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Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at

Articles by Tyler All articles by Tyler

  • Discovery Communications Taps Clypd To Test 'Programmatic TV' With Select Buyers in Real-Time Daily on 04/01/2015

    Clypd, a supply-side platform (SSP) for programmatic TV advertising, on Wednesday announced a partnership with Discovery Communications, the large pay-TV programmer that's home to channels such as Discovery Channel, TLC, Animal Planet and more. As a result of the partnership, Discovery Communications will make some of its TV inventory available for "programmatic buying" via clypd.

  • Programmatic Native Grows As Zemanta Plugs Into AdsNative For Supply in Real-Time Daily on 04/01/2015

    AdsNative, a supply-side platform (SSP) for native advertising, on Thursday announced it has integrated with Zemanta, a demand-side platform (DSP). Zemanta clients will now be able to programmatically purchase native ads.

  • Former MoPub CEO Payne Joins Metamarkets Board in Real-Time Daily on 04/01/2015

    Metamarkets, an analytics firm focused on serving programmatic marketers, this week announced that Jim Payne, former CEO of MoPub, has joined its board of directors.

  • MarketShare Tunes Into Data And Attribution, Acquires DataSong in Real-Time Daily on 04/01/2015

    MarketShare, a marketing analytics firm, on Wednesday announced it has acquired DataSong, a San Francisco-based analytics tech company, for an undisclosed sum. DataSong counts major retailers such as Neiman Marcus, Williams-Sonoma, Pottery Barn and others as clients. Its technology focuses on multi-channel attribution and customer targeting. DataSong has 50 employees and pulls in an estimated $5 to $10 million in topline revenue.

  • European Mobile Audience Data Firm Adsquare Adds 4 DSP Partners  in Real-Time Daily on 04/01/2015

    Adsquare, a European mobile audience targeting company, this week announced it has added four new demand-side platform (DSP) partners, making its data available "throughout core EU markets." AdMaxim, Byyd, LiquidM and StrikeAd are the four DSPs that have integrated with adsquare.

  • RTB Ad Spend Increased 141% In 2014; Mobile Key Part Of Growth in RTBlog on 04/01/2015

    Global ad spend via real-time bidding (RTB) more than doubled from 2013 to 2014, rising 141%. The amount of inventory available for RTB trades rose as well, jumping 72% year-over-year. And comparing Q1 2014 to Q4 2014, RTB marketers spent 291% more on mobile and 245% more on desktop.

  • Rubicon Project Acquires Intent-Based Marketing Firm Chango in Real-Time Daily on 03/31/2015

    Rubicon Project, a large ad tech firm and ad exchange, on Tuesday announced it has acquired Chango, a demand-side platform (DSP) and intent-based marketing firm. The deal is worth approximately $122 million, primarily in stock, per a release.

  • AOL Introduces comScore-Validated Demographic Targeting in Real-Time Daily on 03/31/2015

    AOL on Tuesday announced it has upgraded the demographic targeting options available via its programmatic platforms by partnering with comScore to validate the audiences. The announcement signals AOL's desire to revamp demographic targeting and draw more brand advertisers to the programmatic marketplace.

  • Sovrn Introduces New Video Ad Units To Balloon Programmatic Supply in Real-Time Daily on 03/31/2015

    Sovrn, a supply-side platform (SSP), on Tuesday announced the launch of new video ad units that can be traded programmatically. Included is an in-banner video ad unit, which sovrn claims will boost the amount of video inventory available for programmatic buying because more publishers will be able to sell inventory using the new unit, as it doesn't require them to have a separate video player on their site.

  • SMG Launches Addressable TV Measurement Tool in Real-Time Daily on 03/31/2015

    Starcom MediaVest Group on Tuesday announced the launch of SMG Maps TV, an addressable TV measurement product that it says links addressable TV ad exposure to brand location visits. SMG launched the new measurement tool in partnership with PlaceIQ and Acxiom.

Comments by Tyler All comments by Tyler

  • Sovrn Introduces New Video Ad Units To Balloon Programmatic Supply by Tyler Loechner (Real-Time Daily on 03/31/2015)

    @francine -- i have not looked into that? Did you recently introduce the video ad units, and did you make them available for programmatic buying? If so, that simply adds to the trend that's occurring right now — the industry is giving suppliers more options to keep pace with the demand.

  • Adform Guarantees Viewability With New Tech by Tyler Loechner (Real-Time Daily on 02/23/2015)

    @Tomas, looking further...stay tuned...

  • Fit To Print: Target Buys Time Print Ads Via Programmatic by Tyler Loechner (Real-Time Daily on 02/10/2015)

    Ari -- print ads are being bought programmatically in this case via MediaMath's platform. Additionally, the audience that reads the magazine can be identified and targeted (again) via online display.

  • CEOs Not Seeing Big Picture On 'Big Data' by Tyler Loechner (RTBlog on 01/27/2015)

    Hey Gautam. Per the release: "The survey was conducted in the autumn of 2014. It reached 362 respondents: 47 percent from North America, 26 percent from Asia-Pacific, and 27 percent from Europe. Respondents held a variety of functional roles: 29 percent were in general management, while 16 percent were in finance, 16 percent in marketing and sales, and 14 percent in strategy and business development, among others. Fifteen percent of respondents were chief executives or presidents, 29 percent were in other C-level roles, 25 percent were managing directors, executive directors or heads of business units, and 31 percent were vice president, senior vice presidents, or directors."

  • Mobile Programmatic Spend Explodes On AppNexus, Up 500% YoY by Tyler Loechner (Real-Time Daily on 06/05/2014)

    Howie, I do see what you're saying, but there are other figures AppNexus claimed that show that marketers are doing a more than just going from $1 in spend to $5 in mobile. (The # of available impressions, # of campaigns, etc.) I agree with you though that if the quality doesn't improve, we will likely see these high-growth figures sputter.

  • A Profile Of The Cross-Device User by Tyler Loechner (RTBlog on 06/06/2014)

    Howie: thanks for the comment. I found it interesting that only 60% of users go with the same system for phone/tablet. That shows that they aren't looking for the same experience on all their screens -- perhaps that translates to ads, too? Something to think about. (yes, 60% is still the majority, but it's not an overwhelming majority).

  • Starbucks Turned Me Down, So Dunkin' Won My Data by Tyler Loechner (RTBlog on 02/17/2014)

    On the personal side, it was demographic. No email or name, though I suppose it's attached to my name via the receipt, but that would take some manual labor to find

  • Starbucks Turned Me Down, So Dunkin' Won My Data by Tyler Loechner (RTBlog on 02/17/2014)

    @Mike -- i did fill it out with factual info, but most of it was about my trip. "How would you rate your satisfaction?" .... "How would you rate the taste?" .... "What could be improved?" .... only a few questions at the end about my age group, gender, ethnicity, etc.

  • The Super Social Bowl by Tyler Loechner (RTBlog on 01/27/2014)

    Pete -- Good question. The following is purely my opinion. I think it adds experience as a whole. From my personal experiences, reading tweets/social posts during a game adds a new element. Something funny was tweeted about something we all just saw? I'll read it out loud and everyone will get a laugh.

  • Omaha! Omaha! How Bud Light Accidentally Caught A Touchdown From Peyton Manning by Tyler Loechner (RTBlog on 01/12/2014)

    Hey Charles -- thanks for the comment. Actually, numerous quarterbacks say "Omaha" before snapping the ball, Peyton Manning included. His brother Eli is another that says "Omaha." Tom Brady used to say "Omaha" before snapping the ball, but now he says "Alpha"

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