5 February 2012 in ExchangeWire APAC 2 Comments

Wout Van Damme, CEO Of Funbox, On How Trading Desks Are Responsible For Mitigating Brand Safety When Buying On Ad Exchanges & DSPs

Wout Van Damme 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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8 January 2012 in ExchangeWire APAC 2 Comments

Jeff Wood, CEO Of aiMatch, On Being A Sell-Side Ad Serving Yield Management Platform, Simulation-Based Forecasting, Data Visualization & Recent Deal With CyberWing Japan

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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8 December 2011 in ExchangeWire APAC 2 Comments

Yuzo Tanaka Discusses The D.A.Consortium Partnership With Adnetik, As It Launches Its New Trading Desk In The Japanese Market

Mr. Yuzo Tanaka, Executive Officer, D.A.Consortium Inc. (DAC) talks about the recent launch of DAC’s ‘Trading Desk’. Here he discusses the recent partnership with Adnetik – and how it will provide online marketing strategies to grow programmatic buying and RTB in the Japanese marketplace.

For those unfamiliar with your “trading desk” proposition, can you give a brief summary of what kind of service it is?

Our trading desk is effectively a service provider that trades media and data assets using real-time targeting and trading technology to improve marketing efficiency. The service calculates opportunities for advertisers instantly using algorithmic technology- a service quite similar to the trading used for the exchange of stocks in financial markets. Trading desk businesses have rapidly developed in the digital advertising world in recent years as a result of real-time bidding and demand-side platforms. Especially in the display market, where new capabilities and audience targeting tactics have emerged, making the tasks for advertisers and agencies more complicated as seen in the growing needs for performance-based operations and adoption of innovative technology. DAC has decided to set up the trading desk service to provide a one-stop service which also offers complex marketing strategies/planning, operations, and reporting.

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1 November 2011 in ExchangeWire APAC 5 Comments

Nick Gill, Commercial Director, Marin Software, APAC On Search, Display, Retargeting, Managing The Attribution Models & The Rapid Growth Of The Australian Market

Nick Gill Commercial Director for Marin Software, APAC on their recent launch into the Australian market. He discusses how their expansion from search into the Google Display Network, Facebook and YouTube and partnership with Criteo (retargeting) means advertisers can now manage all their biddable media including workflow, analytics and optimisation from one interface. With their success to date he highlights while this year they have opened offices in Sydney, Singapore and Paris, there are more to come.

Marin has recently moved into Australia – why Australia? What other markets is Marin servicing in the APAC region?

Marin chose to expand into Australia for primarily two reasons. One, several existing customers of ours have offices in Australia and having an “on the ground” presence allows us to better serve them. Second, Australia has a strong, growing market and an office in Australia allows us to better partner with agencies and brands in the area. In addition to Australia, Marin has an office Singapore.

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31 October 2011 in ExchangeWire APAC 1 Comment

James Zipeure, Chief Operating Officer, VeNA (Video and Entertainment Network Asia), On APAC's Growth In Video & Social Gaming Being One Of The Most Significant Regions Globally, Maximising Inventory Revenue & Embracing The Evolving Online Advertising Landscape

James Zipeure, Chief Operating Officer for VeNA (Video and Entertainment Network Asia) on how video and social gaming % growth in some APAC markets is outstripping all other digital channels. He talks about how VeNA’s business model actively embraces the evolving landscape allowing growth through both traditional sales and platform based channels. He also discusses the opportunity to harness new revenue channels like content development directly with publishers and advertisers.

Can you give an overview of VeNA, its offering and strategy across the APAC region?

VeNA (Video and Entertainment Network Asia), is one of the largest independent premium video and social gaming advertising and technology networks across the SEA and Pacific region.  Our business is based on exclusive partnerships with publishers, platforms and best of breed technology and creative solutions which enables us to deliver a unique market position for agency and clients alike at scale.

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24 October 2011 in ExchangeWire APAC 1 Comment

Wout Van Damme CEO, Funbox, On Being A Multi-Channel Performance Trading Desk, Reducing Advertiser’s Media Buying Risk & How TV Advertising Will Be Sold In An Auction Environment

Wout Van Damme is the CEO of Funbox, a multi-channel performance trading desk and here he talks about the Funbox offering of a performance based media buying service across display, mobile, video, social, search and affiliate channels. He discusses how being platform agnostic allows continuous innovation, the ability to split test across exchanges and DSPs for the most effective inventory source and how advertisers work with them on a CPC, CPL, revenue share or CPW (Cost-Per-Whatever) basis.

Can you give an overview of Funbox exchange offering in the Australian and international markets?

We see there is a gap between advertisers who have a growing appetite for performance traffic and publishers who still want get paid on an impression basis. We bridge that gap, by buying traffic on a CPM basis and selling it to our clients on a performance basis, which can be CPC, CPL, CPA or revenue share, essentially we’re happy to run on a CPW (Cost – Per – Whatever) basis. While doing this we take away or reduce the media buying risk for advertisers. Funbox was founded in Sydney in 2004 as a direct response advertiser and started to use its knowledge and expertise to help other organizations succeed online 2 years ago. Funbox is based in Australia were the majority of the 25 employees reside, but operates globally and generates most of its revenue outside of the home market.

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18 October 2011 in ExchangeWire APAC 4 Comments

Keiichi Tezuka, President & CEO of IponWeb Japan & Derek O’Neil, Chief Business Development Officer, IponWeb, Discuss IponWeb Japan's Success, Rapid Adoption of RTB & Trends In The Japanese Ad Exchange Marketplace

Keiichi Tezuka is President & CEO of IponWeb Japan and Derek O’Neil is Chief Business Development Officer for IponWeb, here they discuss IponWeb Japan – the joint venture between D.A.Consortium Inc.’s consolidated subsidiary, PlatformOne and IponWeb Holdings. They talk about the uniqueness of the Japanese market, the ‘astonishingly fast’ adoption of RTB and the dynamics and challenges of the Japanese market. They also highlight a move into the Chinese market is part of IponWeb Japan’s plan.

Can you give an overview of IponWeb Japan its offering in Japan and the wider APAC region?

IponWeb Japan is a joint venture between DAC’s consolidated subsidiary, Platform One and IponWeb Holdings.

The primary focus for IponWeb Japan is to be the in-market client facing organization for IponWeb, initially focused on Japan, and later China.

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6 October 2011 in ExchangeWire APAC 3 Comments

Phang Chee Leong, CEO Innity, On Its Recent Partnership With China's adSage, Seamless Search & Display Integration & Further Expansion in APAC

Phang Chee Leong, Innity’s CEO, talks about their recent partnership with adSage – China’s leading player in the SEM space. Here he discusses Innity’s aggressive global growth strategy and highlights some of the challenges they anticipate within the Chinese market.

You recently announced a partnership with adSage in China. Can you explain in more detail what the partnership means for Innity?

With the growing importance of the digital sphere, marketers are deploying tactics such as SEM to ensure that they achieve maximum ROI from their online campaigns. In fact, today, SEM is an essential component of most brands’ marketing strategy.

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25 September 2011 in ExchangeWire APAC 3 Comments

Jonathan Despinidic, General Manager Jemm Group Australia & APAC, On Jemm's Recent Launch, Brand Safety, Inventory Monetization & The Australian Publisher Reception To The Real Time Network

Jonathan Despinidic, General Manager of Jemm Group Australia & APAC, on Jemm’s recent Australian launch and how the Real Time Network is a first for Australia and the APAC region. Here he discusses how Jemm’s offering is both an SSP and an ad network, offering brand safe inventory for the Australian market via RTB. He also talks private marketplaces and how being a technology and inventory monetisation partner can help Australian publishers.

Can you give an overview of the Jemm Group and Real Time Network and its offering in Australia? Is the Jemm Group’s Real Time Network a first in Australia?

Jemm Group was the first Real Time Network in Europe and now the first Real Time Network to enter the Australian (and APAC) region. 

Jemm Groups focus is to provide accessible and more importantly brand safe inventory to the Australian market. Our in house technology allows for a more efficient buying process using RTB to deliver better results for buyers and sellers.

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24 August 2011 in ExchangeWire APAC 4 Comments

Teresa Sperti Head of Marketing & Product, realestateVIEW.com On Growing Audiences, Balancing Brand And Performance & The Knowledge Challenge In The Media Buying Landscape

Teresa Sperti, Head of Marketing & Product for realestateVIEW.com talks about media buying and the importance of striking a balance between brand and performance. She adds with 50% of all Australians accessing online via their mobile it makes the channel a crucial part of their media mix. While Australians are one of the biggest consumers of online video in the world, the lack of inventory is constricting their growth.

Sperti also welcomes the efficiency the ad exchanges, DSPs and RTB are bringing to the marketplace – and highlights the need for media agencies and publishers to rapidly embrace the evolving landscape.

Can you give an overview of realestateVIEW.com.au and its offering in Australia?

realestateVIEW.com.au is the 3rd largest property portal in Australia and is operated by the real estate institutes across Australia. Our unique connection with the industry enables us to deliver value to consumers looking to buy or sell through leveraging data & commentary on the property market.

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