Turner's Jason Baron on Ad Automation and Programmatic Trends

Your Name Jason BaronYour Company TurnerYour Title Senior Vice President of Direct Marketing and Programmatic Turner Ad SalesSEARS What do you read to keep up with politics art and culture BARON Each morning on the train I start my day by reading CNNcom and the New York Times on my iPhone As a history and communications major in college Iamp8217ve always been a political news and history junkie and find this time valuable to stay uptodate on the latest headlines as well as political news and opinion piecesSEARS What do you read to keep up with friends BARON I keep up with my friends on social media platforms notably Facebook and LinkedInamp160Social media has given me the ability to reconnect with old friends and business colleagues as well as new ways to connect with people in the industrySEARS What do you read to keep up with the advertising technology industryBARON AdExchanger and their daily newsletter capture a thorough roundup of the prior dayamp8217s influential headlines and abstracts across the ad tech industry I also read the trades and technology sections in particular to stay informed on how ad tech is impacting the media industry and our agency and client partnersSEARS Whatamp8217s your favorite commercial of all timeBARON The 1984 Apple commercial introducing the Macintosh computeramp160It was a play on the George Orwell book 1984 incredibly thought provoking and ahead of its timeSEARS Describe your companyamp8217s business and where it leverages ad automation BARON Turneramp8217s portfolio is unique as it consists of premium content for every age group Our leading brands span entertainment kids news and sports across all screens and platforms and in turn deliver great value and powerful audiences to our advertisers In terms of our programmatic business we are set up to leverage automation with our private market deals and automated guarantees for display and video Weamp8217re currently building out our team to align with our operational sales structure and how our company is selling with holding companiesSEARS With regards to advertising automation what are the three biggest trends you expect to impact the industry in 2016 BARON1amp160amp160amp160amp160amp160amp160 Automated guarantees2amp160amp160amp160amp160amp160amp160 Header bidding3amp160amp160amp160amp160amp160amp160 Audience targetingSEARS In relation to ad automation what are Turneramp8217s three biggest initiatives for 2016 BARON1amp160amp160amp160amp160amp160amp160 Continue to build out the Turner Data Cloud TDC2amp160amp160amp160amp160amp160amp160 Increase our PMPs and automated guarantees3amp160amp160amp160amp160amp160amp160 Header biddingSEARS Tell us about your first party data strategy Do you currently have a DMP data management platform for your first party dataBARON Yes Turner partnered with leading data management platforms to develop the Turner Data Cloud TDC in May 2015 The TDC is the companyamp8217s advanced DMP designed to effectively execute targeting in digital and soon linear Advertisers and their agencies can choose to transact directly and programmatically with any data source including their own first party data depending on their business objectives For programmatic or direct campaigns our companyamp8217s Bring Your Own Data BYOD capability allows advertisers to harness their first party data in addition to third party data to reach the right audience across Turneramp8217s premium portfolioSEARS What are signs that a media owner is savvy about ad automation BARON Some strong questions may include Can you execute automated guarantees and use first party data What SSPs and DSPs do you work with Does your company have a DMPamp160 Media companies should be prepared to answer questions that showcase their programmatic capabilities and the options available to clients who are looking to transact in many ways in order to achieve their specific campaign goalsSEARS 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 goBARON I would travel with my wife to Bora Bora Even as we approach warmer Mayamp160weather the beach and crystal clear water are calling my nameSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that be BARON Based on my family background I would support the Special Olympics This organization does a lot of good and helps those with special needs have confidence and selfworthamp160SEARS What is your favorite restaurant in the world BARON Del Friscoamp8217s in New York City is my favorite restaurantamp160The overall experience and food are superbSEARS Thanks JasonThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Turner's Jason Baron on Ad Automation and Programmatic Trends

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Turner's Jason Baron on Ad Automation and Programmatic Trends

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