Emarketer Predicts Huge Growth In Programmatic - But Are Buyers & Sellers Really Ready For The Shift?
A sharp rise in marketers’ willingness to buy mobile ad formats, plus media owners’ increased willingness to experiment with a wider range of auction models will spur the US programmatic advertising sector to double in value between this year and 2016, when it will be worth $20.41bn.
The figures were published recently in an eMarketer report that values the US ad tech sector at $10.1bn, up 137%, from last year, accounting for 45% of all online [...]
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The decline of free marketing opportunities on social media and search engines, plus the growing rivalry between Facebook and Google, as well as an increased demand for cross-screen ad campaigns are all spurring the programmatic display ad sector, according to ExchangeWire sources.
The IAB last week published figures valuing the UK’s digital advertising market at £3.5bn in the first six months of the year (an increase of 16.6% year-on-year), and in the first of a two-part look at indsutry dynamics driving [...]
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Publicis Groupe has kicked off its Advertising Week, New York, activity announcing a six-year tie-up with AOL that will see the ad tech firm provide programmatic video and linear TV services to the France-based advertising behemoth, building on its Adobe deal announced earlier this month.
The announcement comes as programmatic technology is poised to take centre stage at Advertising Week, New York, and media reports claiming that AOL and Yahoo are being encouraged to merge by sections of the [...]
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Matt Harty, Experian, GM, Audience Solutions, APAC, looks at developments for the region’s third-party data market, and asks how well the programmatic advertising sector in APAC is addressing the audience disjunction problem, particularly in a market that is largely ‘mobile-first’ where cookies are becoming more-and-more redundant.
We buy, we don’t understand what we get. We store, but we can’t use a lot of what we buy, and also lose much of what we could have used. We remarket, but we have [...]
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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 [...]
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Separate moves to harmonise understanding in the ad tech space are taking place, with the IAB this week launching a pan-European Programmatic Trading White Paper along with a host of ad tech vendors to help agree definitions for the different elements of the technology’s use.
Gareth Davies, AdBrain, CEO, gives ExchangeWire his take on this week’s multimillion dollar purchase of Flurry, and how it’s the latest move in a Silicon Valley arms race, but also explains to his thoughts this can prove risky for brands’ own data.
Yahoo’s purchase of Flurry has dominated discussions in ad tech circles in the last day or so. There is still speculation over the cost of the transaction with estimates ranging from $300m to up to $1bn.
Most discussions [...]
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Ciaran O’Kane, ExchangeWire, global editor, muses over the potential impact of WPP’s GroupM arm apparently halting the purchase of ad inventory from open exchanges. In this piece, he also speculates on whether or not Xaxis pivots to become the holding group’s supply-side exchange.
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Programmatic advertising strategies devised by the top-tier management of digital marketing outfits are failing to trickle down to the teams that actually execute campaigns in APAC, according to a recent ExchangeWire poll conducted in partnership with Google. The findings identify an skills shortage among advertisers throughout the region, despite there also being an overall desire to increase the number of campaigns conducted programmatically, as well as an appetite for improved training.
The survey – based on the responses of those [...]
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Singapore-based travel Wego has today (25 June) announced the launch of a private marketplace that lets global digital agencies and brand trading desks to bid on premium media placements based on insights gleaned from its Audience Engagement Platform. The launch of Wego Private Marketplace comes just two weeks ahead of the second annual ATS Singapore event, taking place on 7 July, where Rick Mulia, Wego, chief advertising and sales officer, is set to share insights on programmatic publisher [...]
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