targeting potential. “All we’re trying to do is take some of the principals behind programmatic. We don’t want to buy space for the sake of buying space,” says the Global President of Cadreon, Interpublic Group’s ad tech unit. Semantics aside, Kumar is […]

Two new partnerships linking Rubicon Project with IPG’s Cadreon and workflow automation giant Mediaocean are a nod toward more direct programmatic deals for premium inventory in “well-lit environments,” says Rubicon’s VP of Sales for North America. Matt Greenberg describes Rubicon’s expanded involvement with Cadreon as the latest step in a relationship spanning about three years. Cadreon […]

Trading of online ads using “programmatic” techniques – that is, data-driven or automated – is booming, with eMarketer forecasting the technology will account for 72% of all US digital display dollars by 2017. But programmatic is also changing. What once was just a more efficient way to trade ad inventory is now also taking on […]

As TV audiences start watching TV on more devices than just, well, TV, marketers face a challenge – how do they measure, target and price their advertising efforts? Companies tackling and talking about that problem are now commonplace. One such, Cadreon, believes the answer lays in what global president Arun Kumar calls “advanced TV” – a […]

Arun Kumar, global president of IPG’s Cadreon unit, sees AT&T’s acquisition of DirecTV as a watershed moment in a new era of television.  He says that the merger will mean more intelligent targeting of consumers with data on the household level. He says that inevitable evolution of the new medium will bring new muscle to an […]

CANNES — For businesses that have often preached the dangers of operating in “silos”, it’s ironic how siloed ad agencies’ programmatic ad tech operations have been within their own companies. But that is now changing, with a couple of big agency initiatives to reboot how their dedicated programmatic divisions operate in their wider groups. Publicis’ VivaKi unit […]