Programmatic Buying

News publishers are famously competitive. So why would they team up to sell advertising? Because, in a world of opportunity, sometimes you need to partner to grow, says Rubicon Project’s chief marketer. “We’ve seen it primarily outside the United States but also inside the United States with local papers,” Mari Kim Novak tells Beet.TV. Co-ops are alliances – […]

When it came on to the scene, so-called “programmatic” advertising was all about real-time bidding in open online marketplaces. That meant advertisers often didn’t know where they were buying ads – a far cry from the old days of manual display sales. Over time, the industry has evolved to ringfence sections of the web in to […]

In the age of ad tech software abundance, many marketers are now choosing to take on some of the tasks previously managed by their agencies and buyers. That is the same trend being seen by Eyeview, whose technology lets advertisers personalize video creative for individual viewers, as it builds up its demand-side platform to enable programmatic […]

Mobile is helping push scientifically-accurate programmatic advertising technology to new heights for ad tech vendor Rubicon Project – next up, the company reckons it’s time to put creativity back in to advertising. “One of the big things you’re going to see with mobile is storytelling becoming more and more important – when you’re trying to […]

LONDON — The Weather Channel has blazed a trail for programmatic advertising in the States, now it wants to do the same around the world – aware of the many different market challenges it will face. The company has been using so-called “programmatic” technology to sell ads for a year or two now. “I’m going to […]

Programmatic advertising is booming, as more ad buyers and sellers switch on to technology that automates, targets and better controls the trading of online inventory. So far, the tech has revolutionized web ads, next up is video. “Programmatic has been huge in display, programmatic is a bit different in video,” according to video ad tech […]

COLOGNE — So-called “programmatic” technologies for automating, planning, targeting and executing online advertising buys have revolutionised the online display ad sector – now they are making in-roads in to video. “Programmatic is changing the media landscape,” according to video ad tech platform vendor TubeMogul’s managing director Nick Reid, in this video interview with Beet.TV. “IHS […]

COLOGNE — This summer, Gabe Greenberg left his post as general manager of advanced and programmatic television at The Trade Desk to launch a conference about programmatic TV advertising. Dubbed GABBCON (the Global Audience Based Buying Conference), the new LA-based enterprise is more than an event; Greenberg is also hoping to harmonize some of the many different interpretations about what, […]

COLOGNE — When it comes to technology adoption, conventional wisdom goes that the UK, France and Germany – in that order – tend to take on new practices ahead of the continent’s pack. But that belief has been up-ended by an IHS research report which shows another country leads the way. “The top market is the […]

COLOGNE — If UK government papers photographed by the press this month are to be believed, Channel 4 – the publicly-owned, advertising-funded broadcaster with a remit to be daring and creative – could be sold off, in the latest dimunition of state-linked organisations. Until and regardless of whether that happens, the company is shooting toward a future in which […]

COLOGNE — Time was, Bloomberg was just a business terminal. But now the financial news behemoth’s empire stretches across print, web, TV, video, radio and whatever-next. Paul Caine acknowledges the strength in traditional media – but wants to monetize all the new opportunities, too. “Over the next 12 months at Bloomberg, we’re all about disruption,” the […]

COLOGNE — Some folks in communications are starting to get excited about greater prospects for connecting up advertising and marketing. VivaKi, the advertising group Publicis’ digital unit, is now celebrating the “first birthday” of a partnership with Adobe to do just that. The so-called “Always-On Platform” gives all Publicis agencies access to Adobe’s Marketing Cloud suite, […]

LONDON –  All the industry talk is of explosive growth in the trading of online ads through “programmatic” technology. But that talk is not as loud as the growth is fast, says one advertising exec. Amnet, the Dentsu Aegis Network’s technology-led targeting division, says expectations should be recalibrated. “The video forecast in terms of moving to programmatic has […]

TV may not yet be fully addressable to advertisers in the same way the internet is, but that isn’t stopping a collection of platform operators and ad tech vendors from trying to make it a reality. The Trade Desk, a demand-side advertising platform, is working to bring more ad targeting to Roku, the connected TV […]

CANNES — Many brands are now beginning to take the opportunity to buy ads through programmatic platforms purely under their own steam, rather than enlisting ad-buying agencies. But what is the experience like? Whilst such a feat is eminently possible, Michael Brunick, partner in programmatic ad advisory service Unbound, says: “Several brands we’ve been working with have been doing programmatic […]

CANNES — Heineken may not be able to take advantage of everything programmatic ad buying techniques offer – but that doesn’t mean it can’t use programmatic technology to better understand its customers. USA region senior media director Ron Amram tells a Cannes Lions panel discussion: “We are not big users of data, we don’t have a lot of […]

CANNES — We have heard a lot this year about how SMG’s VivaKi has moved much of the functionality of its distinct Audience On Demand programmatic division out in to sibling agencies. That has been the internal reorganization story. But what do clients think? “MediaVest has completely rethought staffing on our business. For the most part, it’s been […]

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 […]

CANNES — If you thought it was just media companies that were selling automatic online advertising, think again. Retailers are also becoming media companies, and they are using programmatic to do it. Programmatic ad tech vendor Rubicon Project’s international GM Jay Stevens tells Beet.TV he anticipates the “confluence” of database marketing with display advertising. “Some of […]

CANNES — Today, ads on TV, internet video and mobile video, by and large, have to be bought separately. But that fact is changing, with many vendors wanting to help advertisers make one buy across multiple channels. TubeMogul is amongst those vendors. “Right now, we do a really job at automating the buying a desktop pre-roll buy or […]