When Amazon opened its Fire TV video advertising supply to outside demand for the first time, with The Trade Desk and dataxu as inaugural DSP partners, it broke new ground in programmatic CTV.
The partnerships enable buyers on The Trade Desk, dataxu and Amazon’s own DSP to access Fire TV impressions exclusively through a private marketplace (PMP) in the U.S. developed by Amazon Publisher Services (APS), the sell-side technology group that also operates Amazon’s header bidding product.
Beginning last October, Amazon required all ad-supported programmers on Fire TV to cede 30% of ad impressions to Amazon.
APS’s ownership of the product is important because the group has roots in real RTB programmatic, said dataxu CEO Mike Baker.
Some broadcasters have addressable TV capabilities, like AT&T’s Xandr or Comcast’s FreeWheel, but don’t auction impressions in real time, as digital video ad impressions are bought and sold, Baker said, adding that Amazon’s CTV product is closer to programmatic because it serves ads in real time based on deal IDs.
Amazon declined to comment.
Baker said true programmatic integrations are often held up because major broadcasters are reluctant to expose inventory to exchanges. Upfront pricing deals are very lucrative, and networks don’t want to commoditize inventory or incentivize major brands to withhold budgets if they can buy TV ads programmatically for less.
The inclusion of a deal ID that can be pegged to a user, a mobile device or a smart-TV ID is also critical for programmatic players, because it allows for frequency capping and digital performance metrics. For instance, it can be tied to a user by cookies or to foot traffic by re-identifying a smartphone at a dealership after a car brand serves a Fire TV ad.
Making the anonymized ID available to outside DSPs is a “monumental move by a big tech player, and a breakthrough in CTV,” The Trade Desk CEO Jeff Green wrote in an internal memo on the partnership.
The Trade Desk declined to comment.
Amazon is also opening up its entire Fire TV inventory set to outside bidders, except for Amazon-owned media like IMDb TV. Other major CTV inventory sources, like Google and Hulu, reserve portions of top-flight inventory for their own ad services.
Amazon’s programmatic platform strategy has more in common with Roku’s, according to Tracey Scheppach, co-founder and CEO of the TV and video ad consultancy Matter More Media. Fire TV has pulled close to even with Roku in terms of consumer adoption, leaving Google’s Chromecast and Apple TV far in their wake.
Amazon’s move last year to siphon 30% of impressions on Fire TV also mirrored Roku, which has the same policy for ad-supported programmers on Roku devices.
The Trade Desk and dataxu don’t have access to conversion data from Amazon’s marketplace. But if the DSP has a direct deal with Viacom’s Pluto TV app, say, it can match those audiences in the PMP based on the device ad ID.
The transaction data is owned by a different business within Amazon, the retail marketplace team, and those internal Amazon units don’t share data, Baker said. Or if they do, they only share amongst themselves and it’s a black box service for buyers.
“It sometimes can be hard to get a handle on who you’re working with and where data and inventory is coming from,” Baker said, because Amazon has so many unaffiliated but synergistic video initiatives, including APS, Twitch, IMDb TV and the Prime Video group.
But having the early connections into Amazon could pay off handsomely, he said if and when the ecommerce giant uncorks its conversion data or unifies its video offerings into a more cohesive platform.
“This agreement is an important indicator of where the industry is going, and will become just one of many, over time,” Green wrote to employees. "APS is supporting the open internet, in contrast to other big tech walled gardens. It’s a bold move which may drive action from other CTV aggregators.”
For International Women’s Day 2019, ExchangeWire speaks with senior women in ad tech and martech, from data scientists, to heads of marketing, to founders and CEOs, who are paving the way for the future generations of female leaders. They share their personal experiences in the industry; views on the frustrations and successes with gender diversity; and advice for achieving a thriving career in technology.
Whilst women have made incredible progress in the tech industry in recent years, examining the nuances of day-to-day interactions reveals just how much work we have left to do. Even now, women are much less likely to take credit for their own work, be as vocal as their male colleagues during meetings, or even apply for job roles unless they meet 100% of the criteria. We can all actively battle gender inequality by making small changes to our behaviour, such as actively asking women for their opinion in meetings, giving more public recognition for the work they do, and encouraging them to keep stretching themselves – things often taken for granted by men.
“Within the tech industry, there seems to be a lurking assumption that women cannot understand complex technical concepts – no matter their level, or how many years of expertise they have under their belts! ‘Mansplaining’ is just as much an issue in the tech industry as anywhere else, and needs to be addressed more often that it is. I’ve been lucky enough to have many supportive men both in and outside of the workplace; and men should never underestimate how much their support is needed. As women, it is also important we don’t let our voices get lost in the mix, and that we actively stand up for one another when they do.”
Rachel Foskett, Senior Product Marketing Manager, dataxu
dataxu, a leading provider of programmatic marketing software for marketing and media professionals, has announced its TotalTV™ Marketplace, the largest curated advanced TV (ATV) inventory marketplace available. With the TotalTV Marketplace, agencies and marketers can now reach any strategic audience at scale and identify key viewers on a one-to-one basis across channels and platforms on dataxu’s self-service DSP TouchPoint™. As part of the TotalTV Marketplace, dataxu sees more than 40 million unique connected TV (CTV) households in North America a month.
The Fresh Prince of Bel-Air. Friends. Game of Thrones. Mad Men.
Some of the most popular TV shows and sit-coms are also the name of the 22 conference rooms at the Boston office of dataxu, a software company that helps marketing professionals optimize advertising strategy for their companies.
Founded in 2009, the company spent the last seven years in the Seaport before deciding to move to the Exchange Place skyscraper, the same building that’s home to cloud platform Acquia. With a total square footage comparable to the old office’s one (around 40,000 square feet across two floors), the new location differentiates itself with its open office setting, meant to encourage collaboration among employees.
Variety‘s Entertainment Marketing Summit presented by Deloitte will examine the industry’s changing brand and content strategies, and actress Gabrielle Union will speak about her creative partnership and new collection with apparel brand New York & Company in a keynote address...In addition to Union, two keynotes on emerging marketing trends will be given by Kevin Westcott, vice chairman and U.S. telecommunications, media and entertainment leader of Deloitte LLP, and Ed Montes, president of solutions and chief revenue officer of dataxu.
Programmatic marketing software provider dataxu announced its TotalTV™ Marketplace, the largest curated advanced TV inventory marketplace available. Agencies and marketers can now reach any strategic audience at scale and identify key viewers on a one-to-one basis across channels and platforms on dataxu’s self-service DSP TouchPoint™. As part of the TotalTV Marketplace, dataxu sees more than 40 million unique connected TV (CTV) households in North America a month.
Programmatic marketing software maker Dataxu today announced the launch of a new advanced TV marketplace, TotalTV Marketplace. Dataxu says the new marketplace, accessible via its TouchPoint demand-side platform (DSP), currently reaches 40 million unique connected TV households in North America each month.
Programmatic software provider dataxu is introducing its TotalTV Marketplace, which makes advanced TV inventory available to advertisers looking to target audiences on a one-to-one basis across channels and platforms. “With the industry’s concerns around declining viewership, it often gets lost in the shuffle that people are still watching as much TV as ever—they’re just not watching it on traditional linear platforms,” said Aaron Kechley, president, platform, at dataxu.
For Erin Jang, a regional partnership manager for APAC at Dataxu, she is keen to change the way she is perceived and treated because to most partners, she is seen as a client. Instead, she rather be treated as a partner who understands their offering and wants to figure out a way of working together to best succeed in the market.
The core problem of executing advanced or converged television targeting is deciphering consumer device identity, and that’s exactly why direct-to-consumer brands are flocking to it. And, dataxu’s Mike Baker predicts in the walkup to CES 2019, more of the biggest agencies will join in this year, as have many small and mid-size agencies.
The past two years have seen a rush of consortiums, coalitions and ad tech products that all hope to standardize online IDs to improve match rates. But industry leaders, for-profit startup and nonprofit initiatives can have very different ideas on how to solve that problem.
Not too long ago, streaming was an emerging technology. Today, it’s the norm. In fact, cord-cutting isn’t just growing, it’s accelerating, according to the latest eMarketer data. But that means that the larger transformation toward connected TV (CTV) is no longer being driven by technology companies, nor is it being driven by media companies, many of which are scrambling to build their own direct-to-consumer platforms. At this moment, and throughout 2019, consumers will be in the driver’s seat. Here’s what that means for CTV.
The year 2019 is almost upon us. ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Following what could be termed as one of the most interesting years in the connected TV space since its inception, thought leaders from across the industry share how they think 2019 will push the opportunities even further for brands to effectively target consumers across TV.
There’s lots of industry talk about data being the “connective tissue” that can unify advertising buys across various channels. But while many hurdles currently prevent brands and agencies from normalizing the execution of buys across linear and advanced television, data is already playing a key role, according to dataxu CEO Mike Baker.
About seven years ago, DSPs that pitched marketers directly risked losing massive agency contracts. But today, as more marketers influence technology decisions and take programmatic contracts in-house, DSPs are freer to go after brands directly...And not all DSPs are cozying up to brands. Some still see agencies as their most effective sales channel and want to avoid putting pressure on that relationship. dataxu, for example, doesn’t pitch to brands that already have an agency, said president, platform and EVP of product marketing and management Aaron Kechley.
“Signing an agency is a lot more economic than trying to do deals with 30 brands,” he said. “It undermines the agency relationship if we sell directly to a brand.”