Ignoring the fact that early pioneers in the space didn’t plan to have ads in the first place (looking at you, Netflix!), even with targeting and personalization, most major players are still thinking of national reach – not local reach – as their default.
Gamut President Rachel Williamson has two words to describe local over-the-top (OTT) ad buying: “It’s hard.” Inventory is scattered. Data is fragmented. And advertisers need different strategies to hit different demos based on geography. A buyer might want to reach 34-year-old moms, for example, but that can mean one thing in Birmingham, Ala., and another […]
Although the Video Player Ad-Serving Interface (VPAID) was meant to create better measurement in online video, it’s not that compatible with mobile video or OTT. “Everyone wants to measure [viewability] and they’re giving us VPAID tags, but VPAID doesn’t work in all environments,” said Soo Jin Oh, VP of client strategy for Cox Media’s digital […]
Cox Interactive is piloting smart routing technology from Dyn that speeds up the outbound bid request to demand-side platforms (DSPs). It unveiled early results of the test at AdExchanger’s Programmatic I/O Ops Talks in New York on Wednesday. Faster connections mean more DSPs can deliver bids before publisher-set timeouts. And more bids mean more programmatic […]
“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Andrea Duggan, vice president of media sales at Gamut, a division of Cox Media Group. In each election cycle, every vote matters. In this particular cycle, where party support has been split between two or more […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Gene Pizzolato, president and general manager of Gamut, a division of Cox Media Group. Direct sellers remain underutilized in the programmatic space. Some organizations are replacing direct sales with programmatic, but I believe this […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Scott Siegler, vice president of engineering and West Coast operations at Gamut. Publishers face an uphill battle in today’s evolving media landscape. The emergence of new channels for media consumption, […]
