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HP’s Behind The Wheel
HP is on a quest to take control of its programmatic buying and force pricing transparency in its automated dealings, Ad Age reports. HP’s programmatic and media planning business sits with Omnicom, whose Accuen trading desk has come under fire for its lack of transparency. “Hewlett Packard intends to take direct contractual control of their technology partnerships,” the company stated in an RFI, adding that “[f]uture plans include scaling our programmatic deployment across a growing number of marketing programs as well as supporting our ecommerce business geographically." Also raised in the RFI were concerns about ad fraud and the need to protect data privacy. Read more.
WPP’s New Chairman
WPP named Roberto Quarta as the holding company’s next chairman. Quarta will join WPP’s board on Jan. 1 and officially succeed WPP’s current chairman, Philip Lader, at the annual shareholder meeting in June. WPP chief Sir Martin Sorrel said, “[Quarta’s] experience and background complement and will help develop WPP’s strategy in new markets, in new media, in data investment management and the application of technology and, last but not least, horizontality.” Read on via the WSJ.
The industry’s been waiting with great curiosity for ex-Hulu CEO Jason Kilar to unwrap his Internet-video company, Vessel, and on Wednesday the firm announced deals with a handful of media outlets, including YouTube networks Machinima and Tastemade, the Warner Music Group and select YouTube vloggers. With Vessel, Kilar is betting the company can increase online video ad rates with exclusive premium content accessible through a pay gate. “Early access is valuable,” Kilar told The New York Times. “Consumers very much want and are willing to pay a reasonable amount for early access to content; that allows you to build a great business.” But time will tell if consumers are willing to dish out for sneak peeks.
The Only Media Model?
In an interview with Digiday, media columnist Michael Wolff shares some predictions for digital media in 2015. “There’s going to be a dawning understanding that that’s what digital media is: You’re in the direct-response business,” he said. “The native content business is basically responding to that. How do we get out of this? There’s only one media model that works, and that’s television.” On this point Wolff is bullish, unequivocally adding that “[e]verybody in digital media will be trying to get into the television business.” Read it.
- PayPal Global Strategy Chief Stan Chudnovsky Jumps To Facebook - WSJ
- Former Microsoft AdECN Exec Joins WideOrbit As SVP Of Programmatic TV - press release
- PubMatic Names Diane Malloy VP Global Agency Relations - press release
But Wait! There’s More!
- AudienceScience Survey: CMOs Turn to Technology, Not Agencies - press release
- Instagram Engagement Rates Up To 50 Times Higher Than Twitter - Business Insider
- Ad Tech In 2015: Programmatic Hits Its Stride - FolioMag
- Facebook: Don't Advertise With Us If You Don't See Clear ROI - CIO
- Yext Buys InnerBalloons - Re/code
- Vungle Announces 4 New Demand Partnerships for Vungle Exchange - press release
- App Install Addiction Shows No Signs Of Stopping - Flurry
- AerServ Launches Programmatic Buying Of Mobile Video Inventory Via RTB - press release
- Factual Debuts Two New Tools For Geofencing and Audience Targeting - press release