Programmatic Buying

Computer giant Lenovo has selected  video ad tech provider TubeMogul to manage its global programmatic media operations, the companies announced today.   It is an expansion of an existing relationship.  In October, we spoke with Gary Milner, director of global digital marketing at Lenovo, about the opportunities around programmatic.  We interviewed him at a TubeMogul client […]

LONDON — Many brands and publishers think so-called “programmatic” online ad sales mechanisms excel at cheap ad inventory. But times could be changing – and so they should, says one GroupM data exec. “At the beginning, programmatic started more from a performance background,” GroupM’s Xaxis UK MD Nicolas Bidon tells Beet.TV. “It was associated, rightly […]

LONDON — It feels like we have only just begun to see the emergence of the highly-efficiency “programmatic” online ad sales mechanism in pictorial display and in video. Next up, traditional linear TV could be reinvented by the technology. “It can absolutely be done today,” video ad tech firm Videology‘s global TV strategy head Rhys […]

LONDON — A year that started with lingering suspicion from publishers that programmatic ad selling would devalue their inventory is ending with far wider premium publisher acceptance of this collection of technologies. News Corp and The New York Times are now selling in this way, and The Guardian, too, has launched its own Response+ trading […]

LONDON — Ad traders are adjusting to what they see as a two-speed video advertising ecosystem, as broadcasters are slower to adopt new-wave data-driven ad targeting techniques see in online. “TV has a very successful model,” SMG UK digital trading director John Baylon tells Beet.TV. They need to be very careful about not disrupting that […]

LONDON — The French programmatic advertising market is shaping up as a hotbed for innovation in real-time buying, says Andrew Moore, European Managing Director of SpotXchange, in an interview with Beet.TV. For instance, the French market has embraced publisher collectives, in which groups of premium publishers come together create their own marketplace. In addition, new […]

LONDON — Amongst the broadcasters on AOL’s Adap.tv client roster, the BBC’s revenue-making arm has begun to sell some of its online video advertising using a programmatic system to attract higher bids. “If you’re dealing with a fixed-price IO (insertion order) business all the time, it’s very difficult to increase the rate,” Adap.tv‘s EMEA MD Brian […]

Video platform Dailymotion will soon be offering ad buyers programmatic purchase of advertising delivered through its mobile channels. Appearing at Beet.TV’s cross-platform monetization summit, hosted by Starcom MediaVest and sponsored by Dailymotion, north America SVP Roland Hamilton was asked whether the service supported programmatic plus mobile. “It will,” he said. “We’ll be announcing some integration in […]

NEW YORK — Video publisher Dailymotion will soon be signing on with a data management platform (DMP) to help advertisers access its ad inventory through a richer array of data. And the outfit says mobile viewership has passed 50% in Japan, is 30% globally and 25% in the US, where it is staffing up a […]

NAPA, Ca — For video, adoption of automated, targeted inventory buying labelled “programmatic” lags the wave seen in display advertising. But, soon, that could all be about to change, says one agency exec. “Right now, we’re still somewhere at the forefront,” Starcom’s video investment director Zach Isaacs tells Beet.TV in this video interview. “(Programmatic’s share […]

NAPA, Ca — The so-called “programmatic” buying of online advertising is garnering plenty of headlines, but can mean different things to different buyers, says Will Pate, digital VP of Interpublic’s Canadian agency M2. “The opportunity is to take out that big ad ops piece – the inefficiencies and frictions in the marketplace – and free […]

NAPA, Ca — Online advertising’s programmatic evolution is radiating from the US, through the UK and Europe, and is now lapping Australia’s shores. “Most of our clients are on board with the concept and are shifting considerable budgets over in to the concept of programmatic buying,” Phil Cowlinshaw, Head of Technology at Australian media agency […]

NAPA, CA –  As brands engage in buying video in an automated, programmatic marketplace, it  is essential brands and publishers are properly aligned, explains Cheryl Stump, Director of Video at VivaKi’s Audience on Demand unit, in this interview with Beet.TV “Content is king,” and getting the match-up right  is an essential part of the agency’s […]

NAPA, Ca — Just when the industry was beginning to understand how “programmatic” and then “programmatic premium” were beginning to boost ad sales efficiency, another variant of the technology cropped up this year – “programmatic direct”. But one ad tech exec says this is the moniker that will really define the emerging space; at least, […]

NAPA, Ca — Until lately, many premium publishers had frowned on the rise of automated online ad buying that they feared drove down the cost of their ad space. Now the likes of News Corp and New York Times are themselves launching programmatic sales operations. Online video tech firm SpotXchange‘s CEO Mike Shehan tells Beet.TV […]

NAPA, CA – One of the most significant developments in the move to programmatic video advertising buying is the rapid emergence of audience guarantees via Nielsen’s Online Campaign Ratings (OCR), says Brett Wilson, CEO of video ad tech company TubeMobul in this interview with Beet.TV commentator Ashley Swartz. Over the past 12 months, audience guarantees […]

NAPA, CA — Computer maker Lenovo’s digital marketing director has given a big endorsement to the emerging practice of automated, algorithmically-controlled online ad buying. “From a brand perspective, this move to programmatic is very important to us,” Gary Milner tells Beet.TV in this video interview during TubeMogul University, a TubeMogul customer event. “You’ve got a merging […]

As part of the movement to programmatic buying, some brands are bypassing their agency trading desks and going directly to the open market auctions.  We reported recently on The Kellogg Company as one of the first such earlier movers. But going to the open marketplace has limitations, says Paul Dolan, SVP at Xaxis, the programmatic […]

You could spend s lifetime grumbling about the difficulties targeting users with ads across screens because some screens don’t support cookies – or you could just make the best of what’s available to you. “We’re able to look at some users across devices,” ad-targeting technology group Turn‘s senior business development director Mark Balabanian told Beet.TV’s […]

While the introduction of enterprise software is changing the nature of the media buying landscape, the media agencies’ role is what it has always been, which has been “to bring price efficiency” into the media buying process, explains  Josh Jacobs, CEO of Accuen, the trading desk unit of the giant agency holding company Omnicom. We […]