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Tod Sacerdoti

Member since February 2007 Contact Tod

  • CEO BrightRoll
  • 450 Sansome St, #200
  • San Francisco California
  • 94111 USA

Meet Tod at MediaPost Events

  • Tod is attending OMMA Global at Advertising Week, March 17, 2010

Articles by Tod All articles by Tod

  • 2014 Predictions: The Year Of Programmatic Video Advertising in Video Insider on 12/27/2013

    It's that time of year again -- when I make predictions for what's coming down the pike in digital video advertising in the coming year. What's in store for 2014?

  • Predictions: What's in Store for Digital Video Advertising Next Year in Video Insider on 12/20/2012

    s we approach the end of 2012, I like to think about 2013 and what it holds for the video ad category. However, before I do, I enjoy the intellectually honest process of reflecting on my 2012 predictions to see how well I fared.

  • Video Ad Exchanges Make The Grade in Video Insider on 11/21/2012

    Benchmark Capital is a venture capital firm that has had particular success in investing in online marketplaces such as eBay, OpenTable, Yelp, Zillow and Uber. Based on the successes and failures of these companies, Benchmark has created a philosophy on which markets are susceptible to birthing successful online marketplaces, and general partner Bill Gurley recently published its methodology online. So, is the online video advertising industry likely to produce a successful marketplace with the ad exchange? According to Benchmark Capital's methodology, the answer is yes, and I have shared my analysis below:

  • The True Value Of TrueView in Video Insider on 09/27/2012

    As a video ad industry executive, I am often asked to provide perspective on two topics: new innovative video ad products, and what Google is doing. These topics have been combined recently with a slew of questions about Google's TrueView ad unit for YouTube and its value for advertisers.

  • The TV Viewership Fallacy in Video Insider on 06/12/2012

    Shortly after Henry Blodgett's post "Don't Mean To Be Alarmist, But The TV Business May Be Starting To Collapse," the television industry responded quickly, most notably with Brian Wieser's response, "Oh, Please, Of Course TV Isn't Going To Collapse -- We're Watching More All The Time!" While these pundits throw grenades back and forth about the future of video advertising, it has become clear to me that all sides are missing some very important facts that suggest TV viewership numbers are grossly inflated when compared to digital.

  • Peering Into The Future Of Digital Video In 2012  in Video Insider on 12/19/2011

    As we approach the end of 2011, I am drawn to the crystal ball to peer into the future of digital video advertising and make predictions about the coming year. However, before I do, I think it is important to reflect back on my 2011 predictions from a year ago and see how well I fared.

  • Will The Real Hulu Please Stand Up? in Video Insider on 03/11/2011

    Contrary to popular belief, it is good for your competitors to succeed. Unless their success comes at your peril, high valuations benefit all category leader; the online video advertising business is no exception to this rule.

  • The Tale Of Two Deals in Video Insider on 01/19/2011

    For the past several months, the online advertising industry has been buzzing about consolidation in the video business. Many of the year-end prediction pieces for 2011 reflected an interest in this topic as well. However, as I learned early in my career as an investment banker, there are two very different types of deals. Any banker can do deals that make money; but it is the great bankers that do deals that really matter.

  • Let's Go To The Crystal Ball: 2011 Online Video Predictions in Video Insider on 12/15/2010

    As the end of the year approaches, I am once again prepared to put on record my predictions about what the next twelve months hold for the online video business. However, before I share the results of my crystal ball analysis, I wanted to evaluate how my 2010 predictions fared:

  • The First Billion-Dollar Video Ad Business in Video Insider on 11/22/2010

    Last week, Google announced that its display ad business is now on a $2.5 billion revenue run and its mobile ad business is on a $1 billion run rate. Google now has a billion dollar business in three major online ad categories -- search, display and mobile. With Hulu announcing $240 million in revenue in 2010, the race is on for the first billion-dollar video ad business.

Comments by Tod All comments by Tod

  • No, Henry, TV is Not Going The Way of Newspapers by Dave Morgan (Online Spin on 06/14/2012)

    Dave Morgan has become the advertising industry's premier flip-flopper. In 2006, when he was running a digital ad company, he wrote in Adage "The digital revolution is not just impacting the web; it's impacting television...and will almost certainly be fully digital within a decade. This will fundamentally change how they operate. " Now that he financially benefits from television advertising, he is their go to whipping boy. My vote is to leave flip-flopping to the political candidates and have a honest discussion about digital.

  • Reminds Me Of My Favorite 'Tommy Boy' Quote... by Andrew Budkofsky (Video Insider on 10/21/2011)

    Andrew, you're trailing off and did I catch a niner in there? Did you post this from your walkie-talkie?

  • Let's Go To The Crystal Ball: 2011 Online Video Predictions by Tod Sacerdoti (Video Insider on 12/15/2010)

    Dana - your question is a really good one and it is very hard to predict Netflix's strategy on the ad supported video side. My bet, given this is a prediction piece, is that they won't have ad supported video in 2011 and therefore the impact may not be significant. They simply make too much money today as a seller of subscriptions and ads do reduce the value of a subscription unless the content differential is huge. Overall, I am a huge believer in Netflix, so if they want to be a big player here, they can be for sure.

  • The Bronzing Of The Golden 15 by Tod Sacerdoti (Video Insider on 07/20/2010)

    The math still works as Google owns YouTube and is actually only one. However, I should say three portals not four.

  • Is Television Advertising For Old People? by Tod Sacerdoti (Video Insider on 06/21/2010)

    A few folks have emailed me asking for article I referred to. I believe it was stripped because it was on AdAge, so here is the direct link -- http://tod.ly/b1WSuO

  • Online Video Has No Character by Ari Rosenberg (Online Publishing Insider on 04/29/2010)

    My favorite characters online are those who wax intellectual about topics in which their knowledge is questionable and try to attack others in a feeble attempt to be relevant. In all seriousness, you misinformed, misguided and fundamentally wrong. Video advertisements will likely proceed most free content you consume online (video and other) and consumers have already voted their clear acceptance of this standard. Of course we would all prefer no ads...but that is as true in every medium. As for your love of traditional media, I encourage you to visit my photo this mornign aptly titled The Power of Fail - http://tod.ly/poweroffail. Your post falls nicely in line.

  • A Deeper Dive Into 2010 Video Advertising Predictions by Tod Sacerdoti (Video Insider on 01/18/2010)

    In response to Jeff's comments, I couldn't agree more with the need to "raise the flag" on these issues. I have written extensively about this issue and named names in my own posts, and will continue to do so until these issues are solved. I have included some links below to articles that I have written or been quoted in that are addressing this issue. Feel free to contact me at tod@brightroll.com directly if you want further information. Furthermore, in response to The Digital Hobo, your comment is correct. I should have qualified my statement that "(some) video ad networks are far ahead..." My statement was too general and in contradiction to my prior projection. As with display, it is hard to make a statement that applies to all networks as the range of sophistication across the category is too broad. http://adage.com/webvideoreport/article?article_id=129849http://www.todsacerdoti.com/2009/04/15/is-this-good-for-your-brand-part-two/http://www.adweek.com/aw/content_display/news/agency/e3i74b60625ee3a45655f63ad81113ed59e

  • A Deeper Dive Into 2010 Video Advertising Predictions by Tod Sacerdoti (Video Insider on 01/18/2010)

    In response to Jeff's comments, I couldn't agree more with the need to "raise the flag" on these issues. I have written extensively about this issue and named names in my own posts, and will continue to do so until these issues are solved. I have included some links below to articles that I have written or been quoted in that are addressing this issue. Feel free to contact me at tod@brightroll.com directly if you want further information. Furthermore, in response to The Digital Hobo, your comment is correct. I should have qualified my statement that "(some) video ad networks are far ahead..." My statement was too general and in contradiction to my prior projection. As with display, it is hard to make a statement that applies to all networks as the range of sophistication across the category is too broad. http://adage.com/webvideoreport/article?article_id=129849http://www.todsacerdoti.com/2009/04/15/is-this-good-for-your-brand-part-two/http://www.adweek.com/aw/content_display/news/agency/e3i74b60625ee3a45655f63ad81113ed59e

  • Online Couponing To Climb Beyond Downturn by Mark Walsh (Online Media Daily on 12/10/2009)

    Don't forget the most successful coupon site on the web - retailmenot.com

  • OpenX Market Lets Publishers Define Floor Price by Gavin O'Malley (Online Media Daily on 04/16/2009)

    RightMedia did over $1B in media spend through its platform last year. OpenX needs to offer much more value that the ability to "define a floor price" to make a dent in the exchange business. I am surprised they would even position this release as relevant.

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