25 February 2013 in ExchangeWire EMEA 2 Comments
Ezra Pierce is co-founder at PubSquared.
Advertising is about one thing: persuasion. You put an ad in front of a person, they see it, a desire is created and an action engendered. What’s odd is that this isn’t what our corner of the advertising industry is focused on these days. The industry is currently obsessed, not with great content and persuasive creatives, but instead with the latest and greatest software. That’s perfectly sensible, but I can’t see that lasting. Here’s the thesis: trading technology is having it a moment, but we’re going to reach a new equilibrium and top-notch tech will be table stakes, not something to brag about.
Advertising technology is at a rolling boil at the moment. Venture capital firms have shown a willingness to invest huge quantities of funding to anyone with half a bright idea and a marginal ability to execute. Simultaneously, the barriers to entry have been progressively lowered by the arrival of RTB ad serving, cloud computing and big data infrastructure as commodities. These factors have converged and accelerated the pace of progress in display advertising. The question is, does the innovation continue forever, or is there a natural end point to this progression?
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Global Desk Editor8 January 2013 in ExchangeWire EMEA 8 Comments
Stuart Colman is Managing Director, EMEA at Maxifier.
I am a big believer in trying to be the best I can be. I work hard, push myself, try new things and deliver something that is as good as I can make it – “better to try and fail than to never try at all”, and all that…
Whilst this is fine personally, professionally I work in an area of the digital industry (ad tech), where we seem to accept average as OK and are unwilling to challenge those who push average onto the market.
“Look at what we’ve achieved in the last three years though,” I hear you all cry. “How can you say we live in a world of average?”
I agree that if you compare the UK digital marketplace today to that of 2008 then, yes, we have invented lots of new technologies, found new things to buy and sell and given ourselves a huge pat on the back when we’ve invented yet another acronym for the latest ecosystem slide. However, at the core of what we do as an industry, have things really improved in the last three or four years?
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ExchangeWire20 December 2012 in ExchangeWire EMEA
In the final installment on the rise of the ad tech app ecosystem, ExchangeWire speaks to Adacado, a solution provider offering a DCO solution for traders. Here CEO and Founder, Michael I. Brown, discusses the Adacado app in more detail as well its app strategy.
What is the app? How does it work?
The adacado RA app is a site re-targeting app involving a smart and on-demand ad creation process. The ad serving uses auto-optimization algorithms and a fully automated process for regularly updating the ad content.
Who would be a typical user?
Our focus is on agencies and partners that work with DSP platforms and see an opportunity to fast track the on-boarding of site re-targeting initiatives. Our app clients find it comforting that our app is based on our full core platform which they can use for all other types of campaigns such as prospecting micro segments, search re-targeting or highly branded programs involving huge-volume offers. In practice, many of our clients use both the app and our full platform, depending on the needs of the campaign.
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ExchangeWire2 August 2012 in ExchangeWire EMEA
It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.
It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.
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ExchangeWire19 June 2012 in ExchangeWire EMEA 2 Comments
Jason Bigler is Director, Product Management at Google. In an interview with ExchangeWire, Bigler gives the full run down on the capabilities of the new DoubleClick Digital Marketing (DDM) suite, and what it will mean for agencies and advertisers. He discusses how the DDM solution will offer multi-channel optimisation (except of course, for the moment, social) – as well as a unified buy-side stack that incorporates all of Google’s buy-side features. The launch of DDM in Europe is expected throughout the year in what is likely to be a phased roll-out.
Just for the record, explain what encompasses the Doubleclick Digital Marketing (DDM) suite?
Put simply, it’s a new name for a new platform – a buy-side platform that will unify and fully integrate all digital media buying for marketers and agencies. It includes our upgraded ad server DoubleClick Digital Marketing Manager, our latest bid management solution called DoubleClick Bid Manager, DoubleClick Search, and DoubleClick Studio, which now includes Dynamic Creative. In addition, all of these solutions will be fully integrated into Google Analytics for holistic attribution modeling, deduplicated cross-channel conversion reports, and site traffic reporting all in a single UI.
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ExchangeWire13 June 2012 in ExchangeWire EMEA
Last week at Google’s client advisory board session hosted in LA, we saw the announcement of the update that has been on the cards since the acquisition of Invite Media: the assembly of the Doubleclick Digital Marketing suite.
It is the first, real operational (not just aspirational) buyside end-to-end stack. What’s more it also comes with many new integrations and product features (being revealed in more detail in an upcoming interview with Jason Bigler, Director Product Management, Google).
We asked some European-based industry leaders for their reaction on how this is likely to impact the wider marketplace and whether they view this as a big win for the buy side.
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