Big brands that want 10 million guaranteed impressions aren't able to find them in episodic TV yet. But Adobe and Videology, through new over-the-top video ad sales and the yield management system Adobe Primetime TV Media Management, hope to address the issue. Broadcasters don’t want planning systems that may undercut their direct sales efforts or that prioritize performance over brand buys. They want to complement direct sales with multiscreen monetization while ensuring access to higher-quality inventory, said Campbell Foster, director of product marketing for Adobe Primetime, Adobe’s IP-TV ad delivery and monetization platform, told AdExchanger. So Adobe is integrating more …

An eMarketer article reports that many agencies don't plan to allocate programmatic spending on local TV, instead planning for mobile. According to research from Strata, more than two-thirds of ad agency professionals said they will allocate no programmatic ad spending to local TV including spot and cable. They're more interested in allocating programmatic spending to mobile, desktop and video, along with native and social media ad formats. ccording to November 2015 research by Strata, more than two-thirds of US ad agency professionals said they will allocate no programmatic ad spending to …

Adweek reports that AOL has struck a deal with A+E Networks that will allow A+E Networks to use AOL's programmatic ad platform, ONE By AOL, and publisher solutions that includes an upfront ad commitment. "They're licensing our technology to create a private marketplace," Tim Mahlman, president of AOL Publisher Platforms, explained to Adweek. "Which allows them to actually use our technology and create their own exchange marketplace by inviting their own partners into their own closed ecosystem." The deal rolls up multiple services into one offering, which Mahlman told Adweek was key to the deal and something AOL is looking …

A great read from the New York Times on Yahoo's struggles with advertising revenue: "In the third quarter of 2012 — Marissa Mayer's first three months as chief executive of Yahoo — the company had about $1.2 billion in revenue, most of it from advertising. Three years later, its revenue was still $1.2 billion. While Yahoo was treading water, younger companies like Google and Facebook were zipping ahead, riding a huge wave of advertiser interest in digital media. Now, 20 years after its founding, Yahoo, which still has a billion people using its apps and websites, is an afterthought in …

Business Insider's spin on why Microsoft is pulling away from its ad sales business by handing more of it over to AppNexus, the world's largest independent ad tech firm. BI's take is that Microsoft is taking another step away from the highly-competitive display advertising business. Case in point: "In the summer Microsoft announced a big strategi change: 1,200 of its advertising staff were shifting over to AOL, which was absorbing Microsoft's direct sales business in its nine biggest markets, including the US and the UK. Meanwhile, AppNexus became Microsoft's exclusive programmatic advertising partner in 10 …

AdExhanger notes that American Express would like to do more with programmatic video and TV, but that "technology and scarce inventory are stymying growth in programmatic TV, specifically." David Szahun, director of US media and digital partnerships for American Express, sees the most demand and opportunity for what he calls “addressable, programmatic TV,” but it’s still largely a pipe dream for premium, national inventory.

Neiman Lab weighs in with a look at mobile adblocking: "Adblockers aren’t new, of course; they’ve been available for desktop browsers for years. But their seemingly accelerating growth — and spread to our phones — made adblocking worries near universal in the news business this year. ... With some of the adblocking hubbub fading, we wanted to find out two things from publishers. How big a deal has mobile adblocking on iOS turned out to be? And what sort of success are they having responding to adblocking — whether that’s by begging, blocking, upselling, or some other strategy? The good news …

The Wall Street Journal broke the news on Monday that AOL President Bob Lord plans to leave the company which is now owned by Verizon Communications, early next year. It was widely assumed that Lord was going to succeed Tim Armstrong as CEO. Lord joined AOL in July 2013 as the head of AOL Networks and helped AOL embrace programmatic advertising technology.  During his tenure, AOL acquired several companies including mobile ad company Millennial Media, web personalization startup Gravity and Converto, which helps marketers track people across digital devices. AOL also recently struck a deal to manage a lot of …

Marketers and agencies are trying to figure out how to manage the growth of addressable TV, especially as programmatic buying continues to overlap with the TV market. A panel of experts tackled the topic during the Beet.TV retreat in Fort Lauderdale. The challenge of broader data integration is causing agita for many agencies, says Marc Lomas, SVP Programmatic, East at Cadreon. “We are looking at how to realign our teams on the programmatic side, advanced TV side and traditional TV. There is a huge groundswell in data. We have invested in data stores, and synching data from multiple sources such as …

TubeMogul, Videology and The Trade Desk topped Forrester's Video DSP Wave Report. AdExchanger notes that TubeMogul scored strong ratings from customers for its data sourcing and management capabilities. In addition, because its main focus is brand marketers, its private marketplaces with large TV networks enabled buyers to plan digital video campaigns alongside linear TV schedules. Videology was cited for optimizing reach and frequency across video and TV buys, though it focuses on serving both advertisers and publishers. The Trade Desk received the highest customer satisfaction ratings “with good, solid segmenting, tracking and measurement of campaigns across the board,” said Jim …