WPP’s Kantar Media on Tuesday announced it has invested in BIScience, a data analytics firm. The deal signals Kantar Media’s official foray into programmatic media measurement, a space the company had only implicitly measured in the past.
It’s over a year away, but the 2016 Presidential election is already coming into focus for marketers. And with the upcoming election has come an increased focus on programmatic ad technologies, which have long promised efficiencies in targeting precise audiences — exactly the type of thing political marketers aim to do.
Videa’s programmatic TV advertising solution is powering a campaign for the PGA Tour Superstore opening in Birmingham, Ala.
ZypMedia, the programmatic media-buying platform for local advertising formerly known as ExtendTV, on Wednesday announced it has closed a $4.4 million Series B round of funding led by Sinclair Broadcast Group. Sinclair has also struck a partnership with ZypMedia to use its programmatic media-buying platform for digital advertising in local markets.
As with crude oil and corn, a futures market for digital media would invite industry players and financiers to bet, through online exchanges, on the future price of media inventory. Ad sellers could lock in sales further out, while buyers could lock in prices on inventory that they expect to become more expensive.
Budgets allocated for programmatic TV buying, as well as the average cost of programmatic buys across platforms, are expected to surge over the next few years, according to the latest report from IPG Mediabrands’ Magna Global.
Exclusives
Programmatic — once limited to digital ad buying — has successfully crossed over into the realm of TV. Yet while programmatic has made several high-profile entries into the TV ad space this year, there are still barriers to its growth and accessibility — namely lack of infrastructure, fear of commoditization and the perception of programmatic as a threat to the existing TV ad buying.
Cadreon, the IPG Mediabrands trading desk, is partnering with TubeMogul, the programmatic video ad-buying platform to build an automation system for buying TV ads. It is being designed for exclusive use by IPG clients. The new platform will use data from IPG’s Audience Measurement Platform including data related to targeting, purchases and TV viewership. TubeMogul will supply the technology including enterprise software.
Placemedia Rolls Out ‘Programmatic Upfront’
Placemedia, a supply-side platform (SSP) for linear television, on Thursday announced it will offer programmatically sold inventory at the the TV upfront. The “programmatic upfront” inventory will be available through ad tech platforms The Trade Desk, Tremor Video and Collective.
Programmatic content delivery system IRIS.TV has introduced a new dynamic, personalized end-screen plugin for video technology platform Kaltura. IRIS.TV says its new plugin for Kaltura “will offer clients of both […]
Ad management software firm WideOrbit, which has been making a name for itself as a programmatic TV tech provider of late, on Monday announced the launch of WO Programmatic TV, a marketplace where buyers and sellers can trade local broadcast TV inventory programmatically. The announcement comes just days after Videa launched its own platform for programmatic TV and clypd, another SSP in the space, raised nearly $20 million.
How long has it been since you’ve heard the term programmatic? Probably not that long. If you’re in advertising, you might even be tired of hearing about it by now. But even if you’re among those who think the term’s 15 minutes of fame have come and gone, programmatic is definitely here to stay and will continue to broaden its reach across the ad landscape going forward.
Clypd, a supply-side platform for programmatic TV advertising, on Wednesday announced a partnership with Discovery Communications, the cable programmer that’s home to channels such as Discovery Channel, TLC, Animal Planet and more. As a result of the partnership, Discovery Communications will make some of its TV inventory available for programmatic buying via Clypd.
The ratings firm says the purchase will give Nielsen clients aggregated consumer segments from more than 200 data providers to drive programmatic ad buying.
The quality of inventory has been the Achilles heel of programmatic advertising, but comScore is hoping to help flip the script. The audience measurement firm on Thursday announced the launch of an “Industry Trust” initiative to bring its advertising metrics directly to programmatic ad platforms as soon as this quarter. The idea is to give programmatic media buyers the ability to transact upon the same metrics for both programmatic and direct campaigns, including those available in comScore’s Media Metrix Multi-Platform and validated Campaign Essentials.
