Programmatic Buying

CANNES – While there has been a big movement to buying and selling digital advertising through automated exchanges at agency trading desks, several “premium” publishers are looking to trade in a more closed, private exchange scenario, where they have more control over their inventory and pricing. VivaKi’s Audience on Demand unit is expanding its private […]

CANNES — WPP’s data-centric Xaxis division has tripled in size from around 100 staff to more than 300 in its first two years, and CEO Brian Lesser says that growth suggests the future scale of highly targeted online ad buying tactics many label “programmatic”. “Over the next three to five years, you will see that […]

This year in response to marketers’ objectives, Yahoo! is rolling out an audience-targeting offering and a contextual offering that features Yahoo! original content as part of their video advertising strategy – a strategy that will continue to incorporate more traditional tactics such as custom branded entertainment and program sponsorships, says Margenett Moore-Roberts, senior director of […]

Launched in the first quarter of 2013, AudienceXpress, an automated sales platform for selling TV audience impressions, allows advertisers to focus on particular target audiences – but automates the process. We spoke with Walt Horstman, general manager of AudienceXpress, in our New York studio. Using the best practices of digital audience buying, the New York-based […]