13 February 2014 in ExchangeWire EMEA 0 Comments
Takako Elliot, Mindshare’s client director; and Malcolm Murdoch, Mindshare, director of digital data and performance, discuss big data, its potential, possible deficits introduced by the emergence of mobile, plus how attempts to overcome them can lead to a potential backlash from both consumers and regulators.
Big Data is frequently presented as the solution to the many questions facing the marketing industry at the moment. Data based media buying has grown significantly over the last few years, and already accounts for 14% of online display ad sales, and spend in this area is expected to triple in the next three years.
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ronan11 February 2014 in ExchangeWire EMEA 2 Comments
What 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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ronan29 January 2014 in ExchangeWire EMEA 2 Comments
Weve, the joint venture (JV) company between the three-largest UK mobile operators, has lifted the lid on a mobile display ad pilot with Tesco as the participating brand, as the industry’s move towards mobile devices gathers pace.
Weve – a joint venture between EE, Telefonica’s O2 and Vodafone – has announced a three-month trial that will see it serve display ads on mobile web pages and apps to its 22 million-strong subscriber base (80% of the addressable market).
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ronan24 January 2014 in ExchangeWire EMEA 0 Comments
ExchangeWire rounds up some of the biggest stories in the European digital advertising space.
Facebook tests mobile ad network
1. It’s been yet another eventful week in the ad tech industry with some of the industry’s largest names continuing to make waves, with Facebook revealing that it is testing an in-app mobile ad network with a select number of advertisers. This means that advertisers will be able to use Facebook targeting data to target mobile app users outside of the social network.
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ronan17 January 2014 in ExchangeWire EMEA 0 Comments
ExchangeWire rounds up some of the biggest stories in the European digital advertising space.
1. Yahoo Parts Ways with COO De Castro Ahead Of Ad Exchange Roll-Out
Earlier this week it emerged that Yahoo has axed its former Chief Operating Officer Henrique De Castro (pictured), 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.
In a note obtained by press outlets, which has been accredited to Yahoo CEO Marissa Mayer, it looks unlikely that De Castro will be directly replaced. Yahoo is currently preparing to roll out its recently overhauled suite of advertising tools in Europe, including a new self-serve bidder that will look to offer Yahoo segments (built from a myriad of data sources, including search and email) exclusively through the solution. Quite how the exit of such a high profile figure will influence Yahoo’s sales pitches to advertisers remains unclear, but it will make for an interesting backdrop.
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ronan17 January 2014 in ExchangeWire EMEA 0 Comments
Sources indicate that data will be one of the hot topics of 2014, particularly as the French regulator begins to bear its teeth and advertisers begin to demand enhanced transparency. In short, the terms ‘privacy’ and ‘transparency’ could soon become as synonymous with France as its national rallying cry: ‘Liberté, Egalité, Fraternité’.
In the second instalment of a two-part examination of the French programmatic trading market, ExchangeWire consults sources who offer their opinions of what developments must take place if the sector is to fulfil its potential and defy an otherwise gloomy economic outlook there.
ExchangeWire’s earlier post in the series reported how sources within the programmatic media industry indicated the market was ripe for consolidation, especially in the wake of premium publisher alliances La Place Media and Audience Square significantly impacting the market in 2013.
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ronan9 December 2013 in ExchangeWire EMEA 0 Comments
![MEDIA_MATCH_Headshot_London_0280[1]](/wp-content/uploads/2013/12/MEDIA_MATCH_Headshot_London_02801-200x300.jpg)
Data management is core to digital strategy today. Sophisticated marketers know that proper usage of their data is key to customer retention and upsell, and also provides the foundation required to gain new customers and grow business.
As a result of significant advances in technology of late, activating marketer data across every digital channel just got a great deal easier.
The reason data is so powerful is the scalability and effectiveness of its application to media: where once marketers could target customers’ post boxes, today, marketers can target their customers precisely across every digital marketing channel. We see the adoption of data management solutions by large global brands seeking to target their customers with dynamically produced and bespoke messaging with great success.
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Global Desk Editor18 October 2013 in ExchangeWire EMEA 0 Comments
Google’s recent announcement that they will start to use your Google+ data within display ads has not surprisingly generated some debate. Any move that strays into the privacy arena will garner attention, and the prospect of your friends seeing your face in ads will generate discussion simply because it’s encroaching on an existing boundary. Are the concerns justified, or is this just the evolution of the web?
Why use social data in the first place?
Firstly, we’re inherently social. As well as spending a large proportion of our time within social networks, the majority of web products and services have social functionality to facilitate people sharing and connecting with each other. As a result, social data for advertisers is a constant stream of information on people, at scale.
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Global Desk Editor26 July 2013 in ExchangeWire EMEA 0 Comments
Stuart Colman is Managing Director, EMEA at Maxifier.
What an incredible decade it’s been for Big Data. Back in 2003, Tacoda (remember them?) was still pre-AOL, AudienceScience (then RevenueScience) had just launched in the UK with the Financial Times, and companies such as eXelate, AppNexus and MediaMath were years from being created, let alone becoming household names. We still did ’behavioural’ targeting, and RTB still stood for ‘raid the bar’.
Roll forward 10 years and we now have hundreds of companies whose entire existence is based on data-driven advertising. We have Goliaths such as Google and Adobe spending billions of dollars building end-to-end data-driven advertising stacks and (FYI) we have more acronyms describing our industry than you could shake a stick at (WTF? LOL). We know more about consumer behaviour, intent and interest than ever before and we have effective and efficient ways of actioning that insight to deliver bigger and better digital advertising campaigns. Isambard Kingdom Brunel himself would have been proud at the speed of our innovation and change.
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Global Desk Editor4 July 2013 in ExchangeWire EMEA 0 Comments
We witnessed a “gloves off” interview from Randal Rothenberg, IAB CEO, over on Adexchanger this week. He took aim at the Mozilla organisation, arguing that the open source browser was a fractional mess and couldn’t be reasoned with over the the blocking of third-party cookies. He even described privacy advocate, Jonathan Mayer, as a communist. Tough talking indeed. The fact remains that no amount of huff from the IAB CEO will change the mind of Mozilla.
Why Mozilla Couldn’t Care Less
Mozilla doesn’t care about about display. It has no skin in the game. Mozilla makes all of its revenue from a search deal with Google. Search accounts for all of Mozilla’s revenue. For those who contribute to the project, the concept of third party-tracking and retargeting is merely an irritation — and their focus remains on what they see as protecting user privacy. It is highly amusing to see the industry’s key lobby group trying to coerce a bunch of open source coders into accepting the whims of ad tech vendors, digital agencies and advertisers. It’s even more surprising that they managed to have so many meetings without realising sooner that a compromise would never be reached by two divergent groups of interests.
If Mr Rothenberg really wanted to bloody the nose of Mozilla, he could have a word with Google about its “unique” relationship with Mozilla — and apply pressure that way. The other thing the IAB could do is round up the biggest publishers and come up with some contingency plan around this. Perhaps the top 100 publishers could charge a toll for Mozilla users. If you can’t set third-party cookies using the browsers, make them pay for content. Simple economics. Someone needs to pay the bills. ExchangeWire already knows of several big publishers in Europe that are going to start blocking Mozilla users — and redirct them to download pages for “cookie-friendly” browsers. Difficult to pull off no doubt given that big sites and portals would never cut off 25% of their web traffic.
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ExchangeWire
Takako Elliot, Mindshare’s client director; and Malcolm Murdoch, Mindshare, director of digital data and performance, discuss big data, its potential, possible deficits introduced by the emergence of mobile, plus how attempts to overcome them can lead to a potential backlash from both consumers and regulators. 
![MEDIA_MATCH_Headshot_London_0280[1]](/wp-content/uploads/2013/12/MEDIA_MATCH_Headshot_London_02801.jpg)
