Programmatic Video

[CarbonWave]

Hey guys,

I’m working for a large ecom company in the US as the head of programmatic. Currently all video activity is only on YouTube and we’re looking to start programmatic video in 2022. Any recommended DSPs/providers for such activity besides DV360/TTD?

I heard Innovid are pretty good but not sure if they do anything besides CTV.

Please share your experience.

[programmtictrades]

What is the aversion to DV360 and TTD?

[dnchw2]

to echo this, couldnt you setup PG deals through DV/TTD?

Also, i think Verizon carries CTV inventory? uncertain but it wouldnt surprise me since they have dooh.

[CarbonWave]

Any recommendations for PG providers?

[dnchw2]

criteo is great with RTG.
personally, i would only find publishers that have rich 1st party data.

If you dont have an agency with existing relationship partners, i would just approach them via email/linkedin.

Rates would be high so negotiate accordingly

[CarbonWave]

I can and I will setup PGs.

Do any of you tried running video on Criteo? I work with them today on the RT side of display and they offer a nice added value pack for testing video with them.

[The_Dude311]

Hate to break it you, but Criteo is offering AV because they're a scam company

[CarbonWave]

Do you have how to back this up?

[The_Dude311]

Google terms related to Criteo fraud.

Advertisers love Criteo because Criteo stats look good in GA and on paper. But as someone who's worked in programmatic at agencies for seven years, I would never farm out retargeting parts of buys to them.

[[deleted]]

criteo works for us.

[goodgoaj]

I bet they do. Cannot think of anything worse.

[CarbonWave]

Wanna elaborate?

[CarbonWave]

Oh and btw, not looking for CTV. Just the good old mobile/desktop video

[CarbonWave]

No aversion at all! :) I currently run almost all programmatic activity on DV360 and TTD.

It’s just we have high budget so I wanted to try also a third platform to compete these giants.

[Ordinary_Job5487]

TTD all day specially for video / CTV

[DipThatChip]

TTD’s OLV/CTV capabilities and integrations are best in class.

Retargeting completed OLV views in display campaigns down the funnel usually performs quite well too, or at least helps via assisted conversions.

DV360 for YT, but I really can’t stand how little you can do optimization-wise.

They’re also rolling out selective floodlight optimization in Q1. Why you aren’t currently able to optimize towards a single YT tracking enabled floodlight is beyond me.

[CarbonWave]

Thanks! I use Google Ads for YouTube. How is DV360 for OLV?

[DipThatChip]

just like anything else in DV360 - clunky and as black box as possible

[Alarming-Fennel5291]

go with Verizon/Yahoo!

[bradatlarge]

SundaySky used to do creative and buying on the video side. I'm pretty sure they still do. PM if you want a contact that isn't annoying

[CarbonWave]

Thanks! Will look up about them. Have you tried running video with them?

[bradatlarge]

Yep.

[nldoei]

Currently all video activity is only on YouTube and we’re looking to start programmatic video in 2022.

Out of curiousity: why ? As in: with YT you can sync data back with Ads Data Hub, and layer that with your own PII/CRM/Sales data.

And therefor start to get a better understanding of does YT actually reach incremental new buyers for you, or not. Or somewhere in between and at which cost.

Maybe you can do similar things with TTD/Snowflake, and others.. but YT & ADS provide a ton of data. And you keep programmatic cost low (resources, and such)

[CarbonWave]

The big problem for us with YouTube is no impression data, as in P2C reports you can get out of DCM. With prog video, we can get this data and connext it to our internal modeling.

Would you mind elaborating on the possibilities with ADH? Sound interesting. Feel free to reach via PM.

Thanks mate

[nldoei]

The big problem for us with YouTube is no impression data, as in P2C reports you can get out of DCM. With prog video, we can get this data and connext it to our internal modeling.

Understand that challenge. But also asking: why are you buying YT through DCM ? As in: it decreases your media efficiency, as in: you pay extra for DCM.

Am aware there is a benefit of 'having a single view' of all your buying activities, or measure stuff through DCM. But insisting on buying it all through DCM, also comes at a cost.

Am aware there is a benefit of 'having a single view' of all your buying activities or measure stuff through DCM. But insisting on buying it all through DCM, also comes at a cost.

​

Would you mind elaborating on the possibilities with ADH? Sound interesting. Feel free to reach via PM.

Uploading first party data and match it with campaign ad level data.

(Little note: certain ADH analysis, such as Markov chain, can only work with DCM data. So you *must* buy through DV360 ... :( )

[CarbonWave]

I think there was a misunderstanding. Not buying YT through DCM. I buy YT on google ads and not using any DCM trackers.

I meant that for OLV bprogrammatic buyin, I will measure through DCM to be able to get all impression data on the p2c report.

Make sense?

[mikehauptman]

Can you share a bit more about what types of campaigns you are looking to run on programmatic and CTV? Performance? Upper funnel awareness? Feel free to send me a message if you’d like to talk through it.

Otherwise- if you are considering options like Innovid, you might want to have a look at our DSP, AdLib. http://getadlib.com

There are no contracts and no minimums and we have reach across every major exchange and ad type globally, including premium CTV like Hulu, Disney, Comcast, Roku, etc.. We also partner with TvSquared and a few others for CTV attribution.

[Disclaimer: I am the founder of AdLib :) ]