News Corp. on Programmatic, Ad Automation -- Impacts for 2016

The two executives spoke at the UBS 43rd Annual Global Media and Communications Conference in New York in DecemberPictured left to right Jay Sears of Rubicon Project Brian Quinn of Triad Retail Media and Charlie Weiss of News Corp at the UBS eventEditor39s note You can also listen to the audio replay of the UBS fireside chat between Sears Weiss and QuinnYOURamp160NAME Charlie WeissYOURamp160COMPANY News CorpYOURamp160TITLE Vice President Ad MarketplacesJAY SEARS What do you read to keep up with politics art and culture CHARLIE WEISS The Wall Street Journal The New York Post and Vice If I39m overseas I pick up the Times of London and the SunSEARS What do you read to keep up with friends WEISS ESPN SB Nation and the New York PostSEARS What do you read to keep up with the advertising technology industry WEISS AdExchanger MediaPost Jack Myers39 MediaVillage Shelly Palmer CMO Today AdWeek and TechCrunch to name a fewSEARS What39s your favorite commercial of all time WEISS Anything that continues to combine George Clooney and Danny DeVito for NespressoSEARS Describe your company39s business and where it leverages ad automation WEISS News Corp is a global diversified media and information services company Our businesses include news and information services book publishingamp160and digital real estate services to name a few We leverage ad automation for digital advertising across all formats including display mobile video and moreSEARS With regards to advertising automation what are the three biggest trends you expect to impact the industry in 2016 WEISSObviously mobile will continue to rise with usageLinking attribution between the physical and digital worldConsolidation of the spaceSEARS With regards to advertising automation what are the three most overblown topics that you wish would just go away WEISS I don39t want these to go away but I39d have to sayProgrammatic TV It39s an important topic but going to take a while for adoptionAnything that ends in quotgeddonquotAnything that ends in quotlypsequotSEARS In relation to ad automation what are News Corp39s three biggest initiatives for 2016 WEISSDoing more with data For measurement targeting and anything else to drive performanceValuing ads by engagement and impact as much as audiencebrandCrossPlatform and InLine VideoSEARS In 2016 what percentage of total advertising sales across your company will be from automated or programmatic channel WEISS I39d never quote something outside of an earnings report Let39s just say it39s on the riseSEARS Tell us about your first party data strategy Do you currently have a DMP data management platform for your first party data WEISS Yes absolutely We partner globally with Krux Looking at Realtorcom for example packaging data and media is critical to our strategy Capturing the attention of users while they are in the process of buying new houses is critical to their endemic advertising base through automation or a direct IOamp160Continuing with Realtorcom we are able to successfully package first party data segments and sell them through the Rubicon Orders platform This is our strategy for both endemic and nonendemic advertisersSEARS Salesforce compensation Do you compensate your salespeople for every dollar sold regardless if the media is sold via insertion order IO manually or via an automated channel Pick oneOur salespeople are compensated on every dollar sold Manual Orders and AuctionOur salespeople are compensated on Manual and Orders only They are not compensated for advertisers sold via auctionOur salespeople are not compensated on sales made via our automated channelWEISS We leave compensation of sales people up to individual business units It really depends on the goals of your organization If you are trying to promote adoption of ad automation and get your sales reps to discuss it with your clients then you definitely should If you want salespeople working on a different initiative be it custom content native etc then you might adjust compensating them on every programmatic dollarSEARS What are signs that a media owner is savvy about ad automation WEISS That they refer to us as advertising and not ad tech or ad automationSEARS 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 go WEISS I39d grab my wife A warm island with a good beach and foodSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beWEISS The Alzheimer39s Association and Doctors Without BordersSEARS What is your favorite restaurant in the world WEISS Ian39s Pizza in Madison WisconsinSEARS Thanks CharlieThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

News Corp. on Programmatic, Ad Automation -- Impacts for 2016

Author

Publish date

Channel

Jay Sears

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

News Corp. on Programmatic, Ad Automation -- Impacts for 2016

Enjoying This Commentary? There's More to Love

Jay Sears

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies