Tag Archives: media

The BIG 6 learnings from 2014 Adtech

First published in Campaignlive US – click here for article.

In a year dominated by headlines of transparency, fraud, agency trading desks and advertisers “taking it in house,” we should not lose sight of the incredible pace of acquisitions, IPOs and investments. In all these seemingly endless and haphazard investments, we have seen a few patterns form — some just starting out while others completing the circle.

Completion of the ad stack

Probably the largest amount of ground was covered here. After the first big move last year by AOL buying Adap.tv, we saw a flurry of activity. Yahoo bought BrightRoll and Flurry; Facebook bought LiveRail and relaunched Atlas. AOL, Yahoo and Facebook are all live or creating their DSPs so if you want to buy their inventory you need to use their DSP. All these moves are designed to allow the big players to compete with Google and offer a full stack to the market place. More importance is being attached to being able to demonstrate targeting abilities across channel and platform, and this is where the battlegrounds will form.

One view to rule them all

As well as the platform and infrastructure play, we have seen massive moves afoot to deliver user identification both in terms of interests and where they are consuming media. The cookie is dying, slowly, everyone can see that and the realization that owned, logged in, registered data is the new cookie. Much hand-wringing occurred when Facebook bought WhatsApp. No revenue, no ad model, what are they doing? Well one, they needed to buy up the competition as they did with Instagram, but two, it massively expands Facebook’s pool of registered, logged-in user data. Everyone now wants to create a unique set of data insights around consumers, and I am afraid that is setting us back a little: Advertisers have a right to get a single view of their customer and not be forced to work with multiple siloes.

2014 — year of video

I know, it was meant to be the year of mobile (maybe it was really), but it turned out that video stole the show. A strong IPO from TubeMogul, Videology partnering with Mediaocean and Turn launching a TV offering, BrightRoll being bought by Yahoo, LiveRail by Facebook showed just how important video has become to advertisers and media-owners alike.

If it is not the media side of it, it is the structural side: Comcast bought up Freewheel in a move sure to take it toward programmatic, and the U.K.’s Channel 4 opened up VOD to selected video DSPs. Whether it is connected, on demand or in stream, video has well and truly taken center stage. Next year is the year of mobile. Definitely. Really.

Enterprise marketing solutions look to ad tech

The likes of Oracle, IBM, Salesforce and Adobe have for years looked in the other direction when it came to media and ad tech, but 2013 and 14 have seen that change considerably. There have been some major plays this year: most notably Oracle buying BlueKai, but Adobe and Oracle have also signed major agency deals and continue to feature heavily in the discussion of merging marketing tech with ad tech.

The ups and downs of IPOs

What a year for IPOs! I think everyone was taken aback by the volume and pace of the IPOs this year. Rubicon began strongly and gave the market some confidence. TubeMogul followed, and there was talk from DataXu as well, although that has not materialized. RocketFuel and Millennial IPO’d but to less success, and they followed Tremor and others in falling dramatically from their first-day float. Some of the business models are being questioned on the basis of market position, their real added value or even whether their businesses are built on the hard and never-ending work of the bots.

Internet of things as bought by Google

From left field comes a raft of purchases that prove the tech giants are looking well beyond the banner. (That’s dead, right?) Facebook bought Oculus Rift; slow on the social-gaming ride, Facebook simply jumped one step ahead. Google has bought into Nest, the household wireless heating/ home control system. Samsung bought Smart Things, another platform for controlling the home, and finally Google bought a drone company. There were more, but you get the idea. I recommend you read the book The Circle by Dave Eggers about a social-media company that becomes part of everything in our lives and slowly erodes privacy … Then look at some of these purchases.

Marco Bertozzi is President of AOD, EMEA and North American Client Services with VivaKi.

12 Months of Adtech reviewed

In 12 months the Ad tech market place has gone totally crazy, impossible to keep track of it all and the money invested is off the scale, but below I highlighted a few stories and events in the last 11 months that I noted. I will have missed others for sure!

There has been some negativity around the space with transparency being a hot topic and whether advertisers want to take this all in house, but those headlines have distracted from some incredible market changing investments, purchases and alignments. Enjoy the reminisce!

January

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The Partridge in a Pear tree for Yahoo was Enrique Decastro, bringing him in on a huge salary and being presented as a saviour for the organisation, driving sales and value for the business. Unfortunately January saw that particular partridge being shot. Quick acting by Marissa to be fair to her, but an unlikely choice in the first place according to many. More recent news has seen Lisa Utzschneider fill that space, coming in from Amazon.

In other news Turn receive their belated Christmas present raising $80m as they march on as a leading DSP in the market and looking to expand beyond that descriptor and moving more towards a wider DMP, services model, some might call agency model.

Holy F*** February

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February was IPO crazy month with Pubmatic rumours, Rubicon filing, Rocketfuel all taking the plunge – some big valuations were banded around and it was the month everyone realised that the good times were back and the VCs were starting to spend all that cash they had been hoarding through the bad times – the bubble is inflating. Google buys another company, on the back of Deepmind in January, a London based machine learning company, called Vungle. We have seen the signs but Oracle buying Bluekai was a big flag being waved to show that the digital media business was being taken seriously by the cloud and consultancy companies. We also saw round one of TV disruption being won by the old school with Comcast getting Netflix to pay them for streaming services, the upstart being slapped into place.

But all the IPO business paled into insignificance when the world collectively went ‘what the f*** app’ as Facebook put down a multi billion dollar offer for the social messaging app. Cue the hand wringing about lack of revenue, too high a price from the digerati turned incredible commercial strategists. Facebook are clear on this, show us something growing fast and taking share and I will show you my cheque book (or should it be Visa Debit Card). Scale is everything in a world where data and the identification of people and what they are doing and where they are doing it becomes the most valuable asset. Or perhaps Mark is hoping to achieve the same status as Steve Jobs who was approved to appear on a US stamp that very same month.

Modernisation March

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March saw a number of moves for the future by different companies. Comcast bought Freewheel, a clear indication they are gearing up for a programmatic, data led future and could not resist the tide any longer. At the same time AOL One launched to much fanfare – the Game of Stacks now well underway with AOL taking a big step forward, We are but pawns in this incredible battle of supremacy between AOL, Facebook, Amazon, Twitter and Google and there is much more to go as we see this play out. The single view of the customer across screens is a vital offering and these teams are throwing everything at it, whilst Microsoft seems to be frozen to the spot at the moment. Perhaps they need to remove their whole sales team and start again? Oh..

Finally in modernisation March we saw Conde Nast take the stage and announce proudly, albeit a few years late that they had decided that yes programmatic was something to pay attention to and they would be getting involved. Thanks for that.

April Fools?

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The first signs of trouble for the IPOs of the previous months – the city falling out of love with a number of them, seeing prices fall significantly and some below opening day. There was some scepticism at IPO but recent press questioning whether these companies were right to value themselves on the hard work of bot traffic came into play. As the curtain lifts on the methods of many RTB companies this may be a theme for the future, perhaps even hitting the FT one day…oh it did.

RadiumOne saw some ‘Rocky’ waters as their CEO was eventually prosecuted for beating his wife up. It took some time and a fair amount of industry Twitter rejection to get him ousted but it happened and then everyone moved on as he set up Gravity8 three minutes later.

As if to demonstrate two different strategies Facebook and Google both made a play for the future with Facebook launching an…. Ad Network..meanwhile in other news Google bought a drone company – was it an April Fool? well after Nest in January and now a drone maker it appears not – Internet of Everything anyone?

Merger May, Maybe not

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Publicis and Omnicom call off merger. Must be something else they can buy sooner or later surely?

Millenial and Rocketfuel taking an absolute beating on the stock market as increased speculation on their businesses and whether or not they are complimentary or in conflict with agencies rage. Google and AOL keep buying companies to further enhance their operations, Google getting into attribution and AOL into cross channel allocation, interesting that both are now toe to toe on making the stack work. It was a month where everyone appeared to be tooling up with Axium buying and Liveramp to help with data onboarding.

Qriously June

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What is the worst brand name in Adtech? Qriously of course. Apparently that was not all bad and brought some pre Cannes exposure coupled with their expensive tablet card asking for a meeting. Memorable but expensive I would say, some might say a qrious decision.

June was the month GroupM announced a withdrawl from open exchanges and that it would be done by Christmas, big claim for sure. Could someone check for me? pretty sure they are still there but there is still time.  As with every year Cannes came around and the Adtech world took it by storm – the rose looked and tasted the same, the beaches were packed with hard working media folk but the names were different, everyone had upgraded this year and the place now resembled an Exchangewire event at scale. It was a good time to be in Cannes as the money continued to flow and pay for those expensive tents and lunches. Mediamath picked up a massive 170m dollars, Twitter bought Tap commerce for 100m, Facebook bought slingshot and WPP ploughed 25m into a DMP strategy.

Buy buy July

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Enough said, the boom continued and at pace. Facebook buys Liverail as its next move in Stack Wars, Yahoo buys Flurry to continue its successful push into mobile revenues, a battle it appears to be winning as we are seeing now as it overtakes Twitter in mobile revenues. Linkedin bought Bizo, a natural fit for both and makes us wonder if the sleeping giant is starting to wake up and join the fight.

Rocketfuel bought the very transparent X+1 as it starts the long road away from the darkness and into the incredibly difficult world of running a business transparently. In the spirit of transparency Turn took a turn in July and went on the offensive, taking aim at Tubemogul amongst others, it felt like an email you send late at night when slightly under the influence  – stand away from the send button. Oh no, you did again..in August.

August.

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Everyone went to the beach. Google bought some more companies.

Facebook me September!

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Millenial fights back and buys Nexage to grow out its programmatic credentials and build credibility in the data and RTB space. At the same time WPP drop their adserving business and buy into the DSP business, out with the old in with the new.

The Alibaba IPO put Yahoo into a very interesting position, as perhaps a buyer or maybe a seller? There is a strong belief that Yahoo and AOL are on a collision course and so having their P&L filled to the rafters with the Alibaba IPO cash will put them in a great position either way.

But really all everyone wanted to talk about was Atlas and the launch of their new adserving platform and soon to be launched DSP. Facebook had now made its biggest move in the Stack wars. Combining improved adserving tech with their data and soon to be launched DSP. With this move we see ever more clearly that there are likely to be some large islands of tech and everyone of those is ring fencing owned and operated inventory and how you access it. We have moved a long way from the utopia of one access point to the web and are now focused on how can we join these islands up with DMP and other technology.

Hotober

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Publicis buys RUN and invests in Matomy – something to expect as we progress and competition comes not just from other agency groups but also the very aggressive managed service offerings and RTB networks. Agency groups will need to tool up more and more and so I think we can expect more down the road. Mediamath go to prove the point and buy Upcast showing how they need to tool up as well and keep delivering new products and services cross channel and cross device. Meanwhile Videology launch a programmatic TV offering to follow Turn but go a step further in teaming up with major US TV partner.

Stack Wars is back in October with Yahoo buying Brightroll, a sensible move as you consider the purchase of Adapt by AOL and Facebook of Liverail a couple of months earlier. We now see them all with video offerings, display offerings, adserving and performance products and suites of data.  I think we are about at the right time to see them kick off. Atlas has hired a key guy in Damian Burns to lead their offering, once he has his feet under the table I think we will see some real movement.

Noooo!vember

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Headlines were:

Publics buys Sapient a huge acquisition and another one under the radar taking the advertising world by storm. An incredible team of people joining the Publicis.Sapient platform.

Channel 4 after years of resistance to programmatic have announced they are getting into the market place and will no doubt leave ITV where to go next. Either way it is clear the TV marketplace is hotting up and now we are seeing a hockey stick of activity and partnerships. Exciting times all around.

Rubicon buys two companies to help build out its direct deal automation tech..yawn. Yes you got it, we are going to take all those buys you used to do over the phone and now do it on a platform without any cherry picking or data insights. Just back to buying impressions. Back to the future.

I am sure I missed a number of big deals – list them below so we get the full picture of the comings and goings of Adtech and its sheer scale. Thanks

 

 

 

 

Buy cheap, Buy twice when it comes to Adtech

Disintermediation is a hot topic right now. Since coming to the US I have witnessed and been shocked by the extent of it on this side of the Atlantic, far more so than in Europe. It is a trend affecting the entire media ecosystem and one which if global industry trends are anything to go by, will soon impact European advertisers in the same way.

As an advertiser it is increasingly appealing, especially within programmatic to see the ‘sell’ of a standalone DSP as attractive. Tech costs are high, so minimising service fees is an incentive. The trouble is that when cost is the driving force rather than a particular strategic play, you can be led down the wrong path. The rules have changed with the rise of ad tech. Our whole business is based more and more on data which we need to manage, explore, test and learn with. The data needs to be held by the agency running the wider business, or remain in the hands of the advertiser should they choose to take the process in-house. Either way, the advertiser retains control and has the opportunity to ‘play the field’ without too many costs being incurred.

As a company 100% focused on this space we see all of the pros and cons of the different platforms. We have a whole team, called VivaKi Verified, dedicated to analysing and evaluating the different tech offerings. This gives us an unbiased view of all of their strengths and weaknesses as well as access to every opportunity. If you think about the exclusion of Google’s DoubleClick Bid Manager (DBM) from Facebook or the fact that no DSP vendor has access to Amazon or AOP, or that Yahoo stopped selling to certain Ad networks and so on, advertisers cannot afford to tie themselves to a single player. Times change and abilities increase and decrease over time. Handcuffing yourself a single provider will therefore be to the detriment of your own ability to innovate. Analytics remains the play of the day with data insights being invaluable to deciding your strategy. Companies such as ours have a view of the whole marketplace and create understanding and analytics to inform which tech to use in which circumstances. Whether you are after pure direct response or greater data understanding, the type of inventory, access to it and historical performance are all crucial ingredients.

A single Ad tech company can only give you their view. An advertiser might be attracted to cheaper options. A siloed, third-party provider might “feel” unbiased. But what happens when the market moves (which is does every day), and that advertiser is tied to a single provider? They can only move at the speed of the provider. Or they pay a significant switching cost. Yes, DSP technology evolves. But their lack of access to the ideal marketplaces may leave an advertiser handicapped. And how will the advertiser know? It is hard to measure performance without any comparison or opportunity to swap (short of making an extensive investment).

The agency relationship should give clients cross-platform, open access to all opportunities — and objectivity. Trading desks should deliver the benefits of relationships, learnings and experience with all of the best DSPs, plus perpetual evaluations of new and evolving partners. They must be able to provide brand safety, starting with the basics like full disclosure on where ads are appearing and how much of advertiser’s budget was spent on media. The advertiser may invest substantial energy into a single provider, giving them data knowledge and insights and indeed some very valuable CRM data access. The problems arise when they decide to change providers. For this reason, it is important to know what happens to campaign performance and of course your data insights. DSPs will not necessarily let clients take all of their campaign set up and data insights with them, claiming that it is not their proprietary insight. This will most certainly affect the advertiser’s ongoing performance.

The VC-fuelled pressure cooker we are in at the moment is creating the potential for disintermediation on a grand scale. Everyone focuses on the agencies and what they lose out on, but few highlight the danger to the advertiser. There is always an opportunity cost but we know that you can often ‘buy cheap, buy twice’. The end goal for an advertiser is to either use multiple parties or at least have the infrastructure in place to make the swap easily and in a controlled fashion. The ‘all your eggs in a single basket’ approach is strewn with risk and I believe that a few of the active advertisers to date who have gone all in with one party will start to realise their mistake and push back. When they do, I believe agencies with a robust programmatic offering or an integrated trading desk will be there to pick up the pieces, and as with search back in the day, weave it back into the overall media mix.

Digiday Post : The Ad Tech threat agencies need to take seriously

My piece on Digiday outlining the threat of Ad tech disintermediation. First posted here.

I remember sitting with a founder of a well-known demand-side platform a few years back (feels like a lifetime), and he was warning me how the evil Google would disintermediate us all and destroy the agency trading desk business if we were not careful.

The irony now is that the worst culprits of all are the new, up-and-coming tech vendors who are chasing the direct-to-advertiser relationship at any cost.

As an agency, allowing a DSP or real-time bidding ad network to control all the programmatic spend may seem the same as giving an insertion order to an ad network, but it is far from that. The rules have changed with the rise of ad tech. Our whole business is based more and more on data. We need to manage, explore, test and learn with data, and the data needs to be held at the hands of the agency running the wider business, or remain in the advertiser’s hands should they choose to take the process in-house.

To release tens of millions of dollars to a managed service DSP is to release all of your intellectual capital to an external company where the same rules expected of an agency may or may not apply. We see clear benefits when we are able to apply the agency learnings to all the programmatic opportunities. Whether we are looking at cross-channel attribution, econometric modeling or online and offline synchronization of media spend, we can make activity work so much harder in that context — and tie it back to the advertiser’s own data whether on or offline. A third party, or siloed business, simply cannot do the same.

Agencies take heed: This is no longer just a question of outsourcing some digital buying but rather the outsourcing of your agency role and intellect to a third party. You may not recognize the danger, given the modest level of programmatic spend relative to massive TV budgets. But when this spend drifts away, a little bit of control goes with it. Not a good situation given the projected growth of programmatic.

Take a lesson from search. Two things happened in search that made it one of the biggest battle grounds of the agency world through the mid-2000s. The first was that the agencies ignored it when it launched, and the second was they fought tooth and nail to get it pulled back into the agency when it had grown into the mammoth beast that it is today. Today’s DSPs are yesterdays search villains.

An agency digital lead should fight to keep the programmatic business close. Yes, I am biased toward a relationship with an agency trading desk — not just because data-driven, programmatic buying will be the lifeblood of the future media agencies but also because the right agency/trading desk relationship is better for clients.

An advertiser might be attracted to cheaper options. A siloed, third-party provider might “feel” unbiased. But what happens when the market moves (which is does every day), and that marketer is tied to a single provider. They move at the the speed of the provider. Or they pay the significant switching cost. Yes, DSP technology evolves. But their lack of access to the ideal marketplaces may leave an advertiser handicapped. And how will the marketer know? It’s hard to measure performance without any comparison or opportunity to swap (short of making an extensive investment).

The agency relationship should give clients cross-platform, open access to all opportunities — and objectivity. Trading desks should deliver the benefits of relationships, learnings and experience with all of the best DSPs, plus perpetual evaluations of new and evolving partners. They must be able to provide the brand safety, starting with basics like full disclosure on where ads are appearing and how much of your budget was spent on media. It is fascinating to me that Rocketfuel discloses 60 percent margins and there are no concerned glances from advertisers. Really? 60 percent?

I have been warned all my life that Google is the bad guy, but it is becoming clear that as the story unfolds, we are seeing a very different picture. The VC-fueled pressure cooker we are in at the moment is creating disintermediation on a grand scale or at least the potential of it. And agencies and advertisers should both see that there is a major role for their partners in helping them steer through this time so that we don’t walk blindly into a repeat of 2001-2008, an era that both agencies and advertisers regretted longer term.

 

Content that you want to share : An advertiser gets it right.

Over the last few years the consistent hot topics of media and marketing have been around social media and content. Our world has been shaped by three words. Paid, Owned and Earned. The magic ingredient has been how social media channels have allow advertisers to super charge each of these areas of focus. That said this is not entirely new, or not as new as some may think.

Having worked in digital for many years, going back to the rise of viral videos in the early 2000’s we used to urge advertisers to create content for digital and not just repurposing their TV Ads. We explained that online users were looking for something extra, to be able to engage on their small screens with content other than TV Ads. Normally we did not succeed.

Years later and now every advertising initiative includes content and social and advertisers have realised they have to add value to earn the attention of their consumers. The bar has been raised as to what adding value means. Only the best work will cut through and so it was with a smile that I watched the recent work by nestle #ShareYourGoodness in India. This work has generated the highest viewed FMCG video,in India at 7million views and counting.

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The campaign focuses on the fact we all have kindness and capacity for goodness that has come from family and friends and the world around us. The crux though is the sharing of that, passing it to others and making the world around us a better, happier place.

The campaign mirrors that by encouraging people to share goodness amongst their friends and colleagues. To me what stands out is the amazing quality of the story telling and execution. YouTube, Twitter have all been used extensively and powerfully with an amazing response on Twitter – the best sharing mechanism of all. The impressive part of this campaign was that it started online – an advertiser realising that TV does not have to come first and from an FMCG advertiser that is even more significant. The TV followed of course but allowing the content speak for itself and the physical sharing of the content mirroring the message itself was a clever strategic decision.

SYG Cake

Nestle created two fantastic films to inspire viewers to #ShareYourGoodness, take a look below. The first was about two siblings and their insecurities, and how they bond with each. The second a heart warming film shows the life of Dabba-walas of Mumbai and how Nestlé India showed its gratitude to these precious people who deliver hot home-made food to Mumbaikars every-day, and thanked them for their values of dedication, punctuality and commitment.

I posted one of them, the second can be found by searching ShareYourGoodness

Enjoy the films and in the spirit of the work, why not share it!

2013 – A year in review – BertozziBytesize

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2013 passed in a blur, the way the industry was evolving and our own business here at VivaKi meant we saw a frenetic pace from start to finish.  It seems a world away that VivaKi restructured to be more out facing to the wider Groupe, the question marks on how we would survive and adapt answered by the end of 2013 and the future opportunity laying itself out ahead of us into 2014 is a positive one.

VivaKi now works with more agencies than ever in the Groupe and we have pulled together representatives from all media and creative agencies to work on our Ventures team, our focus as a product, data and services team in Publicis is really bearing fruit now with the incredible data warehousing solution of SkySkraper and the AOD platform now working with all the VivaKi Verified DSPs being accessible to all. The VivaKi data story has evolved at an incredible pace and having road tested on some of the world’s largest advertisers I know we are on to a good thing.

On a personal note the combination of new business, new markets, AOD growth generally and VivaKi representation at some of the major events from Istanbul to Google’s CAB in San Francisco meant that the days remained full to the brim. Just how I like it. The range of events this year has been more varied,  I somehow ended up missing the main programmatic season in September but it was great presenting at both Client Advisory Board events for Google, OMMA RTB event, more recently the Future of TV event and a really enjoyable session at Marketing Society in Ireland amongst others. The programmatic bug reached Istanbul at Webit where we talked RTB at their big event as well as a few London sessions and a turn at Festival of Media.  As well as industry events we held publisher days in Amsterdam, Milan, Istanbul, Madrid. The pace of change amongst publishers in RTB is significant across the region and these events are important to keep up good dialogue.

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As the year progressed I think the most enjoyable trend was one of growth into more creative ways of using programmatic. Audience On Demand spend has leapt forward on the back of brand advertisers moving into the space and seeing the opportunity. Larger formats, the ability to combine data, viewability and fantastic inventory across all channels has opened up a massive opportunity for everyone. Brand advertisers can now see the benefits and are getting behind it, it is so great to see.

VivaKi and Audience On Demand launched three global Activation Centers in Amsterdam, Singapore and Dubai, creating a new way of providing first class product and service to our major advertisers. The Activation Center in Amsterdam now carries campaigns from 10 markets, that is from something we set up in May! The world is adjusting and I am proud of this particular development because we have not just done what we always do, we rewrote the rules and it’s working.

The press has been in overdrive with stories of clients doing everything themselves, taking it in house etc. It has been the busiest I have ever known it. I am sure those themes will continue on into 2014 and we will see some companies either try and do something themselves or use there parties like DSPs to support. People will experiment, as far as I am concerned Audience On a Demand need to have an offering we believe in, we want to work closely with publisher partners and agency partners and then the rest will play out. The scope of what we are building gives me a lot of confidence that we can show advertisers all the reasons they need to work with us. Part of that is transparency and again I am sure there will be more on that. My understanding is that ISBA will be doing more in this space which is great. 

The incredible pace of IPOs and sales in 2013 has been mind boggling, lots of the big names have taken the plunge and so I imagine we will continue to see a lot of press and growth from them as they justify their business models, the 60+% margins now all on show in accounts helps to demonstrate how they are running versus our own offerings when talking with advertisers,
Especially those who continue to offer blind, flat cpc, cpm offerings. Finally I think more advertisers are understanding the market now so I hope to see some rules often applied to trading desks, at least AOD anyway, being applied to these companies. That can only be a good thing.

Apparently 2014 is going to be the year that advertisers only pay for Ads that are watched or seen. This is a great step forward, I hope this applies to newspapers and TV and outdoor? I assume it will be since that would be unfair advantage! Perhaps that explains the total imbalance of pounds spent on newspapers vs their share of consumption?  I am all for viewability, let’s just agree how and what because we have the answer to why. Many different providers, tech companies, more pivoting than the Royal Ballet makes life complicated for everyone, we need to see a concerted effort to try and create some standards.  Talking of standards the Digital Trading Standards Group sprang back to life at the latter end of 2013 which I hope is a good thing. I have been involved for many months and it all appeared to be getting a little out of hand, some common sense and reason has returned to make it something palatable for most so I expect to be seeing and hearing more in 2014.  In the same vain ISBA wants to work with some parties to evaluate the whole trading desk area. If they lead then we are happy with that, one thing that will be questioned strongly will be the involvement of an auditor and a main competitor to the trade desks as advisors, that’s not an ideal scenario and should really not involve anyone with skin in the game. That’s for 2014 I guess, it will go on the list of challenges!

All in all though 2013 was a fantastic year, the VivaKi, AOD teams have grown in size and strength and we are working with more advertisers than ever and seen 100%+ growth. I am personally excited to be working closely with markets like Turkey and Eastern European markets that are on a steep trajectory. The leaders of VivaKi across EMEA are shaping the market and doing a fantastic job which gives us great strength and depth. 

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We enter 2014 with an early flight to CES, the largest most diverse and tech driven conference of the year. VivaKi as ever will be leading their VivaKi Bright Lights agenda, and all of our partners will descend for a 24/7 packed few days.  As we move through the year I am sure the POG agenda will accelerate and I think that will be incredibly exciting and I am so pleased to be working through such a mammoth event, a landmark in advertising and media history. It will create opportunity, buzz and of course the world’s largest advertising and media business!  I am looking forward to VivaKi involvement throughout.

What else will the year hold for us all?

Less buzz more substance
Transparency debate affecting Independant RTB networks more strictly
Mobile growth on the back of equalisation of all the point solution offerings
RTB becoming all media not just performance with most brand opportunities such as homepage takeovers etcetera becoming the norm

It’s been another amazing year in digital. Thanks to all the VivaKi teams, thanks to all our partners, and basically all the great people we work with across the business. Our agency brands have been incredible as ever at ZenithOptimedia, SMG, LBi, Razorfish and we are really looking forward to 2014.

The T Word @mediatel

What a funny world we live in when representatives from the trade press and trade bodies are happily chirping away at the dastardly trade desks. We are not transparent, we are sitting on hoards of gold, laughing into our hands at the lack of interest that advertisers are showing us. It is a money making extravaganza.

The first thing I would say is those same people were quite happy when their advertisers were throwing good money after bad at media companies with not the slightest inkling about where the money was going or how. No results, no insights, no controls on frequency, absolutely zero brand safety right up to advertising on illegal sites. Oh that’s fine because those companies delivering the Ads are not in an agency group. Even today there is a major RTB Ad Net that revealed in its financials that it makes over 60% margin..is that OK advertisers? Same people, same budgets – totally blind by the way.

Let me explain what we (we being AOD as not everyone is the same) have done, us terrible evil operators – we have brought transparency. Our advertisers know what is media and what is not. We have been stringent in brand safety terms with our VivaKi Verfied process so advertisers can make sure they are not being exposed to bad content. We have frequency controls so that the advertiser does not show their Ad 50 times and thus waste money. Our commercials mean that we are dedicated to finding the right user not managing an arbitrage or variable margin, everything we do is RTB, not upfront buying, not something most of the media companies can truly claim. We do not charge advertisers set cpm or set cpc – are you still accepting that? Well ask yourself why you would in an auction world? Because it is a nice safety net? Well that is your worst media procurement decision yet. No it is because those deals make their providers lots of cash and the advertiser has no idea how much.

I laugh out loud at the suggestion that we are not being scrutinised by auditors. Anyone who commits that to paper has clearly not spoken to anyone who works inside the relevant organisations. It is one of the most common conversations I have between ad hoc meetings and pitches. Have you seen a pitch document recently? No we are scrutinised, perhaps some are not, but we certainly are and I think it mocks the advertisers to say they are not focused on the subject. I know many who are, many.

The Trade desk has challenged the status quo, many of the companies have had to raise their game because they were being faced with a tide of Transparency, unearthing how they were doing business and continue to do so,  I am happy with that, I am happy we have changed things. I think it is a shame that there is not more open dialogue on the subject as opposed to people throwing stones from a position of ignorance.