EMEA > Analytics

25 March 2014 in ExchangeWire EMEA 1 Comment

The Rise Of Multi-Screen, And Why ‘Last-Click’ Has To Go

mouse-clickThe consumer shift towards accessing the web on multiple devices, plus the (albeit nascent) emergence of connected TVs, has prompted advertisers to transition towards a more holistic model of campaign optimisation, and addressing how they attribute their media spend.

The key to unlocking this potential treasure chest of brand campaign spend (traditionally the reserve of more established outlets such as TV, or outdoor), appears to be in the clever collection of data, and accuracy of campaign management.

But poor media planning, and more importantly, naïve attribution modelling is condemning the programmatic sector to the peripheries of many media plans, and a certain amount of ridicule among some. ExchangeWire consults sources from leading programmatic advertising companies to examine how they aim to help evolve brands’ attribution strategies, and embed themselves more firmly on their media plans.
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17 February 2014 in ExchangeWire EMEA 0 Comments

Programmatic For The People

Lauren Wentzel Headshot 1 (1)Lauren Wentzel, Admedo, marketing director, argues the correct application of programmatic advertising could be key to the SME sector being at the vanguard of the UK recovery, however it is thus far the domain of the corporate behemoths, this must change.

Everyone has felt the pinch of the economic downturn in some way. We may not have suffered depression-like food or fuel shortages, but in the ad industry there has been a notable lull in canapés and ad budgets.

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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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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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29 January 2014 in ExchangeWire EMEA 3 Comments

Weve Bids To Woo Brand Spend To Mobile With Verified First-Party Data

weve46_460Weve, the joint venture (JV) company between the three-largest UK mobile operators, has lifted the lid on a mobile display ad pilot with Tesco as the participating brand, as the industry’s move towards mobile devices gathers pace.

Weve – a joint venture between EE, Telefonica’s O2 and Vodafone – has announced a three-month trial that will see it serve display ads on mobile web pages and apps to its 22 million-strong subscriber base (80% of the addressable market).
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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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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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17 January 2014 in ExchangeWire EMEA 0 Comments

French Regulator Gets Tough On Privacy, And Clients Demand Transparency

France.jpgSources indicate that data will be one of the hot topics of 2014, particularly as the French regulator begins to bear its teeth and advertisers begin to demand enhanced transparency. In short, the terms ‘privacy’ and ‘transparency’ could soon become as synonymous with France as its national rallying cry: ‘Liberté, Egalité, Fraternité’.

In the second instalment of a two-part examination of the French programmatic trading market, ExchangeWire consults sources who offer their opinions of what developments must take place if the sector is to fulfil its potential and defy an otherwise gloomy economic outlook there.

ExchangeWire’s earlier post in the series reported how sources within the programmatic media industry indicated the market was ripe for consolidation, especially in the wake of premium publisher alliances La Place Media and Audience Square significantly impacting the market in 2013.

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