Tyler Loechner
MediaPost
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Past articles by Tyler:
TV Political Ads: Spray And Pray Vs. Targeted
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… → Read More
Hulu's Move Into Programmatic Signals Change
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. → Read More
TubeMogul Invests In Programmatic TV
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. → Read More
Sovrn Tells Buyers To Bring Their Own Standards To New 'Viewability Assurance' Program
Supply-side platform (SSP) 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 (MRC), 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… → Read More
Programmatic Marketers Still Catching Up To Consumers On Mobile
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. → Read More
Townhall Media Taps OpenX For 'Header Bidding'
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. → Read More
Programmatic Radio Enters Test Phase, But 'Tech Tax' Still Looms
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. → Read More
IAB Releases 'Checklist' For Private Marketplaces
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. → Read More
DSP ChoiceStream Raises $14 Million In Series C Round
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. → Read More
Geico Buys First Programmatic Radio Ad On Katz Exchange
Katz's programmatic radio ad exchange is now up and running -- at least in pilot mode -- and Geico is the first named brand to participate. → Read More
EU Programmatic Market Jumped 70.5% In 2014
According to new data released Wednesday by IAB Europe, the European programmatic ad market jumped 70.5% in 2014, rising from EUR2.14 billion in 2013 to EUR3.65 billion in 2014. → Read More
Corbis, NetSeer Partner For In-Image Programmatic Advertising
Corbis and NetSeer this week announced the launch of a programmatic ad platform geared specifically for in-image advertising. → Read More
Placed Launches 'Cross-Device Marketplace' To Tie Desktop Ads To In-Store Sales
Placed, a location-based ad targeting firm and in-store attribution company, on Wednesday announced the launch of a "cross-device marketplace" that enables ad buyers to measure desktop advertising's impact on in-store sales and visits. → Read More
Altitude Digital Unveils Pre-Bid 'Viewability Filtering' For Programmatic Video
Altitude Digital, a supply-side platform (SSP) for video advertising, on Wednesday announced the launch of a new technology it claims can filter, "with a high probability," viewable ads from non-viewable ads before a bid takes place in a programmatic environment. → Read More
Vungle Gives Mobile Apps A Real-Time Score In New Programmatic Marketplace
Mobile in-app video ad tech provider Vungle on Wednesday launched a private programmatic marketplace that will allow advertisers to reach target audiences in apps. The twist is that Vungle's marketplace will feature apps that are peaking in popularity. → Read More
AdMore Opens Office In Chicago, Bolsters Sales Team
AdMore, an automated TV ad-buying platform, this week announced it has opened a new office in Chicago to service the Midwest. → Read More
Connexity Offers 'Data-As-A-Service' Offering To Advertisers Via BlueKai, LiveRamp
Connexity, the retail publisher formerly known as Shopzilla, has been involved in the programmatic ad game. With the programmatic tech now in place, Connexity is taking aim at what brings that technology to life: data. → Read More
WideOrbit Launches 'Programmatic' Radio Marketplace
WideOrbit, an ad management software firm and programmatic selling provider, on Tuesday announced the launch of a programmatic radio marketplace where advertisers can buy targeted radio inventory via automation. → Read More
AOL Bakes Creative Unit 'Pictela' Into Cross-Screen Programmatic Ad Platform
AOL on Tuesday announced that it is officially retiring the Pictela brand by baking its technology into the cross-screen programmatic ad platform -- "One" -- launched earlier this year. Pictela is the company's creative suite. It was always the plan to eventually sunset the brand name "Pictela" and integrate it into the One platform. → Read More
NinthDecimal Partners With Tapad For Cross-Device Audience Measurement
Mobile audience targeting firm NinthDecimal on Tuesday announced it has partnered with cross-device targeting company Tapad. The partnership will give NinthDecimal access to Tapad's "device graph," which links users across devices. → Read More