Q&A: WPP Canada on Automation, Programmatic + TV

Your Name Rodney PerryYour Company XaxisYour Title Managing Director Xaxisamp160CanadaJAY SEARS What do you read to keep up with politics art and cultureRODNEY PERRY With the importance in the global economy driving business and culture staying up to date with what is going on around the world and at home is important I went away from the print versions a couple of years back so now itamp8217s news online at The Globe and Mail The New York Times and the Wall Street Journal Social media also is a key in keeping up with the timesSEARS What do you read to keep up with friendsPERRY Is there any other answer than FacebookSEARS What do you read to keep up with our industryPERRY The typical ones here AdExchanger Media Post Marketing Mag Advertising AgeSEARS Whatamp8217s your favorite commercial of all timePERRY Has to be amp8220I Am Canadianamp8221 from MolsonSEARS With regards to advertising automation and programmatic what are Xaxisamp8217 three biggest initiatives in Canada in 2015PERRYSelfserving for me The Launch of Light Reaction in CanadaViewability We are moving to a 100 viewable worldVideo Canada is lagging behind in video advertising that looks to turn around this yearSEARS On average in the Canadian market out of each 100 spent on media all media not just digital by one of your advertisers how much today in 2015 is spent on automated or programmatic channelsPERRY Best guess is 011 There are still clients and agencies that donamp8217t fully understand the programmatic space so are hesitant to get in With the negative press fraud and viewability are getting it is slowing down the moveSEARS What will this number be in 2017PERRY 035 Programmatic will continue to grow with video being the big upshot over the next couple of yearsSEARS Tell us the about the Canadian operations of XaxisPERRY Making Advertising Welcome is Xaxis39 purpose Our goal is to bring data and technology together to deliver realtime audiences for our clients at scale that drive their business objectives Through the application of data and technology we have developed a suite of unique products to deliver audiencesSEARS How many employees are there in CanadaPERRY 42SEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyPERRY The automation of advertising allows the strategic minded planners and clients to focus on what really matters to their business driving resultsSEARS Can linear TV be automated yes or noPERRY Yes greater minds than mine are working on itSEARS What twothree events or happenings will accelerate the automation of televisionPERRY I donamp8217t knowSEARS Transparency on media costs on data on inventory has become a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or noPERRY Transparency in ensuring clients are seeing and receiving value in their programmatic media offering is very important Clients should know without a doubt where their ads are running what technology is being used in their media plans and what the business model is for their partnersSEARS Which of the following will accelerate the automation of site direct direct orders budget Pick all that applyDynamic access to all publisher inventory vs just amp8220remnantamp8221 or amp8220auctionamp8221 Ability to leverage publisher first party dataAbility to leverage advertiser first party data against all publisher inventory especially premiumAvailability of rich media expandable units and larger IAB Rising Star formatsAbility to more easily curate audiences for specific advertisers across the premium content of multiple publishers All of the abovePERRY All of the above With the position that all media will be programmatic in the future it means that all inventory and data that the publishers have at their disposal should be made available for buyers to evaluate and buy againstSEARS 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 goPERRY Scotland to play golf at St AndrewsSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that bePERRY It would definitely be around the heath and care of animalsSEARS What is your favorite restaurant in the worldPERRY As a foodie I canamp8217t narrow it down to just one it all depends on what I have a taste for right now the focus is on Mexican foodSEARS Thanks RodneyThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggers

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Q&A: WPP Canada on Automation, Programmatic + TV

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Jay Sears

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Q&A: WPP Canada on Automation, Programmatic + TV

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