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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Ben Crain, Improve Digital, CSO, says publishers looking to increase their RTB revenues using a First Look media trading model can seriously impact upon their bottom line.
There are a number of very important considerations when undertaking any kind of exclusive or preferred ‘First Look’ relationship with a buying partner. While buyers that request First Look offer aggressive pricing, they have their reasons. Most importantly, in many cases, the pricing only seems aggressive. In reality giving a buyer First Look will usually [...]
The results of Adform’s RTB Trend Report, Europe, Q2, 2014 point to a certain future: digital media acquisition will centre almost exclusively on programmatic trading. Martin Stockfleth Larsen, Adform CMO, reflects on how quickly this is happening, and points out some of the key trends evident in the data.
Private marketplaces attract premium advertisers and reward publishers
Data from the Adform RTB Trend Report, Europe, Q2, 2014, reveals that it was yet another period of double-digit growth (52%) in ad [...]
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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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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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Vincent Potier, Captify, COO, explains how the trend towards programmatic buying is unlikely to replicate the ‘buyer-led’ Transatlantic model established in the UK and North America.
Within the next five years, programmatic buying will conquer the advertising world. The question is not whether it will, but how.
First and foremost, the US market dominance will subside, Western European markets will grow faster, and emerging markets will experience extraordinary growth rates. These market changes will allow the rest of the planet to [...]
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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In a two-part look at how the growing importance of ‘big data’ and the subsequent emergence of programmatic media-buying, ExchangeWire examines the potential threats it poses to traditional media businesses, and just how they must adapt to survive in the contemporary era.
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The issue of ad misplacement and the importance of content verification tools to uphold the standing of the programmatic media trading are hardly new to ExchangeWire readers. But an ominous BBC report linking ad misplacement to funding extremist militant groups aired recently shows just how the ‘bad internet’ is raising concerns among policy makers, and some of the highest powers in the land.
A BBC investigation into how ads from tier one outfits, including the UK Government’s National Citizen Service (NCS) [...]
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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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