Posted 4 days ago in ExchangeWire EMEA 1 Comment

What I'm Going To Do When I Get The Yahoo CRO Role

cashAs you might have noticed from some Tweets this morning I officially announced that I might apply for the vacant Yahoo CRO role. Why would Marissa Mayer hire me? Firstly, there is a long tradition – since she started her tenure – of Mayer hiring foreign-born CRO’s. In case we have never met, I am Irish born – and can perform lots of sales pitches in a heavy accent.

But that’s only part of it. I have a plan for Yahoo. It doesn’t require me to stand in front of agency ad execs, pleading for their advertising spend, and gives me a carte blanche to spend all that Alibaba money. To tell you truth I cannot wait to start my new role. Here’s what I’ll do…
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Posted 4 days ago in ExchangeWire EMEA 0 Comments

Twitter Takes Aim At Facebook’s Core App Install Business

Screen Shot 2014-04-17 at 14.12.42Twitter has lifted the lid on its latest mobile app install suite that aims to help advertisers drive downloads of their mobile apps both on- and off-Twitter, in a move that is set to compete with Facebook’s core mobile proposition.

The announcement was made today (17 April) and means marketers will be able to marketers and developers to drive app installs and app engagements via MoPub Marketplace, with Spotify counting as one of the early beta partners for the project.
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Posted 4 days ago in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

googleExchangeWire rounds up some of the biggest stories in the European digital advertising space.

Mobile continues to dog Google

Google this week issued its first quarter results for the year, with revenues of $15.4bn, up 19% year on year, however then search giant’s ongoing inability to convince advertisers to pay more money for mobile inventory meant it missed forecasted results, prompting a dip in its share price.
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16 April 2014 in ExchangeWire EMEA 1 Comment

Mobile Operator Telefonica Launches Axonix From The Ashes Of MobClix

Screen Shot 2014-04-16 at 11.02.14Mobile operator Telefonica is poised to inject fresh competition into the mobile ad tech sector with the imminent launch of Axonix, a mobile ad exchange built on the technology of the now defunct MobClix/Velti venture.

The mobile operator – which has an extensive amount of mobile operator brands, including O2 in the UK, taking in over 200 million subscribers – will launch Axonix in the coming weeks along with GSO Capital Partners, a division of investment firm Blackstone.

The Axonix exchange will be based on MobClix technology acquired by the pair in the wake of (MobLicx parent company) Velti’s Chapter 11 proceedings, and will be the first mobile ad exchange owned by a single global mobile operator group, according to Telefonica.
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15 April 2014 in ExchangeWire EMEA 1 Comment

IAB Issues Viewability Standards

iab-logoUK trade bodies representing advertisers, publishers and the ad tech sector have laid down guidelines on viewable ad impressions in a move designed to introduce viewability as a media trading standard for the first time.

The IAB has this morning (15 April) published standards stating that 50% of pixels must be in the viewable portion of an internet browser for a minimum of one continuous second to qualify as a viewable display impression for a standard display ad.
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14 April 2014 in ExchangeWire EMEA 0 Comments

Click Fraud And How To Detect It

clickfraudThe issue of click fraud is endemic in the online advertising business, with estimates over the scale of the problem varying wildly, with some parties claiming that up to 50% of all billed-for ads are generated by non-human traffic.

Last week, this publication spoke with IPONWEB’s Thomas Servatius who explained the market dynamics that permit click fraud to continue at its current levels. This week, ExchangeWire speaks to experts in the field to gain further insight on just how the fraudsters operate, and possible methods to combat them.
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11 April 2014 in ExchangeWire EMEA 1 Comment

ExchangeWire European Weekly Round-Up

Bot-2ExchangeWire rounds up some of the biggest stories in the European digital advertising space.

German Advertisers Tipped To Embrace Programmatic, But Warned Of Dangers

This week’s sold out Ad Trader Conference, hosted in Berlin, was pre-empted by market insiders tip the (currently nascent) programmatic market there go through a period of steep growth. But equally those that make the decisions in the market, such as speakers Herzlich Willkommen, BVDW president, demand more from the industry sector.

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11 April 2014 in ExchangeWire Tradertalk TV 0 Comments

Adtruth's James Collier Explains the Various Approaches to Cross-Device Targeting

As Neal Mohan says we are not in a mobile-first world anymore, it’s a multi-device eco-system for advertisers. Too right, Neal. In this #TraderTalkTV episode, Adtruth‘s James Collier explains the various approaches to cross-device targeting. Here Collier goes into detail on three forms of methodologies around cross-device targeting, namely multi-screening tracking, multi-screening and “householding”.

10 April 2014 in ExchangeWire EMEA 3 Comments

How Much Of A Problem Is Click Fraud In Programmatic?

Bot-2Thomas Servatius, IPONWEB, head of client services, share with ExchangeWire readers some insights on just how big of a problem click fraud is in ad tech, and some of the reasons why it remains, despite everyone being aware of it.

How big an issue is click fraud in the ad tech sector?

Click fraud is one of the big three challenges facing the industry, the other two are attribution and optimisation. Advertisers should be put in control of attribution; such as who gets credit for conversion optimisation, and look at the different models available, this needs to be addressed.

The other is optimisation; we’re still far away from genuine automation because the optimisation engines are usually only built to optimise towards one goal. But if you look at what advertisers really want, it’s multiple goals such as plenty of clicks, and being placed on premium sites, while maximising conversions.
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9 April 2014 in ExchangeWire EMEA 0 Comments

Insist On A New Planning Process If You Want To Stand Out

james.bailey.maxusJames Bailey, head of Maxus for business, says really understanding the traits of your target audience is better than understanding the businesses you serve in the B2B sector. 

While there are many standout examples of marketing in the B2B category, these still tend to exist in isolated pockets. Largely, the focus still remains on tactical or lead generative activity over creative and engaging work. I believe that B2B advertisers led the way in the application of genuinely useful content for generating sales leads and the refinement of that process so leads are nurtured and utilised.
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