TRADERTALK TV

  • TraderTalkTV Live: Marketplace Quality in Programmatic Advertising

    In this special edition of TraderTalkTV our live panel discuss the issues raised in ExchangeWire Research’s report “Perceptions, implications and the future of online marketplace quality in programmatic advertising”.

    The panel is moderated by Ciaran O’Kane, ExchangeWire CEO, the panelists are:

    Caspar Schlickum, CEO, Xaxis EMEA Andrew Buckman, MD UK, OpenX Tom Bowman, SVP Sales Operations, BBC Worldwide Niall Hogan, MD UK, Integral Ad Science Nick Graham, Global Digital Director, Huawei Technologies

    Discussions include:

    – Moving beyond the sensationalism of ad fraud – Benefits and limitations [...]

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  • ‪TraderTalkTV: Managing Walled Gardens In Programmatic‬

    Wayne Blodwell, iProspect, head of programmatic, talks to Ciaran O’Kane, ExchangeWire, CEO, on the rise of walled gardens, and the potential threat they pose to the agency landscape.

    The digital advertising landscape has seen the rise of ‘walled gardens’ rich with first-party data, but still fundamentally closed advertising eco-systems.

    This trend is far from abating, with Facebook widely expected to launch a DSP, loaded with social data this quarter, adding to a host of data-driven bidders from retailers such as Amazon [...]

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  • Progressing the ATD Model – What Does the Future Hold?

    How are agencies developing their trading models in an era whenever many in the industry assert that Facebook, Google, et al. have declared war on their earlier business models, and increasing numbers of client-side marketers are contemplating taking their programmatic media-buying in-house? In this video Marco Bertozzi, Vivaki, president, Audience On Demand, client services, EMEA, North America, and Brian Lesser, Xaxis, CEO, share insights on the approaches taken by their respective holding companies – Publicis Groupe and WPP – explaining how media [...]

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  • #TraderTalkTV: End-of-Year Review Part 2, Looking Forward to 2015

    In the second part of our TraderTalkTV special, we invite Caspar Schlickum, Zuzanna Gierlinska and Gareth Davies to roll out their predictions for 2015.

    We look at a number of subjects during this discussion. Some of the key take-aways include:

    – Closed ecosystems and who is best placed to execute on this? – Is a ‘data war’ inevitable, as Boris Mouzykantskii alluded to in his keynote at ATS London? – Agencies are heading into enterprise marketing; how will they build their proposition around this? – [...]

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  • #TraderTalkTV: End-of-Year Review Part 1, a Reflection on 2014

    What happened in 2014? Well, a lot.

    Mass consolidation in ad tech. The rise of Facebook in ad tech. In-housing. Agency trading desk strategy. Fraud. Viewability. The move to compete with Google in ad tech – and the rationale behind the big investments of 2014.

    That event that posed the biggest question of the year: why would anyone invest £25 million in an Israeli ad network?

    We discussed it all in our end-of-year TraderTalkTV episode.

    In this special round table discussion (filmed in front [...]

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  • #TraderTalkTV: Quantcast's Rebecca Muir Explains Why the Industry Needs to Move Away from Last Click Attribution

    Attribution is still a huge problem in this industry. Much, if not all, digital advertising buys are measured on a last click/ last view basis. How can we change this, and how do we reward other touch points in the customer journey to conversion?

    In this #TraderTalkTV episode Rebecca Muir argues that the industry should look at alternatives to the last click/last view metric.

    Here she maps out one of those methodologies – effectively, a two [...]

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  • #TraderTalkTV: Rob Webster Discusses The Evolution Of The Media Plan And How Third Parties Add Value Through Prospecting

    In this week’s #TraderTalkTV Crimtan‘s Rob Webster discusses the evolution of the media plan. In a deep dive into how the media plan (or schedule) currently looks, he highlights the over emphasis on the retargeting piece, and how third party buyers can continue to add real value to both agency and its client by delivering a prospecting solution that helps advertisers drive actual new customers down the “purchase funnel” to conversion.

    Webster, [...]

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  • #TraderTalkTV: Darren Goldie, Managing Partner at Havas, Explains How The Agency Approaches Attribution

    Attribution plays such a crucial part in the media planning process. But with no standard modelling procedure available, agencies often have to build bespoke models for clients. Here we speak to Darren Goldie, Managing Partner at Havas, who discusses the approach taken by his agency, how programmatic fits in the process and the key role that can be played by partner publishers to help clients achieve campaign objectives.

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  • #TraderTalkTV: PKR's Gavin Deadman Explains How Data and Media Buying Can Be Managed In-House

    Gavin Deadman, Digital Marketing Manager for PKR, discusses how his perspective on ad technology has changed since he made the switch from agency to client-side. He maps out how an internal trading desks operate in the broader remit of business — answering how FBX, Paid Search and DSPs function underneath the CMO, and how the flow of huge amounts of data is managed across the CTO and CMO’s teams to optimise campaigns and mitigate wastage. Deadman wraps-up by breaking down [...]

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  • #TraderTalkTV: Robin Davies, Country Manager UK at Mediaplex, Maps Out the Role of DMPs

    This week’s #TraderTalkTV goes into detail on the role being played by the DMP. What is it? Where does it fit into general ad tech mix? We invite Robin Davies, Country Manager UK at Mediaplex to discuss the DMP, and how it will evolve, especially in on-loading offline data into ad targeting.

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