Results tagged “sales” from IABlog

The IAB is only as strong as its members. 

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Each month IAB selects a member company who has demonstrated both exceptional leader and learner roles due to their elevated participation in IAB activities. Member participation in our initiatives not only empowers committees & councils to create industry-wide accepted specifications, guidelines and best practices, but also gives member companies and individuals the opportunity to have their voice heard and receive visibility for their efforts. 

This month we spoke with BrightRoll, who has taken advantage of Town Hall speaking opportunities, Webinar attendance, 3MS Educational Forums, Quality Assurance Guideline Training, IAB.networking events, and much more.


What does your company do, and specifically how does it serve the digital ecosystem?
BrightRoll builds software that automates digital video advertising globally. The company enables advertisers, publishers and technology partners to grow their business through the industry’s leading programmatic video advertising platform. 

Brands, agencies, agency trading desks, demand side platforms and ad networks use our technology to reach precise audiences at scale, reduce waste, improve performance and simplify the complexity of video advertising across screens. 

On the publisher side of the business, BrightRoll enables more than 21,000 websites, mobile websites and apps to maximize their yield and efficiency, provide control over pricing and the advertisers appearing on their sites, and simplify the process to enable the delivery of advanced video advertising formats across multiple screens.

In addition, BrightRoll partners with a consortium of technology and data companies to bring advanced capabilities to the video ad ecosystem to help marketers improve the efficacy of their programmatic video advertising campaigns.

What initiatives is BrightRoll looking forward to working with the IAB and its member companies on; and how do you motivate your colleagues to get involved?
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Tim Avila, SVP of Marketing Operations, BrightRoll
BrightRoll is an active supporter of all IAB initiatives focused on establishing guidelines, standards and best practices for digital video advertising. We look forward to continuing leadership efforts around industry wide initiatives to combat ad fraud, including the IAB Trustworthy Digital Supply Chain and IAB Quality Assurance Guidelines. BrightRoll also looks forward to actively participating in multiple working groups including the research council and the digital video, 3MS and programmatic working groups.

The value the IAB brings, not only to our business and clients, but to the industry as a whole, is evident to employees across our organization. A number of BrightRoll colleagues are active participants in IAB efforts and have either contributed thought leadership at events or joined committees and councils to support important industry initiatives. We encourage our colleagues to attend IAB events and have hosted IAB leaders at BrightRoll events to promote the progress being made by the organization and its members. We value the various opportunities the IAB offers for our employees to become involved and we encourage other industry professionals to join us in moving the industry forward.

How have you leveraged a leadership role at IAB over the past year and what was your take-away from the experience?
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Sable Mi, Senior Director, Research Strategic Planning, BrightRoll
I have been a member of the IAB for nearly four years and it has continuously proven to be a rewarding experience. Being a digital research strategist, I am always looking for better ways to measure and prove ad effectiveness across media. Working closely with IAB provides me with the opportunity to collaborate with industry leaders and continuously improve the efficacy of digital advertising.
My most recent leadership role with the IAB was at the Cross-Screen Video Town Hall where I presented ‘TV & Mobile: The Complete Picture,’ which tells a compelling story of how TV and mobile video together improves reach and cost efficiency. In addition to the town hall presentation, I have been actively involved with the IAB Research Council and its Advisory Board, Emerging Innovation task force as well as Data, Mobile Video and the Ad Effectiveness working groups; all of them are playing crucial roles in moving the industry forward. 

There is never a dull moment in this rapidly evolving industry and I value the opportunity to be a part of the initiatives that are contributing to the growth of the industry. This progress wouldn’t be possible without the dedication of the IAB and its members who have collectively provided thought leadership and guidance in standardized measurement, data and inventory quality, cross-platform ad effectiveness, and more. It is incredibly valuable for leaders from across the digital ecosystem to come together to share their expertise in an actionable way and I am honored to be a part of it. 

How did you participate as a learner at IAB over the past year and what was your take-away from the experience?
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David Liu, Business Development Manager, BrightRoll
Being a member of the IAB has been an incredibly valuable experience and I appreciate the expert learning opportunities that it provides. I began my career as an Ad Operations Manager at BrightRoll and was excited to join IAB Ad Ops Council to learn the more about the operational efficiencies within interactive advertising. Even as I’ve transitioned into my new role as a Business Development Manager at BrightRoll, I continue to find that the IAB’s diverse services are immensely valuable. 

Most recently, I attended the IAB Internet Advertising Revenue Report Webinar to monitor the latest spending trends in digital advertising and to get a better sense of where the video is headed. It’s our goal to integrate leading companies into our BrightRoll Partner Program and this report serves as a valuable data point in identifying the right partners. Additionally, the business development team at BrightRoll both appreciates and leverages the advertising standards set forth by the IAB. Regardless of whether it has to do with viewability or VPAID, the IAB standards provide an indispensable baseline for our partner integration conversations.



About the Author

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Nicole Horsford

Nicole Horsford is the Member Services Director at IAB.


 
The IAB is only as strong as its members. 

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Each month IAB selects a member company who has demonstrated both exceptional leader and learner roles due to their elevated participation in IAB activities. Member participation in our initiatives not only empowers committees & councils to create industry-wide accepted specifications, guidelines and best practices, but also gives member companies and individuals the opportunity to have their voice heard and receive visibility for their efforts. 

This month we spoke with Tremor Video, who has taken advantage of Town Hall speaking opportunities, Webinar attendance, Digital Content NewFronts, Quality Assurance Guidelines and much more. 


What does your company do, and specifically how does it serve the digital ecosystem?
At Tremor Video we’re transforming the video advertising experience across all screens for our clients. In a nutshell, we are a tech company that really understands brand advertising for video.

We’ve developed a technology platform, VideoHub®, which offers advertisers and publishers a complete programmatic solution to reach and engage consumers while providing new insights into what drives brand performance across screens.

We operate a complete digital ad tech stack for video, meaning we offer solutions for both advertisers and publishers, ranging from ad serving, to buying & selling inventory, to analytics.

The digital ecosystem has evolved to a point where a screen-specific approach is not the most effective way for marketers to reach their target audiences, so we’re helping them reach consumers in a screen-agnostic world.  


What initiatives is Tremor Video looking forward to working with the IAB and its member companies on; and how do you motivate your colleagues to get involved?
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Tim Ware, Head of Mobile/CTV Sales, Tremor Video
We work closely with the IAB to develop guidelines around a number of initiatives, including quality assurance, measurement and innovative new ad units.

As the head of mobile and CTV sales, I’m most looking forward to elevating the importance of mobile creative to showcase how effective mobile video advertising is as consumption continues to grow, particularly in tablets for 2015. I’m also looking forward to teaming with the IAB to work with affiliated industry groups like MRC as we develop Advanced TV measurement and best practices. Advanced TV combines the best of digital and TV advertising capabilities and we’re at an exciting time where over 83M US consumers are watching content on them.

Motivating my colleagues to get involved with the IAB isn’t hard because everyone fully understands the value and insights one can gain from participating. The IAB offers so many different options to get involved at any level and time commitment. Tremor Video holds seats on a number of committees and councils as well. 

 
How have you leveraged a leadership role at IAB over the past year and what was your take-away from the experience?
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Doron Wesly, Head of Market Strategy, Tremor Video
I love to tell stories, especially when I can weave in data nuggets to remind marketers that “consumers” are people just like them. We spend so much time looking at demographics and target audiences, but I like to be the person that gets everyone to take a step back see the big picture. 

Speaking at the IAB at events like the IAB NewFront Lunch, Future of the App Town Hall and upcoming IAB Mixx give me the opportunity to show people what I’ve learned from being on the road and talking to real consumers. 

Seeing the crowd nod their heads and scribble down notes reminds me how important market research is, and the IAB is a wonderful platform to share those learnings.
  
 

How did you participate as a learner at IAB over the past year and what was your take-away from the experience?
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Lisa Tanzosh, Sales Strategy, Buy-Side Platforms, Enterprise
I attended a number of events this past year, including “Using Data & Programmatic to Go Global and Build Brands” which focused on different perspectives and opinions from panelists working in all corners of the industry (agency, publishers, data, platform, etc.). The viewpoints discussed left me with three important takeaways:
    • Transparency is key, but as an industry we need to define - what does it mean to be truly transparent in the programmatic space? 
    • Now that programmatic technologies are in place, let’s find ways to implement more engaging and interactive creative in real time
    • Now that people are getting more comfortable with letting technology do the heavy lifting, we can begin to take advantage of programmatic efficiencies
As Tremor Video continues to improve its programmatic offering, it’s helpful to participate in IAB events that elevate the programmatic conversation and allow publishers, advertisers, and agencies to dig into important industry topics. 




About the Author

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Nicole Horsford

Nicole Horsford is the Member Services Director at IAB.



 
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The IAB is only as strong as its members. 

We’re delighted to congratulate Time Inc. for being the inaugural member of the month. Time Inc. was selected because they have taken full advantage of learning to leading opportunities, ranging from leading conversations on the Programmatic Council to attending educational  IAB webinars. 

Below, we interviewed those leaders and learners to hear their perspective on what is going on in digital advertising and their experience with the IAB.  

What does your company do, and specifically how does it serve the digital ecosystem?
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Dan Realson, VP Digital Sales, Time Inc. 
Time Inc. is first and foremost a storyteller. From desktop to mobile, from video to social, our diverse portfolio of brands engages 83 million passionate, loyal consumers on a monthly basis in a dialogue that entertains, informs, inspires and enriches their lives. The connections we have with our consumers are a powerful draw for our ad partners. Our scale and breadth of brands give us diverse audiences, deep insights and rich data - both offline and online - allowing us to create custom solutions that are highly targeted and contextually relevant, driving more efficiency and effectiveness for advertisers. It’s that intersection of content, context, data and scale that fuels our innovative suite of digital solutions.

Whether working directly with one of our brands, or buying programmatically across the Time Inc. digital network our advertisers benefit from the value audiences place on our quality, branded content.

What initiatives is Time Inc. looking forward to working with the IAB and its member companies on; and how do you motivate your colleagues to get involved?
Dan Realson, VP Digital Sales, Time Inc. 
Time Inc. will continue to work with the IAB on initiatives to advance industry education on programmatic as well as other initiatives such as transparency, viewability and building a trustworthy supply chain. We are also eager to work with the IAB on establishing industry-wide standards for tablet, campaign measurement, and audience measurement for video, as well as the development of responsive, multi-platform ad units.

The key to motivation is in claiming Time Inc.’s leadership position in the media community, recognizing the IAB as an arbiter and megaphone for best practices, and underscoring our opportunity to have a voice in shaping the issues that are driving our industry today.
 
How have you leveraged thought leadership development at IAB over the past year and what was your take-away from the experience?
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Patrick Landi, Executive Director Programmatic Sales, Time Inc.
I have been an active member of the Programmatic Council for publishers since last summer where I have participated in a number of initiatives to help create best practices around programmatic selling. Projects have ranged from creating guidelines for building out a programmatic sales team to developing content for a programmatic 101 webinar in which I participated as a speaker. I also helped curate content for the IAB’s recent professional development class entitled Advanced Programmatic for Direct Sellers, and I will be serving on the Digital Media Sales Certification (DMSC) exam committee later this year. Participating in this group and getting to know my peers on the council  has been an invaluable resource that I have used to help develop Time Inc.’s own programmatic sales team and strategy. I’ve also incorporated the materials from the IAB webinars into my own programmatic training sessions across Time Inc. and continue to use the IAB as a resource as our programmatic organization continues to develop.  
 
How did you participate as a learner at IAB over the past year and what was your take-away from the experience?
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Nicole Waddell, Digital Client Services Manager, Time Inc.
We are well trained on Time Inc.’s ad solutions but we rarely get to take a deeper look into what the industry as a whole is doing, especially as it relates to our colleagues at other companies. The IAB Programmatic Webinar (specific for publishers) was a unique opportunity that allowed me to see how other media companies are looking at Programmatic, what approaches their organizations are taking, how they are adapting their business strategies, and how they deal with challenges that may arise. I was encouraged to learn from an outside perspective, that even as the industry continues to adapt and grow, Time Inc. is taking a unique approach and has a strong offering in the marketplace.



To find out more about Time Inc.’s digital advertising opportunities go to www.Timeinc.com



About the Author

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Nicole Horsford

Nicole Horsford is the Member Services Director at IAB.




 

IAB Launches the Programmatic Council to a Packed House

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Last Thursday, IAB officially launched the brand new Programmatic Council at the Ad Lab in New York City. More than 160 professionals from across the programmatic ecosystem joined in person or remotely.  

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The Programmatic Council aims to bring together publishers, buyers and ad technology providers to discuss the key business issues in the evolving programmatic marketplace. The focus of this Council will be to identify and tackle what is working and what can be improved to make programmatic work more effectively. The Council is the successor to the Networks and Exchanges Committee. It will build on the work done by the Programmatic Publishers Task Force who published three Digital Simplified pieces in 2013 on terminology, salesforce models and the need for transparency.


The Council agreed to focus on the full spectrum of Programmatic transactions - from Automated Guaranteed transactions (sometimes known as Programmatic Direct) through to the Open Auction.

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Building on the agenda set by the Programmatic discussions at the IAB Annual Leadership Meeting in Palm Springs last month, the Council agreed to focus on four key issues over the coming year:

1) Building a transparent & fair marketplace - aim to come to a common agreement between buyers, sellers and vendors on what transparency means in an auction environment and agree how to achieve that.
2) Marketplace education and training - build understanding for both direct sellers and media planners, create training for C-suite executives, link to sales certification and create a common curriculum for companies to use.
3) Standardization of definitions, terminology, and best practices - start with updating existing terminology piece to incorporate buyer/ad tech inputs, and then look to create a comprehensive mapping of programmatic ecosystem including roles and definitions.
4) Making Programmatic work for brands - engage brand managers & CMOs, enable selling of new formats, build better brand metrics and make data more compelling.

The IAB will be creating working groups on each of these topics with representatives from across the ecosystem including buyers, sellers and ad technology providers. Members agreed concrete deliverables for the next 12 months for each of these four priority areas. In addition the Council identified a number of areas where this group would need to work closely with other initiatives including on trust and quality issues, data use and standards, technical standards, and video/audio committees. 


About the Author

Carl Kalapesi, Director Industry Initiatives, IAB 
Reach him via email [email protected] or Twitter @carlkalapesi



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IAB University - A Place For Learning

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I’ve been thinking about my job title for some time now. Something about it has been troubling me, and I believe I have finally figured it out.

Since we launched the IAB Certification program nearly two years ago I’ve been Vice President, Training and Development.  Now, at the IAB we don’t go out of our way to be cute or creative when we use titles; they are meant to be accurate, expressive, and to-the-point. No Senseis or Shepherds here. As a result no one has ever not understood what my role is at the IAB.

Still, the longer that I’ve had this position, the more the title has seemed inappropriate to me. It’s the word training that bothers me. Training is something that’s done to people (or dogs!) Training sounds passive. It conjures up the image of a student held hostage in a classroom, passively absorbing information. Training is what managers send employees through.

classroom.jpgBut learning is completely different. Learning is active, not passive. We choose to learn. We all want to learn, all the time, to experience new things. Learning occurs in the classroom, but it also happens on the job, at home, anywhere and everywhere; with others or by oneself. Others might control my training, but I control my learning. Which one is more likely to stick with me?

That’s why we created IAB University (IAB.U), an industry educational hub where everyone across the ecosystem, from every level, can come together to learn from each other. At IAB University you can be on the receiving end of digital advertising education or you can teach your peers. Plus, participants receive IAB Learning Credits good towards IAB Digital Media Sales or IAB Digital Ad Operations recertification programs, if they need them.
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The IAB is flush with subject matter experts. Experts abound. Need to learn the latest on programmatic? Interested in how native advertising works? Unclear on what a viewable impression is?  If there’s something you need to know about digital advertising, our members have the answers. The IAB has always been a tremendous resource for thought leadership and cutting-edge expertise; that’s truer today than ever as our industry continues its remarkable growth.

We realize more and more people come to the IAB to learn. We are attracting more junior level employees and people relatively new to the industry. Learning comes in all flavors— a webinar, a conference, a panel of experts, a town hall of newbies. Just about every program the IAB offers is a learning experience, and we hope you will take advantage of those learning experiences whether you are seeking recertification or just want to stay abreast of what’s happening out there.

But here’s our hope—that many of you will share your expertise or newly-found research with others in our community. Did your company just release a piece of research? Turn it into a webinar for IAB members. Are you an expert on some new trend? Put together a panel so that IAB members can discuss, at your place or ours. Let’s figure out a way to make learning continuous and collaborative.

We’re already beginning to put together a free program of learning opportunities. If you are interested in learning more about IAB University or want to be part of the IAB University “faculty” to let us know what you want to teach please start here iab.net/iabu.

And with that…

 About the Author


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