AudienceXpress, a TV audience-buying platform and division of early addressable TV tech company Visible World, has named its first buy-side programmatic video partner: the newly public TubeMogul. As a result of the deal, media buyers using TubeMogul for digital video campaigns can now access select linear spots from AudienceXpress’s cable MSO and multichannel video programming […]
Rentrak sees surging interest in addressable TV advertising, according to Bill Livek, CEO of the audience measurement and data services firm. “We believe this will be a massive advertising category,” Livek remarked during the company’s quarterly earnings call Thursday. “The folks who are doing addressable campaigns, every time a brand runs a campaign they can […]
ABC on Thursday appointed Mike Dean to the newly created post of VP of programmatic and data-driven sales. He will report to Pooja Midha, ABC’s SVP of digital ad sales and operations. Dean most recently served as VP of media platform sales and solutions for programmatic video ads platform Videology, which he joined in 2011 […]
When Comcast’s ad sales division Spotlight revealed a partner deal with Rubicon Project earlier this month, it underscored the multiple system operator’s (MSO) push to power the TV buy through both programmatic and direct sales channels. It was a pivotal moment for Comcast. Digital advertisers for the first time could buy against 19 million subscribers […]
Audience measurement mainstay Rentrak paid homage to the staying power of programmatic when, on its Q4 earnings call just weeks ago, Vice Chairman and CEO Bill Livek credited automated advertising as a growing trend the company is now “catering to.” Rentrak has been on a tear of late, racking up headlines as a (perhaps less-publicized, […]
Procter & Gamble’s reported push to automate 70-75% of digital ad buys by year’s end underscores the convergence of TV, CPG marketing and programmatic media. “The closer we can tie shopper cart data to media, the stronger we get,” said Jen Mennes, director of media and public relations for Post Foods, during The Advertising Research […]
This upfront season, a number of media conglomerates flirted with programmatic TV. ABC, for instance, is beta testing data-driven ad sales via video ad server FreeWheel’s new FourFronts Programmatic tool. Likewise, NBCUniversal’s ad sales chief Linda Yaccarino has spoken of opening up portions of premium network inventory to programmatic sales. As marketer and media company interest […]
AOL’s Adap.tv will acquire Jon Mandel’s PrecisionDemand, a TV ad-targeting company that mines set-top box data and layers it with first-party data. In a Wednesday blog post outlining the acquisition, Adap.tv’s Toby Gabriner wrote: “Integrated into Adap.tv’s programmatic buying and selling platforms and, eventually, ONE by AOL, PrecisionDemand will be a key component of our […]
Before traditional, linear television ad buys can be fully automated, a couple of core constituents must align. “The [idea of programmatic] doesn’t entirely make me nervous, but it definitely needs boundaries and guidelines,” said Phil Lalonde, SVP of ad sales operations, MTV Networks, recently at a BrightRoll Video Summit. Rob Holmes, VP of advanced advertising at […]
