• Moneyball 2.0
    Welcome to a world of multiple exchanges, complex algorithms, confusing jargon, aggressive middlemen, and tuned-out clients. Sound familiar? Well, it's not ad tech. It's Wall Street. The eerie parallels between today's Wall Street and the increasingly automated world of advertising are unmistakable in Michael Lewis' new book, "Flash Boys." (Lewis has shed indirect light on our industry before with his 2003 book "Moneyball," which became the the hero narrative for quants.)
  • Programmatic TV: Lines Of Demarcation
    Spain. July 2, 1494. A stone-cold morning. Spanish King Ferdinand II complains to his queen, Isabella: "The Portuguese. Always the Portuguese." Isabella munches on a quail egg and light toast. "Boundaries," he murmurs.
  • TV Audience Buying Is Only Half the Story
    TV audience buying is only half the story of programmatic TV. The other half is technology automation. And the good news is that the tech is much further along than many realize. In fact, in some areas, it has leapfrogged over digital tech.
  • Is A Programmatic TV Upfront Like Managing Your 401K?
    As the TV upfront season begins in earnest this year, many agencies and their clients are asking central questions about programmatic TV. "How does programmatic TV fit into the upfront?" Or, "Should a programmatic TV upfront exist? " At first blush, the answers are "it doesn't" and "no." Programmatic TV is the marriage of TV audience data with tech automation to optimize a campaign in-flight. The attraction of programmatic TV stems from its agility and immediacy in TV planning and buying. Programmatic TV is at its best when optimizing campaigns on TV inventory this week, next week, or even next ...
  • The TV Upfront: A Shaman's Tell
    At lunch the other day, a shaman I know brought up the topic of the implosion in recent years of upfront-like events hosted by the media community. How do you digest them all, he queried. A full plate, I responded: TV Networks, Cable Networks, Syndicators, NewFronts, Digital Place-Based and most recently, Programmatic TV'ers ... hundreds of presentations and industry gatherings. Age and gender? What else, I replied. Data infusion? Minimal, at best. While passing the fried pickles he asked whether I was familiar with the Native American tale of the TV Upfront and the gathering of sticks. I wasn't. He ...
  • A Practical Definition Of Programmatic TV
    Programmatic TV advertising has become a hot topic over the past year, but what does it really mean? The digital advertising players have been developing a programmatic ecosystem for some time, yet they define programmatic in what amounts to a "I'll know it when I see it" manner. So how might we map such a loosely formed concept to the TV advertising industry?
  • Inevitable Impact Of TV-Derived Business Outcomes On This Year's Upfront
    We are entering a new era of television history, an era where data has as much value as content. In the 2015/16 upfront season, the networks will still need to deliver on the promise that content will carry the audience weight it has historically delivered. But starting this year, the networks will also need to predict, guarantee and deliver the audiences most likely to buy an advertiser's product.
  • Programmatic TV Is A Job Creator
    With each week, it seems that more TV networks and media agencies are embracing the future of programmatic TV. The benefits for TV advertising are simple and straightforward: Automation and audience data benefit all the players in the ecosystem. But now the question on many minds is coming up with greater frequency, often in a hushed aside, "Is this all really a job killer?" The answer is "No." Programmatic TV will not kill jobs. In fact, just the opposite is true. Programmatic will create jobs in TV advertising.
  • The Big Bang: TV and Online Data Join To Form New Media World
    The major recent M&A announcements in the data industry are spurring the Big Bang in media: the powerful joining of online/digital audience data with TV viewership data. This union of formerly very disparate data sets has significant implications not only for TV targeting -- but, even more important, for the structure of media planning and execution.
  • Programmatic TV: An Idiom's Delight
    The phrase "________ is the new black" originated in the fashion world. Los Angeles Times? The New York Times? Maybe late '70's? Early '80s? A phraseological construction that suggests something is other than itself but coupled with the latter, provides clarity and credence, and ultimately, pervasive acceptability.
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