EMEA > Agency

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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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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12 February 2014 in ExchangeWire EMEA 0 Comments

How AOL, Google And Yahoo Are Jockeying For Larger Brand Budgets

PremiumThe race to woo further lucrative brand advertising budgets to programmatic channels continues to heat up, with Google striking a deal with ComScore to improve real-time campaign measurement data, as the resurgent AOL commits to opening more premium ad inventory to third parties.

Google and ComScore yesterday (11 February) announced a deal to give advertisers improved real-time insight into how ad campaigns booked on its DoubleClick ad platform are performing across screens.

The deal will see Google integrating Comscore’s Validated Campaign Essentials (vCE) ad measurement product into its DoubleClick offering, which improves advertisers ability to optimise campaigns as they happen.
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11 February 2014 in ExchangeWire EMEA 2 Comments

How Will Marketers Buy And Sell Media in 2020?

vidWhat will it take to win in 2020? Looking six years into the future of digital media is no easy task, argues Scott Ferber, Videology, CEO.

Three years ago, who could have predicted that 40% of all US brands would use programmatic buying platforms as our recent online advertising survey showed? And today, many major agency holding companies are projecting that within the next three years, 30 to 50% of all media buying will be automated.
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27 January 2014 in ExchangeWire EMEA 1 Comment

Industry Group formed To Help Deliver The Elusive 'Year Of Mobile'

IAB Mobile Programmatic Working Group MembersGoogle, Microsoft and UK mobile operator joint venture Weve are among companies attempting to win over more brand spend in the notoriously tricky mobile display ad market with the formation of an industry working group that intends to spread further understanding of the two emerging sectors.

The three behemoths are backing the recently formed IAB mobile programmatic working group, a body which consists of sixteen firms (see image for an exhaustive list of members) which aims to spread further awareness of some of the complications of merging the programmatic and mobile practices.
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27 January 2014 in ExchangeWire EMEA 0 Comments

Lifting The Lid On The Pandora’s Box Of Brand Safety

PandoraBoxEven with some unscrupulous publishers, negligent networks and careless agencies, brands can have as much safety as they are willing to pay for, writes Dan de Sybel, director of technology and operations, Infectious Media.

The drive towards more transparency in online advertising has revealed an ugly truth. There is a lot of bad quality inventory out there and many big name advertisers are appearing on it. How have we come to this, why is it so prevalent and why does it feel like so little is being done about it?

Getting an ad placement up on a new website is often as easy as signing up to an exchange or network, downloading a tag and placing it on your site. Some exchanges/networks will vet the site first and classify the content, but others do not. Even for those that do, there is nothing stopping an unscrupulous website owner from changing the content post vetting or simply putting the vetted ad placement tag on a completely different site.

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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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22 January 2014 in ExchangeWire EMEA 0 Comments

Caspar Schlickum Claims New Role Amid Xaxis, 24/7 Media Merger

Caspar SchlikumXaxis has announced the full integration of 24/7 Media to create “the world’s largest” programmatic outfit, with Caspar Schlickum being elevated to the newly-created role of EMEA CEO, crowning a series of high-level moves within the WPP trading desk.

This also mirrors recent developments within the Publicis fold, ExchangeWire reviews the changes at two of the industry’s biggest trading desks, and assesses the potential impact upon the European market.

Xaxis leadership line-up post integration

Some of the top lines from the press release (issued 21 January, 2014) are that the combined entity – which now controls more than $750 million of audience-targeted media buys across 32 markets – will retain the Xaxis moniker, with Brian Lesser to serve as global CEO, and David J. Moore (the ex-24/7 Media chief) as Company Chairman.

Meanwhile, Mark Grether will remain as Xaxis global Chief Operating Officer and Christina Van Tassell will become Chief Financial Officer. Nicolle Pangis will become the company’s Chief Revenue Officer and Paul Dolan will continue in his role as Senior Vice President, Global Business Development.

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21 January 2014 in ExchangeWire EMEA 1 Comment

'As Marketing Technology Eats The World, Can Ad Tech And Agencies Remain Relevant And Critical Solutions For Marketers?'

Screen Shot 2014-01-21 at 08.44.40With a number of big IPOs and large M&A deals in the space over the past twelve months, Marketing Technology is a hot area right now. Only this week Terry Kawaja wrote a piece on recode about ad tech valuations that included some interesting charts showing big multiples paid for marketing tech companies versus ad tech vendors – with the only exception being RocketFuel, which to its credit still seems to defy market logic.

The Marketing Tech space is a sprawling mess of companies – from search to marketing apps. Scott Brinker has attempted to catalogue all these companies in his latest industry landscape. Here ExchangeWire speaks to Brinker about the current state of the market, the importance of “platform” players in the marketing technology, and the role of ad tech and the future of media agencies.

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21 January 2014 in ExchangeWire EMEA 1 Comment

‘Many Global Firms' Attempts To Crack APAC Fall Short’

Stuart Bartram, MD APAC, Rubicon ProjectAPAC digital publishers are undergoing a shift in attitude towards programmatic trading; from viewing it as an outlet for unsold inventory towards ‘holisitic yield management’.

As global regions go, APAC is perhaps the most diverse of them all, both in terms of cultures and economies – and by extension, in media and ad marketplaces, writes Stuart Bartram, Rubicon Project MD, APAC.

That said, European and Asian advertising moved noticeably closer together in 2013 with Dentsu’s Aegis acquisition, not to mention a range of smaller deals like Chinese firm BlueFocus buying the UK’s We Are Social in December. Meanwhile WPP’s ‘Asian domination’ plan, which began almost 30 years ago continued apace, with more companies snapped up, and big hopes pinned on continued significant digital growth in the region over the next five years.

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