Oscar Rondon

While agencies push for more programmatic buying options, publishers want to maintain control in TV ad buying negotiations – and particularly over their “premium” content.

The ad industry’s lofty ambitions for alternative currencies has come back down to planet Earth. Alt currencies struggle to gain market share because most buyers and sellers still transact on Nielsen numbers, while audience panels are back on the measurement menu.

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Oscar Rondon, VP of Product Marketing at VideoAmp. Linear TV and digital buying teams historically lived in different worlds. Teams were separate within organizations and made up of talent with different skill sets and […]

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Oscar Rondon, senior director of TV strategy at TubeMogul. Brand marketers all seem to agree on what the future of TV buying should look like. It should include the automated planning, buying and delivery […]