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We talk with publishers about what behavioral planning is, how we want to implement campaigns using our insight and what results we want to drive for our clients.” “This would be a less blunt approach to creative than unrelated pre-roll,” said James Duffy, head of digital at agency Total Media, “Little Dot can build awareness of coming projects to inspire advertisers. By negotiating with agencies, either directly or via programmatic, Little Dot hopes to drive up CPMs by direct-selling targeted ads around content that is mostly taken from TV, brand safe, and backed by audience data that it’s gathered over the years. Because of YouTube’s sheer scale, an estimated 30-40 percent of Little Dot’s inventory isn’t being sold, Davison estimated.Īgencies say talking to sellers with deep channel understanding will make buying easier.
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