TYLER LOECHNER

Articles by Tyler All articles by Tyler

• TV Political Ads: Spray And Pray Vs. Targeted in Audience Buying Insider on 10/09/2015
  

  With political programmatic advertising on the rise, it's natural to wonder: "How much of a difference does proper targeting actually make?" You'd need quite the attribution platform to figure out just how much of an impact specific advertising has on the actual political races. But something far simpler than cross-channel attribution -- the most tried and true method of figuring out voter sentiment: polling -- might give us an idea.

• Hulu's Move Into Programmatic Signals Change in Programmatic Insider on 09/25/2015
  

  Hulu's recent announcement that it will move into programmatic buying for the first time, making some of its premium digital video inventory available this fall, is further evidence of Madison Ave.'s push to decouple audiences from content.

• TubeMogul Invests In Programmatic TV in Audience Buying Insider on 09/25/2015
  

  Programmatic video ad platform Tube Mogul has been investing "significant time and resources" to grow its programmatic TV offering, as company CMO Keith Eadie noted.

• Sovrn Tells Buyers To Bring Their Own Standards To New 'Viewability Assurance' Program in RTBlog on 09/21/2015
  

  Supply-side platform sovrn on Monday announced it will begin guaranteeing viewability to ad-buyers "regardless of whatever viewability standard they require." The industry's adopted standard comes from the Media Rating Council, which calls for at least 50% of an ad's pixels to be in-view for at least one second (or two seconds for video ads). Some marketers have taken it upon themselves to boost that standard.

• Programmatic Marketers Still Catching Up To Consumers On Mobile in Programmatic Insider on 09/18/2015
  

  When it comes to where programmatic display ads are being served, new data from AppNexus reveals that marketers are still catching up to consumers on mobile devices. About two-thirds (64%) of the campaigns run on AppNexus' platform during Q2 2015 targeted desktop Web users, while 47% targeted mobile Web users and 32% attempted to reach mobile app users.

• Townhall Media Taps OpenX For 'Header Bidding' in Real-Time Daily on 09/18/2015
  

  Townhall Media, a conservative news organization and Salem Media Group company, has announced that it will begin using OpenX's "header bidding" technology to sell ads on its site.

• Programmatic Radio Enters Test Phase, But 'Tech Tax' Still Looms in RTBlog on 09/18/2015
  

  The Katz programmatic radio ad exchange is up and running in pilot mode, with Geico being the first named advertiser to buy an ad via the exchange. But what the news also shows is that the "tech tax" looms even in the new world of programmatic radio.

• MediaMath, Oracle Team To Mesh Ad-Tech And Mar-Tech in Around the Net in Real-Time on 09/17/2015
  

• IAB Releases 'Checklist' For Private Marketplaces in Real-Time Daily on 09/17/2015
  

  The Interactive Advertising Bureau (IAB) has compiled a "checklist" of items that marketers should consider before entering a private programmatic marketplace. The checklist was created by several members of the IAB's Programmatic Council, including players from publishers, SSPs, DSPs and media buyers themselves.

• DSP ChoiceStream Raises $14 Million In Series C Round in Real-Time Daily on 09/17/2015
  

  ChoiceStream, a demand-side platform (DSP), on Thursday announced the close of a Series C round of funding worth $14 million. The round was led by North Atlantic Capital, a new investor. Existing ChoiceStream investors also participated, per a release.

Comments by Tyler All comments by Tyler

• Real-Time With Tobi Elkin by Joe Mandese (RTBlog on 11/09/2015)
  

  Congrats, Tobi!

• To Combat Fraud, Pixalate Brings In The Hardware by Tyler Loechner (RTBlog on 06/25/2015)
  

  @henry -- they claim to block all "known" fraud (which is of course what they would do, why would they let known fraud through?). No word on the overall % blocked.

• Marketers Investing In More Audience Data; Expenditure Up 37% In U.S. by Tyler Loechner (RTBlog on 05/21/2015)
  

  Ed -- here's the response from their CEO, Kevin Tan: "Eyeota is a third-party audience targeting data supplier, therefore the Eyeota Index reflects the use of third-party audience data worldwide. While there are different types of audience data, the Eyeota Index reflects audience data that is used for targeting of digital advertising campaigns worldwide."     He added: "We have attempted to only include insights where we have a strong foothold in market or for the mentioned sector. Where relevant, we have validated any major upticks in our Eyeota Growth and Price Indices as being caused by newcomers to audience data."

• Marketers Investing In More Audience Data; Expenditure Up 37% In U.S. by Tyler Loechner (RTBlog on 05/21/2015)
  

  Hey Ed, I will definitly reach out on this. They are in Singapore right now so probably won't hear back until tomorrow, though.And I agree that it's easier to register large upticks when you start at zero, but none of these upticks were so large (most were in the double-digit range) that it detracted from the premise, in my opinoin.You are definitly right though -- and the concept was addressed in the report; the more advanced markets (i.e. those that have been investing in audience data for longer) were still boosting spend, just not as quickly as the others.I'll keep you posted here.

• Calling All Video Ad-Buying Humans: You Should View This by Tyler Loechner (RTBlog on 05/11/2015)
  

  @Ed thanks for reading.I think it's a useful bit of research. I understood the quartile bit of the report to simply show that what TubeMogul/Integral found in terms of "what's the best metric to optimize against" rang true even if the ad was not fully completed.

• Brought To You By The Consumers: TripleLift, Sticky Uncover Preferred Native Ad Disclosures by Tyler Loechner (Real-Time Daily on 05/04/2015)
  

  @David -- it's just as likely SPONORED would be a new acronym. Image has been updated!

• 'Booby-Trapped' Ad Delivered Via RTB Reveals The Ever Evolving World Of Ad Fraud by Tyler Loechner (RTBlog on 04/14/2015)
  

  Hi Shilpi. Thanks for reading and for the comment. Malwarebytes has the Cryptoware removal instructions on their site -- maybe they have preventative tips as well if you poke around.I'm checking on a full list of sites and will post here if I learn more. But as noted in the article, the full extent of this attack is not known.

• The Expanding Programmatic TV Marketplace by Tyler Loechner (RTBlog on 04/06/2015)
  

  @Ed, thanks for the comment. Perhaps it's better categorized as "data-driven TV buying." You could argue that has always been the case too, however. It's using first- and/or third-party audience data to see which avails to buy. It also lets marketers adjust campaigns faster based on fresh data (at least I've been told). Of course, the algorithms may suggest they buy inventory they would have bought anyway based on years of TV buying experience.

• Sovrn Introduces New Video Ad Units To Balloon Programmatic Supply by Tyler Loechner (Real-Time Daily on 03/31/2015)
  

  @francine -- i have not looked into that? Did you recently introduce the video ad units, and did you make them available for programmatic buying? If so, that simply adds to the trend that's occurring right now — the industry is giving suppliers more options to keep pace with the demand.

• Adform Guarantees Viewability With New Tech by Tyler Loechner (Real-Time Daily on 02/23/2015)
  

  @Tomas, looking further...stay tuned...

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.