Programmatic Buying

CANNES — US retailers’ spend through “programmatic” ad-trading platforms will bust through 20% of their total digital ad dollars this year, according to eMarketer. But we should look on that as just the start, according to one leading marketer. “Why are we focusing it on such a small percentage of overall available inventory?,” B. Bonin Bough, SVP, Chief Media and […]

Publicis’ VivaKi unit recently reorganized to thread programmatic trading throughout its sibling departments in a bid to take data-based planning to new heights and new media, according to a stablemate exec. “We are thinking not just data-centric but data-centric as it involves your entire media investment,” ZenithOptimedia activation standards, insights and technology EVP Julian Zilberbrand tells Beet.TV in […]

CHICAGO – As programmatic buying has matured, agencies are pulling it from separate departments and integrating programmatic buying more closely into core operations, says Lisa Weinstein, President, Global Digital, Data and Analytics at Starcom MediaVest Group, in this interview with Beet.TV. The evolution of programmatic buying inside agencies is similar to the growth of digital departments, […]

The recent decision of Publicis’ VivaKi to spread its Audience On Demand across the unit shows how “programmatic” methods of automating the trading of ads are becoming more embedded across ad agencies, says Rubicon Project marketplace development SVP Jay Sears. “A lot of the headlines have gotten it incorrect,’ he tells Beet.TV in this video interview. “The headlines […]

Just because analog media are disconnected, that doesn’t mean they can’t benefit from digital efficiencies. Case in point – programmatic, automated sales of display advertising are now gobbling up a large portion of the digital industry. Now ad tech house MediaMath is working to bring programmatic even to offline media. MediaMath‘s OPEN global media partnerships […]

Digital-first content companies such as Netflix, Hulu and AOL are well-positioned for the transition to addressable buying in TV, says SMG programmatic SVP Mac Delaney in an interview with Beet.TV. The recent Digital Content New Fronts mark a transition point in the shift to programmatic buying in TV. “We have jumped over a significant hill, and it […]

If you had tracked two trillion video views since 2006, you would probably know quite a lot about how people respond to video ads. Sarah Wood has, and her video ad tech firm, Unruly, is helping brands understand. “What are the drivers of shareability?,” she says. “Some people think it’s cats, some people think it’s […]

LONDON — So far, the discussion of so-called “programmatic”, automated digital advertising trading has centered on online display and video advertising. But what about advertising in content that no-one can see? Last month, GroupM’s Xaxis programmatic unit announced Xaxis Audio, a program to let advertisers buy at-scale ads in digital audio platforms, including both big mainstream UK radio stations and […]

It is not just brands that can use “programmatic” tools to buy ads on exchanges. Brands’ agencies, too, can use similar technology to buy advance ads on an order basis, says ad tech outfit Rubicon Project‘s SVP Jay Sears. “We’re seeing automation go deeper and deeper in to the operating agency,” he tells Beet.TV in this video interview.” Case […]

As the upfronts draw to a close, and TV networks take stock of the annual presentation fest, the role of “audiences” will likely have played a larger role in TV buying, says Ashley J. Swartz, CEO and Founder of Furious Corp. Despite concerns of a flat market, there is still money flowing in. “There is […]

AUSTIN — Earlier in March, The Guardian announced it was leading a coalition including CNN International, the Economist the Financial Times and Reuters to pool their ad inventory for programmatic international sale. The exec whose company powers the so-called Pangea Alliance says such comings together, once considered rare in the cut-throat world of media, are beneficial. “(In advertising), there’s […]

AUSTIN — Many digital media executives expect it is only a matter of time before “programmatic” advertising – the collection of techniques which automate online ad-buying and which has taken hold in the display ad world – will work its magic on television. Indeed, many tech and data vendors are already trying to make this happen […]

LONDON — News publishers traditionally like to keep hold of their own ad sales operations, selling advertisers on their own unique contextual properties. But now we are seeing some of them warm not only to programmatic mechanisms but also to collaborative working. The Guardian, CNN International, the Financial Times and Reuters are together forming the […]

PHOENIX — Rocket Fuel’s acquisition of data management platform X+1 was one of the more talked-about M&A deals in 2014. So why did the programmatic platform do the deal? To give customers a single, constantly-connected platform, says Rocket Fuel’s global partnerships VP David Skinner. “The rationale for the acquisition was that Rocket Fuel really sees […]

FORT LAUDERDALE — The emergence of so-called “programmatic” ad-trading techniques, in which new software platforms enable precise, data-driven ad buying and selling, has kicked off a race of ad tech suite vendors. Each promises to serve customers with a specific part of the value chain – but one vendor says this just confuses customers. “There […]

FORT LAUDERDALE — Companies in the TV advertising business don’t need to adopt all of the so-called “programmatic” technologies vendors tout to benefit from some of their key efficiencies, says one such vendor in the chain. “You don’t have to have complete automation, dynamic ad insertion,” Adap,tv programmatic SVP Dan Ackerman tells Beet.TV in this panel […]

LAS VEGAS — European advertisers are taking to video advertising and so-called “programmatic” online ad technologies at varying progressive degrees, according to GroupM Interaction UK MD Jakob Nielsen. “(In the) UK … TV buyers are constantly looking to new audiences,” Nielsen tells Beet.TV in this video interview. “With video… in the diminishing-return space, all of a […]

This year, there was a dramatic rise in adtech “stacks,” with Facebook’s relaunch of Atlas and the expansion of Google’s DSP business, but WPP wants to support “an independent ad tech ecosystem” where technology and media companies remain separate.   It is this direction that aligns with the recently announced alliance with AppNexus, explains Brian […]

The sale of TV advertising is about to go a lot more “programmatic” early in 2015, when advertisers via Magna Global start buying slots in Cox Media programming via a new platform. Powered by planning, buying and reporting optimization platform AudienceXpess, the new system will help Magna Global agency clients advertise on Cox Media cable […]

So-called “programmatic” methods of automating and controlling how advertising is bought are making waves in digital display ad circles. But do TV networks have any reason to change decades of ad-selling processes to make way? “A lot of the inventory is remnant, otherwise goes unsold. It’s not the top top tier of national broadcasters,” Xaxis product […]