Data Management Platform
We’ve all heard the projections; global mobile ad spend is set to triple to $37bn by 2017, accounting for half of total US digital ad budgets. The driver; programmatic buying – set to reach more than 50% of US display spend by 2017 – and the surging adoption of mobile RTB is paving the way for a new array of mobile and multi-screen strategies, based on a unique, mobile specific array of data insights.
A year or so ago, [...]
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1. Yahoo Parts Ways with COO De Castro Ahead Of Ad Exchange Roll-Out Earlier this week it emerged that Yahoo has axed its former Chief Operating Officer Henrique De Castro (pictured), who headed up its display ad business, with speculation indicating that his exit is largely the result of his failure to significantly raise the company’s advertising revenues.
In a note obtained by press outlets, which has been [...]
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Sources 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 [...]
Tags Ad ExchangeAd NetworkAd ServerAd TradingAdvertiserAgencyAgency Trading DeskAnalyticsAudience BuyingBehavioral TargetingBehavioural TargetingBig DataBrandDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDemand Side NetworkDemand Side PlatformDigital MarketingDisplayDSPFranceIndependent Trading DeskMarketerMarketing TechnologyMedia BuyingOnline MarketingPrivacyPublisherRetargetingRTBViewabilityYield Optimisation
MoneySuperMarket aims to increase the efficiency of its online media spend by cutting a deal with ad viewability firm Meetrics, as it continues to diversify its multi-million pound digital marketing strategy. The price comparison site today (13 January, 2014) announced it has appointed Germany-based Meetrics to address concerns over the number of online ads being served to digital screens, but never actually seen by a user.
Meetrics, which claims that up to 30% of online ads are never actually seen by [...]
Tags Ad TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAudience BuyingBehavioral TargetingBehavioural TargetingBig DataBrandDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyMarketerMarketing TechnologyMedia BuyingMedia ValuationOnline MarketingPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumRetargeting
1. Publicis/Omnicom Merger Receives Green Light In Europe, So What Will This Mean For Accuen And Vivaki?
The merger is quite rightly billed as one of the biggest stories in the advertising industry, and this week the proposed ‘super agency’ took a significant step closer to fruition with the proposed $35bn dollar merger receiving the all clear from European Union’s antitrust authourity.
Firstly, the [...]
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GroupM’s purchase of Germany-based Plista for a reputed €30m indicates an increased appetite for data-driven solutions among the industry’s big players, but also points to mounting pressure facing third-party tech partners as we enter 2014.
This week WPP’s investment arm GroupM – which houses media agencies including MEC, Mediacom and Mindshare – further added to its stable of programmatic entities, namely Xaxis and Quisma. Officially GroupM and Plista have yet to publicly disclose the value of the purchase, but reports [...]
Tags Ad NetworkAd TradingAd VerificationAdvertiserAgencyAgency Trading DeskAudience BuyingData Management PlatformDigital MarketingDisplayGerman Sales HouseMarketing TechnologyMedia BuyingOnline MarketingProgrammatic
At our recent ATS event in Paris, we gathered a number of senior European ad tech execs to discuss how customisation will define the programmatic space going forward. Some of the areas covered in the discussion are outlined below.
- Is it better for buyers to use existing ‘off-the shelf’ solutions, or is a more customised approach the inevitable route in terms of differentiation? - Are buyers/traders better able to customise their offering through the use of [...]
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Why merge Xaxis and 24/7 Media now? What value does it add to both companies?
The timing for this merger is perfect. Xaxis has continued to grow phenomenally to be a USD $400m business globally, working for over 1,500 brands. We are incredibly proud of the value we have [...]
‘The Data Ownership Problem: Why Brands Need to Understand Who is Really Benefiting From Their data’, by Mark Connolly, Managing Director EU & APAC, AudienceScience
There is so much emphasis on customer data at the moment. In the search for a competitive edge, marketers are focused on gaining the most valuable insight and building smarter and stronger personal relationships with their customers.
It should be no surprise then that data has not only become top of mind for marketers, but also incredibly valuable. Offline data is already a multi-billion pound industry and marketers are now well accustomed to paying substantial sums for [...]
‘Why are Publishers Afraid of Selling Their Data?’, by Delphine Fabre-Hernoux, Audience Centre Director, EMEA, Amnet
While everyone in the advertising industry is talking about technologies, such as data management platforms, and have an opinion regarding the value of data, lots of people forget to mention that there is a key challenge related to DMPs: the data itself!
We have solved challenges related to inventory, such as scarcity, and, as usual, once we address an issue, a new one pops up. Indeed, today we are living an era when data has become a [...]