MERCADEO Versión en español
Todd Tran of Teads: It’s possible that in 2016 native video advertising will overtake pre-roll
28 de enero de 2016
Tran: Programática permite a los anunciantes lograr un objetivo de mejor targeting
For Todd Tran, SVP of Programmatic and Mobile at Teads it’s possible that in this year, native video advertising will overtake pre-roll. “Native video advertising does not depend on video content, it just depends on text and theres a lot of that in the mobile world. So the amount of inventory will grow for native video, plus the users are not annoyed that much by native video as they are by pre-roll.” He explained to PRODU that they have built a platform and a solution specifically enabling clients to buy in a programmatic way so they can achieve the goal of better targeting. “If you assume that each impression is a different person in a different situation, you can actually do hyper targeting which is kind of a media planners dream come true, and this is really what programmatic allows” Tran said during the Teads Talks. He assured that as consumers start to diversify in the number of screens they are experiencing content, advertisers of course want to be able to follow the user, they want to know if it is the same user in another device, and that is an obvious need in an advertiser. “Today we have a lot of companies out there that do cross device identification, they through probabilistic methodologies are able to track a user in a privacy compliance way. And because they are able to do that and create these IDs, advertisers can now access these IDs at cross devices and follow the users at cross devices.”
