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February 21 2017

02:23

ABC TV/Accenture Study Find Understatement Of Multiplatform TV ROI

To quantify the “halo effect” that multiplatform television has on other digital advertising, ABC teamed with Accenture and examined $12 billion worth of ad spending. The advertising effectiveness project concluded that traditional media mix models have overstated the contribution of digital ROI and understated that of TV.

ABC and Accenture began by redefining what is TV and what is “digital,” according to Steve Whittington, Exec. Dir., Consumer Data & Analytics, Disney ABC TV Group. In the multiplatform TV bucket they placed long-form video experiences via live, DVR, VOD, online, app and OTT, while digital consisted of search, display and short-form video.

“One of the drawbacks around some of the studies that we’ve seen thus far is that they’re primarily based on syndicated data,” Whittington says in an interview with Beet.TV following a presentation at the recent 6th Annual Cross-Platform Media Measurement & Data Summit of the Coalition for Innovative Media Measurement in Manhattan. “We also felt that it was time to readdress the way that we’ve defined the different media channels today.”

Among the findings: Multiplatform TV advertising amplifies paid search and display in particular, along with short-form video ad performance. Specifically, digital ROI was overstated by about 18% and the ROI for television was understated by about 10%. “It was sales that had been incorrectly attributed solely to digital when the reality was it is the effect of the two working together that was really driving that,” says Whittington.

Most media mix models tend to look at short-term windows, for example a campaign period, a quarter or a year. “But we know that television by its nature is designed to drive brand awareness and drive the health of a brand over time,” he adds. So Accenture created a model to look at a three-year horizon and found that a dollar spent on multiplatform TV in year one “continues to work in fact in some cases an additional 1.3X factor across a three-year period,” Whittington says.

This long-term effect, if not accounted for properly, could tempt marketers to shift spending to digital because it’s cheaper and shows short-term impact, according to Whittington.

“But once you look at the full, long-term effect, the actual ROI across a three-year period can actually be lower because you’re kind of stealing from your outer years and some effectiveness of the brand in order to fund more conversion within a short-term time frame,” he says.

Phase two of ABC’s engagement with Accenture will dig deeper into the $12 billion worth of ad spending to parse out insights from “a lot of unanswered questions,” Whittington says, including dayparts, ad lengths, primetime versus daytime and 30- versus 15-second spots.

01:55

AppNexus’ Rubenstein: Machine Learning Enhances Ads

Machine learning is emerging, alongside artificial intelligence, as one of the tech trends of 2017. But one advertising technology provider says earlier investments in the technology are now bearing fruit.

Asked about his company’s commitment to machine learning, AppNexus president Michael Rubenstein tells Beet.TV, in this video interview: “We’ve made deep, deep investments at AppNexus over a multi-year period in helping brands and traders to be able to unlock the full value of their data through a variety of means.

“Our optimisation technology has been something we’ve invested in for many, many years. We are excited to be seeing fantastic results, consistently, for brands using the platform.”

What is machine learning and how can it be used in ad targeting? Put simply, it’s the ability of computer algorithms – which, in advertising, are already used to automate ad trading – to continually learn from discovered data points, reinvesting those learnings in to future transactions for incrementally better effect.

Or, as AppNexus puts it:

“By creating a seamless feedback loop between a brand’s decisioning logic and its consumer touchpoints, AppNexus is combining data and machine learning to build campaigns that actually grow smarter over time. The result is hyper-personalization at scale, a world where marketers can deliver targeted ads to tens of millions of users, spread out across billions of interconnected devices, all over the world.”

AppNexus’ technology investment is such that it has seven open positions for engineers at time of writing.

“It’s going to continue to be one of the major areas for unlocking the true value of digital advertising in the years ahead,” Rubenstein adds.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

February 17 2017

02:55

Hearst’s Young Wants More From Facebook’s Platform Power

HOLLYWOOD — Media companies may be seen as giving away their precious content and audiences to social network platforms – but the tension between content and distribution is really as old as the hills.

That’s according to a media executive who has seen the evolution of the relationship over the broad sweep of time.

“A number of companies … have adapted to a very new important reality of distributed media creation,” says Hearst Digital Media digital president Troy Young, in this video interview with Beet.TV

“How is that creating tension between distribution and content, around how the spoils are divided? This is not a new conversation – it’s as old as media.”

Young was delivering a presentation at the IAB Annual Leadership Meeting and an interview with Digiday on the same topic. He says Michael Eisner’s threat, to undermine Time Warner by buying customers satellite dishes to carry his programming direct, showed the crucial relationship between content and distribution had frequently been as tense as it was important, even in the analog age.

Whilst the tension may have been around for a long time, for Young, it has been inverted. “The platform was delivering value to content, now content is delivering value to the platform,” he says.

Publishers and producers are now living in a Catch-22 where they see value in owning audience data, but social funnels are perhaps their best chance at snagging audience in the first place.

Young thinks the equation has been weighted too strongly in platforms’ favor – but things are getting better.

“We’ve maybe taken content for granted a bit,” he says. “We’ve not worked hard enough at creating a mechanism to divide finances equitably.

“We’re seeing that now. Facebook has talked about monetization for publishers, disruptors like Snapchat are putting pressure on how curated environments work. It’s very welcome.

“I’m encouraged by what I’m seeing from Facebook, but I want more.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

02:54

GroupM’s Viewability Demands Based On TV, Barone Says

HOLLYWOOD, Fl — It is now 12 months and one day since GroupM announced it would only buy online ads that it could be proved would be viewed by human consumers – a “100% viewability” demand that has caused some publishers anxiety.

So, why did the media agency make the switch. In this video interview with Beet.TV, GroupM digital ad ops managing partner Joe Barone explains.

“The GroupM 100% standard basically recognises the fact that the dollars moving out of TV are dollars being spent in an environment where you would anticipate sound, you would anticipate the full screen being viewable,’ he says. “So we created a standard.”

Bundled up in concerns over multiple kinds of ad fraud, a couple of years ago, the industry began worrying about rogue publishers invoking ads in spaces where they were not even being seen by audiences but, nevertheless, were triggering an ad buy.

Since then, the industry has done much to address the problem. Now numerous technology vendors offer software that assigns a viewability rating to ad inventory. And that development prompted GroupM to demand 100% viewability or nothing.

“In the last three years, we’ve come a long with with viewability,” Barone adds. “It’s an amazing testimony to the industry coming together and helping our clients achieve what they want, which is having ads seen by real human beings.”

In a world where wholesale advertising targeting data is now commoditised, Barone says the differentiator is the data brans hold about their own customers.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

02:49

Meredith Corp.’s Minoff Bullish On Server-To-Server, Industry Collaboration

HOLLYWOOD, Florida – Meredith Corporation’s Chief Digital Officer is bullish on server-to-server ad auction integration. “We think it has a lot of value,” says Matt Minoff. “Anything we can do that decreases latency on the page, improves user experience while simultaneously driving incremental revenue growth is a positive.”

Moreover, Minoff hopes to see the day when “that will be the only way that people are integrated and we won’t have to have as many people loaded up on the page.” Meredith is working with partners like Index Exchange “who are trying to lead the charge on doing server- to-server integrations,” he adds.

As AdExchanger reports, some people believe that server-to-server integration represents the next step in the evolution of auction dynamics.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Minoff traces the development of programmatic ad selling at Meredith, calling it “a very important part of our monetization strategy.”

While the publisher’s programmatic sales people build out Meredith’s private marketplace business and try to drive up the value of its inventory in open marketplaces, its direct sellers focus more on what Minoff terms “non-IAB formats” like branded content, video, and social.

“We rely on our programmatic teams to continue to sell our more standard display inventory and pre-roll video inventory,” Minoff says. “We’ve made a lot of strides in the last few years. It’s been a big part of our growth.”

Asked about Meredith’s presence on sites other than those of its own brands, Minoff notes that large followings on Facebook and Pinterest in particular remain important user acquisition vehicles, along with search. The company prefers that users access its site directly, according to Minoff.

“At the end of the day, our focus is on continuing to bring people to our sites to become brand loyalists and to be users that come back on a habitual basis,” he says.

Reflecting on the IAB confab and its various themes, Minoff sees a trend in the willingness to collaborate among advertisers, agencies and publishers.

“I think we all realize that we need each other in order to be successful,” Minoff says. “Whether it’s topics like viewability or identity and attribution, there seems to be more of an openness in collaborating and working together to get to better results.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

February 16 2017

11:27

Ziff Davis Uses Video To Profit From Facebook, CEO Shah explains

HOLLYWOOD, Florida — The company which publishes IGN, AskMen and PC Magazine is eager to distribute more video through social networks, seeing them represent inventory to carry TV-style ads.

That is according to Ziff Davis CEO Vivek Shah.

In this video interview with Beet.TV, Shah says Ziff Davis is making videos for Facebook that carry sponsor videos powered by Facebook’s tools.

“Instant Articles is one way you can work with Facebook,” Shah says. “The way we work with Facebook is, we produce video content that’s embedded within the experience and often monetised through sponsorship with a client.

“Facebook, earlier last year, created a ruleset and a toolkit that allows content creators like ourselves to integrate marketers in to video that we produce that we post on Facebook and amplified through Facebook’s amplification.

“That’s a really nice revenue opportunity. The way they make money is the extent to which we do amplification. That’s a really good business model.”

Shah says TV ad spending has yet to move online because online video platforms beside YouTube lacked sufficient scale. But now he is excited that social platforms like Facebook, Snapchat and Twitter are providing that scale, thanks to big moves in to video distribution.

Many may contend that the social networks are becoming video networks. Whilst some of them are, of course, making big strides in to video and now claim large numbers of video views, text-based social interaction continues to be the prime consumption driver for many users.

But it is inarguable that the platforms’ video initiatives are driving large-scale consumption of video.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

11:25

Bloomberg Finds Upside With Few Cable Carriage Agreements

In the previous media era, a TV broadcaster’s fortunes were defined by carriage agreements with cable operators, and the ads sold over those channels.

But, in the new world, those agreements are actually a brake on digital expansion that can bring new revenue from over-the-top video.

That is according to the man holding the purse strings for business news outlet Bloomberg’s ad sales division, Bloomberg Media.

“Having few carriage agreements means that we can broadcast our linear feed without user authentication,” Bloomberg Media global chief revenue officer Keith Grossman tells Beet.TV in this video interview.

“There’s very few barriers to entry to being able to experience Bloomberg TV on an OTT device. That has been a huge advantage. Whereas we may have been at a disadvantage for years on the scale and penetration of our linear feed, in digital we can scale up tremendously.”

Case in point – Bloomberg TV videos now clock up around 20mn unique visitors, making Grossman happy to be challenging the likes of Yahoo Finance in the business category’s leading pack.

Online, Bloomberg is performing ad replacement, swapping spots that happen in the TV feed with digital, targeting video ads.

Today, most of the online ad sales are brokered by staff, directly. But Bloomberg does a bit of programmatic selling, too – and Grossman believes all digital ads will eventually be facilitated programmatically.

February 15 2017

02:08

Moat’s Goodhart Appraises ‘Screen Real Estate’ For Video Measurement

HOLLYWOOD, Florida – It’s been said that the most valuable real estate is all about location. It’s no different with video advertising, but consumption habits are changing so fast that they are hard to measure.

Enter the Moat Video Score, a new impression-level metric for measuring digital video exposures that focuses on length of creative, plus its sound and viewability, along with the portion of a user’s screen in which it appears.

“Interestingly, we’ve never really asked questions about what we call screen real estate,” Moat CEO and Co-Founder Jonah Goodhart says in an interview with Beet.TV at the the IAB Annual Leadership Meeting. “So for the first time we’re asking if you have an ad, is it on 10 percent of the screen or 100 percent or 50 percent.”

While it may or may not impact effectiveness, “we think it’s important to understand how much of the person’s attention did you potentially get and for how long,” says Goodhart.

One of the things that makes video “incredibly exciting” right now is that so many platforms are becoming video-first in their approach to content and advertising, according to Goodhart. “The question we ask is how do you effectively measure video. What are the right questions to ask when you’re measuring video?” he says.

The Moat Video Score, which is census-based and uses a scale of 0-100, has early supporters in brand marketers like Unilever and Bank of America, media agency GroupM, Condé Nast, Fox Networks Group, Hulu, NBCUniversal and Snap Inc.

The jury is still out on what video ad experience will rise to the top of consumer preference, according to Goodhart.

“What we know for sure is we’re changing the way we consume content and we know it’s increasingly mobile and increasing video,” Goodhart says. “How that plays out is anyone’s guess, but I think it’s going to be fun to watch.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

02:07

Publishers Should Make Ad Targeting Clear To Users: Neustar’s Burr

HOLLYWOOD, Fl — It just wangled a big fine out of TV maker Vizio for collecting millions of viewers’ viewing histories without consent. Now the US Federal Trade Commission (FTC) wants to ensure all consumers know plenty more about how their data is being used.

The FTC just published a staff report on how publishers track and consumer data across devices. The conclusion is on the mind of Neustar chief privacy officer Becky Burr, whose own company helps unify customer data sets across channels.

In this video interview with Beet.TV, Burr said: “One of the things they said is, ‘this world is very complex, the ecosystem is complex … somehow, the ecosystem has to work together better to make sure that, at all levels of the ecosystem, the right disclosures are being made’.

“We need publishers to make disclosures about what’s happening on the backend, to explain those things to consumers, and develop more standardised ways of describing what’s happening.

“The FTC has called on people to come together collectively to give users more information and more control about what’s going on in a multi-device world.”

The challenges around cross-device tracking have emerged because, whilst the age of desktop internet saw targeting executed largely by web browser cookie, the era in which a single consumer now uses multiple such devices requires more advanced techniques.

Joining up the data streams left by distinct devices is a job for companies like Neustar. But the tone of the FTC’s report is to warn such companies to play by the rules – and to give consumers more visiblity and choice about how their data is used in a multi-device world.

The FTC’s report concluded:

“… It is important that consumers are informed and able to control tracking that occurs across their devices. … Entities with direct consumer-facing relationships and those engaging in cross-device tracking (should) be transparent about their data collection and use practices; improve choice mechanisms to provide consumers control over their data; provide heightened protections for sensitive data…”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

February 14 2017

11:00

Beet #Retreat17: VIDEO EVERYWHERE! The Transformation of Media & Advertising, an Executive Retreat, March 15-17, Vieques, presented by Videology with 605

Keynote Speakers 

Shane Ankeney, President, Havas Media Group

Carl Fremont, Global Chief Digital Officer, MEC (GroupM)

Doug Ray, President, Product & Innovation, Dentsu Aegis

Adam Shlachter, President, VM1 (Verizon agency at Zenith/Publicis)

Erica Schmidt ,   Managing Director, North America, Cadreon (IPG Mediabrands)

Kevin Patrick Smith, SVP, Comcast 360

Ben Tatta, President, 605

Jamie West,  Group Director of Advanced Advertising Sky PLC

Ryan Jamboretz, Chief Revenue Officer, Videology

Featured Speakers

Anna Bager, SVP & GM, Mobile & Video, IAB

Scott Braley, GM, Advertising Platforms, Ooyala

Thomas Bremond, European Managing Director, FreeWheel

Tal Chalozin, CTO and co-founder, Innovid

Ashish Chordia, CEO, Alphonso

Denise Colella, SVP, Advanced Advertising Products and Strategy, NBC Universal

Jason Dailey, Agency Partner Manager, Facebook

Brian Danzis,  Head of Video Sales, Spotify

Michael Dean, VP, Programmatic & Data-Driven Sales at Disney ABC Television Group

Andres Claudio, Managing Director, Hearts & Science, Puerto Rico (Omnicom)

Boaz Cohen, SVP & GM for TV, Eyeview

Brendan Condon, CEO, Admore

Jim Keller, VP Sales, Hulu

Francois Lee, EVP Investment, Assembly (MDC)

Eric R. Mathewson, Founder & CEO,  WideOrbit Inc.

Arthur Mimnaugh, Head of Advanced Advertising, Adobe

David Porter, VP of Ad Innovation and Programmatic Solutions, Turner Broadcasting 

Ted Prince, Head of Strategic Partners, Neustar

Marc Siegel, CRO, Simulmedia

Tore Tellefsen, CRO, DataXu

Nick Troiano, CEO, Cadent

Seth Walters, Sr. Partner, Interactive & Connected TV, Modi Media (GroupM)

Tony Yi, GM, Strategic Partnerships, Videology

Amy Young, Top Partner Lead, Global Partnerships, Google

Julian Zilberbrand, EVP, Audience Science, Viacom

Moderators

Joanna O’Connell, CMO, MediaMath

Matt Spiegel, Managing Partner, MediaLink

Ashley J. Swartz, CEO, Furious Corp

Special Participants

Sam Amiri, SVP – East Coast Sales and Partnerships, true[X] (FOX)

Brian Berner, Head of U.S. Advertising, Spotify

Christian Borges, SVP, Marketing, true[X] (FOX)

Sandro Catanzaro, Co-Founder & Chief Innovation Officer, DataXu

Lynn Lester, Managing Director, Events, Global Partnerships, The Drum

Laith Massarweh, Video Monetization, Google

Christa Rimonneau, GM, Advanced TV, Videology, Inc.

Ronan Shields, Digital Editor, The Drum

Gaurav Shirole , Group Vice President of Product and Client Solutions, 605

Neil Smith, SVP, Markets, FreeWheel

Julie Van Ullen, VP, Publisher Partnerships, Freewheel

Charlstie Veith,  SVP, Marketing & Communication, 605

About the Retreat

Now in its sixth year, industry leaders will meet on the island of Vieques for three unique days of high-level seminars, networking and video interviews.   The program will involve just 35 participants.  (The wild horses seen in this video produced by Beet.TV comprise just one of the extraordinary aspects of the small island, nine miles off the eastern shore of Puerto Rico. More on the island’s horses here.)

Topics will include video monetization and distribution, programmatic TV,  addressable TV, the role of data in ad targeting,  emerging platforms for distribution, the changing role of creative and  the impact of consumer preference.

The event begins at 4:30 p.m. on Wednesday,  March 15 and concludes Friday at noon. Some attendees will stay for networking events and depart on Saturday.

The location is the W Retreat and Spa on the island of Vieques, Puerto Rico.   Travel involves a connection at San Juan International for a 20-minute flight to Vieques.  A limited block of discounted rooms at the W is available.

Please find this link for the participant list from this past February’s retreat.  The 35-part video series produced at the Beet Retreat can be found here.

Registration is $4500 and is by invitation only.  There will be 15 “special participants” who will attend all sessions but not as panelists or speakers.  “Special” registration is $3500.

For sponsorship information or to request an invitation, contact, Andy Plesser andy@beet.tv 1.917.881.8139

For the latest on the event, see #Retreat17 and follow us on Twitter @Beet_TV

The Drum is the media partner of the Beet Retreat

February 13 2017

18:33

Beet.TV Summit March 9: Xaxis, BBDO, Eyeview, MediaMath And Others To Examine Performance Video

HOLLYWOOD, Florida – The year 2017 will see WPP’s Xaxis increasingly focus on performance outcomes for its clients’ video ad campaigns. “Every campaign that we will run will have a KPI that is considered very important to the advertiser that we will achieve,” says David J. Moore, who is President of WPP Digital and Chairman of Xaxis.

Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.

“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.

Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.

“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”

Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

02:25

Publishers Seek Alternative To Google, Facebook Duopoly: AppNexus’ Rubenstein

It is now nine months since a Digital Content Next analysis first showed that Google and Facebook were gobbling an extraordinary 90% of all new digital ad dollars.

The figure wasn’t out on its own. It was one approximated by a Morgan Stanley analysis. Together, they have scared the publishing industry.

AppNexus, an alternative advertising network operator, says publishers are desperate for a change.

“Publishers haven’t had good options for monetizing their inventory,” says company president Michael Rubenstein in this video interview with Beet.TV. “For 10-plus years, they’ve been stuck behind this Google monopoly.”

But Rubenstein says times may be changing. “Publishers are really voting with their feet right now – they’re looking for ways to increase monetisation in a way where they’re taking more control and they have more transparency.

“Publishers are looking for alternatives. Publishers are seeking independent solutions that are going to allow them to capitalize on the growing online advertising pie.”

So, what’s the problem with the big two? Some industry observers say the move of spending to Google and Facebook is really just a flight to safety, in a tumultuous world where ad-tech operators come and go, and equally snaffle a proportion of spend.

Rubenstein takes the big two to task like this: “They don’t have an empowerment philosophy as it relates to brands and publishers. They’re not trying to help those companies create independent, self-sustaining businesses.”

AppNexus lately has been building a profile in header bidding, the advertising technology that lets publishers call on multiple ad demand sources simultaneously, using the header of a web page on a consumer’s computer.

But header is changing. “Server-to-server is one of the most important trends for publishers,” says Rubenstein, whose company recently inked a server-to-server integration deal with Index Exchange, citing lower latency and better ad server integration.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

February 12 2017

20:01

Universal ID Doesn’t Stop At Marketing: Neustar’s Achanta

HOLLYWOOD — Advertisers are grappling to develop single profiles that can read and understand their audiences across multiple devices and in a diverse range of contexts. But the same technology has application outside of just marketing.

That is according to an executive from one vendor helping brands to develop just such a “universal ID”.

“(Brands) have a great story about who bought what,” says Neustar SVP and chief data and analytics officer Venkat Achanta, in this video interview with Beet.TV  Achanta joined Neustar from Walmart last year.

“But they do a lot of marketing across channels and devices. They don’t quite understand what journeys led to what results and outcomes. To connect all of this, they need to understand the customer holistically. If you don’t understand that connection, you don’t understand the consumer deeply.”

Achanta’s Neustar is an ad-tech company offering data management platform, customer data intelligence, marketing analytics, activation, compliance solutions and fraud detection.

It is one of those approaching the problem, for brands, of unifying customer data inputs to achieve better results. But, Achanta says, the solution has more than one shape.

“Marketing is at the forefront of the digital revolution – they can be the catalyst to get this happening,” he adds. “But this can be a whole connected CRM – it doesn’t have to end with marketing.

“This deeper understanding will help you drive the right actions across the lifecycle of the customer.

“We’re deploying this not only in the marketing space but also risk and security. Does a person have a reason to be at that location on that device to be applying for a card. You can give a fraud risk score … to (know) whether to accept their application or not.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

February 10 2017

12:18

David Moore Sees Xaxis’ Future In [m]Platform

HOLLYWOOD, Fl — If you missed the announcement in November, you may not know that another ad agency holding group has enacted another reorganization aimed at making business more client-centric and function-driven.

GroupM launched [m]Platform, a “suite” that comprises data analytics, audience insights, data scientists, technologists from across other GroupM divisions, and in to it wrapped Xaxis, its programmatic and data-driven ad unit.

What’s the rationale? In this video interview with Beet.TV, Xaxis chairman David J. Moore explains it’s about “organizing around customer and client needs”.

“The Xaxis platform that has served us so effectively is going to become part of [m]Platform, a GroupM effort to spread it across the entire network of agencies which GroupM oversees,” he says.

“The platform will handle all forms of media, giving GroupM, WPP and Xaxis a competitive advantage that we don’t see any holding company coming close to matching.”

Moore, who is also president of WPP digital, says the new-look entity prefers private programmatic ad exchanges to real-time bidding auctions. Whilst, in the latter, GroupM could be bidding for ads against anyone, private marketplaces constrain the buyers and sellers in the exchange to a preferred pool.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

February 09 2017

14:15

Publishers Should Test Server-Side Header Bidding: Weather’s Hlavacek

HOLLYWOOD — Publishers have eagerly embraced a technology which allows them to call on multiple ad buyer demand sources simultaneously to achieve higher bids – now they must carefully scrutinize the next iteration of the tech.

That is according to a man who is surely the only executive out there with the title “VP of global automated monetization”.

“Almost every publisher in the room said they had deployed some kind of header bidding,” The Weather Company’s Jeremy Hlavacek told Beet.TV, speaking at the IAB’s Annual Leadership Meeting.

“It drives a lot more yield for publishers, more competition against the inventory, opens up new pools of inventory.”

Lets back up a little here. What is “header bidding”? Whilst publishers typically have to deploy programmatic tools in a sequential fashion, receiving individual best bids from each auction separately, header bidding technology lets them audition multiple demand sources all at the same time.

The practice has been around a few years, but spent 2016 bedding in. In 2017, however, header bidding is changing. Already, there is a growing realization that what is good for publishers may be bad for their users. That is because header bidding code is typically executed in the header of a web page on a consumers’ device.

“As you put more and more code on the page and increase latency, users don’t like that,” Hlavacek adds. “(It’s) a ‘hack’. Should this code live on the page of the website or should it be a server-to-server connection?”

So several tech vendors are now trying to move the header bidding superpowers to their own machines.

“The benefit of going server-to-server is, you’re using the big, industrial-strength computing power of ad servers talking to each other, as opposed to my laptop calling out to an ad server,” Hlavacek says.

“Passing all that data back and forth happens more quickly. The theory is, users don’t see the slowdown on the page.

“It is probably where it belongs, strategically.  It all looks great on a whiteboard. But testing is key to all this. It’s something you need to test very aggressively as a publisher, and find the right solution.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

04:04

Roku’s Rosenberg: Data And Interactivity Boost Value Of Advertising

HOLLYWOOD, Florida – Streaming television pioneer Roku foresees ad loads decreasing and, as a result, the value of ads has to increase. “From an ad strategy perspective, we feel strongly that an empowered consumer needs a more relevant and better ad experience than they’ve had historically in TV,” says VP of Advertising & Audience Development Scott Rosenberg.

This is why the company “is very focused on using data and interactivity to boost the value of the advertising that the consumer sees on our platform,” Rosenberg says in an interview with Beet.TV during a break at the IAB Annual Leadership Meeting. “We feel ad loads are likely to go down, and so ad value has to go up.”

Roku has a three-pronged approach to its ad business, starting with its endemic vertical that works with companies like HBO, Hulu, Netflix and others to garner more downloads and subscribers and to sell more movies. Second is its outreach to brand marketers “who are focused on the fact that TV viewers are moving their TV time to devices like Roku and they need to follow with their investments,” Rosenberg explains.

The third part of Roku’s ad business is its platform strategy, wherein it makes the technology and data originally built for its own networks available to publishers on its platform. “It’s more of an ecosystem enablement strategy,” says Rosenberg.

The recent expansion of Roku’s partnership with IPG’s Magna is the fruit of Roku’s efforts to develop the programmatic tools, data, its DMP and ad stack—all of which are necessary for more advanced advertising. In a separate interview with Beet.TV, Amanda Medeiros Kigel, Magna’s VP of Partner Innovation, says the exclusive arrangement provides advanced targeting “that we really don’t have access to with other partners” in the over-the-top TV space.

“The Magna partnership is really about creating a tighter, deeper link between the two companies so that Magna can bring those capabilities to their clients,” says Rosenberg. “Programmatic is a big part of the relationship as well because as you infuse more and more data into a transaction from the buy side and the sell side, you really need programmatic pipes to transact it properly.”

Roku’s free, ad-supported collection of apps is now the fastest-growing segment on its platform in terms of app count and growth of usage, according to Rosenberg. “Free is clearly still very important to our viewers and to OTT viewers,” he says.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

February 07 2017

16:26

4As’ Chief Sees New Creative Era For ‘Beaten-Up’ Agencies

HOLLYWOOD — After being “beaten up” by ruinous, fraudulent and overly straitjacketing ad-tech practices, a new consensus has emerged between ad agencies and other parts of the value chain, beginning a new era of creativity.

That’s according to the woman who runs the body representing advertising agencies in the US.

“We’re in a really good place right now,” says Nancy Hill, president of the 4As (the American Association of Advertising Agencies), in this video interview with Beet.TV.

“We came through a really tough time (in) the last two years – especially the agency community feeling beaten-up. Now the people have had multiple very honest discussions with their clients feel like they’re in a good place. You’re about to see the dawn of a new era of creativity.”

What was that beating and who doled it out? All of us, Hill says.

“Digital just got away from everybody. Those of who lived in the digital world just said, ‘Trust me, it’s gonna be fine’. I don’t think we did a good enough job of bringing the clients along with us.

“Now we have to course-correct and make sure they understand what we (now) understand.”

For Hill, it was one of the last opportunities to course-correct the industry before, in June, she leaves the organization she has helmed since 2008.

The 4As flagship Transformation conference in April falls during the one-hundredth anniversary of the organization, but Hill is looking to the future, not the past.

“You’re about to see the dawn of a new era of creativity,” she says.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

14:19

IAB Tech Lab Priorities: Open Source Kit For In-App Ads, RTB Standard Revamp

HOLLYWOOD, Florida – Having recently released its first software development kit for monitoring in-app ads, the IAB Tech Lab is busily prepping the latest overhaul of open real-time bidding protocols. “I’m really excited about it,” says the IAB’s Alanna Gombert.

The Lab’s first SDK is a takeover of an initiative originally conceived and developed by Integral Ad Science. Called the Mobile Verification Open-Source Software Development Kit, it will help app publishers set up monitoring of in-app ads without relying on multiple SDKs from multiple ad platforms or other partners, as Marketing Land reports.

“It’s our very first tool that we’re putting onto our repository that IAS and other members of the community have given to us to open source,” Gombert explains during an interview with Beet.TV at the IAB Annual Leadership Meeting. “We should have tools for everyone to use in our ecosystem…to help get them to the same level on the framework side of our business.”

The open RTB protocol upgrade is aimed at being more transparent and engineering-focused, according to Gombert. “We had a summit in Boston two days ago and we talked about a brave new world for advertising and a way to think about open RTB as a framework for the next generation of ads and exchanges,” she adds.

The new version will address user happiness and transparency, supply chain economics and supply chain transparency, says Gombert, who is both SVP of Technology & Ad Ops for the IAB and GM of the IAB Tech Lab.

Declaring that the problem in digital right now is that “the focus on user experience is just not there,” she says the fledgling Coalition for Better Ads wants to create a methodology “to improve user experience and hopefully prevent ad blocking in our world.”

The Coalition’s near term output hopefully will yield “a global realization of the user experience problem in our industry and adoption of the standards,” says Gombert.

Asked to comment on server-to-server technology and its impact on user experience, she explains that while it’s a topic of much conversation of late, there are ways to optimize in-browser technology. As for header bidding, the technique that enables publisher to surface the best offers for their ad inventory, Gombert says the Tech Lab is considering a standard for it even as there are different points of view on the subject.

“Google has its own solution, which is not header bidding, which is equally as important,” says Gombert. “I think we need to think about everyone’s technology stack and talk about what would work for the publishers and consumers.”

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

February 06 2017

16:47

Header 2.0 Puts Publishers Choice On The Server, Gardner Says

HOLLYWOOD — In the new programmatic buzzword of “header bidding”, publishers no longer have to run auctions for ad buys sequentially; they can audition multiple demand sources simultaneously, to get the highest price.

The practice has been around a few years, but spent 2016 bedding in. In 2017, however, header bidding is changing.

No longer confined as a “client-side” technology (one which runs on a consumer’s web browser and can, therefore, cause heavy load), header bidding is also now moving to the server side.

“We’re quickly entering header 2.0,” says Index Exchange partner development SVP Alex Gardner. “Whereas, once, it was a client-side integration, we’re now moving to a place where publishers are going to have a lot more choice as to how they integrate additional bidders or demand sources – be it client or server side.”

Index Exchange is a real-time programmatic ad exchange launched by Casale Media.

It is one of the a-tech vendors that offers a header bidding solution.

AppNexus and Index Exchange already had their own server-side header bidding offerings, and already had a partnership on conventional header bidding.

In an extended integration just announced between the pair works with existing header bidding wrapper software, but the pair say the latest version is more like real-time bidding, with auctions taking place on their servers as opposed to in the publisher customer’s header.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

11:20

Storyful Spots Fake News For Brands

Storyful may be best known as a service mixing technology and editors to help news organization verify genuine online video from the fake stuff.

But now the outfit, acquired by News Corp in 2013, is also turning its expertise toward brand content.

Storyful these days doesn’t just help news orgs – it also helps advertisers and their agencies verify and license user-uploaded content for their creative campaigns.

And, just like news, says global news editor David Clinch, that, too, needs careful analysis.

“When we started seven years ago, the whole challenge of verifying content in video related to international news – the Arab Spring and other things,” Clinch tells Beet.TV in this video interview.

“It’s not just news, or video – it’s everything. Brands need to make sure they’re not being fooled by fake news.

“We need to make sure our brand and marketing partners are getting verified content.”

In November, as concern about online fake news reached fever pitch, Storyful launched Verify, a Chrome browser extension designed to easily indicate whether an in-browser video has been verified by Storyful.

Clinch says that can be used by journalists, consumers or marketers.

“We’ve moved beyond hard news, in to rights clearance, management and licensing of video,” he says.

“Now, seven years later, the challenge of verification is probably greater than it ever has been.”

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