28 May 2012 in ExchangeWire APAC
Hidetaka Fukata is Executive Officer, Head of e-Business Group, at D.A. Consortium Inc. Here he discusses the launch of i-Effect, DAC’s new third-party ad server.
Can you give some background to “i-Effect(TM)” DAC’s new third party ad-serving technology?
Even though Third Party Ad-serving was introduced to Japan over a decade ago, Japanese Advertisers and Agencies have been reluctant to adopt it for a number of reasons, including the fact that the service models proposed by the non-Japanese vendors did not match local business practices; a perception of ad-serving fees being high and, perhaps most significantly, the fact that major Publishers disallow third party ad-serving. As such, the idea of Third Party Ad-serving until recently had largely yet to be accepted.
In recent years, however, Advertisers and Agencies have realized the necessity of allocating their spend on online advertising more effectively rather than just relying heavily on SEO and search ads. They have come to see Third Party Ad-serving as a valuable solution for measuring overall campaign effectiveness. As well, Japanese Publishers have become accustomed to the presence of third party ad-serving.
In line with these changes, DAC has released a third party ad-serving solution called i-EffectTM, which meet the needs of Advertisers and Agencies in Japan with a flexible service model and pricing. As well as offering core features for managing, tracking and reporting on advertising campaigns, i-EffectTM also enables auto-optimization of creative and copy. This auto-optimization feature, made possible by the latest ad-serving technology, is essential for maximizing advertising effectiveness resulting in higher conversion rates.
In summary, i-EffectTM is a tool that can be used for not only evaluating campaign effectiveness, it also delivers the ability to deliver an increase in a campaign’s return on investment.
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26 April 2012 in ExchangeWire APAC
Stuart Spiteri is Chief Operating Officer at News Digital Media – and worked previously at Google as the head of platforms for Japan and Asia-Pacific. Here he discusses his new role at one of Australia’s biggest publishers, the challenges/ opportunities that lie ahead and some wider trends from the greater APAC market.
Can you give some overview on the new role at News Digital Media – and some background on your experience in the APAC region?
I joined NDM in December 2011 from Google in Singapore where I was head of platforms across the Japan and Asia-Pac region, looking after the display business including DoubleClick suite of products including Ad Exchange, plus Invite Media.
Prior to Google, I was with Akamai Technologies as MD of their Asia-Pac business for seven years, providing platform-led technological solutions to a broad range of blue chip organisations that included working closely with all major Australian publishers.
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12 March 2012 in ExchangeWire APAC
Stephen Hunt TubeMogul’s Asia-Pacific Director talks candidly about the challenges the online video industry currently faces: demand outstripping supply; publishers holding on to unsold inventory to protect its value; and lack of transparency in video advertising and the industry’s absence of regulation e.g ‘fake pre-rolls’. But Hunt argues that the opportunity in online video advertising is huge, and is poised to attract huge amounts of brand budget in the coming years.
If the latest PwC figures are accurate, 2014 will be the year online advertising will surpass TV to become the biggest segment of the media pie in Australia. A major driver of future growth is forecasted to be brand dollars flowing away from traditional TV into online video and connected TV.
With great power comes great responsibility, however, and the industry needs to create a quality ecosystem worthy of TV’s mantle. We have the opportunity to be good, but we should strive to be great!
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14 February 2012 in ExchangeWire APAC
Vicki Lyon, Managing Director SpotXchange Asia-Pacific on why real-time bidding is a win-win for advertisers and publishers.
It is not surprising that advertisers are moving more of their ad dollars into Online Video, with Frost and Sullivan predicting Australian video expenditure to increase from $33m to $350m in three years and we are also seeing publishers looking to cash in.
Real-Time Bidding (RTB) for video is gaining traction in Australia and Asia-Pacific. Publishers, and in particularly Advertisers, are becoming more aware of the effectiveness and convenience that RTB offers. Just like RTB for display, it will revolutionise the way online video inventory is bought.
RTB: A win for advertisers and a win for publishers.
Online video offers an engaging experience for consumers that translates into the potential for high-quality advertising impressions from desirable audiences that can be delivered at scale.
RTB helps advertisers eliminate waste, increase performance and simplify the media trading process. Advertisers can enjoy real-time control over executing targeted campaigns and more efficient buys. Demand for RTB-enabled video is growing exponentially and this will continue as agencies, their trading desks and DSPs all look to adopt programmatic buying beyond just display.
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5 February 2012 in ExchangeWire APAC 2 Comments
Wout Van Damme the CEO of Funbox, a multi-channel performance trading desk, discusses how technology is only as good as the people using it and says that trading desks are ultimately responsible for advertisers brand safety. He also talks about Funbox’s strict processes and protocols and how these ensure advertiser’s brand safety.
We have seen a lot of media coverage around brand safety on ad exchanges recently and the reality is that there are risks involved with running campaigns on exchanges and DSP’s. This should however not discourage advertisers from running on exchanges, as the good news though is that these risks can be mitigated.
Let’s first look at what the challenges are in terms of brand safety. A decent percent of internet traffic is torrent related or holds otherwise unwanted content and the reality is that these sites do find a way onto exchanges. Some exchanges police this to the best of their capabilities and some don’t police this at all. Without proper targeting it is possible ads will run on these sites. Avoiding these categories is an obvious choice, but publishers or networks might accidentally or deliberately misclassify a site and for example classify a torrent site as a technology site. The other issue with classification is that an exchange, publisher or network all might have different ideas as to what brand safe is, from what you or your client might think.
User generated content sites also pose a potential threat to brand safety. Some UGC sites allow users to upload ad serving code. We have found instances of misuse of these UGC sites, where an ad tag is uploaded onto a UGC site (for example – blogging platforms) which are then served out on iFrames on non-brand-safe sites. To the eyes of the advertiser tracking the impressions, it would appear that the ad is serving on the ostensibly brand-safe UGC site, and not a non-brand-safe site.
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2 February 2012 in ExchangeWire APAC
Grant Watts is Amobee’s Managing Director of Asia Pacific. Here he discusses the rapidly changing mobile landscape and why by 2015 Asia will be a US$7 billion mobile advertising market.
Can you give an overview of Amobee and its offering and strategy across the APAC region?
Amobee is working with large-scale advertisers, publishers and operators to deliver mobile advertising solutions and technology – from text to rich media, across all devices – at the global and regional levels. We run mobile ad campaigns for some of the biggest and best brands including eBay, Nokia, Skype, Zynga, Google, Groupon, InMobi and Telefonica, delivering unparalleled results.
While running campaigns across Asia, we’re also aggressive in all key Asian markets – Japan, Singapore, Indonesia, Philippines, India, Australia and New Zealand – meeting with operators, advertisers and others, understanding their needs and introducing our capabilities.
Everyone we meet is very impressed with our mobile advertising technology and solutions. We’re already working with Asian-based companies such as InMobi, Globe (Philippines), Ugama (India), Ambient (Vietnam) and MCM (Indonesia) and expect to make additional partner announcements in the near future.
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30 January 2012 in ExchangeWire APAC
The upcoming ATS Sydney conference in March is fast approaching and our panel is rounding out with some impressive speakers from the region. ExchangeWire is happy to announce the addition of Mark Britt CEO of ninemsn and Brett Wilson CEO of Tubemogal.
Mark Britt took the helm of the ninemsn group of companies in September 2011. The ninemsn network has a collection of over 50 sites and is Australia’s largest online content publisher with more than 9.7 million people visiting the site each month – that’s 67% of Australia’s online population.
As Group CEO, Mark Britt runs all ninemsn group activities across Australia and New Zealand including: ninemsn, Windows Live, Bing, Cudo and investments in iSelect and RateCity. Before being appointed CEO he sat on the ninemsn Board of Directors.
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18 January 2012 in ExchangeWire APAC
Looking for key trends in the emerging data-driven display market in Australia and South East Asia? The Ad Trading Summit, Sydney is the first focused event on the data-driven display marketplace in Australia, South-East Asia and the wider APAC region. Following on from the success of ATS Paris and ATS London – ATS Sydney promises to offer an essential breakdown of the current APAC exchange eco-system.
The ATS conference series is now a requisite for global online advertising leaders looking to gain access to the most up-to-date analysis and industry overview of the emerging ad trading and data-driven display space. We have already confirmed a number of high-profile local and international speakers for the day, with the full list to be published in the coming weeks.
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9 January 2012 in ExchangeWire APAC 1 Comment
With ATS Sydney just two months away, Jay Stevens VP & GM, International at The Rubicon Project, and keynote for the day gives ExchangeWire APAC an overview of the platform offering in the APAC region – and details of key relationships with big publishers in APAC. Early bird tickets are now on sale. Be sure to get yours to avoid disappointment.
Can you give an overview of the Rubicon Project proposition and offering in Australia and APAC region?
The Rubicon Project is the leading Supply Side Platform (SSP), optimising roughly 100 Billion impressions per month on behalf of more than 400 of the world’s premium publishers. Managing publishers’ yield of non-guaranteed inventory is the primary offering as our heritage comes from pioneering the ad network optimisation space. In the last 18 months, however, we’ve enabled publishers on REVV, the company’s real time trading platform, to take advantage of the growth in real-time bidding (RTB) and tap new demand from the more than 50 demand side platforms (DSPs) now integrated. Through automation and intelligence, REVV ensures the decisioning behind and the execution of all transactions delivers maximum value to the publisher. In addition, we’ve implemented more than a dozen private marketplaces, which is beginning blur the line between what has been regarded as guaranteed and what is labelled as remnant inventory.
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8 January 2012 in ExchangeWire APAC 2 Comments
Jeff Wood on aiMatch, its presence in the Australian and wider APAC region and its sell-side ad serving platform for display, mobile, video, IPTV, and newsletters.
He talks about how aimatch helps publishers address channel conflict by providing a comprehensive view into inventory consumption patterns giving publishers the insight needed to optimize allocation of their inventory to maximize revenue while discussing how publishers use their Simulation-Based Forecasting to identify new revenue channels.
Wood discusses how aiMatch has developed strong relationships with publishers in Australia and the wider APAC region. You can also read about their recent deal with CyberWing in Japan.
Who is aiMatch? What is your offering? Is aiMatch an Adserver? Data Management Platform (DMP)? Sales Operations Platform? SSP?
aiMatch is at heart a technology company comprised of industry veterans with deep roots in the digital advertising space. We built the Accipiter ad server, which was later acquired by Atlas and then Microsoft. Our offering doesn’t really fit into any one of the buckets you mention. We offer a sell side ad serving platform for display, mobile, video, IPTV, newsletters, or any digital channel. Our platform incorporates sales workflow, business intelligence, simulation-based forecasting, and directly ties to demand sources. This comprehensive approach provides publishers with the insight and control they need in order to manage yield across all of their inventory.
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