ExchangeWire rounds up the week’s biggest stories in ad tech, and in this week’s edition: Apple crosses the Rubicon into programmatic; British consolidation move reflects the blurring world of ad- and martech; Millennial Media hires Gubbins; PubMatic eyes Italian opportunity.
Apple crosses the Rubicon into programmatic world with Rubicon Project tie-up for iAd
Rubicon Project this week announced it was among a host of other companies to be selected by Apple to sell iAd inventory via programmatic channels.
A number of deals involving some of the industry’s biggest names, including MediaMath, Rubicon Project and, closer to home, Ve, have taken place in the last week, each of them signifying wider shifts in the ad tech and marketing sectors. ExchangeWire places them under the microscope.
Ve buys GDM Digital
Firstly, let’s round-off the facts about the latest deals. This week VE announced the acquisition of fellow UK-based outfit GDM Digital in a $12m deal, that will see all 42 [...]
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ExchangeWire caught up with Nate Woodman, IPONWEB’s recently appointed GM of demand solutions, to discuss how his role was created to help bolster the ad tech firm’s profile among clients, in a two-part interview.
In the first instalment he lifted the lid on IPONWEB’s working processes, plus explained his stance on the much mooted ‘ad tech power game’. In this instalment he focuses on IPONWEB’s bids to reduce the inherent tensions within automated media trading.
EW: Earlier [...]
The French programmatic advertising sector is in buoyant health, spurred by a growing awareness of how data-led strategies can improve the efficiency of media trading, but a skills shortage prevents it from developing further, according to a survey ahead of this year’s ATS Paris.
The data comes in the first ExchangeWire European Programmatic Survey*, which offers insights into key industry trends for the following 12 months, and highlights the use of data, ability to formulate cross screen [...]
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The ad tech sector is arguably the hottest part of the marketing industry right now with the word ‘programmatic’ on almost every C-level marketer’s lips when talking about high-level strategy. Undoubtedly this is good news for the programmatic advertising industry, but it does bring with it an inherent need to improve transparency.
The decline of free marketing opportunities on social media and search engines, plus the growing rivalry between Facebook and Google, as well as an increased demand for cross-screen ad campaigns are all spurring the programmatic display ad sector, according to ExchangeWire sources.
The IAB last week published figures valuing the UK’s digital advertising market at £3.5bn in the first six months of the year (an increase of 16.6% year-on-year), and in the first of a two-part look at indsutry dynamics driving [...]
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ExchangeWire rounds up some of the biggest stories in the European digital advertising space, and in this week’s edition: Germany’s Fyber sells to RNTS Media; ExchangeWire begins ATS New York countdown; UK digital spend valued at £7bn a year; Ebuzzing adopts the French brand Teads.
German ad tech firm Fyber sells to RNTS Media
Germany-based Fyber had announced its sale to publicly-listed media tittle RNTS Media with reports valuing the transaction at €150m, although the exact [...]
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Facebook and Google are among the key industry stakeholders to flaunt their wares at arguably advertising’s biggest event this this week, and a consistent theme in their messaging appears to be ‘programmatic’ and ‘cross-screen’, as the industry prepares to lay the cookie to rest.
Ad Week has kicked off in New York City, a little over a month ahead of the first ExchangeWire ATS event in the City, as well as the AppNexus Summit hosted there [...]
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Serving mobile users with retargeted ads is widely regarded as an impossibility given cookies’ lack of effectiveness on such devices compared to desktop, and the industry’s lack of consensus on establishing a universal ID. But Luis Barrague, Headway Digital, VP of mobile, believes the predominance of mobile app usage presents marketers the opportunity to reengage with mobile without having to wait on the industry to agree on universal standards.
Web-based retargeting is a favoured tool among advertisers. But [...]
Millennial Media has agreed to acquire mobile supply-side platform (SSP) Nexage in a deal worth $107.5m, in the latest round a period of unprecedented M&A activity in the programmatic advertising sector.
The deal announced today (23 September) will see the publicly-listed Millennial acquire Boston-based Nexage for $107.5m in cash and stock, with Michael Barrett, Millennial Media, CEO and president, claiming the purchase formed part of his ambition to offer a “full-stack solution” to advertisers, as well as [...]