Programmatic Buying

TubeMogul’s new programmatic TV ad buying platform brings benefits for both national advertisers and local US broadcasters, says an exec from one of the partners involved. PTV, launched last week, works by aggregating relationships with several providers that already offer this functionality, including AudienceXpress, clypd, placemedia and WideOrbit’s WO Programmatic-TV marketplace, from which many local TV stations […]

Online video ad technology vendors are scrambling to get a slice of the much larger, main TV screen ad market by extending their digital buying capabilities to good ‘ol fashioned telly – and the latest to do so is TubeMogul. The Emeryville, California-based outfit has unveiled PTV, allowing data-driven buying of TV advertising. Ad buyers […]

CHICAGO — Programmatic digital ad trading techniques have their place in the TV world – but no-one should expect adoption like that which has been seen in online display so far, says one video ad exec. “Digital thinking is, for sure, going to come over to TV,” says Starcom MediaVest Group’s precision video EVP Tracey Scheppach […]

CHICAGO — The collection of new-wave automated ad targeting and trading techniques known as “programmatic” may have initially been seen as helping advertisers drive down inventory costs – but that is no longer the sole way ad buyers see it. “This is not a CPM crunch where we’re racing to the bottom, but a way […]

NAPA, CA — It’s one of the hottest media buzzwords of 2014 – but everyone seems to have a different definition for the set of new-wave ad-trading techniques collectively referred to as “programmatic”. At programmatic’s core, says Nielsen digital MD Andrew Feigenson, is moving dollars that, once, were transacted manually in to some automated process. […]

NAPA, CA — TV ad billing and management software platform WideOrbit is moving in to the “programmatic” advertising space after observing “huge” industry demand for the new methods of trading ads. “We’re focused on building programmatic in to all of our television to make it a lot easier to transact, particularly with local broadcasters,” the company’s […]

When John Battelle sold Federated Media earlier this year, he kept control of the company’s programmatic publishing SSP which he named sovrn.   Sovrn provides programmatic sales operations for many long and mid-tail publishers who want to sell programmatically.  The platform is integrated with all the major DSP’s. Walter Knapp, the former COO of Federated, […]

RUN, the New York-based programatic mobile ad buying platform, has been acquired by Publicis, the company announced last week.   This week, we spoke with Jay Askenasi, CRO about the company, the acquisition and plans to continue to serve the ad buying industry outside of Publicis.

For the giant insurer AETNA, a majority of its advertising budget is spent on digital media and at least 10 percent of the total spend going to programmatic video, says Gary Templeton, head of media,  in this interview with Beet.TV With advent of the Affordable Health Care Act, AETNA has been focused  on education and […]

Collective, a programmatic advertising technology company, is using its ad decisioning engine to buy linear television, explains Eoin Townsend, Chief Product Officer, in this interview with Beet.TV   The amount of video inventory to be bought on a programmatic basis is quite, small and limited largely to local time slots on cable programming, it will […]

Even if it isn’t quite “the new oil”, data is becoming more and more important to the new era of advertising targeting. “Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview. “You cannot efficiently and effectively buy media if you don’t […]

LONDON — In an advertising world increasingly fuelled by customer data, who do agencies go to for these vital ingredients? It’s not who it used to be, says Dentsu Aegis UK digital agency iProspect‘s chief media officer. “Five or six years ago, we were talking about the CIO, CMO and CTO groups merging together and […]

Inventory sold in the Microsoft ad exchange includes display and mobile apps and will eventually involve video, says Adam Roodman, Director, U.S. Targeting and Programmatic at Microsoft Advertising, in this interview with Beet.TV He says that while much of Microsoft’s inventory is sold directly, on a reserved basis to advertisers, the rest goes into the […]

COLOGNE — So much data, so many new ad tech platforms. Anyone who has seen a lumascape will recognize the confusion that fragmentation wreaks. But there is a way to pull the piece back together, says an ad tech boss. “One of the key buzzwords that we’re going to be hearing about over and over again […]

COLOGNE — So far, “programmatic” mechanisms for using automation and data to buy better ads have proved useful in the online display segment. Next up, they are destined to change online video ads. But, in the future, Alex Merwin envisages programmatic underpinning entire cross-media ad intelligence. “If all the budgets move in to a programmatic […]

So-called “programmatic” software platforms, which let advertising buyers and sellers agree terms for ad inventory in real-time and using customer data, will process $21 billion global ad sales in 2014, according to new forecasts from IPG’s Magna Global intelligence unit. That is 52% more money going through programmatic than a year earlier, the report says. Indeed, […]

COLOGNE — As media platforms and the processes behind them converge, old definitions of each appear to fall away and become meaningless. That, at least, goes for advertising groups that are getting excited about defining the internet in TV’s likeness. “I think ‘digital media’ maybe a little narrow,” Starcom MediaVest global operations president John Sheehy tells Beet.TV […]

COLOGNE — Video advertising technology platforms are helping advertisers and agencies on the road to buying online video and television ads in a single process – but don’t expect that process to be widespread in the immediate future. “TV is still very dominant,” agency ad-buying software platform Mediaocean’s Europe MD Sarah Lawson Johnston tells Beet.TV […]

With its recent acquisition of  LiveRail, an enterprise software company that manages programmatic video ad sales for publishers, Facebook is embracing a big opportunity to service publishers — and, with a particular emphasis on delivering mobile ads, explains Brian Boland, VP for Ads Product Marketing and Ad Tech, in this interview with Beet.TV We spoke […]

COLOGNE — Many were initially wary at so-called “programmatic” ad-trading techniques’ first incarnation – real-time bidding. But acceptance of ad ops automation represented by programmatic at large is growing from a small silo in media agencies to widespread favor, says one of the largest programmatic ad tech vendors. “You need to look at the organisational […]