Slow Programmatic; Video RTB Rises

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Slow Programmatic

Yesterday at AdExchanger’s Programmatic I/O conference, eBay’s head of digital display said programmatic needs to be less about real-time. As reported by Forbes’ Robert Hof, Stephen Howard-Sarin said, “The marketer needs to know, how long does it take for someone to buy a product? That period of time obviously changes between a cup of coffee and a car. In programmatic, we tend to narrow that to the next few milliseconds. We need to move people along during the entire span.” More. Forbes also covered the “cookie armageddon” angle from Programmatic I/O. Read that.

Video RTB Rises

Forrester Research forecasts RTB spend for online video ads will reach $1.14 billion by 2014, in a study commissioned by SpotXchange, making up 24.7% of US online video ad spend that year. Forrester used its online video ad spend forecasts, along with interviews with online video buyers, sellers, and publishers, to calculate its video RTB forecast. The study highlights how online video is supplementing traditional TV campaigns and how programmatic buying mechanisms will not only grow, but also diversify. The bad news, notes Paid Content’s Jeff John Roberts, is that video ad prices are under pressure. “The word is out about video’s promise,” Roberts writes, “and more and more people are showing up to grab a slice of the pie.” Read Forrester’s press release.

Yahoo’s Albatross

The New York Times’ Jenna Wortham and Nicole Perlroth lay out the challenges Marissa Mayer must overcome to inject fresh startup blood into Yahoo. “If you are a quality start-up, Yahoo is still not the place to be,” Colin Gillis, an Internet analyst at BGC Partners, tells The New York Times. “It’s hardly your first pick.” More.

OpenX Gets Holistic

Making use of its 2012 acquisition of digital content analyzer JumpTime, OpenX added a new sell-side service called Revenue Intelligence. It combines content and ad monetization to maximize yield. JumpTime co-founder Anke Audenaert leads the team. “OpenX is able to leverage the power of its ad monetization data with the data from its content optimization products to maximize publisher revenue in a way that has never been done before,” said CEO Tim Cadogan. More.

More Money, Less Problems

Media consultant and blogger Dorian Benkoil takes a look at how the programmatic space is dealing with fraud and privacy issues these days. He’s noticed signs of progress. And that progress can be measured in dollar flows. “It’s a sure bet that the predictions of increased dollars flowing through exchanges are correct, and that more sophisticated technologies will emerge,” Benkoil writes on PBS’ MediaShift. Read the rest.

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