In this edition of On the Record, Videomind caught up with Rags Gupta, general manager of Ooyala EMEA and former chief commercial offiicer of Videoplaza, an Ooyala company and Europe's leading ad tech provider.
In part one of a two-part interview, Rags covers the biggest trends in ad tech in 2014 and looks at some of its biggest challenges and opportunities for 2015 including currency standardization and the industry's "flight to quality."
Videoplaza’s Roland Oberländer and Anna Spektor will collaborate to present a discussion on anti-ad blocking technology and monetization of live events at 16.15 CET, Thursday at this year's Admanagerforum for Marketers in Munich.
The two will discuss working with an Ooyala and Videoplaza solution and using Videoplaza’s anti-ad blocking solution Karbon Unlock and its live event monetization tool, Karbon Live.
Technology won’t hurt broadcasters in the new digital ad marketplace, it will help.
The theme of the EGTA conference in Helsinki was: OTT, VoD and catch-up platforms will not kill the ad business because TV is the digital next big thing.
Forecasts say there will be 2 billion smartphones in use globally by the end of this year and estimate that 83% of Internet usage will be from mobile devices. Add wearables, tablets and game consoles to the mix and it’s obvious that the explosion of devices has created challenges for marketers hoping to reach consumers with relevant, targeted advertising. The conundrum: Privacy.
Unilever, the world's second-largest advertiser, is experimenting with facial coding technology as part of its efforts to develop more sophisticated forms of advertising.
"Data is increasingly becoming a commodity," SVP Stan Sthanunathan said during an Advertising Research Foundation presentation this week.
Major media companies increasingly have adopted programmatic advertising, according to a recent study from RBC Capital Markets, which forecasts ad spending processed using the technology could reach $60 billion by 2017.
RBC said programmatic is becoming increasingly popular with nearly one-quarter (22%) of brands and media companies saying they will “significantly” increase their programmatic ad spend, driven by the need to leverage mobile and video advertising.
Just a few days after buying data management tech platform eXelate for a reported $200 million and entry into programmatic ad tech, Nielsen is rolling out an ad campaign that calls on the media industry to “evolve the ratings to include every view on every screen.”
Nielsen has been criticized for its viewer-counting technology that misses many mobile and digital viewers.
The emergence and rapid evolution of programmatic advertising in the TV and online video industry has prompted Nielsen to acquire data management tech platform eXelate,
The deal, estimated at $200 million, gives Nielsen a tool that it can use as programmatic advertising – which has established a deep beachhead in the online video industry – gains traction in the traditional television ad market.
Don’t look now, but the Barbarians truly are at the gate: Cox Media is partnering with TubeMogul in a deal that helps brands and agencies one-stop shop for linear TV ads and online video ads.