{"id":1006,"date":"2015-05-07T06:36:29","date_gmt":"2015-05-07T06:36:29","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/um-doubles-down-on-programmatic-and-strategic\/"},"modified":"2018-01-17T19:02:33","modified_gmt":"2018-01-17T19:02:33","slug":"um-doubles-down-on-programmatic-and-strategic","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/um-doubles-down-on-programmatic-and-strategic\/","title":{"rendered":"UM Doubles Down on Programmatic and Strategic"},"content":{"rendered":"

By\u00a0Daisy Whitney<\/a><\/p>\n

While UM has been involved in programmatic buying for nearly five years, it\u2019s recently begun investing in a slate of technology to bolster its work in this area, says David Cohen, Chief Investment Officer at UM. Specifically, UM has created a \u201csingle-source view\u201d across screens.<\/p>\n

\u201cAs usage has grown from PC and TV to over-the-top to mobile, we need a single-source way of looking at that, so we have invested in the data assets to do that,\u201d he says, in explaining how UM is approaching programmatic growth. UM has built its own audience management platform<\/a>\u00a0that ingests data from a range of sources including Nielsen, Rentrak, Polk, first-party and others, he says.<\/p>\n

The emphasis on data and programmatic is vital because media agencies are increasingly moving to both the performance-centric buys, like programmatic, as well as the more customized, highly strategic campaigns. \u201cWe are doubling down on both sides and we expect the middle to be smaller over time, which makes sense, and yields better performance for clients,\u201d he tells us.<\/p>\n

Beet.TV\u00a0spoke to Cohen at the BrightRoll\u00a0Video Summit last week where he was a featured speaker.<\/p>\n","protected":false},"excerpt":{"rendered":"

While UM has been involved in programmatic buying for nearly five years, it\u2019s recently begun investing in a slate of technology to bolster its work in this area, says David Cohen, Chief Investment Officer at UM<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1006","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"\nUM Doubles Down on Programmatic and Strategic - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/um-doubles-down-on-programmatic-and-strategic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UM Doubles Down on Programmatic and Strategic - 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