EMEA > Mobile

Posted 23 hours 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.
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Posted 2 days ago in ExchangeWire EMEA 0 Comments

The Cross-Device Chasm And Why Statistical Identification Matters

GarethDaviesresizedExchangeWire columnist Gareth Davies, AdBrain, CEO and co-founder, explains: ‘WTF are statistical IDs, and why should I care?’

In an increasingly mobile-first world, the proliferation of mobile device adoption presents a major challenge to digital marketers who traditionally relied upon desktop cookie tracking to target and reach their wired audiences. While the cookie isn’t dead just yet, it’s certainly on its last legs as a new battle is being fought by tech goliaths and upstarts alike in a bid to better understand multi-screen consumers. The prize; a holistic audience profile. This way we can connect mobile users with other devices, to create a single cross-device audience ID, and in return more relevant and impactful ads for consumers, not to mention a greater share of the digital ad dollar.
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16 April 2014 in ExchangeWire EMEA 2 Comments

Mobile Operator Telefonica Launches Axonix From The Ashes Of MobClix

Screen Shot 2014-04-16 at 11.02.14Mobile 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 will be based on MobClix technology acquired by the pair in the wake of (MobLicx parent company) Velti’s Chapter 11 proceedings, and will be the first mobile ad exchange owned by a single global mobile operator group, according to Telefonica.
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31 March 2014 in ExchangeWire EMEA 0 Comments

The Practical Strategy of Cross-Screen Advertising


The rapid adoption of mobile devices – both smartphones and tablet devices – offers advertisers the potential to help escort consumers through a purchase journey like never before.

However, as readers of this blog will know, that is much easier said than done, and linking web audiences’ desktop and mobile behaviours is difficult, primarily because the diminished capabilities of cookies on mobile. In this piece Victor Milligan, CMO of Nexage, shares his opinion on the hard task of making this a reality.
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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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27 February 2014 in ExchangeWire EMEA 2 Comments

Programmatic Goes Native At Mobile World Congress

mobile-world-congress-logoDigital advertising has embedded itself firmly on the agenda at this year’s Mobile World Congress, with brands including BMW Mini, Intel, The North Face and Tesco, all announcing significant programmatic advertising deals at the four-day conference.

Advertising has long had a profile at the event, but mainly the topics of discussion have centred around hackneyed phrases such as “The year of mobile”, and “mobile as the glue of your comms strategy”. While mobile’s potential as a transformative media channel is undoubted, the show has historically seen little in the way of substantive announcements. Until 2014 that is.
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25 February 2014 in ExchangeWire EMEA 1 Comment

Emerging Markets Embrace Programmatic

madsThis year the opening day of Mobile World Congress has seen a series of announcements indicating that programmatic advertising is proving an increasingly popular method for brands to reach consumers in the ‘mobile first’ markets of Asia and Latin America.

Millennial Media and AppNexus have today (25 February) announced they are to roll out their mobile media exchange (MMX) to an additional 20 countries at Mobile World Congress, where the programmatic advertising industry has had unprecedented prominence.
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20 February 2014 in ExchangeWire EMEA 1 Comment

Engineering The Mobile Revolution

MobileAdvertisingWith Facebook’s purchase of mobile messaging service WhatsApp for a colossal $19bn announced this week, it’s clear that mobile is crucial to any ad-funded business.

However, as the digital economy enters the ‘post-PC era’ in full thrust, ad spend on the medium continues to lag consumer behaviour, despite this unprecedented shift in media consumption.

ExchangeWire speaks with programmatic players in the sector to uncover key issues it must address to win over its fair share of media budgets.
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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.
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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.
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