Millennial Media has agreed to acquire mobile supply-side platform (SSP) Nexage in a deal worth $107.5m, in the latest round a period of unprecedented M&A activity in the programmatic advertising sector.
The deal announced today (23 September) will see the publicly-listed Millennial acquire Boston-based Nexage for $107.5m in cash and stock, with Michael Barrett, Millennial Media, CEO and president, claiming the purchase formed part of his ambition to offer a “full-stack solution” to advertisers, as well as [...]
Henry Howe, Weve, product manager, display, discusses how competing mobile ecosystems,and ad tech firms continually repositioning themselves is causing fragmentation and confusion in the market, plus how those with first-party data can help simplify the audience buying process.
Few other areas of the advertising industry are quite as fragmented as mobile display, a fact that regularly makes life very confusing – not just for media and advertising professionals [...]
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 [...]
Tags Ad ExchangeAd TradingATSAudience BuyingBehavioural TargetingBig DataBrandCross-ChannelDataData ExchangeData Management PlatformData OptimisationData StrategyDigital MarketingDisplayFacebookIndependent Trading DeskMarketerMarketing TechnologyMedia BuyingMobileOnline MarketingPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBSecond screenStackTrading DeskYield Optimisation
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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AppNexus recently held its annual summit in Europe with a host of new product announcements, which while generally greeted by the market, did raise questions from media traders, both on the buy- and sell-side alike. Here Nigel Gilbert, AppNexus, VP, sales, EMEA, explains how he feels the company’s latest product launches can benefit both ends of a market, whose interests would appear at odds with one another.
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.
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
The APAC programmatic industry is poised for a period of marked growth, but skills gaps in the region, along with a more defined role for ad tech players and agencies need to be addressed if this potential is to be fully realised, according to speakers at today’s ATS Singapore event.
The issues were raised by representatives at this morning’s (7 July) ATS Singapore event where representatives from Google, PwC, MediaMath, AppNexus and The Trade Desk relayed their vision of how [...]
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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 [...]
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