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) [...]
Tags Ad ExchangeAd VerificationAdvertiserAudience BuyingBehavioural TargetingClick FraudContent verificationContextDisplayFacebookFBXMarketerMarketing TechnologyMedia BuyingPremiumProgrammaticPublisherRTB
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.
Tags Ad ExchangeAd NetworkAd TradingAgencyAgency Trading DeskAudience BuyingBehavioural TargetingDataData Management PlatformDemand Side PlatformDigital MarketingDisplayDSPIndependent Trading DeskMedia BuyingOnline MarketingPremiumPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBself-service platformSSPStack
ExchangeWire rounds up some of the biggest stories in the European digital advertising space.
1. Facebook acquires LiveRail
The big news this week was Facebook’s purchase of video SSP LiveRail for an undisclosed sum with the pairing of the two indicating the social network’s desire to invest further into video and mobile.
Brian Boland, Facebook,VP of ads product marketing and Atlas, made the announcement via a blog post.
It reads: “Today [...]
Tags Ad ExchangeAdvertiserAnalyticsBehavioural TargetingBidderBig DataBrandData Management Platformdata modellingData StrategyDenmarkDigital MarketingDisplayDSPEuropeFacebookFacebook DisplayFragmentationMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeNordicsOnline MarketingOnline videoPremiumPrivacyProgrammaticProgrammatic VideoPublisherRetargetingRich MediaRTBSSPVideo
ExchangeWire is the global voice for ad tech and the exploding programmatic ad sector with events in Tokyo, Singapore, Sydney, Berlin, Stockholm, London and Paris – as well as localised news portals in Japan and Brazil. Now we want to bring representatives from those markets together under one roof.
The ATS series has [...]
Ahead of next month’s ATS Singapore on 7 July Byron Munson, Videology, regional director, APAC, discusses what it will take to attract brand spend (which has historically been the domain of TV budgets) to digital video in a world of fragmented audiences, especially as the APAC’s middle class swells in number.
Brand advertisers love television. So what is holding back marketers in APAC from embracing digital video with similar enthusiasm, while budgets in other regions are [...]
Tags Ad TradingAd ViewabilityAPACATSAttributionBrandBroadcasterCross-ChannelFragmentationLive StreamMarketerMarketing TechnologyMedia BuyingMedia ValuationMobileOnline MarketingOnline videoProgrammatic VideoPublisherRich MediaSecond screenSingaporeSoutheast AsiaTVVendor
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.
In the second part of a two-part interview with ExchangeWire, Brian O’Kelley, AppNexus co-founder and CEO, explains some of his thoughts on how the ad tech sector can move unilaterally to address some of the more complex issues with programmatic media trading.
In this Q&A he addresses the lack of a global trade body to represent the needs of ‘the most innovate part of the advertising industry’, plus answers traders’ questions on some of the latest AppNexus product [...]
Tags Ad ExchangeAd ServerAd TradingAd VerificationAdvertiserAgencyAnalyticsAttributionAudience BuyingBidderContextDataDigital MarketingDisplayDSPMarketerMedia BuyingMedia ValuationPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRTBSSPTag ManagementTrading DeskVendorYield Optimisation
AppNexus is to double its operations in Singapore, including the transfer of senior employees from its European and US operations, reflecting similar moves by programmatic players in APAC – a market estimated to be worth in excess of $1,892m by 2016. The manoeuvres come as ExchangeWire prepares to host its second annual ATS Singapore event in July, where experts from leading programmatic advertising companies will share insights on successfully tackling challenges in this vast and intricate region. [...]
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 [...]