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Mitch Oscar

Member since March 2007Contact Mitch

  • President HocusFocus
  • POBOX 967
  • Croton Falls New York
  • 10519 USA

Articles by Mitch All articles by Mitch

  • Programmatic TV: Marrying Before You Date (A Possible New Standard)? in Audience Buying Insider on 01/22/2016

    Since mid-2015, there have been a plethora of organizations and individuals calling for all media peoples associated with the programmatic TV realm to create standards as befits a proper media vertical. I'm all for evolving our programmatic TV universe whether scrutiny is focused on any or all of its components. My concern is that we, as well-intentioned conspirators, spend too much time formalizing that which is still in its primordial testing phase. The perspiration that goes into the articulation of perceived value propositions could easily, in my opinion, be re-diverted to actual in-market trials where the participants share with its brethren the directional learnings - and not just back-slapping pronouncements.

  • Programmatic TV: The Score in Audience Buying Insider on 01/08/2016

    To date, all television inventory represented in programmatic TV proposals is opaqued. A proposal delineates TV networks and impressions by network, but not impressions by program or daypart for the individual networks represented in the proposal. It is extremely difficult to vivisect.

  • Programmatic TV: What's Gross Got To Do With It? in Audience Buying Insider on 12/17/2015

    On the phone the other day trying to advance a local programmatic TV negotiation, I queried the vendor on whether there was a transactional fee for its service. Some platforms, like Videa, pass the fee onto the TV station or publisher; others, like Comcast's Audience Plus, offer all-inclusive gross packages, e.g., inventory, transactional costs and posting. Understanding and accepting that we were engaging in digital modeling, of course there would be an ad-serving fee. No problem. Gross or net? Silence.

  • TV Programmatic & The Snow Cone  in Audience Buying Insider on 11/25/2015

    A New Yorker cartoon: A man and his young son walk up to an ice cream truck on the street corner. The vendor is an Eskimo. The man and his son request a snow cone. The vendor responds, "You have to be more specific - my people have more than four hundred different words for snow cone."

  • The DMA To DMZ: An Impression in Audience Buying Insider on 11/13/2015

    If memory serves me well, back in the mid-1950s two opposing media research forces were vying for hegemony over the naming and defining rights for a "media market," a static, physical piece of property that was defined by many characteristics, such as number of people, homes, education, families, dwelling, income, boundaries, occupation, that would stretch continuously in many shapes and sizes across the United States. The two top contenders were ADI (area of dominant influence) and DMA (designated marketing area). My understanding is that somehow Nielsen Media Research won the coin toss, and DMA it has been ever since.

  • Programmatic TV: More 'In Their Own Words' in Audience Buying Insider on 11/06/2015

    Recently, Charlene Weisler and I allowed some of the prominent programmatic TV players to speak for themselves rather than through our vivisection of their value proposition. We started with data-ists Rentrak and Oracle Data Management Platform. This week we'll continue with platforms TubeMogul and Videa.

  • Programmatic TV: Breach & 'Feequency' Ruminations in Audience Buying Insider on 10/30/2015

    Given the supply-side platform prime directive to avoid sales channel conflict at all costs -- and who could blame them -- we need to breach this reach conundrum with the introduction of a tool that would enable a programmatic platform to build a schedule of targeted reach indexes across a multiplicity of specific programs, telecast across a variety of TV networks.

  • Programmatic TV: In Their Own Words in Audience Buying Insider on 10/23/2015

    Investigative journalist Charlene Weisler and I thought it would be interesting to allow some of the prominent programmatic TV players to speak for themselves rather than through our vivisection of their value propositions. To accomplish this feat, we invited four companies to participate: data-ists Rentrak and Oracle Data Management Platform, and platforms TubeMogul and Videa.

  • Programmatic TV: Lines Of Demarcation in Audience Buying Insider on 09/18/2015

    Spain. July 2, 1494. A stone-cold morning. Spanish King Ferdinand II complains to his queen, Isabella: "The Portuguese. Always the Portuguese." Isabella munches on a quail egg and light toast. "Boundaries," he murmurs.

  • Programmatic TV: What's Gross Got To Do With It? in Audience Buying Insider on 08/28/2015

    On the phone the other day trying to advance a local programmatic TV negotiation, I queried the vendor on whether there was a transactional fee for its service. Some platforms, like Videa, pass the fee onto the TV station or publisher; others, like Comcast's Audience Plus, offer all-inclusive gross packages, e.g., inventory, transactional costs and posting. Understanding and accepting that we were engaging in digital modeling, of course there would be an ad-serving fee. No problem. Gross or net? Silence.

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