EMEA > Online video

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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17 March 2014 in ExchangeWire EMEA 0 Comments

Viewability Comes Into Focus

ViewabilityShoring up ad viewability standards will be one of the key battlegrounds for the programmatic sector as the advertising industry enters the second quarter, with the Media Ratings Council (MRC) issuing its backing to several ad tech vendors in recent weeks, as advertisers demand more transparency.

The digital media industry – and especially the programmatic sector – has made its name by promising advertisers increased efficiency. But as previously discussed here on ExchangeWire, the industry is at risk of being exposed to its own flaws, namely with campaign performance reporting mainly being built on fraud.
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13 March 2014 in ExchangeWire EMEA 1 Comment

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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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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10 March 2014 in ExchangeWire EMEA 0 Comments

'Quality Content Still Rules In Programmatic World'

Jana Eisenstein001 (2)resizedJana Eisenstein, Videology, senior vice president, global accounts, explains that while content may be king, it is context that is critical, and calls for broadcasters to get programmatic buying on their agendas.

‘Content is King’ is a phrase we’ve all heard bandied about the media industry for many years, but does that concept lose some of its significance in an increasingly audience-focused media world?
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19 February 2014 in ExchangeWire EMEA 0 Comments

Who or what is watching your ads?

ad-viewability-300x161 (1)Irfon Watkins, CEO of online video firm Coull, discusses how integrating contextual adverts within premium publisher video content can safeguard against ‘bot traffic’ and ‘click fraud’ – issues that are rife in the digital advertising industry.

YouTube announced recently that it has started to audit the number of views a video on its site has received. The move is intended to prevent users from artificially inflating view counts, which misleads both viewers and advertisers about the popularity of a video. It comes amid concerns that some content creators are using tools like redirects or ‘buying’ views to improve their count.
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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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11 February 2014 in ExchangeWire EMEA 2 Comments

How Will Marketers Buy And Sell Media in 2020?

vidWhat will it take to win in 2020? Looking six years into the future of digital media is no easy task, argues Scott Ferber, Videology, CEO.

Three years ago, who could have predicted that 40% of all US brands would use programmatic buying platforms as our recent online advertising survey showed? And today, many major agency holding companies are projecting that within the next three years, 30 to 50% of all media buying will be automated.
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3 February 2014 in ExchangeWire EMEA 0 Comments

Xaxis Continues Expansion With Bannerconnect Acquisition

Xaxis.LogoWPP trading desk Xaxis has built on its ambitious European expansion strategy, announcing the acquisition of Bannerconnect for an undisclosed fee, just days after it formally unveiled its Brand Suite to the UK advertising market.

Xaxis announced the acquisition (the total purchase price has not been shared publicly) earlier today (3 February), claiming the pairing enables it to fully integrate Bannerconnect’s proprietary targeting technology into the Xaxis audience platform. Bannerconnect’s technology will also be used across trading desk initiatives within GroupM after the acquisition.

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