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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

  • TV Political Ads: Spray And Pray Vs. Targeted in Audience Buying Insider on 10/09/2015

    With political programmatic advertising on the rise, it's natural to wonder: "How much of a difference does proper targeting actually make?" You'd need quite the attribution platform to figure out just how much of an impact specific advertising has on the actual political races. But something far simpler than cross-channel attribution -- the most tried and true method of figuring out voter sentiment: polling -- might give us an idea.

  • Hulu's Move Into Programmatic Signals Change in RTB Insider on 09/25/2015

    Hulu's recent announcement that it will move into programmatic buying for the first time, making some of its premium digital video inventory available this fall, is further evidence of Madison Ave.'s push to decouple audiences from content.

  • TubeMogul Invests In Programmatic TV in Audience Buying Insider on 09/25/2015

    Programmatic video ad platform Tube Mogul has been investing "significant time and resources" to grow its programmatic TV offering, as company CMO Keith Eadie noted.

  • Sovrn Tells Buyers To Bring Their Own Standards To New 'Viewability Assurance' Program in RTBlog on 09/21/2015

    Supply-side platform sovrn on Monday announced it will begin guaranteeing viewability to ad-buyers "regardless of whatever viewability standard they require." The industry's adopted standard comes from the Media Rating Council, which calls for at least 50% of an ad's pixels to be in-view for at least one second (or two seconds for video ads). Some marketers have taken it upon themselves to boost that standard.

  • Programmatic Marketers Still Catching Up To Consumers On Mobile in RTB Insider on 09/18/2015

    When it comes to where programmatic display ads are being served, new data from AppNexus reveals that marketers are still catching up to consumers on mobile devices. About two-thirds (64%) of the campaigns run on AppNexus' platform during Q2 2015 targeted desktop Web users, while 47% targeted mobile Web users and 32% attempted to reach mobile app users.

  • Townhall Media Taps OpenX For 'Header Bidding' in Real-Time Daily on 09/18/2015

    Townhall Media, a conservative news organization and Salem Media Group company, has announced that it will begin using OpenX's "header bidding" technology to sell ads on its site.

  • Programmatic Radio Enters Test Phase, But 'Tech Tax' Still Looms in RTBlog on 09/18/2015

    The Katz programmatic radio ad exchange is up and running in pilot mode, with Geico being the first named advertiser to buy an ad via the exchange. But what the news also shows is that the "tech tax" looms even in the new world of programmatic radio.

  • MediaMath, Oracle Team To Mesh Ad-Tech And Mar-Tech in Around the Net in Real-Time on 09/17/2015

  • IAB Releases 'Checklist' For Private Marketplaces in Real-Time Daily on 09/17/2015

    The Interactive Advertising Bureau (IAB) has compiled a "checklist" of items that marketers should consider before entering a private programmatic marketplace. The checklist was created by several members of the IAB's Programmatic Council, including players from publishers, SSPs, DSPs and media buyers themselves.

  • DSP ChoiceStream Raises $14 Million In Series C Round in Real-Time Daily on 09/17/2015

    ChoiceStream, a demand-side platform (DSP), on Thursday announced the close of a Series C round of funding worth $14 million. The round was led by North Atlantic Capital, a new investor. Existing ChoiceStream investors also participated, per a release.

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