EMEA > Marketer

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.

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25 March 2014 in ExchangeWire EMEA 1 Comment

The Rise Of Multi-Screen, And Why ‘Last-Click’ Has To Go

mouse-clickThe consumer shift towards accessing the web on multiple devices, plus the (albeit nascent) emergence of connected TVs, has prompted advertisers to transition towards a more holistic model of campaign optimisation, and addressing how they attribute their media spend.

The key to unlocking this potential treasure chest of brand campaign spend (traditionally the reserve of more established outlets such as TV, or outdoor), appears to be in the clever collection of data, and accuracy of campaign management.

But poor media planning, and more importantly, naïve attribution modelling is condemning the programmatic sector to the peripheries of many media plans, and a certain amount of ridicule among some. ExchangeWire consults sources from leading programmatic advertising companies to examine how they aim to help evolve brands’ attribution strategies, and embed themselves more firmly on their media plans.
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24 March 2014 in ExchangeWire EMEA 1 Comment

The Debate: Public Vs. Private Exchanges

AdscaleRomanusSebastianThe German programmatic market tipped for a period of sharp growth in 2014, as publishers there gradually open up to alternative models of monetising their digital inventory.

With German publishers notoriously slow to embrace automated trading, Sebastian Romanus, managing director of Munich-based Adscale, discusses the merits and drawbacks of public and private ad exchanges, ahead of next month’s Ad Trader Conference hosted in Berlin.
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19 March 2014 in ExchangeWire EMEA 3 Comments

Why Machines Can’t Totally Replace Humanity

Matt AdamsMatt Adams, DigitasLBi, deputy head of media, UK, employs a recent example of airline ads appearing next to stories about the missing Malaysian aircraft to explain that while technology and data may drive efficiency and sophisticated targeting, human sensitivity remains essential.

Fifteen years ago I was a junior exec in the marketing department at Harrods. I remember the colour draining from my face when, flicking through the daily newspapers to check some ads had gone out to print, I noticed our back-to-school uniform ad appearing next to a story on a national tragedy involving the death of many school children. Needless to say the wrath that ensued was not pleasant, and fortunately it’s not one I’ve encountered again to this day.
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13 March 2014 in ExchangeWire EMEA 0 Comments

How Sky Is Using Data To Win Back Advertisers, And Take The Fight To Online Interlopers

sky-iq-logoJeremy Tester, Sky Media, director of insight, reveals plans for the further roll out of the broadcaster’s data-driven, insight and audience buying tools Sky IQ and AdSmart, as it aims to counter web-based interlopers that increasingly rival them for prominence on advertiser’s media plans.

Online video is one of the growth areas of online advertising, with a recent IAB report shows that it registered 24% year-on-year growth in the first half of 2013.

Programmatic players are all lining up to take their share of the takings, with AOL’s Adap.tv, DataXu and Yume all announcing recent product launches to take their share of brand advertising budgets. But traditional broadcasters, notably BSkyB, are arming themselves with data-driven advertising tools to underline their place at the top of the advertising milieu.
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12 March 2014 in ExchangeWire EMEA 0 Comments

Why UK Audio Businesses Are Getting Excited About Programmatic

Kurtpicture (1)Kurt Edwards, Talksport, international commercial director, argues that radio’s digital renaissance will extend into programmatic, thrusting ‘the wireless’ into the forefront of the digital revolution.

Radio, that great trusted medium, is enjoying a real renaissance amongst western audiences and has never been in a better place. TV with its plethora of music stations, the past rise of CD buying, and even the onset of new music devices hasn’t dampened the public’s love for good old wireless.
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11 March 2014 in ExchangeWire EMEA 0 Comments

German Media Players Primed For Automated Push

germanyGerman advertisers and publishers may currently lag smaller European economies, such as the UK and Belgium, in the uptake of real-time advertising, but separate studies show engagement rates among online audiencesthere are well above the European average, and the tide may be about to turn in the market.

The hesitancy of German publishers to trade their premium inventory via programmatic channels is a well-documented phenomenon, but statistics from Adform’s latest quarterly report demonstrate the willingness among web audiences there to engage with interactive ad formats delivered via programmatic channels.
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4 March 2014 in ExchangeWire EMEA 0 Comments

Is the future of data-driven advertising on smartphones a ‘native’ one?

MoPub-Native-AdsNative ad exchanges are a nascent sector in programmatic, with mobile specialists providing the next phase of growth in the specialism. ExchangeWire examines both the drivers of the trend, plus the (legitimate) reasons holding it back.

Yahoo is the latest Silicon Valley-based digital behemoth to nail its colours to the mobile and native advertising bandwagons with an Ad Age article this week revealing that it is attempting to emulate Facebook’s success with in-stream ad units encouraging audiences to install mobile apps. Few details were disclosed on how the placements are being sold, but surely an integration with the Yahoo Ad Exchange cannot be too much of a stretch of the imagination.
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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.
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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.

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