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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

  • The Year In Re: Viewability in MediaPost Weekend on 12/20/2014

    "Viewability" may not have been the word of the year for 2014, but to many in the programmatic media-buying industry, it will be its final word. While many still have reservations about how the industry defines it, viewability emerged as the lowest common denominator for validating a digital media impression. Where does it go from here? It all depends on how you view it.

  • AmEx Taking Its Programmatic Goal Seriously in RTBlog on 12/19/2014

    Earlier this year, American Express set a theoretical goal of shifting 100% of its online ad budget to programmatic, "Advertising Age" first reported. AmEx set its sights as high as possible to create an "aspiration [more] than a real target." Since then, AmEx has become one of the 10 biggest spenders in programmatic.

  • SMG Launches Location Analytics Platform With PlaceIQ in Real-Time Daily on 12/19/2014

    Automating the way that location-based ads are delivered and analyzed, Publicis Groupe's Starcom MediaVest Group this week announced SMG Maps, a location analytics platform launched in conjunction with PlaceIQ, a location-based audience targeting firm.

  • Hewlett-Packard Wants More Control Of Its Programmatic Buying in Around the Net in Real-Time on 12/18/2014

    "Hewlett-Packard is looking to take more control of its programmatic buying," reports Advertising Age.

  • Facebook Ads Nearly Ruined My Christmas Gifts in RTBlog on 12/18/2014

    How many holiday gift ideas have been spoiled beforehand because of retargeted ads? You'd have to poll a slew of consumers to get an accurate read, but it nearly happened to me last night, so I'm willing to bet it's happened to a fair number of people. The interesting side of this conundrum is that it reveals technology as, well, not human.

  • Behavioral Targeting Boosts Viewability Rates, Study Finds in Real-Time Daily on 12/17/2014

    The IAB is urging marketers to aim for 70% viewability on campaigns next year -- and if marketers are going to take the challenge seriously, perhaps they need to look more closely at behavioral targeting.

  • Vungle Adds 4 Demand Partners To In-App Video Exchange in Real-Time Daily on 12/17/2014

    Vungle, a mobile video ad exchange, on Wednesday announced partnerships with four new demand partners including Lyfe Mobile, Videomize, ADS' Conversant and Yahoo's BrightRoll.

  • Mobile DSP Adelphic Raises $11 Million In Series B in Around the Net in Real-Time on 12/17/2014

    AdExchanger has reported that Adelphic, a mobile demand-side platform (DSP), has raised $11 million in a Series B round of financing led by Blue Chip Venture Co., Google Ventures and Matrix Partners. The company has now received $12 million in total funding.

  • PubMatic Names Malloy VP Of Global Agency Relations in Real-Time Daily on 12/17/2014

    Supply-side platform (SSP) PubMatic on Wednesday announced the appointment of Diane Malloy as VP of global agency relations, a new position at the company. She will oversee PubMatic's relationships with agencies and holding companies.

  • Brands Taking Ownership Of Data And Tech Changing The Marketplace in RTBlog on 12/17/2014

    The similarities between the programmatic ad marketplace and Wall Street have been detailed several times before, and the analogy arose again yesterday during AOL's mini conference on the state of programmatic and where it believes AOL is headed in 2015. AOL predicts that "forward-thinking brands will insist on data ownership" next year, an interesting prediction because the case could be made that this already happened in 2014 -- something that had a material impact in the marketplace.

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