Go to any SSP or DSP website and you’re likely to see a mention of programmatic “premium.” But programmatic premium shouldn’t stop at inventory – ad tech companies should also be supplying premium service to make sure advertisers can actually optimize their buys by maximizing the value of that premium inventory, writes Steve Pelletier, SVP of strategic partnerships & corp development at FatTail.
What’s up with The New York Times Co. and programmatic? We’ve pondered that question before, but the publishing giant declined to speak at the time. Since then, Times SVP of Ad Products and R&D Michael Zimbalist has revealed to AdExchanger that the company intends to release more inventory cautiously into the RTB space. It also is planning an […]
Microsoft and Yahoo are loosening their stranglehold on their premium display inventory. MediaMath has set up a buying program that includes guaranteed direct buys in a programmatic environment. The program is enabled through partnerships with publishers Yahoo and Microsoft, along with technology partners Shiny Ads, iSocket and Yieldex. The partnership represents the latest industry attempt […]
Kargo, a mobile ad platform, has undergone several transformations and is about to make another one. Following the 2001 dot-com crash, Kargo pivoted from providing wireless operators with software and services to helping media brands launch mobile ad campaigns. The New York City company now has a client roster that includes CBS, Univision, Meredith and […]
There’s been no shortage of talk about “programmatic direct,” which involves using automated buying tools to support negotiated ad deals with presumably branding-oriented campaign goals. But for Priceline.com CMO Brett Keller, the idea is an illusion. “We’ve been using TV as our branding vehicle from very the beginning of this company 14 years ago and […]
“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 Eric Picard, CEO of Rare Crowds. Take it from me: It’s easy to complain. I’ve been writing monthly articles in this space since 1999, which I think qualifies me […]
“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 Anthony Katsur, CEO of Maxifier. What’s in a name? Well, when it comes to “programmatic premium,” quite a lot. Interpretations of this term differ widely, as evidenced by the […]
Google’s is taking its time adding features from supply side platform AdMeld, acquired nearly two years ago, to its DoubleClick Ad Exchange. Doing so is an ongoing process, Neal Mohan, VP for display advertising products, told AdExchanger in a discussion of Google’s attempts to broaden its appeal to brand-name publishers and big-spending marketers. This week, the company […]
Martini Media, the online ad network focused on targeting young “affluent” audiences for the past four years, is broadening its offerings to the programmatic side. Martini’s move reflects a number of factors reshaping the online ad landscape, but the shift is not without pitfalls. For one thing, the ad network model in general is under […]
“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. The industry is rife with conversations about programmatic premium media buying and selling right now, and I could write a column about each of […]
Google executives have been banging the drum on “premium programmatic” for months now, calling out the false dichotomy between automated media buys and traditional direct selling. In a discussion with Steve Sullivan, the Interactive Advertising Bureau’s VP of Ad Technology, Scott Spencer, director of Product Management at Google, offered outlines for the company’s approach, including assurances […]
Over the last year, video ad marketplace SpotXchange has increased real-time bidding to roughly one-third of its inventory, up from 5% in 2011. This year, SpotXchange CEO Mike Shehan says nearly half its inventory is expected to be traded programmatically. While Shehan won’t offer specific dollar amounts, the company says that its video RTB marketplace generated […]
In 2013, expect to see more ad tech companies provide some automation of guaranteed sales. Among the entities working on that idea is Legolas Media, which just hired digital sell-side veteran Jonathon Shaevitz as its new CEO. Shaevitz joins Legolas from sell-side pricing and inventory manager Maxifier, where as CEO over the past two years, […]
