Home AdExchanger Talks Podcast: Michael Bologna Changes The Channel

Podcast: Michael Bologna Changes The Channel


Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

Michael Bologna has been a key player in the unfolding story of advanced television since the beginning.

He spent the first 21 years of his career at GroupM, most of it in so-called “emerging media,” a term that gradually came to include the clunky old television channel as new modes of consumption such as VOD, DVR and even Web TV (remember?) took hold.

In 2014, he created an advanced TV buying unit at GroupM called Modi Media, which has grown quickly. Modi succeeded by doing the hard work to integrate media and data sources from across TV cable providers, a highly manual process.

“It’s one thing to pick up the phone and call one MVPD and say, ‘I’d like to send my commercial to households that have bought a particular brand of shampoo,’” Bologna says in the latest episode of AdExchanger Talks. “It’s another thing to do that times 10 systems that use multiple different technologies, multiple different data sets and, most importantly, tie it back to sales.”

In 2017, Bologna quit to launch one2one Media, a company focused on new addressable advertising opportunities in TV. The company is owned by CrossMediaWorks, which also owns Cadent (formerly Black Arrow) and agency TCA.

In this episode Bologna talks about the new company, its customers and its opportunity.

He also does some year-end crystal-balling, predicting Netflix will roll out an ad-supported model in the next one to two years. As subscriber growth slows, the company will naturally seek new revenue sources.

“We’re definitely going to see an ad model there,” Bologna says.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.