The ad tech sector is arguably the hottest part of the marketing industry right now with the word ‘programmatic’ on almost every C-level marketer’s lips when talking about high-level strategy. Undoubtedly this is good news for the programmatic advertising industry, but it does bring with it an inherent need to improve transparency.
Jalal Nasir, Pixalate, CEO, and online fraud expert, shines a light on the latest loopholes exploited by nefarious elements of the digital economy, including naming some of the worst offenders, and urges the media industry at large to better protect itself from the problem.
“Hi, I’m PremiumDomain.com…Would you like to buy some inventory?”
Warning to all advertisers and premium publishers: This is an all-too common call you may be receiving, but don’t believe what you’re hearing is legit!
In a world as [...]
The WFA released an excellent programmatic guide this week. The report, written by Mikko Kotila (a notable programmatic trader and ATS speaker), focuses on best practices for brands working with agencies, trading desks and ad tech vendors in the programmatic space.
Despite the headline grabbing numbers of brands abandoning trading desks, this report is more about best practice for brands looking to put spend into programmatic.
The report is broken into several sections. The most notable are the following:
Tags Ad TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgencyAgency Trading DeskATSAudience BuyingBrandDigital MarketingDisplayEuropeMarketerMarketing TechnologyMedia BuyingMedia ValuationOnline Marketing
Why Agencies & Intermederies Must Evolve With The Shift To Closed Ad Ecosystems And Marketing Automation
Walled gardens. Big media companies love walled gardens. Amazon, which was asked to speak at ATS London but predictably declined, has been aggressively pushing its data-driven bidder to most of the big trading desks globally.
The new self-serve solution will be enthusiastically used by the agencies, as they look to leverage all that Amazon first party data. The catch here though is that inventory and data within the Amazon domain can only be accessed through its own bidder – no outside integrations [...]
Transparency has been one of the key topics facing the ad tech sector in 2014, with issues such as click fraud, bot traffic and view ability generating reams of column inches, and propelling programmatic firms into mainstream press attention. Hence this year ExchangeWire will debate the issue during a key panel session at its flagship ATS London conference, with security software vendors and advertisers alike to get their take on the issue.
The City of London Police have moved to further starve online pirates of ad funding by replacing display ads on copyright-infringing sites with official banners from the force, as part of its ongoing battle with more nefarious elements of the ad tech industry.
With the emergence of mobile devices such as smartphone and tablets disrupting the traditional viewing experience in a way that was rarely foreseen by advertisers and technologists alike, Volker Ballueder, Civolution, sales director, explains how ad tech vendors are attempting to offer brands a method of capturing the divided attention of ’second screeners’.
The issue of ad misplacement and the importance of content verification tools to uphold the standing of the programmatic media trading are hardly new to ExchangeWire readers. But an ominous BBC report linking ad misplacement to funding extremist militant groups aired recently shows just how the ‘bad internet’ is raising concerns among policy makers, and some of the highest powers in the land.
A BBC investigation into how ads from tier one outfits, including the UK Government’s National Citizen Service (NCS) [...]
Tags Ad ExchangeAd VerificationAdvertiserAudience BuyingBehavioural TargetingClick FraudContent verificationContextDisplayFacebookFBXMarketerMarketing TechnologyMedia BuyingPremiumProgrammaticPublisherRTB
One of ExchangeWire’s ‘inside sources’ shares views views on why they are bored of the same old ‘USPs’, and why rigorous testing of media platforms is required if the lofty claims of enthusiastic sales professionals are to be taken seriously.
‘Proprietary DSP’, ‘custom bid algorithms’, ‘custom audiences’, ‘unique inventory’, all familiar programmatic USPs to you dear readers, but whenever I hear these sayings I get a sense of dread come over me.
It all started when media vendors [...]
The title of this piece may illicit some barbed retorts, such as; ‘A week-long jolly on Cote d’Azur drinking Rosé and charging it back to expenses’, etc, etc. But the fact is, the scale of the presence of ad tech firms at the advertising industry’s most high profile summit is symbolic of the technology’s rising importance.
In fact the more bullish among ExchangeWire readers could say that ‘ad tech is taking over’. Read more for an ad tech [...]
Tags Ad TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgencyAnalyticsBehavioral TargetingBig DataBrandCannes LionsClick FraudCreativeDataDisplayEuropeKeywordsMarketing TechnologyMedia BuyingMobileOnline MarketingOnline videoPremiumProgrammaticRich MediaRTBSearchStackVendorViewability