prohaska consulting

In December, Twitter announced the integration of third party verification vendors to validate advertising in its live feed. Integral Ad Science is one of the providers and its CEO Lisa Utzschneider expects that other social platform will follow, responding to intense marketers’ demands. This was one of the topics covered in this podcast episode of […]

Consultant Matt Prohaska believes the advertising industry is on track to benefit from consumers having full transparency over their data and fully opting in across all media channels. But he doesn’t think it will happen for another five years or so. One of Prohaska Consulting’s top services this year is helping buyers, sellers and technology […]

In the emerging world of targeted marketing, knowing your customers and prospects is becoming essential. As that importance grows, so does the position of companies offering identity “graphs”, records of consumer profiles. In this panel discussion at Beet.TV’s Identity In Focus leadership forum, two ad agency executives discuss how identity is being pieced together by […]

Consultant Matt Prohaska has been into digital media from its cookie roots to the modern day quest to track consumer identities across platforms. A frequent Beet.TV contributor, Prohaska also was a key participant in the recent leadership forum titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World. In this event recap, Prohaska, […]

SAN JUAN — The value promised by connected TV systems offering addressable advertising always seemed to be that ad buyers could precision-target the viewer they want to reach. So why are so many advertisers either spending so little or using addressable for a different purpose? In this panel discussion at Beet Retreat, a cast of […]

SAN JUAN — If you listen to the tech crowd and if you look at some of the consumer behavior, TV is “dying”. But, if that is the case, how do you explain Netflix? Many executives in the industry have long since moved on from using “TV” to describe the box in the living room connected […]

SAN JUAN — The world of TV advertising is evolving from generally targeting viewers of broad TV show categories, to one in which marketers armed with consumer data can make more specifically-targeted ad buys. But what if the presuppositions they made with that data could be improved on in yet another step-change? One leading TV […]

SAN JUAN, Puerto Rico—Consultant Matt Prohaska senses less of a stigma surrounding programmatic television and more “cross pollination” of agency teams. But he sees things like frequency capping and reducing transactional friction costs as very much a work in progress. “Fortunately, thank god the stigma of programmatic TV and those two words being bridged together […]

COLOGNE – Criteo is a company that has “run wild and done very, very well making efficiency out of inefficiency,” observes Matt Prohaska, the former BBDO executive who now runs Prohaska Consulting. So it’s not a question of whether Criteo succeeds going forward but how, he says in this interview with Beet.TV at the annual […]

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

After years of talk and wishful thinking about data-driven audience targeting, “I think we’re getting down to the nuts and bolts,” says Anupam Gupta, Chief Product Officer at 4C Insights, the data science and marketing technology company. “A lot of the conversations now are not such much about the promise of all the stuff we […]

He once ran programmatic advertising at one of the world’s largest news publishers – so what does Matt Prohaska think about the impending final deadline for compliance with new-look global consumer data protection legislation? “Belated” and “complacent” would seem to sum up his view of many publishers’ readiness for the European Commission’s new General Data […]

Marketer perceptions about the purpose of digital video advertising—branding versus performance—is changing, with the travel category one of the strongest proponents of performance. This is one of many findings of a research report commissioned by Eyeview and conducted by Sequent Partners at the end of 2016. As explained by Sequent’s Jim Spaeth at the recent […]

Some types of digital innovation are easier to prove than others, among them online travel agencies and streaming video giant Netflix. Then there is the not inconsiderable task of getting marketers to change their worldview about audience targeting. Nine years ago, Innovid chose the latter path, providing an open platform approach to personalizing video targeting […]

Using dynamic video ads that key off of seasons or weather conditions for Lowe’s is “table stakes” given the wealth of behavioral data available to tweak viewers’ emotions. “I think that’s kind of easy to do,” according to Bob Estrada, EVP & Director of Strategic Partnerships at BBDO New York, the agency for the home […]

The travel industry vertical has joined automotive and financial services a top category for more precise consumer targeting and outcomes measurement via digital video. Nonetheless, there’s a still a lot of “heavy lifting” going on as brand marketers try to best identify their target audiences with first- and third-party data, according to Experian’s Brad Danaher. […]

Before the advent of digital media, the unbundling of creative and media at general advertising agencies made lots of sense. Now it takes more effort to bring those functions together so that creative is best suited to particular platforms. This is one reason why it’s important to bring the right partners into creative agencies, according […]

HOLLYWOOD, Florida – The year 2017 will see WPP’s Xaxis increasingly focus on performance outcomes for its clients’ video ad campaigns. “Every campaign that we will run will have a KPI that is considered very important to the advertiser that we will achieve,” says David J. Moore, who is President of WPP Digital and Chairman […]

MIAMI – While at Mixpo, Anupam Gupta played in the creative management layer space. However, the last five to seven years in advertising “have been all about targeting,” says the Chief Product Officer for 4C Insights. “But that doesn’t mean that we won’t come back to creative.” During a panel discussion at the recent Beet.tv […]

MIAMI – Media companies have lots of untapped data wealth but cannot realize it because their CMS systems don’t like to share, is one of Ashley J. Swartz’s theses and a contributing factor to her formation of Furious Corp. “We just decided to tackle the unsexy, hard problem of connecting all these disparate systems and […]