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»programmatic direct

Ken Willner, chief growth officer, TextNow
TextNow: ‘We’re Always Looking For Ways To Marry Monetization With Value’

"The Sell Sider" is a column written by the sell side of the digital media community. TextNow, a free text, voice and video calling app, is on track to hit $100 million in revenue this year, up from $62 million in 2020. The company is profitable. Fun fact, most of that revenue comes from advertising.... Continue reading »
by Allison Schiff // December 17th, 2021 //
»
New Chief For Adobe Ad Cloud As TubeMogul Integration Marches On

Adobe has placed a new exec in charge of its advertising cloud. TubeMogul’s longtime CMO and head of strategy, Keith Eadie, now oversees product, engineering and overall go-to-market for Adobe’s media and advertising business. His title is VP and GM of Adobe Advertising Cloud. Meanwhile his predecessor, TubeMogul CEO and founder Brett Wilson, is now... Continue reading »
by Kelly Liyakasa // February 13th, 2018 //
»
Going After Google’s Moneymaker: Facebook Taps Its Audience Data To Power Video Direct Deals

Facebook is ramping up its publisher-centric strategy by testing a self-serve product powering programmatic direct deals called Audience Direct. In its first iteration, Audience Direct helps publishers sell their video inventory, giving them more control over how they structure direct deals and, eventually, how they guarantee delivery against them. “This enables them to create direct... Continue reading »
by Kelly Liyakasa // May 23rd, 2017 //
»
Google Pushes Programmatic Guaranteed And Here's How It Works

Since launching "programmatic guaranteed" at the 2015 DoubleClick Leadership summit, Google says demand for programmatic execution of direct deals has skyrocketed. In the last 10 months alone it has quadrupled the number of video impressions served on a programmatic guaranteed basis. More recently, it opened this mode of buying to a wider set of customers,... Continue reading »
by Kelly Liyakasa // November 21st, 2016 //
»
Scripps’ Video Site Newsy Gets ‘Down To The Second’ With Yield Management

Scripps-owned video news site Newsy is boosting its programmatic operation. One tactic is rewiring its yield management provisions to help prioritize programmatic direct vs. open auction deals. It is using a new real-time reporting tool in Tremor Video’s supply-side platform to do so. Although Newsy is six to seven years old, it’s relatively new to... Continue reading »
by Kelly Liyakasa // August 11th, 2015 //
»
SEC Filing: Rubicon Project Paid $25 Million For iSocket, Revenues Were Just $207,000

Ad tech observers tend to assume it's early innings in the "programmatic-direct" game, but that may not be the case. Newly reported revenues from one early startup suggest the game hasn't started yet. iSocket, a programmatic-direct platform company acquired by Rubicon Project in November, posted full-year revenues of just $207,000 in 2013, according to a filing with the... Continue reading »
by Sarah Sluis // January 29th, 2015 //
»
The Year In Programmatic Direct

Although programmatic direct solutions – which automate direct relationships between sellers and buyers – started cropping up around six years ago, growth has been slow. But that’s likely to change. eMarketer predicts automated direct deals will grow from $800 million this year to more than $8 billion in 2017, which would make programmatic direct 42%... Continue reading »
by Sarah Sluis // December 29th, 2014 //
»
BuySellAds Has The Long Tail Of Programmatic Direct

Programmatic direct will go from 8% to 42% of all programmatic spending by 2016, according to eMarketer research. BuySellAds, founded in 2008 and which has 18 employees, followed a different path from iSocket and Shiny Ads, both of which were recently acquired by Rubicon Project. It focused on connecting smaller publishers with large brands like... Continue reading »
by Sarah Sluis // December 4th, 2014 //
»
Rubicon CEO On Adding 'Guaranteed' To Automation

It’s been a busy week for Rubicon Project. It acquired programmatic direct players iSocket and Shiny Ads on Monday, adding guaranteed capabilities to its platform. It partnered with Apple’s iAd, ramping up its mobile supply. And last Friday, it hired Adam Chandler as SVP of revenue as the company builds out its buy side. Rubicon’s... Continue reading »
by Sarah Sluis // November 21st, 2014 //
»
Undertone Zeroes In On Its Platform With Hiring Of Former Rovi CTO

When Undertone released its programmatic platform Virtuoso in September, the goal, according to co-founder Eric Franchi, was for it to eventually become the primary console of brands and agencies that want to purchase high-impact ad units, or ads that use unique formats designed to snag the audience’s attention. The onetime ad network has hired George... Continue reading »
by Ryan Joe // November 18th, 2014 //
»
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