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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Former Chief Operating Officer of Dentsu Aegis Mark Creighton has been named Chief Executive of Avado Learning. Creighton announced his departure from Denstu last June after nearly three years in the role.

 

 

 

 

 

ML Maco recently joined CognitiveScale as its Chief Revenue Officer. ML has more than 25 years of sales, marketing, and channel leadership experience, and was recently SVP at HPE. Prior to HPE, she was SVP at Oracle, where she led the cloud transformation of enterprise customers and partners.

 

 

 

 

PubMatic has appointed John Sabella as its new Chief Technology Officer. Sabella joined PubMatic in 2017, having previously worked as CTO at Vungle, where he was responsible for technology vision and development.

 

 

 

 

 

Just Eat’s top marketer, Peter Duffy, has been named interim Chief Executive following a decision by Peter Plumb to step down. Duffy previously held the top marketing role at budget airline EasyJet.

 

 

 

 

 

DDB Canada has announced the appointment of Brent Choi as the agency’s CEO and CCO. This marks the first time DDB Canada has had a senior level position to lead its total creative product and the agency’s overall strategic direction and new business growth.

 

 

 

 

A lot is going on this week says Susan Kuchinskas including ‘how Hearst Tech partnerships make ad sales — and ads themselves — snazzier’, an Adsmovil-Pubmatic deal for programmatic, Sabado Gigante bidding adieu and more…

chevy coloradoPrint and Video: Better Together

Hearst Media put together an eyeball-grabbing campaign for Chevrolet that planted an actual video screen into print issues of Esquire and Popular Mechanics. Using Americhip technology, 10,000 subscribers of each publication got special print editions in which a Chevy Colorado truck ad began playing when they turned to that page. Chevy used Hearst’s consumer data to identify the best recipients of this pricey campaign.

Don Francisco Says Adios

don franciscoMario Kreutzberger, host of Univision’s pioneering variety show Sábado Gigante, will soon hang up his act. After months of rumors that Kreutzberger, known as Don Francisco on the show, was ready to retire, Univision made an official announcement last week. According to Multichannel.com, the audience for the show, which premiered with Univision in 1968, frequently drops under 1 million. The Los Angeles Times noted that viewership among 18-to-35-year-olds, viewership plunged by 43 percent. And, with an increasingly fragmented Hispanic audience, the old-style, Spanish-language show was past-due for a refresh. According to the LA Times article, “When people think of Univision, they also think of ‘Sábado Gigante,’” said Lia Silkworth, managing director of Tapestry, part of advertising firm SMG Multicultural. Maybe that’s not such a good thing, as Univision prepares for an IPO. Sniffed Aura Bogado in The Guardian, “Latinos outgrew Sábado Gigante’s racism and misogyny long before it ended.”

SBS to Sell Radio Programmatically

The Spanish Broadcasting System signed on with WideOrbit to make its digital audio inventory available to demand-side platforms. WideOrbit‘s WO Programmatic is a fully automated, beta offering that let stations offer inventory through direct selling channels and ad network partners via its platform. The deal will include 13 of SBS’s owned and operated radio stations, including the top-rated US Spanish language station WSKQ-FM New York.

MiCasa and SimplyME Hook Up

MiCaasaMiCasa Network, the Hispennial-oriented entertainment provider, has joined with SimplyME Distribution in a joint venture that includes content, distribution and ad sales. SimplyME is a media distribution company that works with independent content creators, and it will distribute MiCasa content across its network of cable and satellite TV companies. MiCasa,in turn, will spread SimplyME’s content. Collectively, they plan to reach more than 200 million English-predominant Hispanic households, with a generous helping of Millennials.

Adsmovil Tech Deal Lets It Focus on Sales

Adsmovil will use PubMatic’s programmatic solution for mobile ads to premium Hispanic publishers in the United States and Latin America. Alberto Pardo, CEO of Adsmovil, said the deal will allow the tktk to focus on developing relationships with publishers and advertisers, while PubMatic does the heavy lifting on technology.

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What: Advertising platform PubMatic is building its´programmatic direct to increase revenues, for which it has hired Evan Simeone as Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct.
Why it matters: The company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, despite of strong competitors like Criteo and Xaxis.

descarga (1)The programmatic advertising platform company for publishers PubMatic is seeing greater opportunity to innovate ways to maximize returns for publishers, value for advertisers, and relevance for consumers through programmatic solutions.

As Programmatic direct presents significant opportunities for innovation and additional revenue, the company has put its product initiatives by hiring new staff. Evan Simeone has joined the company in the newly created position of Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct, a complement to the company’s ongoing focus on the automation of advertising transactions via real-time bidding (RTB). Simeone’s new role represents what may be the first executive level position dedicated specifically to programmatic direct innovation in the ad tech industry.

With this new hiring, the company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, according to CEO Rajeev Goel . This means guaranteed as well as RTB, direct and indirect, plus all digital channels including video, mobile and display media.Altough it has strong competitors like Rubicon Project, AppNexus and Google in all these areas PubMatic expects to differentiate from the rest by focusing directly on the publisher.

descarga“We’re very large from a private marketplace perspective, which is publishers selling direct to advertisers and agencies while transacting over RTB. The next flavor of that is programmatic direct, which I think the IAB is calling “automated guaranteed.” This is truly focused on workflow automation as opposed to transaction automation. That is the next big area of focus within the ecosystem and we’re driving that over the course of this year,”says Goel.

The platform has also built out fee-based solutions for agency trading desks, ad networks and DSPs as it also sees an opportunity to earn fees from media buyers. There has been a shift around the workflow component. Efforts are being driven by both publisher and the agency.

Digital advertising dollars continue to flow to programmatic solutions, with direct sales over RTB growing annually by an average 176% to US $6.3 billion globally between 2012 and 2017 according to the IDC.
 

It is all about programmatic

Other ad tech companies , like Criteo and Xaxis are in search of direct inventory relationships with publishers. Criteo added 600 new publishers in Q1 alone and they are now at 7,000 direct publisher relationships. However, to PubMatic this doesn’t mean a threat as to them they do not have the platform and capabilities in place to really value their inventory.

“What publishers are starting to realize is they need to think about their programmatic strategy in the context of direct sales. They should be thinking about it in a context of all six or seven channels.” added Goel.
 

PubMatic is already positioned In this regard, as it has a capability called “Decision Manager” that plugs into a publisher’s traditional ad server and gives them visibility and optimization across direct-sold, traditional, non-programmatic as well as what’s coming in on a programmatic basis.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

What: Advertising platform PubMatic is building its´programmatic direct to increase revenues, for which it has hired Evan Simeone as Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct.
Why it matters: The company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, despite of strong competitors like Criteo and Xaxis.

descarga (1)The programmatic advertising platform company for publishers PubMatic is seeing greater opportunity to innovate ways to maximize returns for publishers, value for advertisers, and relevance for consumers through programmatic solutions.

As Programmatic direct presents significant opportunities for innovation and additional revenue, the company has put its product initiatives by hiring new staff. Evan Simeone has joined the company in the newly created position of Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct, a complement to the company’s ongoing focus on the automation of advertising transactions via real-time bidding (RTB). Simeone’s new role represents what may be the first executive level position dedicated specifically to programmatic direct innovation in the ad tech industry.

With this new hiring, the company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, according to CEO Rajeev Goel . This means guaranteed as well as RTB, direct and indirect, plus all digital channels including video, mobile and display media.Altough it has strong competitors like Rubicon Project, AppNexus and Google in all these areas PubMatic expects to differentiate from the rest by focusing directly on the publisher.

descarga“We’re very large from a private marketplace perspective, which is publishers selling direct to advertisers and agencies while transacting over RTB. The next flavor of that is programmatic direct, which I think the IAB is calling “automated guaranteed.” This is truly focused on workflow automation as opposed to transaction automation. That is the next big area of focus within the ecosystem and we’re driving that over the course of this year,”says Goel.

The platform has also built out fee-based solutions for agency trading desks, ad networks and DSPs as it also sees an opportunity to earn fees from media buyers. There has been a shift around the workflow component. Efforts are being driven by both publisher and the agency.

Digital advertising dollars continue to flow to programmatic solutions, with direct sales over RTB growing annually by an average 176% to US $6.3 billion globally between 2012 and 2017 according to the IDC.
 

It is all about programmatic

Other ad tech companies , like Criteo and Xaxis are in search of direct inventory relationships with publishers. Criteo added 600 new publishers in Q1 alone and they are now at 7,000 direct publisher relationships. However, to PubMatic this doesn’t mean a threat as to them they do not have the platform and capabilities in place to really value their inventory.

“What publishers are starting to realize is they need to think about their programmatic strategy in the context of direct sales. They should be thinking about it in a context of all six or seven channels.” added Goel.
 

PubMatic is already positioned In this regard, as it has a capability called “Decision Manager” that plugs into a publisher’s traditional ad server and gives them visibility and optimization across direct-sold, traditional, non-programmatic as well as what’s coming in on a programmatic basis.

What: Supply-side platform provider PubMatic has acquired the mobile ad server Mocean Mobile (formerly Mojiva), for an undisclosed sum.
Why it matters: With Mocean Mobile’s ad-serving capabilities , PubMatic existing mobile offering will expand Increasing its´ premium publisher base.

PubMatic-MoceanSupply Side Platfrom (SSP) PubMatic acquired the mobile ad server Mocean Mobile (formerly Mojiva), for an undisclosed amount. The new combined entity will operate under the PlubMatic name.

With this acquisition, Mocean Mobile’s ad-serving capabilities and its ad network will help to extend PubMatic existing mobile offering by supplementing PubMatic’s mobile app, mobile web and tablet capabilities with a mobile ad server.

 As a result, The company will be able to provide publishers with an end-to-end mobile solution for traditional direct sales, programmatic direct sales, and mediation.
 

Mocean Mobile’s and its more than 40 employees, will join PubMatic bringing the new company’s headcount to over 475 employees worldwide. PubMatic will continue to work with Mocean Mobile’s clients, which include mobile ad networks, app stores and nearly 50 publishers as well as more 70 third-party mediation partners, and will support existing services while increasing investment in product development across the company’s mobile platform.

“The addition of Mocean Mobile’s highly regarded mobile ad server technology, greatly enhances our ability to provide publishers with a fully integrated, enterprise grade solution built to handle the complexity of mobile. This combination expands the infrastructure and technology underlying our multi-screen capabilities, and accelerates our ability to extend our programmatic mobile offering across direct as well as indirect sales,” said Kirk McDonald, president of PubMatic.

“With the integration of Mocean Mobile’s ad serving technology, the combined mobile solution will allow publishers to effectively yield manage their mobile direct performance, and programmatic demand in a single ad server stack,” said Bennett Theimann, CEO at Mocean Mobile. ”

What: Supply-side platform provider PubMatic has acquired the mobile ad server Mocean Mobile (formerly Mojiva), for an undisclosed sum.
Why it matters: With Mocean Mobile’s ad-serving capabilities , PubMatic existing mobile offering will expand Increasing its´ premium publisher base.

PubMatic-MoceanSupply Side Platfrom (SSP) PubMatic acquired the mobile ad server Mocean Mobile (formerly Mojiva), for an undisclosed amount. The new combined entity will operate under the PlubMatic name.

With this acquisition, Mocean Mobile’s ad-serving capabilities and its ad network will help to extend PubMatic existing mobile offering by supplementing PubMatic’s mobile app, mobile web and tablet capabilities with a mobile ad server.

 As a result, The company will be able to provide publishers with an end-to-end mobile solution for traditional direct sales, programmatic direct sales, and mediation.
 

Mocean Mobile’s and its more than 40 employees, will join PubMatic bringing the new company’s headcount to over 475 employees worldwide. PubMatic will continue to work with Mocean Mobile’s clients, which include mobile ad networks, app stores and nearly 50 publishers as well as more 70 third-party mediation partners, and will support existing services while increasing investment in product development across the company’s mobile platform.

“The addition of Mocean Mobile’s highly regarded mobile ad server technology, greatly enhances our ability to provide publishers with a fully integrated, enterprise grade solution built to handle the complexity of mobile. This combination expands the infrastructure and technology underlying our multi-screen capabilities, and accelerates our ability to extend our programmatic mobile offering across direct as well as indirect sales,” said Kirk McDonald, president of PubMatic.

“With the integration of Mocean Mobile’s ad serving technology, the combined mobile solution will allow publishers to effectively yield manage their mobile direct performance, and programmatic demand in a single ad server stack,” said Bennett Theimann, CEO at Mocean Mobile. ”

Programmatic digital media buying, or computerized trading of digital advertising, is advancing at a very rapid pace in the U.S. digital media market. Is it gaining as much traction in the U.S. Hispanic market? Will Wall Street like trading desks be as frequent in Hispanic ad agencies as in general market agencies? Portada interviewed major players in the digital media market to find out.

A recent MAGNA GLOBAL study forecasts that 43% of total online display advertising will be traded through programmatic mechanisms (or exchanges) in the US by 2017. MAGNA GLOBAL forecasts that programmatic will grow by more than 40% this year, rising to 23.2% of all online display advertising sold in 2013. By 2017, Magna predicts programmatic trading will rise to $7.533 billion, representing 43% of all online display advertising.

Programmatic, similar to computerized securities trading on Wall Street, can make digital media purchases more efficient as an algorithm looks for available inventory against a set of specific parameters set by the advertiser. The algorithm matches inventory demand and supply on a global scale. Are these sophisticated digital media trading mechanisms gaining traction in the U.S. Hispanic market?

Christopher Stanley, CEO, Alcance Media
Christopher Stanley, CEO, Alcance Media

“We have come across a limited number of agencies that have been asking about it, but as of yet have not seen a major slant towards programmatic buying when the focus is on Hispanic or Latin American based targeting,” says Christopher Stanley, CEO and Founder of Online Advertising Network Alcance Media.
Stanley adds that it is also a question of resources: ” For many Hispanic buyers, a key focus is on proving the success and showing where that success has come from versus just the statistics. For many companies, they are only starting to reach out to the Hispanic market and are trying to prove the case for more resources through that success.”

As of yet, we have not seen a major slant towards programmatic buying when the focus is on Hispanic targeting.

” It really depends on the agency,” says Justin Kuykendall, CEO and Founder of Pulpo Media, a Hispanic media and technology company that offers advertisers online media as well as a proprietary technology platform.

Justin Kuykendall, CEO Pulpomedia
Justin Kuykendall, CEO Pulpomedia

“We are working with some very sophisticated agencies that are very receptive and forward thinking in terms of data management, advanced targeting and segmentation. On the other hand, there are also agencies that are very resistant in the US that find it hard to go beyond their upfront plan with Univision–for example–that may only reach a fraction of Hispanics online. We are also seeing general market agencies that are working with us to target bilingual and even English dominant Hispanics in a much more engaging way than we used to see with people just translating banners to Spanish or just tracking CTR.”‘

 

Real Time Bidding

Programatic buying mechanisms are supplemented with Real Time Bidding (RTB) which adds an auction marketplace to programmatic buying. Instead of reserving prepaid advertising space, advertisers bid on each ad impression as it is served. The impression goes to the highest bidder and their ad is served on the page. According to Larry Harris Chief Marketing Officer at PubMatic, a digital media platform company for publishers, RTB ecpms (prices per thousand impressions) tend to be 5 times higher, on average, than ecpms offered by online ad networks. Harris notes that RTB amounts to 31% of all paid impressions and 48% of all revenues at publishers associated with PubMatic. PubMatic works with both traditional media companies as well as with so-called non-traditional ones, including companies like Toys “R” us and Target. PubMatic helps these companies to monetize their websites through RTB in a brand protected manner.

Slower growth in Mobile and Online Video

Larry Harris,, CMO, PubMatic
Larry Harris,, CMO, PubMatic

An additional obstacle to the growth of programmatic trading and RTB in the Hispanic market is that these trading technologies are not yet important when it comes to trading mobile advertising inventory. Hispanics index very high in mobile phone usage. The main reason for the low utilization of programmatic in mobile is that mobile audiences need to be better understood: while web browsers enable third-party cookies to provide data in the PC display advertising marketplace, mobile browsers, including Apple’s Safari browser, do often not accept third-party cookies. This has proven to be a major impediment to the programmatic trading of mobile ad inventory. As a result, other targeting data besides behavior is often used in mobile, such as location. According to PubMatic’s Harris programmatic trading and RTB are still nascent in the mobile space. “There is a need for a more robust offering as well as a question of getting enough inventory as well as the ability to standardize and automate it.”

 

The impact of programmatic trading and other digital advertising technologies on the Latin American and U.S. Hispanic market will be explored in-depth at Portada’s Latin American Advertising and Media Summit on June 4-5 in Miami.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

 

 

 

 

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