ExchangeWire rounds up some of the biggest stories in the European digital advertising space. And in this week’s edition: Landmark Conversant purchase tops record period of M&A for ad tech; Mega stacks spur debate; Twitter and Microsoft step up their ad services, and European programatic market valued at over €2bn.
Alliance Data’s purchase of Conversant tops record period of M&A
The biggest story in the last few days in ad tech has been the announcement [...]
Earlier this week at ExchangeWire’s ATS London, enterprise players were invited on stage to explain just how they could affect the ad tech space, and today (10 September) Adode went some way to answering the question with news of its tie-up with Publicise Groupe. The pair have used the two-day extravaganza to unveil the Publicis Groupe Always-On Platform, which will use Adobe’s stack to help improve marketing attribution, and automation, plus improve data sharing capabilities across the group across all channels.
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.
Ahead of next month’s ATS Singapore on 7 July Byron Munson, Videology, regional director, APAC, discusses what it will take to attract brand spend (which has historically been the domain of TV budgets) to digital video in a world of fragmented audiences, especially as the APAC’s middle class swells in number.
Brand advertisers love television. So what is holding back marketers in APAC from embracing digital video with similar enthusiasm, while budgets in other regions are [...]
Tags Ad TradingAd ViewabilityAPACATSAttributionBrandBroadcasterCross-ChannelFragmentationLive StreamMarketerMarketing TechnologyMedia BuyingMedia ValuationMobileOnline MarketingOnline videoProgrammatic VideoPublisherRich MediaSecond screenSingaporeSoutheast AsiaTVVendor
In the second part of a two-part interview with ExchangeWire, Brian O’Kelley, AppNexus co-founder and CEO, explains some of his thoughts on how the ad tech sector can move unilaterally to address some of the more complex issues with programmatic media trading.
In this Q&A he addresses the lack of a global trade body to represent the needs of ‘the most innovate part of the advertising industry’, plus answers traders’ questions on some of the latest [...]
Tags Ad ExchangeAd ServerAd TradingAd VerificationAdvertiserAgencyAnalyticsAttributionAudience BuyingBidderContextDataDigital MarketingDisplayDSPMarketerMedia BuyingMedia ValuationPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRTBSSPTag ManagementTrading DeskVendorYield Optimisation
Brian O’Kelley, AppNexus CEO, has established himself as one of the biggest names in the programmatic advertising sector, having first helped establish Right Media Exchange, and continuing his career after its $850m sale to Yahoo, with the founding of his current outfit.
In the first of a two-part interview, O’Kelley shares with ExchangeWire just some of his views on AppNexus’ recent product launches, as well as how the industry can move cohesively to tackle some of its biggest [...]
Tags Ad VerificationAd ViewabilityAd VisibilityAdvertiserAttributionCross-ChannelDigital MarketingDisplayMarketerMarketing TechnologyMedia BuyingMedia ValuationMobileOnline MarketingOnline videoProgrammaticRich Media
New research from YuMe indicates that the TV is losing its prominence in terms of media consumption, but continues to dominate ad spend, pointing to a failure of the digital media industry to keep apace with its own innovations. Charting recent developments in the programmatic video sector, ExchangeWire asks what hope the ad tech sector has in taking its place at the top table of advertising platforms, when it’s still so difficult to track and attribute value [...]
Tags Ad ServerAd TradingAd ViewabilityAd VisibilityAdvertiserAttributionAudience BuyingConnected TVCross-ChannelDataDigital MarketingLive StreamMarketerMarketing TechnologyMedia BuyingMobileMobile RTBOnline MarketingOnline videoProgrammatic PremiumProgrammatic VideoSecond screenTVVideoViewabilityYield Optimisation
Click fraud has undoubtedly been one of the topics of conversation in the programmatic advertising sector in 2014, with Google’s purchase of UK-based security specialist Spider.io just one of a number of industry moves underlying its growing importance. Last week Rocket Fuel was fingered in a FT article highlighting its prevalence in the industry (of course it was quick to rebuff the article’s assertions), but the entire advertising industry – from client-side marketer to third-party ad tech vendor – must [...]
Under-fire Rocket Fuel has moved to underline its credentials in the “arms race” between ad tech players and “scammers” after being cited in a critical FT article claiming a recent it participated in for Mercedez-Benz was plagued with click fraud – one that it has labelled as “sensational”. Rocket Fuel has issued a statement in reaction to an FT article which ran with the headline: “Mercedes online ads viewed more by fraudster robots than humans”.
The article claims Rocket Fuel inadvertently [...]
In an increasingly mobile-first world, the proliferation of mobile device adoption presents a major challenge to digital marketers who traditionally relied upon desktop cookie tracking to target and reach their wired audiences. While the cookie isn’t dead just yet, it’s certainly on its last legs as a new battle is being fought by tech goliaths and upstarts alike in a [...]