Programmatic Advertising

COLOGNE — The Weather Channel hopes its recent deal to dethrone Yahoo as the supplier of weather data to Apple’s iOS operating system will lead to more downloads for its own suite of apps – and more eyeballs on the ads it’s selling programmatically inside those apps. “We’ve been preloaded on the Nokia Lumia for […]

COLOGNE  — Programmatic video ad tech platform SpotXchange says its sale of a stake to broadcast group RTL is a “huge validation” of the space, as it aims to take the new-wave ad-trading techniques to a much wider audience. “We’ve got better control, better insights – but we’re only touching less than a tenth of the total pie […]

COLOGNE, Germany – Google’s DoubleClick Ad Exchange buyer development head thinks he has the recipe to create “a very nice virtuous cycle where every (ad) impression is smarter than the last”. Chip Hall calls it “the programmatic playbook, and he tells Beet.TV about the five steps in this video interview… “Understanding your customer – that […]

COLOGNE, Germany — Xaxis, the programmatic advertising unit of WPP, is the world’s largest programmatic platform, and it will transition to become a “media company,” says David Moore, who is both Chairman of Xaxis and President of WPP Digital, in this interview with Beet.TV We interviewed him at DMEXCO earlier this week about the success […]

COLOGNE, Germany — Switching on “programmatic” control of ad trading in video won’t be as straightforward as it has been in static display advertising, says one European video ad tech exec. “It has a complexity to it that display didn’t,” says BrightRoll European MD Andy Mitchell, in this interview conducted at the DMEXCO conference. “Display, press […]

COLOGNE, Germany — Online video advertising won’t boom until better quality video content exists to encourage TV advertisers in to the medium, according to a video ad tech platform exec. “There are various factors holding us back,” Videology global media director Jana Eisenstein said during a Beet.TV session produced at DMEXCO, moderated by Ashley J. Swartz.. […]

COLOGNE, Germany — If “data is the new oil” when it comes to advertising, Google is sitting on a geyser – but it’s happy to let customers tap rivals’ supply lines, too. Ben Barokas, GM for Marketplace Development,  sees the emerging digital ad landscape this way, he tells Beet.TV in this video interview: “Every advertiser has […]

COLOGNE, Germany –  Advertising agencies are spending more and more on digital video channels – and most of the money moving from existing media is being switched from traditional TV. According to programmatic video ad tech vendor Adap.tv’s 2014 European State Of The Video Industry survey, 2014 spending on digital video advertising is up 42% […]

“Programmatic” methods of buying and selling digital advertising space have come a long way since they were used only to shift un-loved banner slots. “What started as a fringe trend in the digital advertising space is now taking over the entire industry,” AppNexus president Michael Rubenstein tells Beet.TV in this video. “Programmatic is eating the media world. […]

SAN FRANCISCO – After signing a deal with Clypd this summer allowing it to buy ad inventory for its clients from TV providers like Cox and DISH, video ad tech vendor BrightRoll reckons it can take a piece of the traditional TV advertising sector. Video is video. whether it’s own on a phone, an iPad, […]

CANNES, France — It is ironic for the communication industry that the techies of so-called “programmatic” ad-trading technologies have often done such a poor job at communicating just what the techniques really mean. “Programmatic has been quite impenetrable,” says media agency Carat’s chief digital officer Anthony Rhind. “There’s a lot of jargon, a lot of technology, we […]

CANNES, France — Initially seen as a way to trade in low-quality online ad spots, so-called “programmatic” technologies are growing up as top-tier publishers dip toes in the water. “In video, we’re seeing a huge shift in RTB (real-time bidding) – in buyers buying programmatically in an auction,” says programmatic ad tech vendor SpotXchange’s EMEA […]

CANNES, France — Whilst the online operations of many UK news publishers are now adopting different kinds of so-called “programmatic” ad trading mechanisms, those of the country’s commercial broadcasters are apparently farther behind. “Not all broadcasters are embracing a programmatic approach,” according to Nick Reid, UK MD of the programmatic video ad platform TubeMogul. “We […]

CANNES, France — Although people talk about serving highly targeting, personalized ads in TV broadcasts in the same way as is becoming possible online, this is unlikely to happen for some years, according to Real Media’s founder. “There is some automation that can come in from the digital world,” says Simulmedia CEO Dave Morgan. “But the […]

CANNES, France – Marketers are striving to marry up their online video and TV ad operations as the tectonic plates of media shift beneath them, says one ad data group tryingto help. Simulmedia chief marketing officer David Cooperstein says “programmatic” ad-trading techniques, “for less-than-premium inventory, is probably the best way to monetize it at the […]

CANNES, France — It’s commonly thought that the European market is generally adopting so-called “programmatic” ad automation and trading techniques later than the US. But it looks like the quality publishers there are buying in with greater gusto. “Premium publishers in Europe, they seem to have got involved in this much earlier,” according to Marco […]

If the digital advertising people getting high on “programmatic” trading are to access the $70 billion US TV ad market this way, they had better develop some empathy first, says one of the industry’s leading media finance advisors. Luma Partners CEO Terence Kawaja says TV ad trading, historically reliant on broad demographic targeting, and digital […]

Programmatic video ad platform BrightRoll is integrating its systems with Google’s DoubleClick Ad Exchange, enabling buying of video ads on Google’s YouTube via “programmatic” methods from the BrightRoll end. “The DoubleClick bid manager has been a buyer on our marketplace for over a year – now we’re becoming a buyer in their marketplace,” BrightRoll CEO and […]

SAN FRANCISCO — IPG’s insight agency Magna Global is using the current TV upfronts, the annual process by which TV networks sell advertising inventory for the year ahead, to push cable networks to adopt programmatic trading techniques. Says Magna Global USA president Kristi Argyilan: “We are pushing for our planning teams to reconsider cable television and think […]

SAN FRANCISCO — Data-driven buying processes beget data-centric advertising. At least, that’s how the evolution of the collection of automated and algorithm-heavy trading techniques dubbed “programmatic” has played out so far. But are things changing? “We’ve put it in to a box of it only being performance-driven – that was a mistake,” says programmatic SVP […]