programmatic

Lately, ad tech vendors have been rushing like bulls out of a gate to bring out new automated ad delivery tools. But this proliferation may not always be the case, according to a top Google exec. “There could easily be some contraction in this marketplace, or acquisition,” Google media platforms sales head Jay VanDerzee tells Beet.TV. “The next […]

Today, super-automated and -targeted ad buying dubbed “programmatic” is mostly  brought to bear on straightforward display ads in standard formats. So, with engaging new devices demanding new-wave interactive ad formats, will programmatic reach this new area? “Technology will catch up to the creative,” Real Media Group president Nicolle Pangis tells Beet.TV. “We’ve seen it in display, […]

Mindshare wants to deal in real-time ads – but it hates the price spikes that can be associated with the mechanism. The group’s north America MD James Powell tells Beet.TV he needs “inflation-immune pricing”… “Strong publishers aren’t necessarily dumping all their good content in to a programmatic sphere at the moment. And, even if they […]

Automated advertising is about to be executed at some serious scale, after WPP this month announced it would merge its 24/7 Media unit’s collection of publisher-side technologies in to data stablemate Xaxis. “It puts us in some rare air – we are the largest programmatic and media platform,” Xaxis north America MD Brian Gleason tells Beet.TV. WPP merged […]

LONDON — 2014 looks like being an even bigger year in video for Group M’s Xaxis data targeting unit. Group M parent WPP last week announced it would merge stablemate 24/7 Media’s collection of publisher-side technologies in to Xaxis to cater to an ad market seeing publishers and advertisers dealing with each other, cutting out […]

LONDON — The rise of super-targeted “programmatic” online ad buying may be cast as the rise of “Maths Men” over “Mad Men” – but one ad exec says marketers should refocus on using the new wealth of numbers to tell traditional creative stories. “The language we’ve created for our industry is very difficult for most […]

LONDON — For all the talk about the collection of online ad buying processes come to be known as “programmatic”, two ad execs suggest the real definition of the method depends on pricing architecture, not technical approach. Videology global accounts SVP Jana Eisensten tells Beet.TV bidded, as opposed to fixed-price, sales embody a greater variant […]

LONDON — The new-wave automated decisioning for digital ad spending has come a long way in the last two years. But is the party about to end? “As programmatic increases in its success, as it really ramps up, it will become a slight victim of its success – some of those things that it’s subordinated […]

LONDON — One medium has long relied on imprecise, demographic viewer measuring; the other boasts super-detailed data-driven insight. But TV and internet channels are learning to hybridize the ways they quantify advertising audiences, one exec says. Nielsen media client consulting VP Andrew Bradford tells Beet.TV how TV joint industry committees in Germany and the UK […]

LONDON — The rise of video-on-demand means ad networks must step up and create environments where brands feel safe advertising, says one video ad tech exec. “Ad networks have a need to stay abreast of what technology is requiring,” global accounts SVP Jana Eisenstein of Videology tells Beet.TV. “Advertisers’ primary concern for VOD is brand safety […]

LONDON —  Advertiser interest in programmatic is growing, but more work needs to be done to better describe and allay fears over the phenomenon, says an exec representing both buy- and sell-side. The make-up of attendees to an Internet Advertising Bureau UK conference on the topic has gone up from 10% advertisers last year to […]

LONDON — The rise of automated, “programmatic” ad sales methods means premium publishers may not need to use conventional ad networks anymore, GroupM’s digital media director Krishan Patel. “The level of adoption in display is a lot more given we’re in an environment of oversupply,” Patel says. “In a scarce market such as VOD, do premium […]

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 — We have heard plenty this year on how so-called “programmatic”, data-driven ad spending is revolutionising advertising efficiency. But how does this new method complement traditional video ad sales? Jamie Wilson, the UK sales MD of the large online sports video outfit Perform Group, suggests programmatic drives incremental performance on the margins. “I see […]

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 — So-called “programmatic” buying and selling of online ads may super-target highly efficient inventory – but that doesn’t mean algorithms really understand consumers’ emotions, says one ad exec. “The programmatic landscape is very obsessed with ‘who’ and ‘what’; it’s not looking at ‘why’,” Phil Townend, EMEA MD of viral video monitor Unruly Media, tells beet.TV, […]

LONDON — For a medium so dependent on digital data, it is no wonder the internet has lately seen the rise of super-targeted, highly-efficient “programmatic” ad-buying. But that hasn’t stopped the re-emergence of old-style TV ad-measuring metrics like gross rating point. “When you’re in TV, you’re told ‘there’ll be no such thing as TV’,” sports […]

LONDON — We know that automated, so-called “programmatic” purchasing of online ad space is important and growing. But how important, and how fast is it growing? “We don’t have any independent figures at the moment,” the Internet Advertising Bureau UK‘s data and industry programmes head Steve Chester tells Beet.TV. “We will have that next year […]

LONDON — While many news publishers have eyed the rise of so-called “programmatic” automated online ad trading with skepticism, Guardian News & Media has “embraced” the approach for four years, says revenue director Tim Gentry. The latest example is the deal Gentry signed with ad tech vendor MediaMath last month creating Response+, a trading desk which […]