Our programmatic market solution, HX, takes a brand first approach that benefits our clients through full transparency into technology, data, and management fees, and we focus on the value of programmatic as a buying method via the positive business and media outcomes it generates. Over the last year or two, we have evolved how we think about programmatic into an omni-buying approach inclusive of streaming audio, video, and OOH, in addition to display and mobile. How does Horizon approach programmatic and how has your philosophy evolved over the past couple of years? Can you tell us about some of the performance improvements clients have seen as a result of implementing shifts from direct to programmatic? It’s important for us to spend time educating our clients on how programmatic adds value by offering increased control across buys, and how applying data and decisioning on performance multiplies returns on investment. ![]() There are many benefits to buying CTV this way, including real-time optimization, access to curated deals and ability to reach addressable audiences at scale. While concerns around brand safety and fraud in advertising are understandable, it’s important to make use of tools and buying principles that have been developed to keep brands safe and work with trusted tech providers whose products are specifically designed to filter out bad actors and ensure brand suitability.Īt Horizon, we’ve placed an emphasis on programmatic buying across premium CTV and OTT inventory, in particular, with a focus on the quality and transparency it delivers. The opposite is true, in fact, and buyers are turning increasingly to programmatic for the full funnel capabilities as well as efficiency and transparency it provides.Īnother common misconception is that ad fraud is only prevalent within programmatic. There’s a longstanding myth that’s finally beginning to fade – that inventory sold programmatically is remnant and therefore lower in value, and that it inhibits quality and brand safety. Can you speak to some of the misconceptions about programmatic and touch on some of the reasons buyers may be cautious about venturing into the space? Programmatic offers many benefits for buyers, including greater efficiency and flexibility, but there are still some outdated beliefs that may give buyers pause about incorporating it into their strategies. They also share some insights for those looking to refine their media strategies to lean into a more digital-first approach. We recently sat down with Alexander Stone, SVP Advanced Video & Agency Partnerships, Samantha Rose, SVP Strategic Investment Lead, and Maikel O’Hanlon, SVP Performance Media & Innovation at Horizon Media to discuss developments in programmatic and how they balance various buying tactics to deliver maximum results for their clients. Horizon Media and the Evolving Approach to Programmatic
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