Late last year, Havas Media began formalizing rules for how it works with SSPs and exchanges. The rules required them to shed light on previously non-transparent practices, like publisher fees, supply quality, access to log-level reporting and auction dynamics. Havas wasn’t an outlier. Hearts & Science also runs a 50-point certification process with SSPs and […]
Last year, the GroupM digital agency Essence broke into traditional TV. Now, Essence is working with all of the major TV networks to sell their inventory in a more addressable way, said CEO Christian Juhl. “We’re trying to work with major publishers on changing the way they sell media,” he said. “But the things we’re […]
Targeting on TV with the same precision as digital is becoming a reality. Hulu, Roku and other over-the-top (OTT) providers offer advanced audience and behavioral targeting capabilities like CRM onboarding, while companies such as Xandr and NCC Media are applying unique data sets to make the linear TV landscape more addressable. But just because marketers […]
While Facebook’s earnings last Tuesday prove that marketers still spend, some wonder if consumer backlash against the platform could one day damage brands advertising on it. “The slow stream of press has caused more angst and questions,” said James Douglas, executive director and head of media at performance agency Reprise. “Every day it seems like […]
Over the past year, GroupM media agency Essence has reduced its investment in third-party data segments for certain clients by more than half. While the decline has been most prominent in Europe, it began well before GDPR took effect and is totally independent of the regulation, said Ryan Storrar, Essence’s head of media activation in […]
It’s no longer a secret that Amazon is becoming a dominant player in the digital advertising industry. It’s also no secret among agency buyers that Amazon’s platforms are notoriously difficult to use. While forgiving Amazon’s ad platform for being a work-in-progress, agencies complain of clunky interfaces, limited automation and minimal reporting granularity. The lack of […]
As media agencies become more skilled at programmatic buying, they’re working with fewer demand-side platforms (DSPs) than ever before. According to Pathmatics, advertisers have cut the number of DSPs they work with by 40% over the past two years, to about four per month on average. In part, that’s because the market is consolidating. Big-name […]
Oscar Garza, EVP of media activation at Essence, will speak at AdExchanger’s upcoming Programmatic IO conference on April 10-11 at the Marriott Marquis in San Francisco. Brands concerned about brand safety, transparency and media budget control are sweetening to the idea of taking programmatic in-house. But marketers often don’t realize there’s a lot more to programmatic than […]
Pity the ad tech middleman. They place an ad on behalf of the advertiser, but when it comes time to get paid…they wait. And wait. And wait. In the meantime, they owe their own bills to creditors who want cash now. Since the economic crisis in 2008, marketers have slowed down payments to vendors and […]
OTT audiences are prevalent and engaged. But while advertisers are buying, they’re not exactly beating down the doors. Watch any premium long-form show on an internet connection and you’ll see the same irrelevant message played so frequently it’ll haunt your dreams. What gives? The main issue is buyer confusion about how to transact on OTT […]
