There’s a prevailing narrative that supply-side platforms are releasing tools to cut out demand-side platforms in a desperate attempt to differentiate. But “it’s much more nuanced than that,” says Magnite CRO Sean Buckley.
Advertisers are ready to buy TV like they buy digital, says Dave Clark, general manager of Comcast-owned FreeWheel, on this week’s episode of AdExchanger Talks. As digital-like capabilities rapidly come online in the TV space – like buying across fragmented audiences, managing frequency, better targeting and understanding lower-funnel metrics – the demand is proving quick to follow, […]
If AOL hadn’t already made it clear it would double down on digital video and end-to-end marketing tech at its Digital Newfront in May, Monday’s Programmatic Upfront at Advertising Week in New York left no doubt. AOL’s latest development? The company has layered in and built a data-management platform (DMP) out of attribution vendor Convertro, which it purchased […]
AOL finally answered the question “What is a programmatic upfront?” by saying it would put its money where its mouth is: starting in 2014, it will make its reserved, guaranteed inventory available through its automated platforms for the first time. The portal lined up an array of advertising partners, noting that five of the six […]
Barely two months after promoting its video content among the various other digital NewFront presentations, AOL is now planning a “Programmatic Upfront” for September. As we reported earlier today, CEO Tim Armstrong wants to position AOL as the antidote to the long chain of ad technology vendors that serve as the pipes connecting marketers’ online […]
