Video ad spend continues to boom, especially for companies that focus on data. A Spanish company in the space wants a piece of the U.S. market, so earlier this year it hired Adam Kline as its North America CEO.
The move triggered the next phase of Biddeo.io's international expansion as it helps advertisers and their agencies extend the reach of online video ad campaigns and to ensure brand safety and suitability.
“Data influences everything we do,” Kline said.
He said the company's plan in the U.S. is to overtake its closest competitors within 18 months by hiring a team, building a campaign to support its work, and working more directly with brands and agencies to expand its deals that expand inventory.
“We know who watches what videos because the API has been directly connected for the past 10 to 12 years at Google and others,” he said, adding that it's all based on industry-compliant privacy rules and regulations. “If they watch video games we know what sports teams they like, for example.”
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Biddeo’s advertising services rely on data from social platform APIs to analyze and create price prediction algorithms. Finding low prices is one of its biggest services that Kline believes gives value to advertisers.
Kline spoke to Data & Programmatic Insider from his Manhattan office, but will return to the West coast in six months to build another location in the Los Angeles area. An office also will open in Miami to support Latin America.
Kline said Biddeo already had American companies that consistently use them in other parts of the world, so it will be easy to make the transition.
"America has the largest economy in the world, so they have heavily invested in NYC American headquarters on Madison Ave to make sure we reach the same success as Biddeo has in other parts of the world," he said.
Kline founded Rubicon Organization -- a management consultant and investment firm set up by private investors with clients, but not the same Rubicon Project that merged with Telaria in April 2020 to form Magnite, an independent omnichannel sell-side advertising platform.
Advertisers’ digital video ad spending rose 15% to $54 billion in 2023 -- up from the prior year -- and is projected to grow 16% to $63 billion this year, according to the Interactive Advertising Bureau 2024 Digital Video Ad Spend & Strategy Report.
The IAB also noted in the July report that reach at 79%, advertising quality at 70%, and measurement at 66% are the most important criteria when media buyers decide to invest across digital video channels.
Kline also served as head of new media enterprises at 20th Century Fox and as president of ADK Media Group, vice president at Ubisoft, and founder of a video-game company called 505 Games.
Tech-heavy Biddeo uses AI to create algorithms to identify when to lower prices on campaigns. It uses AI and natural language processing (NLP) technology to determine if videos and placements are brand safe and suitable. It supports agencies such as GroupM, and Dentsu, as well as many brands that have their own in-house buying groups.
Kline, who grew in Texas, did not always want to get into ad tech. “I wanted to be a quarterback for the Los Angeles Rams,” he said. “I was a pretty good athlete, so I ended up getting recruited by colleges like Boston U, but I was too skinny and didn’t feel as if I would make the pros.”
He brought his love for football, competition and the desire to become successful into business, entrepreneurship, investing and ad technology.