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In our next edition of Programmatic in the Future, join us on Thursday, February 7 at 1:30 PM ET/10:30 AM ET as Steve Sullivan, Vice President of Ad Technology at IAB speaks with Scott Spencer, Director of Product Management at Google, about why Google is investing in programmatic buying and selling technologies.  Log into your Google+ account and look for the Hangout on Air in the Think with Google +page stream. Hit the play button to tune in.

Previously, we spoke with Joel Aranson, Vice President of Media Operations & Technology and AOD Liaison for Digitas, and David Chiang, Vice President of Monetization at CBS Interactive on how they’re working together via programmatic channels. In case you missed it, this is what they had to say:

Or, you could watch the hangout:

Posted by Yamini Gupta, Product Marketing Team

Join us tomorrow, 1/24 at 1:30ET/10:30PT for the third edition of our ‘Programmatic in the future’ series, as Joel Aranson, Vice President of Media Operations & Technology and AOD Liaison for Digitas, and David Chiang, Vice President of Monetization at CBS Interactive talk about the ways in which they’re leveraging programmatic channels to buy and sell inventory, the challenges that they face and what excites them about the future. Log into your Google+ account and look for the Hangout on Air in the Think with Google +page stream. Hit the play button to tune in.

In our last edition, Mario Diez, CEO at QuadrantONE spoke with David Hertog, Product Marketing Manager at Google, about the transformative effect programmatic technologies are having on the industry even though they are still in their infancy.

In our second edition of ‘Programmatic in the future’, join us tomorrow, 12/6 at 1:30ET/10:30PT as Mario Diez, CEO at Quadrant One, the industry’s premier private exchange marketplace, weighs in on what the potential of this technology is for publishers everywhere. Log into your Google+ account and look for the Hangout on Air in the Think with Google +page stream. Hit the play button to tune in.

Last week, Curt Hecht, Chief Revenue Officer at The Weather Company, shared his views on on the value of transacting through programmatic channels in a conversation with Rob Beeler, Content Czar at AdMonsters.

In case you missed it, here’s what he had to say:

Here are some of the key takeaways from that conversation:

Programmatic may be an enhanced bridge to additional transactions
The direct sales team works with marketers to identify the right balance between sponsorships and programmatic buys, based on the marketers’ objectives. Additional analysis around yield and commission structures also factor into this discussion.

Programmatic helps smooth sales transactions
Setting up additional channels to transact with marketers has enabled The Weather Company smooth out the sales cycle. While a lot of inventory may be directly sold, in the face of a storm, programmatic technologies allow The Weather Company to fill inventory at times of unprecedented demand.

People are important for success
Curt reiterated several times, the importance of people in designing solutions and products that help meet marketers’ needs. His ad operations team is also critical for yield management, optimizing campaigns and ensuring they meet revenue goals.

Data is at the epicenter of success for publishers at scale
Curt says that publishers need to understand their data and the yield they can get from it. They should then analyze what technology can help them unlock the value of that data.

Posted by Yamini Gupta, Product Marketing Team