Around the Net

The Weather Company On Programmatic And Ad Fraud

Econsultancy speaks with Jeremy Hlavacek, VP of Global Automated Monetization at The Weather Company where he heads up programmatic ad sales. While Hlavacek says ad fraud is a big problem "the good news is that advertisers are getting a lot more serious about that issue to the benefit of companies like Weather, which can offer premium inventory at scale without any of the worries of fraud, viewability and non-human traffic. ...We want people to buy real legitimate impressions." For 2017, he says Weather's looking to apply its data "across all media. Display is great but social advertising, outdoor advertising and TV advertising are very powerful." In addition, he says "there's no reason why our data shouldn’t be effective across all channels, but it’s early days. The operational systems behind all these media channels are very different from what we do to put an ad on a website." In this area, he believes the industry needs to "get smarter. Once you master the ad serving technology, you can then think about targeting programmatically."

Read the whole story at Econsultancy »

Next story loading loading..