EMEA > Ad Viewability

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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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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17 March 2014 in ExchangeWire EMEA 0 Comments

Viewability Comes Into Focus

ViewabilityShoring up ad viewability standards will be one of the key battlegrounds for the programmatic sector as the advertising industry enters the second quarter, with the Media Ratings Council (MRC) issuing its backing to several ad tech vendors in recent weeks, as advertisers demand more transparency.

The digital media industry – and especially the programmatic sector – has made its name by promising advertisers increased efficiency. But as previously discussed here on ExchangeWire, the industry is at risk of being exposed to its own flaws, namely with campaign performance reporting mainly being built on fraud.
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4 March 2014 in ExchangeWire EMEA 1 Comment

'Competitions give the real-time advertising specialists a chance to prove their value'

sylvain_wirecolumn_2Sylvain Deffay, Infectious Media’s country manager, France, advises on how to best scrutinise the performance of ad budgets in a world of near constant technological change.

The latest figures from French regulator the SRI reveal programmatic buying is maintaining an upward trajectory in an overall advertising market that remains depressed. Along with this continued expansion into 2014, we’re seeing increasing appeals from advertisers for transparency into the workings of real time advertising.
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20 February 2014 in ExchangeWire EMEA 1 Comment

Engineering The Mobile Revolution

MobileAdvertisingWith Facebook’s purchase of mobile messaging service WhatsApp for a colossal $19bn announced this week, it’s clear that mobile is crucial to any ad-funded business.

However, as the digital economy enters the ‘post-PC era’ in full thrust, ad spend on the medium continues to lag consumer behaviour, despite this unprecedented shift in media consumption.

ExchangeWire speaks with programmatic players in the sector to uncover key issues it must address to win over its fair share of media budgets.
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19 February 2014 in ExchangeWire EMEA 0 Comments

Who or what is watching your ads?

ad-viewability-300x161 (1)Irfon Watkins, CEO of online video firm Coull, discusses how integrating contextual adverts within premium publisher video content can safeguard against ‘bot traffic’ and ‘click fraud’ – issues that are rife in the digital advertising industry.

YouTube announced recently that it has started to audit the number of views a video on its site has received. The move is intended to prevent users from artificially inflating view counts, which misleads both viewers and advertisers about the popularity of a video. It comes amid concerns that some content creators are using tools like redirects or ‘buying’ views to improve their count.
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18 February 2014 in ExchangeWire EMEA 3 Comments

Why The ‘Good Internet’ And Programmatic Premium Will Cut Out The Rotten Core Of Digital Advertising

original.rottenCiaran O’Kane, ExchangeWire global editor, reflects on how a ‘good’, or brand safe, internet can help advertisers and publishers reap the rewards of programmatic-buying, and tackles rampant inertia over click fraud, plus the lurking threats to the agency model status quo.

As I disappear into the ether for three weeks without phone, laptop, or internet. I thought I’d lay bare some of the observations I’ve had around some critical problems that continue to plague and indeed jeopardise the growth of digital advertising globally. Thanks to some brave reporting by Mike Shields and the insight from the ‘bot brain trust’ at spider_io we know that a good chunk of our industry is built on lies and indeed fraud.
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4 February 2014 in ExchangeWire EMEA 0 Comments

How Google’s Latest Financial Filings Presents Both Challenges And Opportunity For Ad Tech

Google gifGoogle’s recent financial results were nothing short of exceptional, despite reporting decreases in its average cost-per-click- (CPC) it was still able to post double-digit increases in revenues. It takes a special kind of company to do so.

There has been a stream of positive white papers and industry reports highlighting the growth of the programmatic ad market, and indeed the future outlook for the sector is largely positive, but are there signs in Google’s numbers that a big change is imminent in the market.

So with the Silicon Valley giant recently announcing a string of limits to its formerly ‘free’ online marketing tools, ExchangeWire examines how Google’s fortunes are indicative of the challenges facing the rest of the industry.
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30 January 2014 in ExchangeWire EMEA 0 Comments

Consortium To Combat Click Fraud Mooted

Bot-2Informal talks to establish a consortium of ad tech companies that would help establish an ‘industry standard’ way of measuring legitimate web traffic are understood to be taking place, as ‘click fraud’ continues to dog some of the industry’s biggest names.

Issues surrounding web traffic not generated by human beings – or ‘bot traffic’ – are generally deemed to be endemic in the adtech sector, with a recent report published by web security firm Incapsula indicating that as much as 61.5% of all web traffic is not generated by humans.
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23 January 2014 in ExchangeWire EMEA 1 Comment

Advertisers And Publishers Eye Greater Consistency In Ad Viewability Measurement

ad-viewability-300x161 (1)Discrepancies around ad viewabilty promises to be one of the key hurdles for the ad tech industry to clear, as trade bodies representing advertisers and premium publishers have identified it as one of the key issues to address in 2014.

ExchangeWire has learnt that unprecedented levels of cooperation between the Association of Online Publishers (AOP), the Institute of Practitioners in Advertisers (IPA) and Internet Advertising Bureau (IAB) are taking place to implement standards around measuring ad viewabilty, with a longer term goal of establishing trading standards.

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