Demand Side Network
Gareth Davies, AdBrain, CEO, gives ExchangeWire his take on this week’s multimillion dollar purchase of Flurry, and how it’s the latest move in a Silicon Valley arms race, but also explains to his thoughts this can prove risky for brands’ own data.
Yahoo’s purchase of Flurry has dominated discussions in ad tech circles in the last day or so. There is still speculation over the cost of the transaction with estimates ranging from $300m to up to $1bn.
Most discussions [...]
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Buoyed 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 [...]
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Why The ‘Good Internet’ And Programmatic Premium Will Cut Out The Rotten Core Of Digital Advertising
Ciaran 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 [...]
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The 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 [...]
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WPP 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 [...]
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Informal 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 [...]
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Weve, 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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Google, 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 [...]
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Xaxis 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 [...]
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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 [...]
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