Posted 1 day ago in ExchangeWire EMEA 0 Comments

Xaxis Eyes Cross-Screen Ad Dollars With Xaxis Sync

Xaxis.LogoAdvertisers’ calls for cross-device targeting capabilities appear to have been answered with the unveiling of Xaxis Sync, the GroupM trading desk’s multi-screen technology that lets media buyers purchase ads on viewers’ mobile devices coordinated with commercials running on their televisions screens.

Xaxis Sync uses video identification technology to capture and analyse metadata about television spots airing on more than 2,000 channels across. For instance, when a spot runs, Xaxis is able to use this metadata as a trigger to deliver complementary ads on viewers’ smartphones or tablets that run within 2 seconds after the start of the TV spot.
Read in full →

10 April 2014 in ExchangeWire EMEA 3 Comments

How Much Of A Problem Is Click Fraud In Programmatic?

Bot-2Thomas Servatius, IPONWEB, head of client services, share with ExchangeWire readers some insights on just how big of a problem click fraud is in ad tech, and some of the reasons why it remains, despite everyone being aware of it.

How big an issue is click fraud in the ad tech sector?

Click fraud is one of the big three challenges facing the industry, the other two are attribution and optimisation. Advertisers should be put in control of attribution; such as who gets credit for conversion optimisation, and look at the different models available, this needs to be addressed.

The other is optimisation; we’re still far away from genuine automation because the optimisation engines are usually only built to optimise towards one goal. But if you look at what advertisers really want, it’s multiple goals such as plenty of clicks, and being placed on premium sites, while maximising conversions.
Read in full →

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.

Read in full →

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.
Read in full →

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.

Read in full →

17 February 2014 in ExchangeWire EMEA 0 Comments

‘Trust, Premium Supply And Efficiency,’ Nick Hugh, Yahoo’s head of advertising solutions, on how it will differentiate Yahoo Ad Exchange

Screen shot 2014-02-14 at 18.36.48With the recent news of Yahoo UK MD James Wildman’s departure followed just ten days later with the news of his successor Stuart Flint’s imminent defection to Microsoft, it’s been a rocky start to the year for Yahoo.

A Yahoo spokesperson said: “We are already in the process of recruiting a new country commercial director and managing director for our UK business and Stuart will stay on until the new colleague arrives and will ensure a smooth handover”.

The recent developments were preceded by the dismissal of Yahoo COO Henrique De Castro, 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.
Read in full →

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.
Read in full →

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.
Read in full →

10 February 2014 in ExchangeWire EMEA 1 Comment

Big Data – What Does It Really Mean For Digital Marketing?

Robert Webster (427x640)Robert Webster, Crimtan chief product officer, dissects one of the buzz phrases of the moment, and discusses how big data can be used in a transformative way.

For the last few years people have been talking a lot about big data with lots of digital companies jumping on the bandwagon as experts in this space. Digital practitioners have had to add words like “No SQL”, “Hadoop”, “Map reduce” and most (in)famously “The cloud” to their vocabulary.

All good stuff, however in the vast majority of cases there has been no real explanation of what it means for digital marketing. People have been very poor at answering the “So what?” question and I would say that general understanding of the impact it can have is still very low.

Read in full →

4 February 2014 in ExchangeWire EMEA 0 Comments

How Google’s Latest Financial Filings Presents Both Challenges And Opportunity For Ad Tech

Google gifGoogle’s recent financial results were nothing short of exceptional, despite reporting decreases in its average cost-per-click- (CPC) it was still able to post double-digit increases in revenues. It takes a special kind of company to do so.

There has been a stream of positive white papers and industry reports highlighting the growth of the programmatic ad market, and indeed the future outlook for the sector is largely positive, but are there signs in Google’s numbers that a big change is imminent in the market.

So with the Silicon Valley giant recently announcing a string of limits to its formerly ‘free’ online marketing tools, ExchangeWire examines how Google’s fortunes are indicative of the challenges facing the rest of the industry.
Read in full →