• Pinterest Video Ads; Lotame Unlocks Data

    ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Pinterest launches video ads in US and UK; Lotame unlocks data; AOP and The Media Trust partner; Cloud-based SaaS-platform for SourceKnowledge; Adelphic DSP brings behaviour-centric cross-channel solution; and OpenX simplifies header bidding.

    Pinterest pushes video ads

    Video ads first emerged on Pinterest last autumn. Now the virtual pinboard takes the next step and introduces promoted video ads – gif-like ads that run silently but [...]

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  • Why Digital Marketers Are Bridging the Data Gap

    Big data has offered so many promises and potential solutions to effective audience understanding and targeting; but has it delivered or is it just causing data-blindness? ExchangeWire speak with David Shiell (pictured below), CEO, House of Kaizen about how business intelligence can help to transform the management of big data.

    Several years ago, McKinsey Global Institute sparked excitement with its prediction that retailers would soon be utilising big data so effectively that they would increase operating margins by more than 60%. More [...]

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  • Impact Radius Buys Forensiq; Snapchat Partners with Oracle

    ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Impact Radius buys Forensiq; Snapchat Partners with Oracle; Twitter targets via emojis; Partnership between Uber and Factual; and New C-level additions at Adform. 

    Impact Radius acquires Forensiq

    A merger that creates a “marketing system with built-in fraud detection”: Impact Radius acquires Forensiq and employs their fraud detection capabilities, the DMP has announced.

    “Together, the teams will focus on the development of artificial intelligence technologies, pioneering the [...]

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  • Marketo Acquired by Vista Equity Partners; Facebook Shutters LiveRail

    ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Marketo is snapped up by private equity firm; Facebook retires LiveRail; DoubleClick connects advertisers and marketing experts; Adsquare partners with Adelphi; and New partnership between Tapjoy and Ironsource. 

    Marketo sold to Vista Equity Partners

    In a deal worth USD$1.79bn (£1.24bn), private equity firm Vista Equity Partners is acquiring Marketo. The publicly traded martech provider is the last in a string of acquisitions by the [...]

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  • Facebook Audience Network Sells Video Ads for Third Parties; Twitter Takes Ads to Embedded Feeds

    ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Facebook Audience Network Sells Video Ads; Twitter Ads in External Feeds; SAP introduces media exchange; Dynamic Email Retargeting by Criteo; More Transparency for Publishers with Dutch ad server Ancora; and Google introduces Android Instant Apps. 

    Facebook sell video ads for third parties

    First retargeting on Instagram, now video ads delivered through the Audience Network to third-party websites and in apps: Facebook ramp up their [...]

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  • The More Marketers Know, the Less They Do

    Data holds incredible power; but are we the victims of our own success with how this data is put to use? ExchangeWire speak with Chris Pitt (pictured below), head of marketing, Vertical Leap, who argues that we are in the middle of a data evolution, and intelligent technology holds the key to success.

    We are in an age of information and connectivity. The amount of available data that a marketer can access is incalculable. With enough dedication, data, and creativity, marketers [...]

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  • Now & Next: Malvertising

    Now & Next is a feature written by the ExchangeWire Research team. Every four weeks, we review the latest research, provide impartial insight and analysis of current trends and provide predictions for the future of advertising and marketing technology. This feature focuses on malvertising.

    What started out as bad-taste pranks by computer geeks in the early days of the internet, has long become a million-dollar business, that is not only directed at the public in general, going beyond specifically targeted governments or individuals [...]

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  • Are Brands Missing Key Audiences with Data-Driven Targeting?

    Data-driven targeting is an extremely effective way to achieve marketing objectives. However, is it causing marketers to limit their reach, to a point where they’re losing out on hitting their KPIs? Lisa Menaldo (pictured below), managing director UK, Sublime Skinz, tells ExchangeWire that brands need to start broadening their data horizons on the quest to finding new audiences.

    It’s easy to get comfortable with a certain way of doing things. Once you hit upon a formula that produces the right results, [...]

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  • The Basics of Successful Mobile Audience Data Handling for Marketers

    What do marketers have to consider when buying data, modelling audience segments, and selecting the right platform? In this piece on mobile audience data handling, Tom Laband, CEO AdSquare (pictured below), addresses marketers who are unsure how to approach audience targeting; and outlines the basic steps that marketers need to take in order to implement a successful mobile campaign.

    The smartphone is the most personal of all devices; and it is our access to an increasingly connected world. It navigates us through the [...]

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  • AOL Announces Self-Serve TV Ad-Buying Solution; Gameloft & Mediasmart Partner Up

    ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Self-serve TV ad-buying solution by AOL; Gameloft and Mediasmart partner up; Strategic partnership for Ligatus and AppNexus; Bob Lord joins IBM; Exterion partners with Beyond Analysis; and Sizmek releases MDX-NXT.

    AOL Launches Self-Serve Programmatic TV Ad Buying

    AOL leaves manual TV ad-buying behind. The media company has just announced a new self-serve TV ad-buying solution as part of their ONE platform.

    The move to [...]

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