Programmatic Buying

COLOGNE — The odds are still stacked in publishers paper when it comes to selling online video advertising, industry executives continue to observe. “One thing that continues to be true is the scarcity of quality video inventory, which is a blocker for more widespread adoption of online video,” GroupM’s programmatic unit Xaxis’s UK MD Nicolas Bidon tells […]

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 — Static display banners may have been the first ad format to undergo the “programmatic” ad-trading revolution – but the spending there will be dwarfed by video’s adoption of the techniques, says one exec working in the field. “Display is essentially the dress rehearsal. Television and video is where all the money is at,” buy-side […]

COLOGNE — Advertising agencies usually act proactively to seek opportunities for their advertiser clients. But, in some parts of the world, advertisers may be dipping toes in programmatic trading waters unilaterally. “We’re still yet to see a lot of the actual agencies grab hold of programmatic, it’s been more run out the trading desks,” says […]

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 — 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 — In an advertising world that is increasingly enamored with mathematically-advanced methods of targeting messages, it may be easy to overlook the industry’s underlying creative necessity. But the two are not mutually exclusive, says a chief from WPP’s data targeting division. “I’m definitely starting to see the creative agencies within WPP engage more […]

COLOGNE, Germany — The injection of “programmatic” ad-trading automation and control in to linear TV will likely increase, not diminish, the value of traditional TV ads, says one of the world’s top marketers. “All of a sudden, certain media slots on linear (will) become way more valuable,” snack food brand Mondelez International’s global media and consumer […]

COLOGNE, Germany — As “maths men” take over from “mad men” on advertising’s Fifth Avenue, the new cult of data is proving to be too all-consuming, says one advertising veteran. “We may be losing the plot – too much math, too little meaning,” says DigitasLBi and Razorfish chair Rishad Tobaccowala. “We’ve forgotten that the data […]

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% […]

SAN FRANCISCO – The next stage in the adoption of  automated ad-trading tools, private marketplaces are helping so-called “programmatic” practices flourish, says an exec in the space. “If 2013 was the year of real-time bidding and programmatic coming in to reality, 2014 is the year of private marketplaces,” video ad tech vendor BrightRoll‘s marketing SVP Tim Avila […]

After GroupM announced, earlier this year, it would no longer buy online ads from open exchange marketplaces, more criticism is being voiced by ad buyers about how such exchanges operate. IPG Mediabrands’ global CEO Matt Seiler tells Beet.TV in this video that more openness is needed from the “open” end of the industry. “Pretty big advocates […]

AOL bought Adap.tv, Facebook bought LiveRail and, last month, RTL Group bought a majority of SpotXchange – a wave of consolidation is under way, as large media groups buy up programmatic video ad tech vendors. “Consolidation is a great thing for the industry,” says the emerging media VP of another such vendor, Turn, Chris Smith,” and shows we’re […]

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, […]

Online video ad technology group Ebuzzing reckons nearly a third of its business will be made up from automated ad trading, as it increasingly creates private ad marketplaces with trading desks. “We work with Xaxis, Accuen, Vivaki and these trading desks to build our specific, high-quality marketplaces,” according to the company’s north America GM Jim Daily. “Our […]

Automated trading of standard online display ad units is becoming commonplace. But fancier, more engaging new ad formats can also now benefit from this technology. “IAB rising star units are often though of as upper-funnel, very branding, engaging tactics that aren’t associated with programatic,” says Sarah Warner, trading manager of GroupM’s programmatic unit, Xaxis. “But we can […]

CANNES, France — What are the pros and cons of scale and consolidation when it comes to programmatic advertising technology? One major marketing figure is worried about the possible effects. “The thing that concerns me the most as we go in to programmatic is the neutrality of exchanges,” Mondelēz International’s VP of global media and Consumer engagement, Bonin […]