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Posted 41 mins ago in ExchangeWire EMEA 0 Comments

Chiefmartech.com Editor Scott Brinker Announced As Keynote For ATS London; Early Bird Ticket Sale Ends May 31

Screen Shot 2014-01-21 at 08.44.40With ATS London only a few months away, we are releasing details of some keynotes and content for the day. We have had to move the event to a bigger venue given the increased demand. ATS London is staying on the South Bank, but we are moving next door to the Queen Elizabeth Hall, Southbank Centre.

We are delighted to announce that IPONWEB’s Boris Mouzykantskii will again present a groundbreaking presentation around optimisation.

Another addition to this year’s ATS London lineup will include chiefmartech.com editor Scott Brinker.

Brinker is a pioneer in the marketing technology space, and has been a huge advocate of how marketing technology is fundamentally changing marketing strategy, management, and culture. What does this mean for ad tech and digital advertising? Everything.

We have witnessed some aggressive moves by traditional enterprise companies into digital advertising. IBM, Oracle, Salesforce and Adobe are all pushing their various flavours of the marketing cloud. With programmatic and data now being the key currency in digital advertising it is only matter of time before ad tech is part of their offering.

In his keynote Brinker will discuss the collision of martech and ad tech and what that means for the industry as a whole – tech vendors, marketers, agencies and publishers.

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Posted 10 hours ago in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

Google App Re-Engagement Ads ExchangeWire rounds up some of the biggest stories in the European digital advertising space.

Google intensifies battle for app download dollars

Facebook, Twitter and now Google are preparing to intensify competition for mobile app developers’ ad dollars, as Google this week lifted the lid on the latest addition to its AdWords product that lets advertisers more precisely target users, in the same week that Facebook announced that its app install service was the key to its fortunes.
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17 April 2014 in ExchangeWire EMEA 3 Comments

What I'm Going To Do When I Get The Yahoo CRO Role

cashAs you might have noticed from some Tweets this morning I officially announced that I might apply for the vacant Yahoo CRO role. Why would Marissa Mayer hire me? Firstly, there is a long tradition – since she started her tenure – of Mayer hiring foreign-born CRO’s. In case we have never met, I am Irish born – and can perform lots of sales pitches in a heavy accent.

But that’s only part of it. I have a plan for Yahoo. It doesn’t require me to stand in front of agency ad execs, pleading for their advertising spend, and gives me a carte blanche to spend all that Alibaba money. To tell you truth I cannot wait to start my new role. Here’s what I’ll do…
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17 April 2014 in ExchangeWire EMEA 0 Comments

ExchangeWire European Weekly Round-Up

googleExchangeWire rounds up some of the biggest stories in the European digital advertising space.

Mobile continues to dog Google

Google this week issued its first quarter results for the year, with revenues of $15.4bn, up 19% year on year, however then search giant’s ongoing inability to convince advertisers to pay more money for mobile inventory meant it missed forecasted results, prompting a dip in its share price.
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15 April 2014 in ExchangeWire EMEA 1 Comment

IAB Issues Viewability Standards

iab-logoUK trade bodies representing advertisers, publishers and the ad tech sector have laid down guidelines on viewable ad impressions in a move designed to introduce viewability as a media trading standard for the first time.

The IAB has this morning (15 April) published standards stating that 50% of pixels must be in the viewable portion of an internet browser for a minimum of one continuous second to qualify as a viewable display impression for a standard display ad.
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14 April 2014 in ExchangeWire EMEA 0 Comments

Click Fraud And How To Detect It

clickfraudThe issue of click fraud is endemic in the online advertising business, with estimates over the scale of the problem varying wildly, with some parties claiming that up to 50% of all billed-for ads are generated by non-human traffic.

Last week, this publication spoke with IPONWEB’s Thomas Servatius who explained the market dynamics that permit click fraud to continue at its current levels. This week, ExchangeWire speaks to experts in the field to gain further insight on just how the fraudsters operate, and possible methods to combat them.
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11 April 2014 in ExchangeWire EMEA 1 Comment

ExchangeWire European Weekly Round-Up

Bot-2ExchangeWire rounds up some of the biggest stories in the European digital advertising space.

German Advertisers Tipped To Embrace Programmatic, But Warned Of Dangers

This week’s sold out Ad Trader Conference, hosted in Berlin, was pre-empted by market insiders tip the (currently nascent) programmatic market there go through a period of steep growth. But equally those that make the decisions in the market, such as speakers Herzlich Willkommen, BVDW president, demand more from the industry sector.

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9 April 2014 in ExchangeWire EMEA 0 Comments

Insist On A New Planning Process If You Want To Stand Out

james.bailey.maxusJames Bailey, head of Maxus for business, says really understanding the traits of your target audience is better than understanding the businesses you serve in the B2B sector. 

While there are many standout examples of marketing in the B2B category, these still tend to exist in isolated pockets. Largely, the focus still remains on tactical or lead generative activity over creative and engaging work. I believe that B2B advertisers led the way in the application of genuinely useful content for generating sales leads and the refinement of that process so leads are nurtured and utilised.
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8 April 2014 in ExchangeWire EMEA 0 Comments

German Broadcasters Tipped To Embrace Programmatic

adtraderAs ExchangeWire prepares for its fourth annual Ad Trader Conference, hosted in Germany, market sources here have told this publication that tier one broadcasters in Europe’s economic powerhouse are poised to embrace trading with programmatic players, potentially channeling lucrative brand advertising budgets via the ad tech sector.

The initial hesitancy of German media owners to embrace programmatic media trading is a trend well documented on this publication (market sources here say they have adopted a ‘wait and see’ approach); that plus the stringent privacy protocols here are largely regarded as having stunted a potential goldmine for the ad tech industry.

But after months of probing ‘What is the reality of the German ad tech sector?’, several sources have disclosed to ExchangeWire that major media owners in the broadcasting space here are preparing a series of experiments, which could potentially pave the way for a boon for the programmatic sector here.
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7 April 2014 in ExchangeWire EMEA 1 Comment

Programmatic or Premium? If You Think You Have To Choose, You’re Doing It Wrong

Graham MoyseyAhead of this year’s Ad Trader conference hosted in Berlin, Graham Moysey, AOL, head of international, tells publishers there that selling ads programmatically need not involve selling inventory at bargain basement prices.

The idea that ad buyers and sellers should have to choose between a programmatic or premium path is a false one. Simply put, these two are not opposites.
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