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IAB in the News

Comments on Programmatic by IABNZ Board and Council Members

Mon, 05 Sep 2016

Over the coming months we will be introducing comments and opinions on topics of interest to the industry from our Council and Board Members. This months topic is Programmatic.

Michael Buhagiar – Director, MADE Media

How are you intending to handle HTML5 on programmatic platforms?

Some platforms carry HTML5 and we have no issues with those, brand safety and consumer safety are a priority so we look at reviewing creative every 24 hours if it is an HTML5 tag.

Do you view programmatic on mobile differently to desktop - if so why?

Yes mainly because we focus purely on mobile. The ideal scenario is a cross-device programmatic platform that delivers on all fronts however a good version of this isn't available in our opinion.

How are you planning for the future in structuring your media sales people as programmatic advances?

We're evolving all the time to become as programmatic as possible so less and less human process. We're constantly looking at ways for faster more efficient access to buying and reporting. Digital Campaign Managers/Operations and Data analysts will take the majority with Sales teams becoming relationship and account managers, educating on the products available.

 

Toni Knowles – General Manager, VeNA

How are you intending to handle HTML5 on programmatic platforms?

HTML5 would be more a concern to content publishers than us, as compatibility is determined by the video player tech that sits on their webpages. Publishers are gradually upgrading their video ecosystem to be HTML5 compatible. From our perspective, we will serve the same VAST and VPAID XML formats as defined by the IAB. Our ad platform has several creative formats for each video player to choose from to ensure full compatibility across the spectrum of web-based video players.


Do you view programmatic on mobile differently to desktop - if so why?

From a supply side perspective - Yes - mobile video requires different sources of inventory and pricing (whether delivered programmatically or not), different considerations around creative and campaign optimisations are needed (again regardless of how it’s delivered). Being a video platform, our mobile approach mostly works across apps. Formats and options can be significantly different to desktop and with far less standardisation. This creates interesting challenges for us when working with demand partners who expect to keep standardised web-based processes while getting the added benefits of the mobile format.

How are you planning for the future in structuring your media sales people as programmatic advances?

We empower our team to have a solution based / consultative approach – as always, we will need to ensure we are well educated in the advances of programmatic, other technological aspects and reporting capabilities of our solutions. We already run a lean team who are familiar with programmatic and are able to help facilitate programmatic connections for clients. However currently, not all of our ad products are able to be traded programmatically.


Jono Zhang – Technical Manager, Fairfax Media

How are you intending to handle HTML5 on programmatic platforms?

Most HTML5 creatives are supported though we investigate and troubleshoot problematic ones on a case by case basis.
Do you view programmatic on mobile differently to desktop - if so why?

No.

How are you planning for the future in structuring your media sales people as programmatic advances?

We don't have any plan currently to restructure our sales team in light of the advancement of programmatic.

 

Rhys Heron – Managing Director, Mi9

How are you intending to handle HTML5 on programmatic platforms?

Our advertising technology stack is already capable and accepting HTML5 creative for display and video. Agency adoption of HTML5 is well underway and we’ve encountered no obvious issues.


Do you view programmatic on mobile differently to desktop - if so why?

Our audience is a unified proposition, but we do skew more to desktop as far as inventory goes. We don’t differentiate the value of a user by platform, but retain the ability to target on desktop or mobile to cater to an advertiser’s target audience or device preference.

How are you planning for the future in structuring your media sales people as programmatic advances?

Programmatic has rapidly accelerated the move to more defined, audience-focused sales solutions across the board. Ensuring our sales people are close to our clients’ business, their strategic goals and key measures, will enable our audiences to connect with their products and services in an effective way. While programmatic brings about more automation, it’s vital the core proposition of sales and account management still drives the relevance, awareness, and effectiveness of our products to clients.

 

 

Janet Faulding – General Manager, Seek NZ

How are you intending to handle HTML5 on programmatic platforms?

As a publisher SEEK allows HTML5 creative to run via our programmatic channels. Google is phasing out Flash in DBM, so SEEK anticipates the volume of HTML5 creative to grow.

Do you view programmatic on mobile differently to desktop - if so why?

SEEK does not monetize any mobile inventory as we do not use mobile for any form of advertising. There is skepticism at Seek on mobile performance due to "Fat Fingers".

How are you planning for the future in structuring your media sales people as programmatic advances?

SEEK does not have a dedicated media sales person. on the buy side, our sales people are trained and educated on audience extension and the basics of programmatic. On the sell side, we do not permit clients to purchase media from us programmatically. We only sell our remnant inventory programmatically. This is managed by our op/programmatic team.