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Programmatic punch from - quality of content is key

By Laurie Fullerton | Freelance Writer

November 3, 2016 | 3 min read president of US and Canada Jim Daily would give a Programmatic Punch to companies that are lax when it comes to quality of content, intrusive advertising, viewability and fraud, he revealed, speaking before The Drum's two day event running as part of Ad Tech NY.

Speaking to The Drum about his major hates, he also relayed his belief that the current programmatic market is not without its challenges (industry-wide) but as dollars shift and new clients arise it continues to reinvent itself and will be the defacto transaction method for digital media in the coming years.

“When programmatic first started to make a presence it was associated with display ads on low-quality sites but that has greatly changed as the programmatic industry continues to evolve," he said noting that the move from remnant inventory to premium inventory and the shift towards native and video supply opposed to display has been an instrumental to changing the reputation of programmatic.

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"Buyers are also executing more traditional direct buys through programmatic pipes leading to more private marketplace and programmatic guaranteed deals.”, which is supporting The Drum's two-day programmatic punch event taking place within the Ad Tech New York content stream, is the ‘inventor of outstream video advertising,' Daily said with the number one video advertising marketplace in the world according to comScore.

Daily notes that Teads developed a best-in-class tech stack that allows Tier-1 publishers to vastly increase their video revenue overnight.

"Teads’ native video advertising solutions also encompass a series of formats inserted into the heart of editorial content,” Daily said. “We’ve changed the game within the video advertising market by creating unprecedented levels of viewable and performance-bought premium inventory, which never existed before.”

Daily has been focused on digital video for over 10 years and launched the North American presence for Teads in 2016. Today, as the President of US and Canada he is responsible for running all aspects of the business.

"Over the past year, we’ve witnessed the adoption of ad blockers which has led advertisers to think more carefully about how to provide a more enjoyable user experience. And the coming year will hold more changes for the adtech market including consolidation, rising mobile spends and increased viewability," Daily said.

On a panel that includes Andy Oakes from The Drum, Brendan Riordan-Butterworth from the IAB, John Montgomery from GroupM, and Michelle Zitz from The Economist they will discuss whether ad-blocking is just a fad or if different types of advertising and their placement can combat this issue.


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