It's one of the biggest problems in advertising, even though many ad-tech vendors think they have solved the issue. "On average, anything from 40% to 60% of ads are served to the wrong audiences," according to Stephen Webb, the EMEA regional director for Facebook's Atlas ad server platform. "Which is why men are getting served mascara ads, why OAPs (old-age pensioners) are getting served student loan ads. Solving that problem is what we focus on." Webb didn't cite a source for his assertion.
It has spent the last couple of years up-ending, shaking up and revolutionizing the buying and selling of advertising - all without, it sometimes seems, the industry ever agreeing what it really means. But could "programmatic" advertising now be waning? "The lexicon shifts because the approach is becoming more holistic," Rubicon marketplace development SVP Jay Sears tells Beet.TV in this video interview. "Ad holding companies and operating agencies are starting to really organize to get a holistic view across orders and auctions ... and across the mobile app world, desktop world and all the different display and video formats. EMarketer reckons two thirds of US display advertising is also transacted programmatically, rising to 72% or 27.47bn in 2017.
Video has just been invited to the brand marketing cloud party, courtesy of integration escort Innovid. The new Innovid Marketing Cloud Suite lets marketers link with massive backend systems from Adobe, IBM and Oracle to "synchronize the customer journey across different channels," Zvika Netter, CEO & Co-Founder of Innovid, says in an interview with Beet.tv.
What's the best way to deliver commercial viewing experiences to viewers in the interactive TV age? The new platform opportunity is considerable, but could be squandered by overly aggressive or jarring messaging. The pair are collaborating to find the right recipe for the over-the-top viewing experience. "Not a lot of people are really thinking about the viewing experience," Innovid CTO Tal Chalozin tells Beet.TV in this video interview. "When you turned on the television, it just worked.
There is a lot of talk about machine learning in marketing these days, and a lot of vendors beginning to offer the capability. But how does ML work in advertising, and what can be gained? In this video interview with Beet.TV, Jim Lawson, CEO of one vendor offering the technology, explains. "Whatever your business goal is, if you have enough data and there is a ton of data out there, the question is there's too much data, what do you do with it?," "We take the data, we integrate them into our machine learning models and algorithms and then we predictably score every impression that comes into our system.