Todd Gordon is leaving Interpublic's Mediabrands to become general manager of programmatic TV at TubeMogul, a new role at the programmatic video advertising platform. Gordon, who has been senior vice president-U.S. director of Mediabrands' Magna Global unit, will be responsible for the launch of TubeMogul's first self-serve programmatic TV-buying system, which will rollout in December.
It's been awhile since we checked in with the team at independent trading desk Accordant Media, so I was delighted when Founder-CEO Art Muldoon offered a scoop on their third-quarter marketplace report. It doesn't make up for raiding former Real-Time Daily Editor Tyler Loechner, but we'll take our scoops anywhere they come from. Seriously, the report has some key insights.
Programmatic has a brand problem. It is that it's not seen as a branding tool. That was the consensus of brand gurus debating the role programmatic can or should play beyond "performance" during OMMA Chicago on Tuesday. Interesting, the debate seemed to focus mainly on the role of timing, and the notion that brand "building" takes a long time to happen, and a real-time tool like programmatic may be 1) antithetical to that process, or b) may take time to prove its role in contributing to the long-term value of branding.
The lean-back medium is finally leaning into programmatic. It's been a progression, of course, but it's gaining momentum. Note a couple of big developments today, especially DISH's launch of a programmatic media-buying platform that will enable advertisers, agencies and trading desks to buy individual household impressions via real-time bidding.
If you read Thursday's post, you know one of two things: Either I'm really naive about the way DMPs price themselves, or I've uncovered an important insight about the shift toward a "bandwidth economy" -- one in which we value things based on the amount of bandwidth we utilize of something, not the intrinsic value of it. Today's post will also address why that's not necessarily a bad thing, so long as it's applied to an intrinsically meaningful band. Some of you no doubt know which one I'm alluding to, and the rest of you will have to wait to …
I've been thinking about this for a while, but wasn't sure how to organize it until I overheard a conversation on my commuter train this morning. It was a conversation a sales rep for a DMP was having with a prospective customer. I don't mind reporting on it because it couldn't have been that confidential, as I was sitting several rows in front of him, but could hear most of what he said.
Yeah, I know what you're thinking -- enough with the temporal metaphors already. Especially today. But if anyone has a right to exploit it, someone writing for something called "RTBlog" in a publication called "Real-Time Daily" should be forgiven. We did it in our past. We'll do it in our future. Heck, we're doing it right now. Speaking of now, I just had a conversation with Collective's Joe Apprendi about it, and he reminded me we weren't born yesterday.
Of all the stories I've covered recently, the industry's reaction to the ad blocking features of Apple's iOS9 surprised me the most. I've said that before, because I figured everyone knew that ad blockers were already highly penetrated. Depending on whose estimates you take, at least 25% and upwards of 40% of all browsers have an ad blocker installed on them. The reason for blogging about it today is that I've just come by some data about how well penetrated ad blockers are on the browsers of an especially important segment of the marketplace: advertisers and agency executives. And guess …
The reason for the title was Thursday's launch of Alex Bogusky's new self-serve programmatic video advertising platform, Visibl, which was a cool name to riff off of, especially since I think visibility might be the single most important thing for the programmatic media marketplace. And I'm using the word in its financial marketplace sense of its meaning, which is to quote Investopedia: "The extent to which future projections are probable." Wall Street traders usually use the word to discuss the future financial visibility of a company they are investing int to generate earnings. Sometimes they use it as a way …
There are a lot of reasons for mashing up Paul Klein's universal network television truth with programmatic, but mainly it's because that's what I hear other people doing lately. Most of them have been using television metaphors as a way of constraining the programmatic marketplace around something that is most meaningful, most valuable, and potentially, most manageable. Funny enough, they are using the same one Madison Avenue has used ever since its Golden Age to define its highest values and most "premium" content: television.