Home Online Advertising Quote: AOL On The ‘Premium’ Video Conundrum
Online Advertising

Quote: AOL On The ‘Premium’ Video Conundrum

By

SHARE:

Ran Harnevo“I hear people say I can buy premium video content wherever I want. Then at the other end, I hear people say there’s not enough. And they say that they can’t even buy data on top of it, because the minute you apply data to premium, the cake becomes smaller and smaller. This is why the definition of premium matters so much and this is why tier-3 inventory is so successful. Many of the players out there understand that they’re not big enough to do GRP-based ad sales.

The other question is, ‘How do you scale premium?’ The combination of data and premium doesn’t really scale in the eyes of TV buyers. That’s what is holding programmatic video buying back.”

-Ran Harnevo, SVP of AOL On Network,  speaking at the BrightRoll Video Summit.

Must Read

Technology

How AudienceMix Is Mixing Up The Data Sales Business

AudienceMix, a new curation startup, aims to make it more cost effective to mix and match different audience segments using only the data brands need to execute their campaigns.

Digital Out-Of-Home

Broadsign Acquires Place Exchange As The DOOH Category Hits Its Stride

On Tuesday, digital out-of-home (DOOH) ad tech startup Place Exchange was acquired by Broadsign, another out-of-home SSP.

Social Media

Meta’s Ad Platform Is Going Haywire In Time For The Holidays (Again)

For the uninitiated, “Glitchmas” is our name for what’s become an annual tradition when, from between roughly late October through November, Meta’s ad platform just seems to go bonkers.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Monopoly Man looks on at the DOJ vs. Google ad tech antitrust trial (comic).
antitrust

Closing Arguments Are Done In The US v. Google Ad Tech Case

The publisher-focused DOJ v. Google ad tech antitrust trial is finished. A judge will now decide the fate of Google’s sell-side ad tech business.

Programmatic

Wall Street Wants To Know What The Programmatic Drama Is About

Competitive tensions and ad tech drama have flared all year. And this drama has rippled out into the investor circle, as evident from a slew of recent ad tech company earnings reports.

Comic: Always Be Paddling
Platforms

Omnicom Allegedly Pivoted A Chunk Of Its Q3 Spend From The Trade Desk To Amazon

Two sources at ad tech platforms that observe programmatic bidding patterns said they’ve seen Omnicom agencies shifting spend from The Trade Desk to Amazon DSP in Q3. The Trade Desk denies any such shift.

Popular

  1. Social Media

    Meta’s Ad Platform Is Going Haywire In Time For The Holidays (Again)

    For the uninitiated, “Glitchmas” is our name for what’s become an annual tradition when, from between roughly late October through November, Meta’s ad platform just seems to go bonkers.

  2. Digital Out-Of-Home

    Broadsign Acquires Place Exchange As The DOOH Category Hits Its Stride

    On Tuesday, digital out-of-home (DOOH) ad tech startup Place Exchange was acquired by Broadsign, another out-of-home SSP.

  3. Monopoly Man looks on at the DOJ vs. Google ad tech antitrust trial (comic).
    antitrust

    Closing Arguments Are Done In The US v. Google Ad Tech Case

    The publisher-focused DOJ v. Google ad tech antitrust trial is finished. A judge will now decide the fate of Google’s sell-side ad tech business.

  4. PODCAST: The Big Story

    The Shifting Dollars Flowing Through Programmatic Pipes

    Inside Omnicom’s shift in spend from The Trade Desk DSP to Amazon DSP.

  5. Comic: Always Be Paddling
    Platforms

    Omnicom Allegedly Pivoted A Chunk Of Its Q3 Spend From The Trade Desk To Amazon

    Two sources at ad tech platforms that observe programmatic bidding patterns said they’ve seen Omnicom agencies shifting spend from The Trade Desk to Amazon DSP in Q3. The Trade Desk denies any such shift.