EMEA > Ad Exchange

16 April 2014 in ExchangeWire EMEA 2 Comments

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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8 April 2014 in ExchangeWire EMEA 0 Comments

Despatch From Germany: 'Clean Up Your Act!’

germanyAs the initial phase of this year’s Ad Trader conference closes, it appears the message is loud and clear, but as we all know; the problem still persists.

This year’s Ad Trader Conference, hosted in Berlin, is entering its second half, where the leading luminaries of the digital media industry in Germany gather to discuss accelerating the nascent programmatic media trading sector here. And the message from the stage was clear: ‘Clean up your act!’
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7 April 2014 in ExchangeWire EMEA 1 Comment

Programmatic or Premium? If You Think You Have To Choose, You’re Doing It Wrong

Graham MoyseyAhead of this year’s Ad Trader conference hosted in Berlin, Graham Moysey, AOL, head of international, tells publishers there that selling ads programmatically need not involve selling inventory at bargain basement prices.

The idea that ad buyers and sellers should have to choose between a programmatic or premium path is a false one. Simply put, these two are not opposites.
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4 April 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

sociomanticIt’s been a busy week for ad tech, with no short supply of major announcements, quite fitting given that it was Advertising Week Europe, where programmatic trading, was described as “the prettiest girl at the ball” by its organisers. ExchangeWire will bring you its take on what went on.

ExchangeWire rounds up some of the biggest stories in the European digital advertising space.
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2 April 2014 in ExchangeWire EMEA 0 Comments

When Ad Tech Arrived At Ad Week

Screen shot 2014-04-02 at 15.21.04‘Fragmentation Feeds The Need For Automation’, that was pretty much the message here. The mobilisation of consumers, cross-device targeting, wearable tech, these are all key trends at Ad Week Europe currently being hosted in London.

Here the ad tech sector is pitching itself as the only viable means of taking advantage of both the pace of change and scale of opportunity.
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2 April 2014 in ExchangeWire EMEA 0 Comments

Rubicon Project IPOs Today (NYSE: RUBI) As Another Ad Tech Player Goes Public

rpThe Rubicon Project announced today it will IPO on the NYSE under the ticker RUBI. It will initially offer 6.8 million shares at a price of $15 to the public.

The IPO comes after speculation that the Californian-based ad tech specialist would IPO in the first quarter of this year. Positioning will be everything for Rubicon Project as it seeks to raise capital for further expansion and possible acquisitions.

The response for ad tech IPOs has been mixed from the public markets with the likes of Criteo and Rocketfuel faring a lot better than pure play ad networks such as Tremor and YuMe.

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24 March 2014 in ExchangeWire EMEA 1 Comment

The Debate: Public Vs. Private Exchanges

AdscaleRomanusSebastianThe German programmatic market tipped for a period of sharp growth in 2014, as publishers there gradually open up to alternative models of monetising their digital inventory.

With German publishers notoriously slow to embrace automated trading, Sebastian Romanus, managing director of Munich-based Adscale, discusses the merits and drawbacks of public and private ad exchanges, ahead of next month’s Ad Trader Conference hosted in Berlin.
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10 March 2014 in ExchangeWire EMEA 0 Comments

'Quality Content Still Rules In Programmatic World'

Jana Eisenstein001 (2)resizedJana Eisenstein, Videology, senior vice president, global accounts, explains that while content may be king, it is context that is critical, and calls for broadcasters to get programmatic buying on their agendas.

‘Content is King’ is a phrase we’ve all heard bandied about the media industry for many years, but does that concept lose some of its significance in an increasingly audience-focused media world?
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5 March 2014 in ExchangeWire EMEA 0 Comments

Ad Trader Conference: What Is The Reality Of The German Programmatic Market?

ADCON_LogoWhen it comes to programmatic the Germans love to talk a good game. At the recent d3con event in Berlin most panels had seven-to-eight people talking up their programmatic buying and selling strategies. That’s a lot of noise to have on any stage. A lot. All participants talked about growth with many saying they are seeing a significant shift in spend into programmatic. But what is the reality?

There is little data on the market – and many of the sales houses are guarded about what they are doing. To them selling via RTB only puts downward pressure on CPM pricing. So what kind of market will we see unfold in Germany? Where does the growth come from? We intend to go into more detail on all this at the upcoming Ad Trader conference on April 08.
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4 March 2014 in ExchangeWire EMEA 0 Comments

Is the future of data-driven advertising on smartphones a ‘native’ one?

MoPub-Native-AdsNative ad exchanges are a nascent sector in programmatic, with mobile specialists providing the next phase of growth in the specialism. ExchangeWire examines both the drivers of the trend, plus the (legitimate) reasons holding it back.

Yahoo is the latest Silicon Valley-based digital behemoth to nail its colours to the mobile and native advertising bandwagons with an Ad Age article this week revealing that it is attempting to emulate Facebook’s success with in-stream ad units encouraging audiences to install mobile apps. Few details were disclosed on how the placements are being sold, but surely an integration with the Yahoo Ad Exchange cannot be too much of a stretch of the imagination.
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