In this week’s #TraderTalkTV, PubMatic Co-founder & Head of Engineering Mukul Kumar explains how PubMatic’s tech predicts the buying pattern of independent bidders. Kumar defines the data points necessary to build predictive models. He goes on to discusses the complexities of modelling in mobile given all the data parameters available on tablets and hand held devices.
Global Desk EditorPosted 2 hours ago in ExchangeWire Tradertalk TV
#TraderTalkTV: PubMatic Co-Founder Mukul Kumar Explains How Pubmatic Deals with Multiple Bids Across Markets
Posted 2 days ago in ExchangeWire EMEA 1 Comment
‘Automating Revenue Generation: Attribution Needs Tag Management’, by Jon Baron, CEO & Founder, TagMan
Every business aims to acquire and retain customers at a price that drives profit. For years, business people and marketers have grappled with this task. Many business areas claim they are key to driving success; ‘advertising persuades consumers to buy our products’, ‘our product is the best on the market’, ‘our reputation is solid because we serve our customers with respect’, ‘our manufacturing is better than our competitors’, ‘we secured the best store location’; the list goes on. Clearly, all have a role to play, but a highly debated topic is, ‘how much value does marketing really add’?
Marketers who are tasked with generating revenue from a sizeable budget are at the frontline of accountability, and have a variety of levers they can pull. Before the dawn of the internet, much of the intellectual debate focused on how to best sell the consumer promise between influential media: from TV, to newspapers, to direct mail, and other ‘traditional’ media choices.
Global Desk EditorPosted 3 days ago in ExchangeWire EMEA 1 Comment
Is FBX Redefining How RTB is Leveraged?
When Facebook initially made its move to monetise onsite inventory with foreign datasets (foreign, meaning an advertiser’s first-party data), it divided opinion. We took a somewhat negative stance on the strategy.
With the launch of newsfeed ad formats being made available to RTB, does this require a new approach as to how the paid-for element of the Facebook platform will be leveraged, perhaps pointing to the future of RTB?
ASU Gold Rush
The initial FBX launch turned into a retargeting frenzy. Predominantly used to help drive greater cost efficiencies for businesses running existing RTB campaigns (FBX on numerous occasions was found to be unsurprisingly cheaper) and also to prop up the volume of click-based acquisitions that made the overall click-average-to-impression-conversions on RTB campaigns healthier.
ExchangeWire17 May 2013 in ExchangeWire Tradertalk TV
#TraderTalkTV: AudienceScience's Mark Connolly Explains the SaaS Model Versus the Traditional Media Buying Model
In this week’s #TraderTalkTV, Mark Connolly, MD Europe & APAC for AudienceScience, explains the SaaS (Software as a Service) model versus the traditional media-buying model. Explaining the work flow of a typical media buy, Connolly argues that much of the spend gets lost in the “Lumascape” vortex. A 100 million budget earmarked for media spend, Connolly points out, could easily end up being just 60 or 50 million in actual media buys – after intermediaries take a cut. Formerly a data solution provider and behavioural ad network, AudienceScience has now pivoted its model towards a SaaS solution – and acts as a technology vendor to marketers working on fixed fee basis. A brave move given the power of agencies in the buying chain. But AudienceScience is already working with a global FMCG brand which spends hundreds of millions every year on display – so the model is gaining traction with some big advertisers particularly those in procurement and CFO roles. It’ll be interesting to see how this debate will play out over the coming months.
Global Desk Editor16 May 2013 in ExchangeWire EMEA
Is Programmatic Video Hitting its Stride?
Adap.tv held a half-day event in London this week to discuss the themes around programmatic video. The agenda was packed with eclectic speakers coming from different ends of the media buying jungle: from programmatic traders to traditional TV buyers. Here, ExchangeWire sketches out the afternoon’s key themes.
End-to-End Platforms
Adap.tv is clearly trying to position itself (and doing a solid job) as an agnostic platform player that connects buyers and sellers. Amir Ashkenazi, CEO of Adap.tv, spelled out the challenges that the video industry has encountered to date: too many middlemen, rogue behaviour and practices and too many layers diluting the flow of investment.
In doing so, Amir painted the picture of a consolidated end-to-end video buying stack, unsurprisingly what Adap.tv are able to offer.
ExchangeWire13 May 2013 in ExchangeWire EMEA
Are Local Media Companies Missing Out On Big Display SME Opportunity?
ExchangeWire wrote a piece recently on why local publishers should build out the SME platform, leveraging the already existing relationships that they have with local businesses.
It is interesting to see 1&1 in the UK really aggressively going after the local SME market with a blanket TV campaign. Owning the digital relationship with SME is a huge opportunity, and scale in this market is a massive untapped opportunity. Google makes much of its search revenue from the SME sector – but display thus far has failed to really open this market segment. 1&1 is now trying to offer social media management tools to its current clients so clearly owning the platform can allow you to upsell advertising and marketing management solutions.
ExchangeWire10 May 2013 in ExchangeWire APAC
ATS Singapore: Driving The Data-Driven Agenda in APAC
We are now one month away from the latest instalment of the ATS series – coming to Singapore on Wednesday June 12. A very limited number of tickets remain and registration is still available here: http://atssingapore2013.eventbrite.com/.
The objective of ATS Singapore 2013 is to map out the future of data driven advertising across APAC, aiming to bring the entire region together. We will be delivering expert analysis and commentary on the current landscape in South Asia, SEA, and North Asia; identifying how all these markets are beginning to shape the future of advertising as the first theme of discussions for the day.
ExchangeWire9 May 2013 in ExchangeWire EMEA 5 Comments
'Looking Good is Easy, Being Good is Harder', by Dan Robinson, Attribution Manager, Havas Media
So, we’re all pretty happy with how online measurement works. Right?
Ask a digital marketer why your marketing pounds should be spent online and, among the many (good) reasons they will come back with, will be its unrivalled accountability and targetability (not actually a word, but who cares).
They will tell you that you can find your likely customers (users who look like your existing customers), target them with your message and, best of all, see how many of them buy something from you as a result.
All of that’s true and, when put together well, it results in incredibly powerful marketing activity. The problem is that, with all of the data that’s available, it’s become a very easy system to manipulate. Online exchanges and DSPs have become very adept at ‘playing’ it so that everybody always appears to be doing an awesome job.
ExchangeWire8 May 2013 in ExchangeWire EMEA 1 Comment
The IPinYou Global Algo Contest & The Democratisation Of Data
IPinYou, the market leading ad tech company in China, recently announced the launch of its bidding algorithm competition. Having invested heavily in the research & development of their bidding platform, it has now launched the global competition in an attempt to identify new methods, theories and formulas to refine the bidding algorithm. IPinYou hopes it will also stimulate further academic and research based interest in the space. This is likely to be the first time that ad technology components have been crowdsourced in such a way.
7 May 2013 in ExchangeWire EMEA
The March Of The Enterprise Marketing Giants: Why Salesforce Could Be The New Power In Ad Tech
There are a lot of ad technology sleeping giants out there. Facebook. Amazon. Ebay. Twitter. Most of these usually pop up in breathless op-ed pieces about future dominating vendors. All have unique data sets, and all have their owned and operated inventory – but all are effectively media companies, now battling to capture agency/marketer budget. It’s interesting that the enterprise players, who are now encroaching onto ad technology’s traditional territory, are rarely ever spoken about. The Adobe’s and IBM’s are obvious examples. But Salesforce could well be the dark horse to emerge from the enterprise side.



