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.
UK gaming brands are seeking to use more sophisticated forms of ad tech, including the use of retargeting technology as well as more sophisticated forms of prospecting, as research reveals the public are beginning to place an increasing emphasis on responsible marketing. But operational issues, plus potential regulatory impact on revenues leave are stalling many decisions.
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) [...]
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Cameran Harman, OpenX, managing director, EMEA, explains that while the programmatic industry as a whole is generally in rude health, it is one besieged by nefarious parties, and how combatting fraud is everyone in the industry’s job.
An Industry Under Siege
Digital advertising is all about scale and confidence. The greater number consumers advertisers can reach, the more opportunities they have to grow their business. Publishers want scale too, because the more readers they can claim, the higher [...]
Even 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 [...]
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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 [...]
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Earlier this week UK trade bodies representing brands, advertisers and the ad tech communities agreed a set of guidelines aimed at providing greater transparency in the online ad trading sector, bringing a near three-year deadlock to an end.
The newly formed DTSG (Digital Trading Standards Group) consists of JICWEBS (the UK’s Joint Industry Committee for Web Standards) which itself represents four trade bodies representing each part of the online display ad market.
These trade bodies are: the AOP (Association of Online [...]
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'The ad industry will see a massive acceleration towards programmatic buying in 2014', Alex Kuhnel, PulsePoint, MD Europe
The ad industry will see a massive acceleration towards programmatic buying and content marketing in 2014. Alex Kuhnel, PulsePoint, MD Europe, gives ExchangeWire a peek into what he thinks we can expect to see unfold in 2014.
Programmatic in the ad tech industry has become a bit like Big Data and mobile – everyone knows they should be adopting, but no one quite knows how to do it.
This year has certainly seen the rise of RTB (real-time bidding), and with [...]
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'How much Longer Can Ad Spend Go On Supporting Criminality?', by Duncan Trigg, CEO, Project Sunblock
The internet is awash with websites containing all sorts of illegal content. From movies to software, there are any number of sites giving away premium content for free. Content which costs millions to produce is simply given away. Do not confuse the people running these sites as some kind of modern day Robin Hood, however. This is not an act of kindness, no, they are in it for the profit. What most people do not realise [...]