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hackvertiser · 2 months ago

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Xandr, la fin d'un mythe?

En 2007, dans la foulée de la naissance du RTB (Real-Time Bidding) permettant d'acheter aux enchères des impressions publicitaires sur le web et le mobile, naissait Appnexus, l'un des premiers DSP (Demand-Side Platform) permettant aux acheteurs de diffuser leurs campagnes sur un inventaire large et varié, aux enchères et avec des options de ciblage (géolocalisation, blocklists, jour/heure et autres datas, y compris datas tierces).

Résultat: Google met la main sur les emplacements les plus premium, avec une priorité maximale (le fameux "first look"), une prérogative longtemps détenue par des acteurs comme Criteo qui n'est désormais plus que l'ombre de lui-même dans ce marché du display programmatique.

Xandr a de beaux restes: des SSP (Supply-Side Platforms, autrefois appelés "Ad Exchanges"), dont son propre SSP encore utilisé par de nombreuses régies, notamment en France (Mediasquare, Prisma Media, Webedia, Figaro medias), mais qui vendent aussi sur d'autres plateformes, à Google et à des clients en direct. Xandr se console avec son inventaire propriétaire (MSN) et le partenariat historique avec Yahoo! mais trop de facteurs viennent perturber la performance et la lisibilité des performances de ces campagnes, incitant les annonceurs à reporter leurs budgets vers des leviers "plus sûrs" et notamment les produits de la galaxie Alphabet/Google mais aussi le Paid Social, que ce soit sur Meta (Facebook, Instagram...) ou d'autres (X, SnapChat, Pinterest, TikTok...)

Et la CTV alors?

Le pari de la CTV, comme jadis celui du mobile, prend du temps à se concrétiser. Techniquement, tout est prêt pour la diffusion de campagnes sur des TV connectées et autres devices video. Mais la concurrence de la TV linéaire est toujours présente car son impact sur les consommateurs est immédiat, palpable, pour un CMO comme pour son CEO ou même son CFO qui a plus de chances de voir sa marque apparaître sur le petit écran comme des millions d'autres français.

Ce qui risque de changer la donne, c'est l'AI. Les nouveautés dans le domaine de l'intelligence artificielle ne manquent pas et "AI" ou "IA" deviennent des buzzwords mis à toutes les sauces, qu'on parle de recettes de cuisine, de téléphonie, d'éducation ou d'automobile. Mais ici, l'application IA qui nous intéresse est celle, comme Sora de OpenAI, qui sera en capacité de produire de petits films de 10, 15, 20 ou 30 secondes, à très peu de frais et donc accessible à la multitude des annonceurs "SMB" (Small & Medium Businesses).

Alors qu'actuellement les frais de création peuvent représenter jusqu'à 50% de la campagne, ils tomberont à quasi 0, laissant le reliquat de budget à la diffusion sur les plateformes video, des box TV aux TV connectées, des smartphones aux plateformes de streaming comme Netflix (disponible via Xandr justement) et Amazon Prime.

Xandr a de beaux restes: des SSP (Supply-Side Platforms, autrefois appelés "Ad Exchanges"), dont son propre SSP encore utilisé par de nombreuses régies, notamment en France (Mediasquare, Prisma Media, Webedia, Figaro medias), mais qui vendent aussi sur d'autres plateformes, à Google et à des clients en direct. Xandr se console avec son inventaire propriétaire (MSN) et le partenariat historique avec Yahoo! mais trop de facteurs viennent perturber la performance et la lisibilité des performances de ces campagnes, incitant les annonceurs à reporter leurs budgets vers des leviers "plus sûrs" et notamment lesproduits de la galaxie Alphabet/Google mais aussi le Paid Social, que ce soit sur Meta (Facebook, Instagram...) ou d'autres (X, SnapChat, Pinterest, TikTok...)

Et la CTV alors?

Le pari de la CTV, comme jadis celui du mobile, prend du temps à se concrétiser. Techniquement, tout est prêt pour la diffusion de campagnes sur des TV connectées et autres devices video. Mais la concurrence de la TV linéaire est toujours présente car son impact sur les consommateurs est immédiat, palpable, pour un CMO comme pour son CEO ou même son CFO qui a plus de chances de voir sa marque apparaitre sur le petit écran comme des millions d'autres français.

Ce qui risque de changer la donne, c'est l'AI. Les nouveautés dans le domaine de l'intelligence artificielle ne manquent pas et "AI" ou "IA" deviennent des buzzwords mis à toutes les sauces, qu'on parle de recettes de cuisine, de téléphonie, d'éducation ou d'automobile. Mais ici, l'application IA qui nous interesse est celle, comme Sora de OpenAI, qui sera en capacité de produire de petits films de 10, 15, 20 ou 30 secondes, à très peu de frais et donc accessible à la multitude des annonceurs "SMB" (Small & Medium Businesses).

En attendant que les prompts deviennent le langage des créatifs, le monde du display programmatique doit faire le dos rond, en espérant également que les régulateurs, aux US comme dans l'Union Européenne, ne s'intéressent aux "dirty little secrets" de Google. Mais avec l'influence grandissante des milliardaires de la tech, il y a peu de chances que l'administration US ne fasse tomber des empires. du digital. On passe ainsi d'un extrême à l'autre sans se soucier des détails et surtout de ce qui rend le virtuel vertueux. Sic transit gloria mundi...

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whathappensinadops · 8 years ago

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Episode #13 | Jason Burke (clypd)

This week I chat with Jason Burke the VP of Strategy over at clypd. Unlike every other guest on my show Jason doesn't work in digital, his company instead works in (gasp!) Linear TV. Specifically in what you may have heard called "Programmatic TV" but don't let Jason hear you call it that. Jason walks me through linear targeting and data and where he sees digital and linear combining.

#adops #podcast #episode 13 #jason burke #clypd #linear tv #programmatic tv

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keluarantogelsgp · 5 years ago

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Roku Buys Video Ad Demand-Side Platform Dataxu for $150M

For players in the industry, having seen AT&T's Xandr pick up Clypd a few days ago, consolidation comes as no surprise. from StreamingMedia.com RSS Feeds : All Articles https://ift.tt/33WIjGU via IFTTT

#IFTTT #StreamingMedia.com RSS Feeds : All Articles

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teledroidxstream · 5 years ago

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Roku Buys Video Ad Demand-Side Platform Dataxu for $150M

#IFTTT #StreamingMedia.com RSS Feeds : All Articles

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bettyewhartonblog · 5 years ago

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Here’s How Xandr’s TV Ad Tool Will Work After Clypd Acquisition

AT&T-owned Xandr confirmed its takeover of Clypd today, marking the unit's second major ad-tech purchase under CEO Brian Lesser. The deal also involves merging certain interests with online video advertising platform SpotX, which is owned by Europe's biggest broadcaster RTL. In the purchase of Clypd, Xandr will acquire a company that had significant investment from... Here’s How Xandr’s TV Ad Tool Will Work After Clypd Acquisition published first on https://improfitninja.tumblr.com/

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ramintex · 5 years ago

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Here’s How Xandr’s TV Ad Tool Will Work After Clypd Acquisition

#Adweek Feed

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jp360solutions · 5 years ago

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Here’s How Xandr’s TV Ad Tool Will Work After Clypd Acquisition

http://j.mp/32tqvmr

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cwssden · 5 years ago

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Here’s How Xandr’s TV Ad Tool Will Work After Clypd Acquisition

#Adweek Feed

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melanieladneu · 5 years ago

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via Latest News - AdAge

#IFTTT #Latest News - AdAge

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m-n-a-critique · 5 years ago

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AT&T's Xandr purchases TV advertising company clypd - source

AT&T's #Xandr purchases TV advertising company #clypd - source

AT&T Inc’s advertising unit Xandr has purchased clypd, an advertising platform that uses data to better target television ads, a source familiar with the matter said, as Xandr seeks to make TV commercials as personally targeted as internet ads.

Clypd, which counts TV networks Discovery and CBS as partners, uses data to enable advertisers to target viewers more precisely by their interests. TV…

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usuallyhopefulcomputer · 5 years ago

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AT&T Inc's advertising unit Xandr has purchased clypd, an advertising platform that uses data to better target television ads, a source familiar with the matter said, as Xandr seeks to make TV commercials as personally targeted as internet ads.

from Reuters: Company News https://ift.tt/31s5LKu

#Blogger

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tortuga-aak · 7 years ago

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Google wants to own the future of TV ad infrastructure (GOOGL)

CBS

Google wants to become an integral player in the TV ad landscape.

The company is trying to get TV companies to adopt its video ad tech software – and in the process is looking to displace Comcast.

The stakes are high, as Google would love to get a slice of the $72 billion US TV ad market. But the TV business has reasons to be wary of the search giant's clout.

For Google, TV is the final frontier. So it would make sense that to get there, the search giant started with Star Trek.

As CBS bets big on the latest original "Star Trek" series as the anchor series for its fledgling streaming subscription service CBS All Access, it is relying on Google's technology to deliver ads.

That partnership will hardly shift the power structure of the TV advertising business on its own. But it's a significant win for Google.

"The CBS partnership is big for us," said Rany Ng, Google’s director of product management for video. She points to the "Star Trek" digital distribution as an example of how seriously big media companies are taking the changes in TV.

Google has attempted to wedge its way into TV several times over the last decade, with very mixed results. But over the last six months or so, Google has been quietly and deliberately trying to sell its ad serving software to big TV and video players.

That puts Google directly in competition with cable giant Comcast – which owns Freewheel, the leader in delivering ads to people who stream TV shows on the web.

In some cases, Google has held corporate level discussions with some of the giant TV conglomerates about strategic partnerships. Those deals would theoretically provide these TV companies with some incentives for adopting Google's video ad technology, such as including proprietary access to some Google data that could be used for ad targeting, said people familiar with the matter.

The stakes are high. Though ad-free streaming services like Netflix still dominate, more and more people are streaming ad-supported TV content through smart TVs and apps, whether that's through Hulu, CBS All Access, or Watch ESPN.

If Google can insert itself into the TV ad ecosystem as the provider of the pipes through which most ads flow, it could establish a powerful position that could theoretically set it up to take on more.

For example, Google could offer some of its consumer data to help TV companies sell more targeted ads. It could maybe even build a TV ad exchange, accelerating a future when TV ads are traded "programmatically" much like web ads, using automated software.

"If you think about Google’s future growth, it’s not clear they can maintain the momentum they have without taking over the TV industry," said a media insider.

That is, if the TV business decides to let Google into its world. There are many that don't want them around.

Google's tried to crack TV for a long time

Google's current push into TV is a essentially a two-pronged approach. Besides trying to displace Comcast for ad delivery, last spring Google also rolled out an ad buying software tool, as Ad Age reported.

This is not the first time Google has made this move. As far back as 2007, Google had a business promising to bring elements of digital advertising to the TV world. It had deals to help TV networks sell excess inventory, but that initiative, Google TV Ads, never took off and was shuttered in 2012.

In addition, Google also has Android TV, software that powers many smart TVs. But its initial ambition to own the TV screen interface never materialized.

This time around, Google appears to have some real momentum.

Besides CBS, Google has inked deals with a growing number of TV networks to deliver ads in streams, including Bloomberg, AMC, the CW, BBC America and Lifetime. A few weeks ago, Google rolled out a slew of new ad products on this front – which AdExchanger covered in depth.

To date, over 50 top TV and entertainment companies in the US, Canada, and and Latin America use Google's ad platform.

To be sure, Comcast's Freewheel has a big head start in this space, and works with lots of marquee TV companies, including NBCUniversal, Disney and Turner. They won't be easy to unseat.

TV and the web are getting married

"This new generation is just not going to understand this concept of scheduled programming," said Ng at Google. "They are really screen agnostic. This is a massive viewer paradigm shift and something the whole industry is trying to figure out."

RokuTo help figure things out, Google promises media companies that its tech can yield much more sophisticated TV advertising. For example:

Google can tell you what people search for directly after watching a show or watching an ad.

TV networks can use Google's tools to gain more insight into the audiences that watch their shows, which can help with forecasting and managing revenue.

Advertisers can also use the Google software to bring their own data to the table for ad targeting.

Plus Google says its tools will make sure that people don't see the same ads over and over again and that competitive advertisers won't find theirs ads running next to each other.

"We use millions of signals," said Ng. "This is really about how to make TV ads smarter. Understanding people's interest and intent will help you really capture their attention."

Google

What helps is that while Google is a relative newbie in TV production or ads sales, the company has a long track record in providing ad serving technology. The company's DoubleClick business is the most commonly used ad platform among publishers and advertisers to deliver web ads to the right place at the right time.

Google

So if anyone's going to build the "DoubleClick of TV" it may as well be Google.

Google's track record, vs. Google's track record

"Google is going to be seen as very legitimate in the marketplace," said Dave Morgan, CEO of the TV ad targeting firm Simulmedia. "This is a more natural way for them to get in through technology. I think they'll be formidable."

VCG/Getty ImagesYet Google will face some real resistance. Many in the TV industry fear the very idea of programmatic advertising to begin with, associating it with low prices and unnecessary middlemen.

And then there's the general fear of giving Google even more power, as TV executives watch it and Facebook – the dreaded duopoly – thoroughly dominate all comers in digital advertising.

Jason Burke, VP of strategic development at Clypd, an ad tech company with a foothold in the TV ad business, said that given Google's long-held, advantaged position as managing the leading ad delivery system in digital media (DoubleClick), they are surely salivating over making that thing same happen in the massive TV market. "But there are significant challenges."

For one, the technology is very different in TV, Burke said. Not to mention that Google competes with TV networks for ad budgets on YouTube.

"You'll have to consider whether you want to partner with a company that wakes up every morning trying to kill you," said a media executive.

Flickr/Orin ZebestThe biggest hurdle Google faces, said Burke, is that digital advertising deals with an oversupply of ad inventory. There's more ads than anybody can buy. So ad tech is very useful.

Because there are only so many ads that can be shown on TV networks in a 24 hour period, TV has a constrained supply, in contrast. The number of TV ads is essentially finite.

"The supply and demand dynamic is flipped,' said Burke "That's a pretty damn big difference." Plus, TV ads are typically sold weeks or months in advance, when web ads can be purchased at the last second.

And one top TV ad sales executive said that Google's TV ad tech is actually inferior to Freewheel's, and the switching challenges are "massive."

Yet Megan Latham, global head advertising operations for Bloomberg Media raved about the tech, which the company uses to deliver ads via Apple TV and plans to eventually employ for its live streaming. "They are using machine learning to help you make the most money you can from your ads," she said. "It really answers all of our needs."

Mad Men vs. Silicon Valley

Google also faces a big cultural barrier. TV is a $72 billion ad market in the US, one that's been growing of late.

Consider the recent TV ad sales upfront, the annual period when top TV networks sell upwards of two thirds of their its ad space. Despite all of the ratings challenges in TV, the market was , was robust, reported Variety.

And many of these big deals include streaming TV inventory. Meaning that TV ad networks aren't sitting on lots of unsold ad space.

So folks who've worked in TV for a long time may think, why mess with it?

"They are in an industry that has been established for years, and they're protecting an infrastructure," said Keith Grossman, chief revenue officer at Bloomberg. "But that's not the way brands want to operate."

"Some of these people are in denial that this is happening, or thinking, it's not going to happen before I retire," said Burke at Clypd. "A lot of people in the industry are very worried and scared."

You are not alone

Google isn't the only tech company trying to conquer TV ads. Facebook has been running tests with a handful of video partners to help them use Facebook's robust consumer data to target connected TV ads, reported Recode.

AT&T, with its pending acquisition of Time Warner, is pledging to reinvent TV advertising. And of course, there's Amazon, which is dipping its toe into TV ads this year by streaming NFL games.

Google may be just the most methodical about its plans at the moment.

"There's just so many things we can improve," said Ng "We think there's an opportunity to reinvent that 30-second commercial. I think people have been open to partnering with us. We're getting pretty strong traction."

After all, it might be a chance for TV to go boldly where it's never gone before.

NOW WATCH: The 5 most annoying changes in the new iPhone update — and how to fix them

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martechadvisor-blog · 7 years ago

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VideoAmp Obtains Series B Funding of $21.4 Million

VideoAmp, a provider of integrated TV for advertising, has announced that it has secured $21.4 in Series B which was spearheaded by Mediaocean. In addition to that, the company drew investments from Simon Equity Partners, Wavemaker Partners, StartUp Capital Ventures, Anthem Venture Partners, GoAhead Ventures, and RTL Group, an eminent name in the German media industry. With this, VideoAmp now has a total funding of $36.3 million.

VideoAmp achieved a revenue growth of almost 400% between 2015 and 2016 with a focus on rolling out new products. It is set to increase revenue by 500% in 2017. The company scaled its offering for content owners and agencies which unified the planning, packaging, and execution of cross-screen digital and linear TV video campaigns. Its growth was fueled by allocation of linear TV units, cross-channel purchase of media programmatically, planning of linear TV leveraging digital audiences, and reports on frequency and de-duplicated reach using a completely self-serve, single interface.

VideoAmp’s CEO and Co-founder, Ross McCray, stated, “VideoAmp has been 100% focused on solving the challenges of linear TV and digital video convergence since the day we founded the business in 2014." He added, "I believe our singular focus and engineering first approach has been instrumental to our growth and a key advantage in the marketplace. Two-thirds of our employees are technical and we don't have the legacy business models that hinder and distract like our competitors. We will be investing the lion's share of capital from this round to further expand our engineering team and license additional first party data sets as new inputs into our data science projects."

This year, in May, Vista Equity Partners-owned Mediaocean had announced an avant-garde partnership with VideoAmp which created a fully-integrated optimization, allocation, and planning solution of linear TV for scatter and upfront markets for brands and agencies. This was materialized by the integration of VideoAmp within Spectra, a Mediaocean product as a read/write API. The integration enabled the improvement of ways for optimization of television buys through committed networks, a point that holds an important place in the budgets of brands.

As a part of this funding, Bill Wise, CEO and Co-founder, Mediaocean will now be a part of the Board of Directors at VideoAmp to offer strategic guidance and mentorship. VideoAmp has made consistent efforts to make the market more efficient and has transformed the way content owners and advertisers purchase, plan, pack, and measure video ad investments irrespective of the medium of display. In just around a year, VideoAmp has methodically entered into 41 partnerships which include companies like Mediaocean, Clypd, Neustar, LiveRamp, Comcast, Nielsen, and comScore.

This article was first appeared on MarTech Advisor

#martech #marketing #technology #business #cmo

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whathappensinadops · 8 years ago

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Last Week In Adops #16

This week I break out some Bill Shakespeare. A big player makes itself known in marketing tech. And Forbes really doesn't want you to read an article.

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The Lady Doth Protest Too Much, Methinks

Call

Response

So what do we have here? Is it #fakenews or Hamlet? It’s probably a bit of both but if I had to guess I'd say the adexchanger article is closer to reality. I have zero inside information but normally AppNexus spox are out en masse whenever issues like this pop-up. Aside from the blog post above it’s been relatively quiet.

Did Jason Kint Mention "Duopoly" This Week?

Nine times this week. He also picked fights with: a Senior Director at the IAB Tech Lab, a reporter at AdAge, a law firm, and The Ohio State University (I think). All obvious enemies of premium publishers.

Current streak: 11 weeks