programmatic

Automated, so-called “programmatic” online ad-trading techniques may considered a mechanism for buying low-grade ad space. But Google is amongst those convincing “premium” publishers, as well as low-end sites, to use the methods. Last week, Google unveiled Google Partner Select, an initiative that opens up the practices to the high-end. “Many of the top publishers are […]

Thus far, the rise of automated, “programmatic” online ad-trading techniques has come with the rise of open ad exchanges. But GroupM, parent of the WPP media agencies,  looks set to redefined “programmatic” as merely new “pipes” through which to do business with old partners. “By the end of this year, we don’t want any of […]

“Programmatic” advertising has grown up defined as marketplaces of online ad space open for buying and selling. But video ad tech vendor TubeMogul CEO Brett Wilson explains the emergence of the “programmatic direct” variant… “There’s another set of inventory that’s more premium – advertisers and publishers both want to leverage the power of software to […]

Programmatic buying in worldwide markets is focused on premium and high-end content and that’s helping to grow the business globally, says Ryan Jamboretz, Chief Development Office at ad platform Videology, in an interview with Beet.TV. “You see a lot of private network deals, and existing trading deals with media sellers and clients accessing the highest echelons […]

It may not usually be considered amongst the leading internet nations, but Rupert Murdoch’s motherland is pushing ahead of the pack when it comes to the online ad sales techniques known as “programmatic”, says News Corp’s ad exec. “Worldwide, there’s definitely a programmatic sensation,” the group’s ad marketplaces VP Charlie Weiss tells Beet.TV.  “Australia and […]

LONDON — Guardian News & Media is getting set to report that digital publishing revenue is helping make up for print revenue that is shrinking, according to the group’s commercial director. “This year, when we report our results in July, we’ll say that, for the second year in succession, the growth in digital has exceeded the […]

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 […]

LONDON — Programmatic buying widens the playing field in online video because it lowers the cost, says Nigel Waring, Director of Performance Marketing and Biddable Media at SMG during an interview with Beet.TV. “Traditionally it has been difficult to make video work because of the cost barrier. But when it’s allied to real-time buying you can optimize […]

LONDON — It’s only natural that native advertising articles exist only on the websites of the individual publishers who sell and create them – after all, they depend on the tone and content production skillset boasted by that publisher. But Danny Hopwood wants native’s small reach to break out of their creators’ own confines, with […]

LONDON — The Guardian’s publisher will post annual digital revenue up by a quarter to over £70 million ($116 million) for the year ending March, CEO Andrew Miller tells Beet.TV. Although many in the industry report worsening ad rates, the Guardian Media Group CEO says: “We’re seeing a hardening of our CPMs.” The group will […]

LONDON — Media people are talking a lot about “barbells” – Tim Armstrong’s metaphor for an advertising world that is coalescing around the seemingly polar forms of sponsored content on the one hand and data-driven display sales on the other. But one ad exec reckons those opposite ends aren’t as distinct as the metaphor suggests. […]

SAN FRANCISCO — AOL-owned Adap.tv is working closely with media agency giant Magna Global to deepen the work both are doing in programmatic video buying, says Kara Weber, Chief Marketing Officer at Adap.tv in this video interview with Beet.TV. The partnership was inked last fall and now Magna Global has begun running digital and TV ads […]

As marketing becomes more reliant on programmatic buys, agencies are needing to hire more technically-minded people, says Kristi Argyilan, President of Magna Global North America, MediaBrands, in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico. “We are starting to profile more like a financial portfolio management mindset. We are hiring more data scientists, […]

VIQUES, PR — IPG’s Magna Global media agency has tried to aggressively embrace automated platforms for the online ads it trades in. And things are moving faster than it expected. “We had a goal set for 2013 of putting 5% of our total spend through programmatic,” says Kristi Argyilan, the group’s north America president. “We exceeded that […]

If 2013 was the year when publishers fretted that programmatic online ad sales would devalue their inventory, 2014 is starting out as the year of more measured appreciation of its offering, says one ad exec. “They’re wildly enthusiastic,” says Magna Global’s programmatic EVP and MD Neeraj Kochhar. “Publishers are finally beginning to appreciate the benefits […]

Non-human traffic was recently described as programmatic advertising’s “dirty little secret“. Integral Ad Science reckons nearly a third of impressions to be suspicious – up six-fold since 2011, according to comScore (via Adotas). AOL’s programmatic video ad tech platform Adap.tv wants to nip the problem in the bud. “We are fighting fraud that is generated by […]

AOL’s advertising chief says advertisers’ understanding of so-called “programmatic” technology improved at the tail end of 2013 – now the year ahead is about offering them the range of its benefits at integrated scale. “There’s been a lot of great progress in the last three to four months since the programmatic upfront of people understanding […]

LAS VEGAS — Pubmatic has long offered premium publishers the ability to sell their display and mobile ad inventory using real-time systems. Now it’s about to offer video ad sales in the same way, too. Speaking at the Consumer Electronics Show, the Redwood City- and New York-based company president Kirk McDonald tells Beet.TV Pubmatic will […]

clypd may have recently taken on $7.2 million in VC funding to build out its ambition to bring data-driven advertising to television – but an exec says things are moving faster than anticipated. “We have a total $10.5 million (in investment) – this is being used to build out the team, build out the platform,” […]