Programmatic Advertising Archive

TV Upfronts Could Hinder Programmatic Progess

By Kelly Liyakasa @ AdExchanger

With major upfront negotiations winding down, Fox, NBC and ABC hope to emulate CBS’ strong showing, which reportedly saw CPM hikes in the low double digits and about 5% higher sales volume.

Networks have the leverage this year to command higher prices because of the present scarcity, say buyers.

Teads Launches Program Offering Training In Outstream Video Advertising

By Tobi Elkin @ MediaPost

Teads will offer advertisers, agencies and trading desks half-day training sessions in which they will earn an outstream video certificate.  Topics covered include: how outstream fits into the overall media mix, how to read and evaluate outstream metrics compared to other video formats, instructions on how to buy outstream programmatically via a demand-side platform, and the latest case studies.

Why Streaming Video is Affecting Advertisers

By Sean Galligan @ LostRemote

What device are you reading this on? A laptop, a smartphone, a tablet or something else?

Similarly, when it comes to streaming video these days, including full-blown HD content, you’re not locked into a particular device or delivery method. In fact, many viewers have completely cut their cable cord—or taken down the satellite dish—and are watching their favorite shows via streaming services, some affiliated with traditional networks, others independent. As Over The Top (OTT) services grow, you might be wondering what these changing viewing habits mean for advertisers.

AppNexus Releases New Video Viewability Tool

By Allison Schiff @ AdExchanger

The video viewability tool is baked into both the buying and selling sides of the platform. It isn’t accredited by the Media Rating Council yet – that’s on the road map – but it does support the MRC video viewability standard of 50% in-view for two seconds and the far more stringent GroupM standard of 100% in-view for 50% of the video’s duration with the sound on and autoplay off.

Xaxis Gets More Serious About Programmatic

By Tobi Elkin MediaPost

Xaxis on Thursday said its German-based plista unit will launch native programmatic in the U.S. and Canada. It’s a significant move, as more ad-tech providers seek to cash in on the native programmatic opportunity. And since WPP’s Xaxis is one of the largest players in programmatic, it’s not surprising it would extend its ambitions in this area.

FT Shifts Towards Programmatic

By Ronan Shields @ The Drum

Six months after appointing its first global head of programmatic, the FT is now generating the same yield from ad inventory sold using ad tech as it is from media sold directly to advertisers. This has been facilitated by broadening acceptance of the technology as tier one brands become increasingly convinced using such technologies are an effective and safe means of connecting with desired audiences.

Cross-Device Tools to Measure Programmatic Are Crucial in The TV Industry

By Laurie Sullivan @ MediaPost

Calling it a complicated process, Julian Zilberbrand, Viacom EVP of Audience Science, said numerous challenges face the ability to measure and distribute cross-device programmatic video. He suggested the industry needs to work on building new standards.

Complicated because companies with multiple brands and potentially different taxonomies need to organize processes that come together, rather than remain in disparate silos, Zilberbrand said during a one-on-one discussion with Real-Time Daily editor Tobi Elkin.

AppNexus Doubles Down on Header Bidding

By Sarah Sluis @ AdExchanger

People in the industry want to know: How much will Google charge? Nobody seems to know. What kind of data will publishers be able to access? Unclear. Where is the proof that Google won’t prefer itself over everyone else? Nobody’s seen it.

Univision Signs a Deal With AOL

By Wayne Friedman @ MediaPost

Joining other big TV network groups in offering up more ad-tech alternatives for marketers, Univision has signed a deal with AOL that will expand the Hispanic TV group’s efforts in selling linear programmatic TV advertising.

Visible World Integrates Sintec Media’s Technology

By Joe Mandese @ MediaPost

In a move that will accelerate access to programmatic TV inventory, Comcast’s Visible World unit this morning announced plans to integrate SintecMedia’s audience-based TV and digital video targeting technology into its buyer/seller stack.

Nine Partners With AppNexus

By Azadeh Williams CMO

Nine’s digital division, Mi9, and independent advertising technology company AppNexus partnered to enable AppNexus Publisher Suite to power the future of Mi9’s advertising network.

The agreement will see mobile and desktop digital display inventory from across the Mi9 network forecast, optimised and delivered by the AppNexus Ad Server.

OpenX Comes in at #1 for Pixalate’s Global Seller Trust Index for April 2016

By VentureBeat

OpenX, a global leader in creating programmatic advertising marketplaces that drive superior monetization for publishers, today announced that it has regained the top spot on Pixalate’s Global Seller Trust Index for April 2016 as the highest quality, most trusted marketplace for digital inventory in the United States. The April 2016 Index ranks OpenX as #1 for U.S. web inventory and, for the first time, #1 in mobile app inventory. OpenX also placed in the top three sources of quality supply in international markets.

Adelphic Integrates JUICE Mobile Features

By Tobi Elkin @ MediaPost

Mobile programmatic and tech firm JUICE Mobile and Adelphic, a mobile and cross-channel demand-side platform, on Thursday announced that Adelphic has integrated JUICE Mobile’s Nectar Futures platform into its own platform. The integration of both programmatic buying methodologies with a single sign-on process will enable mutual clients to easily switch between the two options.

Lotame and Infogroup Media Solutions Partner Up

By Tobi Elkin @ MediaPost

There’s a lot of chatter about cross-device and cross-screen measurement. Lots of parties are working on it. Now Lotame, a cross-device data management platform, on Wednesday announced a partnership with Infogroup Media Solutions, a company that compiles local business and consumer information.

So what does this mean?

Through Lotame’s Audience Xchange, marketers and advertisers can share, monetize and leverage vertical-specific audiences across all channels.

Take a Look Into Gawker’s Programmatic Strategy

By Sarah Sluis @ AdExchanger

When Gawker Media first started selling ads programmatically in late 2014, it only sold through private marketplaces (PMPs).

Since then, the publisher behind Gawker, Jezebel, Lifehacker, Gizmodo and other sites has expanded its programmatic offerings. First it added an open marketplace option and then it implemented header bidding. Programmatic revenue has grown by triple-digit percentages over the past two years.

AppNexus Offers Streaming Data on its Platform

By Tobi Elkin @ MediaPost

Ad tech firm AppNexus on Tuesday said it is making its streaming data feature available on a limited basis. The platform enables real-time decision making, and the streaming data feature will be available to both buyers and sellers. The feature will enable AppNexus customers to access campaign data in real-time, a departure from batch data processing, which has thus far been the industry norm. AppNexus is testing the feature with select clients which it declined to name.

Comcast Acquires StickyAds

By Peter Kafka @ Recode

Comcast has acquired, a startup that specializes in TV ads that run on digital properties.

People familiar with the transaction say the Paris-based startup will be rolled up into Comcast’s FreeWheel unit, which helps TV-centric publishers like Comcast, Viacom and Fox deliver digital video ads. Comcast* bought that company two years ago for at least $360 million; no word on a purchase price for this deal.

4C Partners With WideOrbit

By Research Live

Data science and media tech company 4C and ad management software firm WideOrbit have announced they are working together so advertisers can use social media insights for better audience targeting in programmatic TV buying.

Do Programmatic or Premium Native Ads Drive More Engagement?

By Tobi Elkin @ MediaPost

Gupta sees the market evolving in a bifurcated way: premium native vs. programmatic native.  He sees premium native as branded content and maintains that programmatic native is much closer to display advertising. While there’s a lot of excitement around programmatic native from the ad tech community, Gupta takes the contrarian view that native is premium content created by publishers — and publishers alone. That’s in contrast to programmatic native, which is created by advertisers.

Yahoo Boosts Content To Save Its Ad Business

By Marty Swant Adweek

Yahoo said today that its plan to streamline the company will allow it to “double down” on fewer content verticals, expand live video, and more aggressively tout its tech and data capabilities to advertisers.

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