EMEA > Data Strategy

1 April 2014 in ExchangeWire EMEA 2 Comments

AppNexus Debuts Research Study To Bolster Programmatic Understanding

AdWeekEurope.logoAppNexus has taken 2014’s Ad Week Europe to unveil its latest partnership with research body Warc, as it aims to position itself at the vanguard of increased investment in programmatic by brand-side advertisers.

Speaking at the Ad Week Europe conference, hosted in London, representatives from both the ad tech firm and Warc launched their latest research study, that will look at the evolution of digital advertising and programmatic across Europe.

The launch takes place as programmatic advertising companies take unparalleled profile at the four-day conference where the industry assesses the best way to move ahead, with companies including AOL, Adap.tv, and MediaMath occupying several high profile slots.
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27 March 2014 in ExchangeWire EMEA 3 Comments

AOL Aims To Clear Up The ‘Chaos’ Of Ad Tech With One Platform

ONEbyAolBuoyed by its most positive financial figures in the last 10 years, AOL has made clearing up the “chaos” ad tech its mission with the unveiling of AOL Platforms – essentially a rebrand of AOL Networks – plus the launch of a consolidated programmatic media trading platform.

The proliferation of new and emerging technology platforms has led to the further fragmentation of the industry, making the ad tech sector an acronym-laden, labyrinth of confusion.

The trend is one that has been much debated on ExchangeWire in recent weeks, with IgnitionOne and Improve Digital weighing into the discourse in recent weeks. But now AOL hopes to make its ad tech stack one that adds value to the media plan, not one that ciphers value from it.

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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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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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24 January 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

fb-mobile-icon2ExchangeWire rounds up some of the biggest stories in the European digital advertising space.

Facebook tests mobile ad network

1. It’s been yet another eventful week in the ad tech industry with some of the industry’s largest names continuing to make waves, with Facebook revealing that it is testing an in-app mobile ad network with a select number of advertisers. This means that advertisers will be able to use Facebook targeting data to target mobile app users outside of the social network.
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20 January 2014 in ExchangeWire EMEA 2 Comments

‘The Rise Of The Data Trading Desk,’ Gareth Davies, Adbrain CEO

GarethDaviesresizedWe’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, the mobile ecosystem was still finding its way, affording buyers little ability to accurately target mobile audiences across scattered mobile web and in-app inventory, now things have changed. Gone are the days of blind, arbitraged mobile media buying from ad networks and the ever-growing array of non-transparent managed mobile DSPs.

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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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13 January 2014 in ExchangeWire EMEA 1 Comment

MoneySuperMarket Invests In Viewability Tech Over 'Opaque' Trading Desks

msm-logo-2013MoneySuperMarket 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 an audience, will help improve the viewability of MoneySuperMarket’s ads bought via programmatic trading channels, using its online dashboard.

The ad tech firm’s Ad Attention Monitor service provides advertisers with data on whether or not their ad is visible, how long it’s seen for, and the number of clickthroughs it has generated. It also claims to be able to identify unintentional clicks on brands’ online ad units.

A release announcing the partnership claims an earlier test phase campaign saw MoneySuperMarket achieve a 37% increase in ROI through its online advertising by focusing on sites with high ad visibility

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10 January 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

publicis-omnicomExchangeWire rounds up some of the biggest stories in the European digital advertising space.

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 proposed merger – which is now all but assured of completion – begs the question of what will happen to the entities’ respective trading desks (i.e. Publicis’ Vivaki, and Omnicom’s Accuen)?

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