Tim Hanlon of The Vertere Group: The Ad Automation & Programmatic Confidantes

Prior to starting Vertere Hanlon founded Velociter the partnership and strategic investment arm of IPGamp8217s Mediabrands and before that served as Executive Vice PresidentMedia Director of Publicis Groupeamp8217s VivaKi Ventures When he was Senior Vice PresidentDirector Emerging Contacts for Starcom MediaVest he oversaw its TV 20 Practice centered on evolutionary television platforms such as interactiveenhanced television ondemand video digital video recording interactive program guide navigation addressable advertising and digital broadcastingmulticastingJAY SEARS What do you read and listen to to keep up with politics art and cultureTIM HANLON An eclectic cadre of digital sources Jason Hirschhornamp8217s Media and Sports Redef newsletters Bob Lefsetzamp8217s Lefsetz Letter Wait But Why The Atlanticamp8217s amp8220CityLabamp8221 Howard Stern multiple Twitter feeds including HistoryInPics Super70sSports SportsPaperInfo BoredElonMusk AwfulAnnouncing EmptySeatsGalore and EliteDaily multiple podcasts including Gilbert Gottfriedamp8217s Amazing Colossal Podcast WTF with Marc Maron Whistlestop with John Dickerson and SI Media Podcast with Richard Deitsch and nonfiction books The latest amp8220The Skies Belong to Us Love and Terror in the Golden Age of Hijackingamp8221 by Brendan Koerner amp8220The Divide American Injustice in the Age of the Wealth Gapamp8221 by Matt Taibbi and amp8220Disrupted My Misadventure in the Startup Bubbleamp8221 by Dan LyonsSEARS What do you read to keep up with friendsHANLON Facebook Instagram Snapchat LinkedIn personal emails amp8211 and good oldfashioned holiday cardsSEARS What do you read to keep up with the advertising technology industryHANLONamp160 An eclectic cadre of digital sources especially those geared towards video and audio sectors including MediapostOMMA and virtually all of their 10000 offshoot newsletters Multichannel News Broadcasting ampamp Cable Fierce Cable Nick Quahamp8217s amp8220Hot Podamp8221 newsletter Adexchanger Mark Ramsey Media Will Richmondamp8217s VideoNuze Ken Doctor and the entire Neiman Lab Tracy Swedlowamp8217s amp8220TV of Tomorrowamp8221 Digiday Ad Age Rich Greenfieldamp8217s BTIG research Brian Wieseramp8217s Pivotal research and Twitter feeds davezatz jank0 and pkafkaSEARS Whatamp8217s your favorite commercial of all time HANLON Carvel Ice Cream commercials from late 70searly 80s If you are from the New York City area these need no explanationSEARS With regards to advertising automation what are the three biggest trends you expect to impact companies in 2016HANLONPublishers pushing back on intermediaries to reclaim fuller oversight and ownership of ad inventory availabilities and monetization happening nowTV sellers and buyers will start to experiment more aggressively with more digitallike automated technologies and processes late 2016early 2017amp160Political ad spending postmortems will convince local media ad sellers that datadriven targeting is real and now expected in all forms of digitalelectronic media amp8211 includingespecially TVSEARS With regards to advertising automation what are the three most overblown topics that you wish would just go awayHANLONArroganceIgnoranceFearSEARS Describe your firm and then tell us the three most common issues you help clients on with respect to advertising automation and programmatic tradingHANLON The Vertere Group is a strategic consulting and investment advisory at the intersections of media marketing advertising and technology especially in the area of advanced TV and videoamp160 Generally we tend to be of most help to three types of entities 1 legacy media contentdistribution firms that struggle with emerging trends and technological innovations emanating from outside their traditional walls 2 earlystageentrepreneurial tech firms that conversely clamor for attention from and validation by established media companies marketers and agencies and 3 investors analysts and management consultants who seek insight into the trends and inevitabilities of this fastchanging space amp160amp160SEARS Tell us more about your firmHANLONSEARS Tell us the most common issues you help clients on regarding automationHANLONImplications to rate integrity TV ad sellersUncertainty of valuingnegotiating rates via nonNielsen currency TV ad sellersDeciphering myriad number of tech vendors overlapping functional capabilities and conflicting agendas TV ad buyers and sellersSEARS The majority of ad technology companies have struggled relatively small unprofitable or both Of the poor performers what are the commonalities between them that have contributed to this weaknessHANLON A surprising amount of troubled firms I have seen over the years followed a surprising common path What may have started out as a compelling problemsolving ad technology or media data solution somehow pivoted into some form of media ad sales arbitrage ad network play in an effort to bank the amp8220easy moneyamp8221 from digital media buyers in the short term and show fast growth to impatient venture investorsamp160 Of course as the ad tech landscape careens towards point solution consolidation and as the entire industry now struggles to become more direct and transparent in operational practices opaque intermediaries like ad networks will be harderpressed to prove value to ad buyers and sellers and many will be squeezed out of the food chain entirelyamp160 I see a ton of techturnedmediasales companies now trying to quickly revert back to more techSaaS solution approaches but it may be too late for a whole bunch of them at this pointI also think you have a lot of pentup venture money behind a number of firms that missed the window to go public that are amp8220exitstuckamp8221 for their investors eg Mode Media as well as a bunch of firms that actually did IPO under the media sales model and are feverishly trying to pivot back to their tech roots more painfully under public investor scrutiny Fun timesSEARS A smaller handful of ad technology companies has achieved scale and performed better than the rest What are the commonalities between them that have contributed to this relative strengthHANLON Luck and timingSEARS Do we live in a amp8220tale of two citiesamp8221 where Google and Facebook win almost everything advertisers are dictated to and other media companies fight for the scraps HANLON Google and Facebook have an increasingly unassailable advantage in firstparty digital consumer data that make it ridiculously difficult for anyone outside their hegemonies to exert influence over datatargeted media The only exception to that rule at least for now is television which is still very much a closed system relative to digital As TV inevitably moves towards ubiquitous IP delivery the application of data for ad targeting will radically increase importance just like in digitalamp160 It remains to be seen if either Google or Facebook can crack the data tech code for television itamp8217s by no means a slam dunk for them especially if the TV industry has anything to say about itSEARS Please answer the following statements yes or noHANLONSEARS If you could go to the airport right now with friends or family and fly anywhere in the world for vacation who would you take and where would you goHANLON Wife and two daughters to Italy to bike and backpack across the countrysideSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beHANLON Canine Therapy Corps Chicago Illinois which empowers and motivates individuals to improve their physical and psychological healthwellbeing by harnessing the bond between humans and animals by providing goaldirected interactive animalassisted therapy services free of charge using volunteers and certified therapy dogsSEARS What is your favorite restaurant in the worldHANLON The Chit Chat Diner Hackensack New Jersey amp8211 and diners in New Jersey in general Manamp8217s most creative inventionSEARS Thanks TimClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Tim Hanlon of The Vertere Group: The Ad Automation & Programmatic Confidantes

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Jay Sears

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Tim Hanlon of The Vertere Group: The Ad Automation & Programmatic Confidantes

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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