Matt Adams. iProspect, chief media officer, offers his opinion on the many advertising pitches he has seen from ad tech firms, and how many of their claims are steeped outside of reality.
I never thought that I would be a great strategist when I joined the agency world six years ago.
I had always been in awe of the strategists in agencies throughout my years in the media owner world – the smart guys and girls who boiled down the [...]
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 [...]
Earlier this week AppNexus and Xaxis announced a two-part deal that will see the ad tech firm acquire Open AdStream for an as yet publicly undisclosed fee, while Xaxis’ parent company WPP will invest $25m in AppNexus. Here Brian O’Kelley, AppNexus, CEO, and Brian Lesser, Xaxis, global CEO, explain to ExchangeWire the rationale behind the deal and forecasted outcomes of it.
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. And in this week’s edition: Landmark Conversant purchase tops record period of M&A for ad tech; Mega stacks spur debate; Twitter and Microsoft step up their ad services, and European programatic market valued at over €2bn.
Alliance Data’s purchase of Conversant tops record period of M&A
The biggest story in the last few days in ad tech has been the announcement [...]
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 [...]
Speaking at ATS Tokyo this morning (16 September), Brian O’Kelley, AppNexus, CEO, told attendees the ad tech sector was ripe for both commoditisation and consolidation, as companies like Google attempted to “own” the sector. Elsewhere, attendees where advised on the application of data, and warned of the upcoming “data wars”.
Keynote speaker O’Kelley advised the ad tech sector to focus on innovation, or else face decimation from cash-rich companies looking to “own ad tech”.
During his address, O’Kelley said his earlier ambitious [...]
Danny Hopwood, Vivkai, head of platform, EMEA, gives his assessment of the current programmatic landscape in light of recent industry consolidation.
At the risk of overusing the latest buzzword, we are in a period of serious consolidation. It was inevitable due to the impressive explosion of new technology companies and also the many pivots made by the old guard into the programmatic space.
The effects of consolidation are essentially just different forms of pressure. Pressure to perform on a plan, pressure to [...]
Tags Ad TradingAdvertiserAgencyAgency Trading DeskAudience BuyingBehavioural TargetingBidderCross-ChannelDataDigital MarketingDisplayMarketermarketing cloudMarketing TechnologyMedia BuyingProgrammaticStackStrategic InvestmentTrading Desk
Ajay Daved, PowerLinks Media, head of demand and revenue, explains how two of the hottest trends in digital advertising (native and programmatic) are helping to achieve standards in order to realise one of the biggest opportunities for advertisers in the current climate.
Native – or what would be best described non-standard IAB advertising units – has been a topical area of conversation for both buy an sell side over the past twelve months. Up to this point the “native” environment [...]
The WFA released an excellent programmatic guide this week. The report, written by Mikko Kotila (a notable programmatic trader and ATS speaker), focuses on best practices for brands working with agencies, trading desks and ad tech vendors in the programmatic space.
Despite the headline grabbing numbers of brands abandoning trading desks, this report is more about best practice for brands looking to put spend into programmatic.
The report is broken into several sections. The most notable are the following:
Tags Ad TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgencyAgency Trading DeskATSAudience BuyingBrandDigital MarketingDisplayEuropeMarketerMarketing TechnologyMedia BuyingMedia ValuationOnline Marketing
Gareth Davies, Adbrain, CEO, and ExchangeWire columnist, discusses the benefits of establishing an industry standard way of targeting audiences in a mobile-first world, as well as an alternative scenario where the industry is controlled by a few vested interests.
Programmatic players are enjoying their time in the industry spotlight as they continue to attract large investment rounds, or eye potentially lucrative public listings. But this quest for investment returns means that every tier of the market must attempt to alter the [...]
Tags Ad ExchangeAd TradingATSAudience BuyingBehavioural TargetingBig DataBrandCross-ChannelDataData ExchangeData Management PlatformData OptimisationData StrategyDigital MarketingDisplayFacebookIndependent Trading DeskMarketerMarketing TechnologyMedia BuyingMobileOnline MarketingPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBSecond screenStackTrading DeskYield Optimisation