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July 01 2013

00:00

The Next Opportunity for Programmatic is Television, Rubicon’s Jay Sears

CANNES – The automated buying and selling of advertising inventory is quickly growing and will soon involve linear television ad sales, say Jay Sears, GM of the REVV Buyer unit of the Rubicon Project.   We spoke with him earlier this month at the Cannes Lions festival where he moderated a roof-top session with most of the top agency trading desks.

Sears also provides an update on developments at the Rubicon Project.

 

 

June 30 2013

23:19

Brand Measurement is Key Focus of Programmatic Efforts at IPG’s Magna Unit

CANNES -  While the move to automated platforms for buying and selling advertising inventory is steadily growing, the industry needs to find a more effective way to measure how all that activity is creating value and impacting brands, says Michael Brunick, SVP for Programmatic at IPG’s Magna Global, in this interview with Beet.TV.

He said his agency is putting considerable resources around this effort.

We spoke to him earlier this month in Cannes after a session of agency trading desk heads organized by the Rubicon Project.

 

June 27 2013

17:46

Accuen’s CEO Jacobs: Digital Is Growing, Not Stealing, TV Ad Spend

CANNES – Some folk would have you believe in a straight, linear migration of dollars from television advertising to online video advertising. But that’s not how ad trading desk software vendor Accuen Media‘s CEO Josh Jacobs sees it.

“We’re starting to have much more interesting conversations with the television buyers saying, ‘How do we engage this consumer regardless of the screen they’re engaging on?’,” Jacobs told Beet.TV in this interview during a Rubicon Project discussion at Cannes Lions.

“Budgets are not shifting from television to digital, it’s expanding to incorporate the digital channels that consumers are playing in.”

Jacobs added: “We’re starting to see television buyers are recognizing the fact that consumers are really engaging with content across four screens.”

Accuen is a unit of Omnicom.

May 22 2013

22:36

New Programmatic TV Buying Platform Applies Digital Practices to TV

Launched in the first quarter of 2013, AudienceXpress, an automated sales platform for selling TV audience impressions, allows advertisers to focus on particular target audiences – but automates the process. We spoke with Walt Horstman, general manager of AudienceXpress, in our New York studio.

Using the best practices of digital audience buying, the New York-based company incorporates audience data to provide advertisers with an audience-based, targeted approach that complements their traditional contextual-based buying.

“If you’re interested as a marketer in young men who are active video game players, we can post out on a daily basis how many impressions are being delivered in your campaign that have reach young men who are active video game participants,” Horstman says.

Already, AudienceXpress has delivered over 1 billion audience-based impressions and have launched 15 to 20 campaigns with national brand advertisers.  The company is a unit of Visible World.

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