Programmatic Buying

LONDON — Programmatic online advertising control techniques have become popular in web channels; now broadcasters and video operators are ready to shed scepticism toward the technology, says an exec with a bird’s-eye view of the market. “Increasingly, the community is appreciating that programmatic is premium,” says video ad tech firm Videology‘s Head of Global TV Strategies, […]

LONDON — When programmatic online ad trading techniques hit the big time, headlines focused on their use in auction environments. But conventional-style display advertising can be upgraded by programmatic, too, says one ad agency exec. “One of the really interesting spaces is the evolution of private marketplaces and this concept of ‘programmatic guaranteed’ … now […]

Programmatic video advertising platform SpotXchange says it will nearly double its headcount to service new premium publishers over the next year, after finding strong business growth in the last 12 months. “The company saw 145% revenue growth this year in Q1, we saw 350% growth in terms of programmatic spend in Q1,” says the company’s […]

Should publishers use programmatic ad trading mechanisms or continue selling direct to ad buyers? The emergence of private marketplaces means those options are no longer mutually exclusive, says one big video publisher. “This set of pipes and plumbing that fuel a programmatic system was created for anonymous inventory,” according to Jonathan Carson, chief revenue officer of […]

If the digital advertising people getting high on “programmatic” trading are to access the $70 billion US TV ad market this way, they had better develop some empathy first, says one of the industry’s leading media finance advisors. Luma Partners CEO Terence Kawaja says TV ad trading, historically reliant on broad demographic targeting, and digital […]

Programmatic video ad platform BrightRoll is integrating its systems with Google’s DoubleClick Ad Exchange, enabling buying of video ads on Google’s YouTube via “programmatic” methods from the BrightRoll end. “The DoubleClick bid manager has been a buyer on our marketplace for over a year – now we’re becoming a buyer in their marketplace,” BrightRoll CEO and […]

LAS VEGAS — America’s patchwork TV provider landscape means linear’s move to data-driven digital ad trading is not happening as quickly as in some other parts of the world, says video ad tech vendor Videology. “We’re very complex (in the US), there’s a lot of people involved in that change,” says the company’s north America development […]

SAN FRANCISCO — Programmatic ad trading techniques could eliminate costs and cut time by bringing ad buying in to the digital 21st century, says one ad tech vendor. “The way that TV is bought has been the same way since the Mad Men days – I pick up the phone, I do a deal,” says […]

SAN FRANCISCO — The onset of automated video ad buying is prompting traditional job disciplines to be re-thought, says one exec in the space. “There is a transition of talent,” says  Adap.tv‘s programmatic TV SVP Dan Ackerman. “You see people who have been in trading desks start to cross-polinate in to TV. There is a science in (traditional […]

SAN FRANCISCO — New, automated ad-trading techniques termed “programmatic” have loomed on to the TV industry’s horizon – but have a little way to go before widespread adoption, according to one exec. “It’s a wonderfully exciting time,” says ad connectivity platform Mediaocean‘s business development VP Fraser Woollard. “Agencies are experimenting with different technologies, different ways of […]

SAN FRANCISCO — When are we going to see an industry in which a healthy slice of TV advertising is bought using so-called “programmatic” trading techniques? “For the major networks, it’s going to take a long time to eventually go over to this stock exchange process of being able to use data and being able […]

SAN FRANCISCO  — Having established a technology for buying and selling video advertising programmatically, and having entered the medium of linear television, Adap.tv will evolve to become  a cross-media platform, encompassing mobile and display in the  next year,  says Toby Gabriner, President of Adap.tv in this on-stage interview with moderator Ashley J. Swartz.   The […]

SAN FRANCISCO — So much greater are video ad prices compared with standard display, there is a more pressing need to inject programmatic platforms with price control mechanisms, if video advertisers are to adopt the mechanisms, says one programmatic expert. “There’s such a limited quantity of video … there hasn’t been the need to have […]

SAN FRANCISCO – With first party data on some 150 million consumers, Time Inc. is using that data to serve advertising programmatically, explains Patrick Landi, Executive Director of Programmatic Sales at Time Inc., this interview with Beet.TV Also in the interview, he speaks about the emergence of private marketplaces, linking programmatic sales between Time Inc […]

Video advertisers need to improve their data collection and processing capabilities to better target viewers, says one ad tech exec after launching a service to do just that. “TV brand advertising … we believe it’s very different from video advertising thats performance based,” says YuMe CEO Jayant Kadambi. “We believe video advertising for brands is […]

Call it: the best of both worlds. Publishers who baulked at real-time bidding, the first incarnation of programmatic ad-buying, may be more drawn to a version of the technique that affords them both traditional-style control and super-controlled selling. Video ad tech firm SpotXchange‘s platform VP Sean Buckley explains programmatic direct it to Beet.TV: “It’s a […]

Many online ad buyers who are now using so-called “programmatic” trading techniques for video are getting excited about the idea of old-fashioned TV using the same digital processes. But  not so fast, says one experienced ad exec. “We can’t have real-time ad deliveries in linear TV – the infrastructure doesn’t support it – that’s many, […]

As online video’s advertising growth gathers steam, the two disciplines from which the format is drawn are converging, according to one ad tech exec. “TV buyers really want to learn from digital, and digital buyers really want to learn from TV,” says Turn emerging media general manager Chris Smith. “You’re starting to see more hybrid roles […]

The last year has seen an evolution in how publishers and broadcasters view the so-called “programmatic” sale of online ad inventory. “Just 12 months ago, a lot of publishers were just viewing programmatic as a remnant solution,” says Mark Trefgarne, CEO of video ad tech platform LiveRail. “The transition we’ve seen is a view towards […]

The problem with the new native advertising concept, according to some display ad veterans, is – how can the format ever hit display’s heights when each new deployment may need to be customized for editorial fit? But Adam Singolda, CEO of a content discovery network that is also trying to deploy native ads, says things […]