Publisher Trading Desk
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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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. And in this week’s edition: Amazon’s videogame move; Facebook tweeks ad offering; IPONWEB buys in Europe; Rubicon Project partners with Future; Alibaba and WPP’s telling filings.
Amazon stomps into video ad group with $1bn buy
Amazon this week agreed to acquire videogame-streaming site Twitch Interactive in a deal purported to be worth $1bn, as the ecommerce giant further attempts to shore-up its premium advertising revenues.
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The web has presented legacy publishers with a monetisation challenge they have yet to master, and the emergence of media consumption on handheld devices has posed them with an even more difficult quandary as they now compete with Silicon Valley giants, games publishers, and now even utility app providers (such as those making flashlight providers) for a finite amount of ad revenue.
This is a topic that will be debated at this year’s ATS London, where [...]
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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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Martin Stockfleth Larsen, Adform, CMO, looks at the numbers from the latest Adform RTB Trend Report Europe, Q1, 2014, and argues that publishers need to embrace programmatic more than ever before.
In this piece, he demonstrates how publishers can earn up to four times as much as they are already seeing by employing rich media ad formats and applying the targeting capabilities of programmatic channels.
One ExchangeWire source revisits the heady predictions of 2011, compared to market reality in 2014, and ultimately concludes that media spend is still allocated, by and large, the same way as it was in three years ago.
Back in the dizzy heights of 2011 there were some interesting discussions on what a typical media plan might look like in the future – there were even had specific panels geared around this at ATS.
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The Guardian is preparing to relaunch its mobile app offering to help advertisers access its most engaged readers, as it also continues to place programmatic media trading at the core of its commercial operations.
The disclosure was made this week by Sam Sherson, Guardian News and Media, revenue operations director, speaking at an event hosted by the Association of Online Publishers (AOP), where he also made a presentation entitled: “Delivering on the promise of programmatic”.
The majority of the UK’s premium publishers are planning an increased investment in programmatic media trading, according to figures released by the Association of Online Publishers (AOP). Meanwhile separate figures from Magna Global reveal the UK continues to drive programmatic advertising in Western Europe where total spend is surpass $400mm in 2014.
The AOP has identified “data monetisation” as a key issue among publishers this year, with 89% of the 700 surveyed planning to increase their investment into data [...]
Ahead 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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Ahead of next month’s Ad Trader Conference hosted in Berlin, Dimo Velev, OpenX, regional director, DACH, asks how can German publishers thrive in the era of big data given the more stringent privacy laws there, compared to the rest of Europe.
German publishing houses are notoriously risk averse, and are noted for their initial hesitance to ride this wave of innovation, although market data and anecdotal evidence suggests this is about to change.
In this piece Velev [...]