Programmatic Investments Rise; NBCUniversal Dabbles In Programmatic

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Programmatic Pop

Interpublic Group’s media investment arm, Magna Global, estimates media investments in programmatic will rise 50% this year to $21 billion. AdAge picks it up: “By 2018, only the most premium digital inventory, including sponsorship and full-episode video, among other non-standard formats, will still be transacted through traditional means.” A good question: What’s included in the definition of programmatic? RTB only? Private auctions? Workflow automation? IPG beats the gong.

NBC Evolution

NBCUniversal is the latest TV network player to dabble in programmatic sales of digital inventory. It has unveiled a private marketplace, NBCUx, that will expose its online display, mobile and video inventory to its top advertisers. Krishan Bhatia, NBCU’s EVP of digital ad sales, called the decision “an evolution.” But, infrastructure problems stand in the way of true programmatic television. “As technology enables greater programmatic access to TV inventory, we will be embracing that.” More via the WSJ.

Seats For All

More agencies are wrapping their heads around programmatic, leading to more relationships for the exchange players. Case in point: Rubicon Project has added Publicis Groupe agency DigitasLBi to its Buyer Cloud Platform, even though the SSP already has a relationship with the holding company’s VivaKi trading desk. “The needs of our clients are constantly changing as they search for better ways to reach audiences,” said Baba Shetty, DigitasLBi’s chief strategy and media officer. Press release.

Let ‘Er Rep

Cox Media Group, which acquired and eventually shuttered ad tech company Adify, will keep fighting the programmatic fight. A new company called Gamut will support exchange-traded media alongside its sales representation services housed under its CoxReps division. Press release.

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