12 March 2012 in ExchangeWire APAC
Stephen Hunt TubeMogul’s Asia-Pacific Director talks candidly about the challenges the online video industry currently faces: demand outstripping supply; publishers holding on to unsold inventory to protect its value; and lack of transparency in video advertising and the industry’s absence of regulation e.g ‘fake pre-rolls’. But Hunt argues that the opportunity in online video advertising is huge, and is poised to attract huge amounts of brand budget in the coming years.
If the latest PwC figures are accurate, 2014 will be the year online advertising will surpass TV to become the biggest segment of the media pie in Australia. A major driver of future growth is forecasted to be brand dollars flowing away from traditional TV into online video and connected TV.
With great power comes great responsibility, however, and the industry needs to create a quality ecosystem worthy of TV’s mantle. We have the opportunity to be good, but we should strive to be great!
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3 November 2011 in ExchangeWire APAC 2 Comments
Ben Barokas, CEO and Co-Founder of Admeld on being a sell-side platform (SSP) for premium publishers and why Australian publishers are moving so rapidly to solve the same fundamental challenges other markets have faced.
Barokas also discusses the dynamics of the Australian market, yield optimisation, private exchanges, how technology is delivering efficiencies the market has been asking for and how both buyers and sellers are pushing each other to evolve.
Can you give an overview of Admeld and its offering in the Australian and wider APAC markets?
My co-founder Brian and I started Admeld in 2007 to help large, premium publishers maximize the value of their ad inventory. I think what differentiates us from the other Sell Side Platforms (SSPs) in the space is that our executive team comes from publishing organizations, and we put a lot of emphasis on innovation and client service. Today, we partner with more than 500 publisher clients worldwide, including publishers in Australia and the APAC region, and we have integrated with hundreds of buyers, including every major RTB bidder, agency, and trading desk.
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