Improve Digital Says Publishers Can Benefit From RTB As Pubmatic Release Whitepaper On RTB
Pubmatic released its whitepaper on RTB entitled, ‘Understanding Real-Time Bidding (RTB) From the Publisher Perspective” last week. The paper points to initial results carried out with DSP provider, Turn. Initial results from specific RTB campaigns executed by Turn showed an increase of up to 135 percent on click-throughs and 150 percent improvement in conversion rates. Why would a publisher use RTB though?
Admeld hosted its first Partner Forum event in New York this week. The event had some great panellists and provided the industry with an excellent overview of how the display market is likely to develop in the coming months. Emily Riley, Senior Analyst at Forrester Research, presented a headline-grabbing report on the evolving area of automated ad trading. The research estimates that almost 30% – over two billion dollars – of US display advertising budget would be traded through DBO (Dynamic Buying Media Optimisation) and Demand-Side Platforms by year end.
The data available on the European non-premium display market is sorely lacking. The chart below is based on data from ThinkEquity’s projected growth in non-premium display globally and previous IAB Europe audits on the European online advertising market. The chart gives an indication of the opportunity for those companies operating in this market, and the challenges facing publishers looking to monetise this growing area of their online display.
The mobile display space is experiencing a lot of activity: increased number of M&A deals; the emergence of new platforms; and increased competition in the market. Only yesterday Apple beefed up its mobile sales team in Europe, as it seeks to leverage the Quattro acquisition to grab more market share here.
The Rubicon Project recently announced a raft of partnerships to underpin its existing offering to European publishers and ad networks. Jay Stevens, VP & GM, International at the Rubicon Project, took time this week to speak to ExchangeWire about these new strategic partnerships, the repositioning of Rubicon as a supply-side platform and how the company intends to work with the DSPs.
mexad, a pan-European exchnage-buying specialist, have just launched in the UK. Managing Director, Sacha Berlik, took time this week to speak to ExchangeWire to discuss DSPs, European exchange-buying and how mexad are achieving such strong numbers in campaign performance for its agency clients.
Brand safety is a massive consideration for European advertisers when they weigh up whether to commit budget to display. After a number of high-profile incidents where branding has appeared alongside inappropriate content, some brands have been reluctant to put marketing spend online.
Organisations like IASH do an excellent job vetting the content of ad networks and other platforms to ensure a brand safety for advertisers and agencies. But with the advent of ad exchanges and RTB, incidents can still occur. Brand protection and verification platforms are now emerging to address these problems.
Mobile display continues to be the headline grabber: Google, Apple, Amobee and Opera have all made significant acquisitions in the past couple of months to bolster their presence in the space. The market is due to grow significantly this year due mainly to the take-up in smartphone apps.
Exchanges and ad network optimisation are now emerging in mobile display. The latest mobile ad net optimisation service to be rolled here in Europe comes courtesy of Improve Digital. Janneke Niessen, COO of Improve Digital, took time this week to speak to ExchangWire.com about the new offering for European publishers.
The transition from FarneyMedia.com to ExchangeWire.com has been relatively painless. The only real problem the site re-brand has had is with the RSS feed. Through a technical hitch or general incompetence the old RSS feed for FarneyMedia.com was deleted, and now readers can’t get updates from the site.
Apple finally unveiled its highly-anticipated tablet computer. They’re calling it the iPad, and it looks set to deliver Apple another blockbuster success. Apple has signed up a number of high-profile publishers, and its being touted in some quarters as a vital revenue stream for ailing publishers.
The most interesting thing about the new iPad though is the app market. Like the iPhone, this latest bit of Apple hardware will have an app store of its own. The official SDK has been released to developers today, and applications developed specifically for the iPad should appear in the coming weeks.
