I first noticed the problem about 18 months ago, when I was watching some show through an on-demand platform. Ironically, while I can't remember the show, I can very much recall the multiple (4+) Thomas Middleditch Verizon ads in the show. At first I thought this was a scheduling error. Then, a few nights later I witnessed another series of Middleditch ads in a single program. Fast forward a few weeks, and now I can't get Thomas Middleditch out of my living room. While I love him as the lead character in Silicon Valley, I was growing increasingly irritated with his unwanted, Verizon stumping, drop-the-mic ads. Could this be some new strategy concocted by a misguided media planner who had constructed a TV schedule with some ridiculous frequency goals? Or, was I now such a high value target of Verizon (according to their data sets) that they were trying to beat me into submission?
Automotive advertising will take on a whole new meaning when people in their cars have more opportunities to consume content. To be clear from the start, I already feel like I have enough screens in my van. My kids will watch a DVD in the back, my wife will be on her phone and I'm stuck looking out at the road ahead. I'm not 100% screen-free -- I do check Waze frequently to make sure I'm going the right way, but it's not the same. Sometimes being the driver can be lonely.
To take a deep dive into the world of buying, selling and automated opportunities for advertisers, publishers and ad agencies, MediaVillage AdTech journalist Rob Beeler and I spoke with John Peragine, Senior Vice President and Global Head of Video for Rubicon Project, a leading technology company automating the buying and selling of advertising. Peragine works at the intersection of video and programmatic and explains how this new world will soon see more than half of digital video transact programmatically, mandating the need to understand the opportunity. "It's going to be a seismic shift in the way that transactions were done in the past," he says. The transcript below is a topline, edited for clarity and length. You'll want to listen to the entire conversation here, in which we talk about the surge in video header bidding, and why OTT is deservedly the "buzziest buzzword" today. You can subscribe to Insider InSites via Apple podcasts, Stitcher, Google Play or iHeartRadio.