• The Not-So-Common Currency for TV & Video

    Looking for a common currency for TV and video platforms? Not so fast.

    Speaking at OMMA Programmatic TV & Video conference, Jeff Hinz, managing partner of U.S. director director of Mediacom USA:

    "I don’t think you need a common currency because of different platforms…. We’ll run media campaigns where we have a mix of cost per click, cost per view, CPM, and then a fix costs across digital tactics. But everything does have to roll up to metrics that are performance base. The biggest challenge: What is the proxy for ROI -- moving from a CPM ...

  • Fraud is holding back programmatic: Better ROI needed for future
    Fraud has been a major issue as to why programmatic spending didn’t rise to estimated share levels.

    At the OMMA Programmatic Display conference, Kevin Mannion, chief strategy officer of Advertiser Perceptions, says major media business stories about fraud, transparency, and brand safety, were major reasons why programmatic didn’t climb to expected levels this year.
     
    Last year Advertiser Perceptions estimated digital media ...
  • Last Click RIP? Or Just Ripping Attribution?
    The second part is more like what the afternoon panel at OMMA Programmatic Display was discussing. That last click is dead was almost a given. What to use in its place -- ie. attribution models -- is another question. "I think clients are challenging attribution outside of programming, as well as within programmatic," said Jason Heller, global lead-digital marketing operations at McKinsey. He said attribution models are viewed as a "black box" that is "half art, half science, half voodoo," by many marketers. While the consensus is that "it's better than last click," attribution still has a long way to ...
  • Defining 'Premium': He Says Potato, She Says Tomato
    Publishers and advertisers just don't speak the same language sometimes. What does "premium" mean? Two huge companies -- one brand (Netflix) and one publisher (the New York Times) -- offered different definitions at Wednesday's OMMA Programmatic Display event at Internet Week New York.
  • NYTimes: Programmatic Could Handle Homepage Takeovers
    Programmatic has premium inventory in its sights. Take The New York Times, which could soon sell a homepage takeover through programmatic channels. Josh Cohen, Programmatic Product Manager at The New York Times, made the prediction at the OMMA Programmatic Display conference, on Wednesday. To be clear, the Gray Lady has yet to use programmatic to sell a homepage takeover. "Direct sales ... is still the majority of what we do," said Cohen. Yet, "Overall, we're looking to increase [ad sales] generally." At least one ad partner says programmatic can help The Times with that. "Programmatic doesn't have to depress the ...
  • 'NYT' Not Selling Home Page Programmatic Ads - Yet
    Josh Cohen, programmatic product manager at the New York Times, told the audience at OMMA Programmatic Display at Internet Week New York that the New York Times has yet to sell a home page ad programmatically, but he said it should happen "very, very soon."
  • Retailers Driving Programmatic Business
    Retailers are largely responsible for the current boom in programmatic ad spending, according to fresh eMarketer findings. This year, the U.S. retail industry will spend $3.71 billion to purchase digital display ads programmatically -- nearly a quarter (24.9%) of the $14.88 billion U.S. advertisers will spend on programmatic buys, the research firm reports. The CPG and consumer products category is the second-largest sector for programmatic buying, and 63% of digital display ads among advertisers in that industry are purchased programmatically. With more than $2 billion in programmatic spending, this year, CPG will account for 14.1% of all programmatic display dollars ...
  • Third-Party Data 'Inherently Challenging'

    Drawing on “third-party” data for ad-targeting is problematic, given that many of the marketing buckets available on the ad exchanges are too vague to be useful, says Patrick Reiter, group manager for digital at Target.

    He says that some categories -- like, for example, “style aficionado” -- are so “ill-defined” that they're “inherently troubling and challenging.”

    Reiter adds that Target also hasn't used “a ton” of “second-party” data -- which he defined as data provided by publishers (as opposed to ad networks and exchanges). “I think it's intriguing, but I want to be really careful that we don't ...

  • Big Brand Dollars Headed For Programmatic
    Beyond direct response, brand dollars are moving into programmatic in a big way, according to Saqib Mausoof, SVP of Programmatic Insights at Magna Global. Among other driving factors, "It's based on the fact that millennials are not watching TV," told attendees of the OMMA Programmatic Display conference, on Wednesday. Citing the same switch in content viewing, Brian Zaben, VP and Director of Programmatic Strategy & Analysis at DigitasLBi, couldn't agree more. "Brand dollars are shifting, and they're shifting rapidly," Zaben said. We're not going to get $100 million [i.e., TV money], but it's coming."
  • Who Owns The Data? 'Finders Keepers' Rules The Day
    As the "Internet of Things" takes shape, the importance of valuable data comes into focus. But who owns that data? It's currently a finders keepers, losers weepers type of deal. That's what Brandon Fischer, director of predictive insights at GroupM Next, said at the Internt of Things: Advertising conference during Internet Week New York on Tuesday.
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