Mobile Ad Network
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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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 [...]
Speaking at a press lunch in Singapore this week, Mark Strecker, Amobee, CEO, and Steve Hoffman, CFO, (and Amobee’s M&A guy) shared insights with ExchangeWire’s Wendy Hogan about the value of the Adconion/Kontera acquisitions as well as Amobee and Singtel’s ambitions for ad tech.
The Amobee cross-channel, cross-device stack is now a full end-to-end offering including a DSP (previously GradientX), RTB Exchange, Brand Intelligence (previously Kontera), Creative House (3D), Lifetime Value (LTV) and Amobee DMP.
With only 10% client crossover, and little product replication, the addition of Adconion Direct has brought Amobee reach [...]
Gareth Davies, AdBrain, CEO, gives ExchangeWire his take on this week’s multimillion dollar purchase of Flurry, and how it’s the latest move in a Silicon Valley arms race, but also explains to his thoughts this can prove risky for brands’ own data.
Yahoo’s purchase of Flurry has dominated discussions in ad tech circles in the last day or so. There is still speculation over the cost of the transaction with estimates ranging from $300m to up to $1bn.
Most discussions [...]
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The APAC programmatic industry is poised for a period of marked growth, but skills gaps in the region, along with a more defined role for ad tech players and agencies need to be addressed if this potential is to be fully realised, according to speakers at today’s ATS Singapore event.
The issues were raised by representatives at this morning’s (7 July) ATS Singapore event where representatives from Google, PwC, MediaMath, AppNexus and The Trade Desk relayed their vision of how [...]
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Researchers have tipped the UK mobile advertising expenditure to pass the £2bn mark this year as companies including Twitter, and mobile operator joint venture Weve aim to challenge the hegemony of Facebook and Google in the sector.
UK mobile ad spend continues to soar and is expected to rise 96% this year to just over £2bn, up from more than £1.03bn last year, although this is amidst an overall slowdown in the digital ad market, according to eMarketer estimates published this [...]
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Weve is preparing to exit the beta phase of its mobile display advertising project with question marks over who its next CEO will be, but does claim to have cracked a key component in the mobile advertising conundrum by introducing the European standard privacy icon to its ad formats.
But after an extended beta phase, where its pricing policies were called into question, media buyers are awaiting the robustness of its platform to be proven.
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Twitter has lifted the lid on its latest mobile app install suite that aims to help advertisers drive downloads of their mobile apps both on- and off-Twitter, in a move that is set to compete with Facebook’s core mobile proposition.
The announcement was made today (17 April) and means marketers will be able to marketers and developers to drive app installs and app engagements via MoPub Marketplace, with Spotify counting as one of the early beta partners for [...]
Mobile operator Telefonica is poised to inject fresh competition into the mobile ad tech sector with the imminent launch of Axonix, a mobile ad exchange built on the technology of the now defunct MobClix/Velti venture.
The mobile operator – which has an extensive amount of mobile operator brands, including O2 in the UK, taking in over 200 million subscribers – will launch Axonix in the coming weeks along with GSO Capital Partners, a division of investment firm Blackstone.
The Axonix exchange [...]
Native 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 [...]
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