EMEA > Ad Trading

Posted 7 hours ago in ExchangeWire EMEA 0 Comments

Xaxis Eyes Cross-Screen Ad Dollars With Xaxis Sync

Xaxis.LogoAdvertisers’ calls for cross-device targeting capabilities appear to have been answered with the unveiling of Xaxis Sync, the GroupM trading desk’s multi-screen technology that lets media buyers purchase ads on viewers’ mobile devices coordinated with commercials running on their televisions screens.

Xaxis Sync uses video identification technology to capture and analyse metadata about television spots airing on more than 2,000 channels across. For instance, when a spot runs, Xaxis is able to use this metadata as a trigger to deliver complementary ads on viewers’ smartphones or tablets that run within 2 seconds after the start of the TV spot.
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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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15 April 2014 in ExchangeWire EMEA 1 Comment

IAB Issues Viewability Standards

iab-logoUK trade bodies representing advertisers, publishers and the ad tech sector have laid down guidelines on viewable ad impressions in a move designed to introduce viewability as a media trading standard for the first time.

The IAB has this morning (15 April) published standards stating that 50% of pixels must be in the viewable portion of an internet browser for a minimum of one continuous second to qualify as a viewable display impression for a standard display ad.
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14 April 2014 in ExchangeWire EMEA 0 Comments

Click Fraud And How To Detect It

clickfraudThe issue of click fraud is endemic in the online advertising business, with estimates over the scale of the problem varying wildly, with some parties claiming that up to 50% of all billed-for ads are generated by non-human traffic.

Last week, this publication spoke with IPONWEB’s Thomas Servatius who explained the market dynamics that permit click fraud to continue at its current levels. This week, ExchangeWire speaks to experts in the field to gain further insight on just how the fraudsters operate, and possible methods to combat them.
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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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8 April 2014 in ExchangeWire EMEA 0 Comments

German Broadcasters Tipped To Embrace Programmatic

adtraderAs ExchangeWire prepares for its fourth annual Ad Trader Conference, hosted in Germany, market sources here have told this publication that tier one broadcasters in Europe’s economic powerhouse are poised to embrace trading with programmatic players, potentially channeling lucrative brand advertising budgets via the ad tech sector.

The initial hesitancy of German media owners to embrace programmatic media trading is a trend well documented on this publication (market sources here say they have adopted a ‘wait and see’ approach); that plus the stringent privacy protocols here are largely regarded as having stunted a potential goldmine for the ad tech industry.

But after months of probing ‘What is the reality of the German ad tech sector?’, several sources have disclosed to ExchangeWire that major media owners in the broadcasting space here are preparing a series of experiments, which could potentially pave the way for a boon for the programmatic sector here.
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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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1 April 2014 in ExchangeWire EMEA 2 Comments

AppNexus Debuts Research Study To Bolster Programmatic Understanding

AdWeekEurope.logoAppNexus has taken 2014’s Ad Week Europe to unveil its latest partnership with research body Warc, as it aims to position itself at the vanguard of increased investment in programmatic by brand-side advertisers.

Speaking at the Ad Week Europe conference, hosted in London, representatives from both the ad tech firm and Warc launched their latest research study, that will look at the evolution of digital advertising and programmatic across Europe.

The launch takes place as programmatic advertising companies take unparalleled profile at the four-day conference where the industry assesses the best way to move ahead, with companies including AOL, Adap.tv, and MediaMath occupying several high profile slots.
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1 April 2014 in ExchangeWire EMEA 0 Comments

Cross-Device Audience Targeting & Media Buying Opportunities In Germany

JeffGreenAhead of next week’s Ad Trader Conference in Berlin, Jeff Green, The Trade Desk, CEO and co-founder, share his views on how adoption of programmatic trading in Europe could outpace its uptake in the US.

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