News

Feb
24
2017

Top 2017 Trends in Programmatic Ad Spending

Varick in the News

The year of the Rooster is officially in full flap, but we’ve been up since the Q3 crack of dawn to ready our thoughts on the year ahead. In our planning sessions we gathered a handful of insights for what the industry has witnessed and what’s yet to fully emerge. But before we get into the future, we need to get an understanding of where marketers placed their budgets in 2016. First and foremost, let’s accept and agree to the fact that digital continued its march to the top of the ad spend charts.  Last year, digital ad spend in Canada grew by 10% in 2016 to CA$4.8 billion. So where did the dollars go in 2016?

Read more at Canadian Marketing Association...

Dec
16
2016

As Agencies Ramp Up Advanced TV, Will Business Models Resemble TV Or Digital?

Varick in the News

Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon, Dentsu Aegis’ Amplifi, Omnicom and Publicis Groupe also have added expertise. Even independent agencies like Horizon Media are building out advanced TV centers.

“Advanced TV” typically refers to linear TV plans optimized by digital data, addressable TV or over-the-top TV. Programmatic TV, or the ability to buy TV inventory in a real-time, biddable environment, isn’t yet a reality, although some agencies are automating the sales process for reserved buys.

Read more on AdExchanger...

Oct
17
2016

Varick Media Management Announces Update To Its Alveo Platform

Press Release

Introduces Suite of Algorithms for Optimal Campaign Optimization

NEW YORK, NY--(Marketwired - Oct 17, 2016) -   Programmatic advertising company Varick Media Management announced today an update to Alveo, its proprietary campaign management platform. The update included the addition of a suite of algorithms to Varick's machine learning engine, RECO. RECO was launched earlier this year providing Varick an additional layer of machine based optimizations along with human trading to drive further efficiency in trading operations. Varick's update to RECO now offers clients additional flexible algorithms and a dedicated team to successfully optimize campaigns across different strategies.

Read more on Marketwired...

Oct
06
2016

Efficiency Vs. 100% Viewability: Which Is The More Important Metric?

Varick in the News

In 2012, the IAB first defined a “viewable” impression as one that’s at least 50% visible for at least one second. In doing this, the IAB initiated a slew of questions and concerns about how ad dollars are spent and how efficiently partners manage waste.

Today, marketers use viewability to measure the quality and value of digital media, often including it as a mandatory goal in campaigns. But what if advertisers’ quest for 100% viewability has caused more harm than good

Read more at AdExchanger...

Sep
29
2016

Varick Media Management Partners With Drawbridge On Cross-Device Platform

Varick in the News

Programmatic ad firm Varick Media Management on Thursday launched a partnership with cross-device technology company Drawbridge, accessing the latter's self-service programmatic platform.

Using the Drawbridge platform, Varick will be able to perform cross-device retargeting, location targeting and extension across devices, targeting across devices in real-time, universal frequency capping, and other functions. At the center of the Drawbridge platform is identity data that will enable Varick to use its clients’ first-party data, Drawbridge’s cross-device data, and third-party data to inform campaigns and analyze consumers' cross-device activity.

Read more on MediaPost...

Sep
29
2016

Varick Media Management Adopts Drawbridge Cross-Device Platform

Press Release

Enables Advertisers to Reach and Measure Consumers Across Screens

NEW YORK, NY--(Marketwired - Sep 29, 2016) - Programmatic advertising company Varick Media Management announced today its partnership with cross-device technology leader, Drawbridge, to access its award-winning self-service programmatic platform. Through the partnership with Drawbridge, Varick enables a seamless experience for brands to reach and measure consumers across computers, smartphones, tablets and connected TVs.

"Today's consumer follows a very fragmented path of media consumption. With the technology that Drawbridge provides, we are able to follow the consumer journey as it begins on one device and moves to the next," explained Kaitlin Boulos, VP of Client Strategy and Partnerships at Varick Media Management. "This is especially valuable in the planning and optimization stages of a campaign. We now have the ability to identify an audience and determine the most effective cross-device targeting strategy for their individual campaign goals."

Read more on Marketwired...

Aug
05
2016

MDC's Varick Adds 'Decisioning' Engine, Replaces Manual Campaign Performance Decisions

Varick in the News

MDC Partners’ Varick Media Management this morning unveiled the release of RECO, a proprietary decisioning engine capable of analyzing and optimizing a programmatic campaign’s performance based on the supply of audience inventory and the price of reaching them.

The engine, which operates in real-time, automates functions that would otherwise consume the time of manual traders.

“The RECO Engine was built to improve this process by finding efficiencies across inventory sources that would be impossible by human trading,” Varick said in a statement announcing the new technology.

Read more on MediaPost

...

Aug
04
2016

Varick Media Management Introduces RECO Engine

Press Release

Media Buying Tool Determines Optimal Bidding Strategies

NEW YORK, NY--(Marketwired - Aug 4, 2016) - Today, programmatic advertising company Varick Media Management announced the release of the RECO Engine, a proprietary decisioning tool that analyzes a campaign's performance alongside pricing and supply trends to make data-driven optimization suggestions in real time. Programmatic media trading optimizations can be time-consuming and manual. The RECO Engine was built to improve this process by finding efficiencies across inventory sources that would be impossible by human trading. With this tool, campaign strategies are improved to deliver the highest possible ROI.

Read more on Marketwired...

Aug
02
2016

Varick Media To Use VideoAmp's Cross-Platform DSP

Varick in the News

VideoAmp, a screen optimization platform for TV and video, has announced a partnership with programmatic advertising agency Varick Media Management. Varick will use VideoAmp’s video demand-side platform, Screen Optimization Platform, for cross-screen campaigns.

The partnership aims to optimize brand reach by ensuring brands are getting in front of the correct audiences at the right times across TV and internet-connected devices.

VideoAmp serves advertising across TV, digital and OTT platforms, using machine-learning algorithms to generate precise audiences.

Read more on MediaPost

...

Jul
26
2016

Varick Media Management Partners With VideoAmp

Press Release

Partnership Provides Advertisers With Seamless Video Execution Across All Screens

NEW YORK, NY--(Marketwired - Jul 26, 2016) - Programmatic advertising company Varick Media Management announced today its integration with VideoAmp's video DSP for cross-screen campaigns. Video consumption has become increasingly fragmented as consumers move from traditional TV to Internet-connected devices. Because of this, marketers often struggle to identify their audiences at each touch point. Varick's partnership with VideoAmp will allow for brands to reach their consumers with consistent and relevant messaging across all screens.

Read more on Marketwired

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