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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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18 February 2014 in ExchangeWire EMEA 3 Comments

Why The ‘Good Internet’ And Programmatic Premium Will Cut Out The Rotten Core Of Digital Advertising

original.rottenCiaran O’Kane, ExchangeWire global editor, reflects on how a ‘good’, or brand safe, internet can help advertisers and publishers reap the rewards of programmatic-buying, and tackles rampant inertia over click fraud, plus the lurking threats to the agency model status quo.

As I disappear into the ether for three weeks without phone, laptop, or internet. I thought I’d lay bare some of the observations I’ve had around some critical problems that continue to plague and indeed jeopardise the growth of digital advertising globally. Thanks to some brave reporting by Mike Shields and the insight from the ‘bot brain trust’ at spider_io we know that a good chunk of our industry is built on lies and indeed fraud.
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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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3 February 2014 in ExchangeWire EMEA 0 Comments

Xaxis Continues Expansion With Bannerconnect Acquisition

Xaxis.LogoWPP trading desk Xaxis has built on its ambitious European expansion strategy, announcing the acquisition of Bannerconnect for an undisclosed fee, just days after it formally unveiled its Brand Suite to the UK advertising market.

Xaxis announced the acquisition (the total purchase price has not been shared publicly) earlier today (3 February), claiming the pairing enables it to fully integrate Bannerconnect’s proprietary targeting technology into the Xaxis audience platform. Bannerconnect’s technology will also be used across trading desk initiatives within GroupM after the acquisition.

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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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22 January 2014 in ExchangeWire EMEA 0 Comments

Caspar Schlickum Claims New Role Amid Xaxis, 24/7 Media Merger

Caspar SchlikumXaxis has announced the full integration of 24/7 Media to create “the world’s largest” programmatic outfit, with Caspar Schlickum being elevated to the newly-created role of EMEA CEO, crowning a series of high-level moves within the WPP trading desk.

This also mirrors recent developments within the Publicis fold, ExchangeWire reviews the changes at two of the industry’s biggest trading desks, and assesses the potential impact upon the European market.

Xaxis leadership line-up post integration

Some of the top lines from the press release (issued 21 January, 2014) are that the combined entity – which now controls more than $750 million of audience-targeted media buys across 32 markets – will retain the Xaxis moniker, with Brian Lesser to serve as global CEO, and David J. Moore (the ex-24/7 Media chief) as Company Chairman.

Meanwhile, Mark Grether will remain as Xaxis global Chief Operating Officer and Christina Van Tassell will become Chief Financial Officer. Nicolle Pangis will become the company’s Chief Revenue Officer and Paul Dolan will continue in his role as Senior Vice President, Global Business Development.

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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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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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