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Brian Wieser

Member since June 2007

  • EVP Interpublic/MAGNA
  • 100 West 33rd Street
  • New York New York
  • 10017 USA

Articles by Brian All articles by Brian

  • Data Management: Sticky Point Of The Marketing Cloud in Real-Time Daily on 01/23/2015

    Software vendors will often focus on selling a suite of products to their customers for reasons which should benefit everyone involved. A customer will want a collection of related technologies to work well together, and there should be a higher chance that this will happen when they come from one place.

  • Sellers Need To Take The Lead On Digital Media Ad Quality in MAD on 11/21/2014

    Sellers of inventory are the industry participants who have to take the lead in continuously looking for solutions to the problem of ad quality. Marketers' choices may be catalyzing ad quality problems, but sellers have a greater long-term incentive (and higher profit margins, typically) to ensure that ad quality solutions are in place for the inventory they monetize. For investors this means it is important to understand how publishers, ad networks and ad tech businesses ensure ad quality in the inventory they sell.

  • Magna's Programmatic Forecast Defines Digital Ad Opportunity in Real-Time Daily on 09/30/2014

    The rise of programmatic buying of media and automation of processes is perhaps the most important consequence of the increasingly wide reliance by the advertising industry on the use of software and tools that we broadly characterize as "ad tech". As applications of these technologies grow we think the gap between winners and losers could become more pronounced.

  • Deathwatch: Agency Edition in Real-Time Daily on 09/12/2014

    Certain themes continually return to certain sectors, especially if the short-term newsflow seemingly supports the trajectory of those themes. Last week we revisited the flawed "death of TV" notion; this week we return to the equally overdone issue of agency disintermediation. The most prominent recent news in this area was associated with a report from the World Federation of Advertisers, which highlighted concerns many marketers have with agencies' programmatic media trading practices. In news that was probably less followed in most of the world, but which reflected investors' fears in this sphere, the Australian airline Qantas indicated it would bring its digital media spending - including programmatic buying - in-house from Publicis' Zenith Optimedia.

  • Agencies, Trading Desks and Marketers: Time To Talk About Rebates in Real-Time Daily on 07/11/2014

    The rise of programmatic media trading has made auditing media rebates a much more complicated affair, making it easier for agencies and trading desks to avoid disclosing rebates at all. What constitutes a rebate can go well beyond cash or inventory. Technology companies with media platforms can offer additional consideration of value to the agencies or trading desks they work with in order to encourage a flow of spending. Rebates may be provided in the form of free or discounted technology or engineering staff, which can enter a grey area regarding the definition of a rebate.

  • Omnicom-Publicis Agency Merger (In) Limbo? in MAD on 04/23/2014

    Management teams on both sides have invested so much into the concept with clients, employees, regulators and shareholders that going back on the deal could have a range of negative repercussions.

  • Mediations On Agency Disintermediation in Real-Time Daily on 03/28/2014

    The notion that media owners might sell media directly to brand marketers on a widespread basis has always seemed improbable to us. Google's rise over the first half of the last decade and Microsoft's purchase of the agency Razorfish helped amplify latent concerns that agencies might not actually be producing enough value to justify their existence when compared with the power of modern technology companies. People with these perspectives failed to recognize that technology companies often focus on technology and media companies tend to focus on media rather than agencies which tend to focus on client service first and foremost across virtually all agency disciplines.

  • Memo To Marissa Mayer in MAD on 01/31/2014

    Yahoo's CEO Marissa Mayer indicated this week that there would be no replacement for her former COO Henrique de Castro, and that she would be involving herself more in the generation of the company's revenue. We offer some perspective on the obstacles she'll face, some myths and under-appreciated truths of the advertising industry and the next steps she'll want to be mindful of along the path forward.

  • Upfront On Aereo And Broadcast Networks in MediaDailyNews on 01/24/2014

    It's January, so it must be time to start thinking about national TV buys that run from October 2014 to September 2015.No, seriously. It's time. This is the case because media agencies across Madison Avenue will very soon begin (if they haven't already started) establishing what are called "planning costs", which are first passes at estimating price increases and planning for various scenarios that might cause those estimates to change.

  • A Taxing Argument On Ad Deductions in MAD on 01/13/2014

    Trade associations have become vocal in recent weeks in response to Congressional proposals to alter the rules for federal tax deductibility of advertising.Their arguments suggesting that tens of millions of jobs and trillions of dollars of economic activity are at risk strike me as hyperbole, because taxes do not have a noticeable impact on advertising budgets across the economy. Competitive intensity in a given category is more important, and most advertisers budget for advertising because doing so is better than the alternative of not doing so, especially in industries where advertising impacts category share changes. Nonetheless, I was curious to see what we might quantify as the real impact on the advertising economy.

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