In yet another insightful presentation from IPONWEB’s Boris Mouzykantskii, he pulls back the veil on ad tech, beginning with the evolution of the market, then moving on to a ‘how-to’ on customising technology for advertisers, addressing re-targeting and re-attribution challenges — with a huge one being correlation does not equal causation. In order to remove bias from studies on conversion rates, it takes a data scientist to unpick these differences and it can be a complicated problem to explain to advertisers. Accurate attribution can be difficult, however custom re-targeting solutions can show better results. The goal here of course being reduced media cost with improved ROI.Global Desk Editor
EMEA > Video
4 November 2013 in ExchangeWire EMEA
Digital advertising spend figures for the UK paint an attractive picture of an industry now worth more than £3 billion. As consumer appetite for video content across multiple devices grows, advertisers are showing mounting confidence in online video as an advertising medium. What’s more, as TV budgets increasingly shift to digital – or take a more integrated TV/digital approach – there’s never been a greater opportunity for brands to reach the right audience with every ad campaign.
Yet, in reality, how and where consumers watch video is evolving faster than the way we buy and sell advertising today. Undoubtedly we’ve made great strides this year in building compelling audience verification. New measurement standards (the likes of Nielsen’s Online Campaign Ratings (OCR) and comScore vCE) are starting to change the way video advertising is traded, by enabling buyers to pay only for ads served to their target audience, across both TV and digital. We can safely expect to see these movements in the US make an impact this side of the pond.Global Desk Editor
29 October 2013 in ExchangeWire EMEA
Videology has compiled their research from Q3 in this infographic illustrating who’s advertising with online with video by category, and to which sites they’re gravitating. The study also looks at user engagement across multiple categories, broken down by view completion rates and click through rates.Global Desk Editor
17 October 2013 in ExchangeWire EMEA
The premiere data-driven event for the French online advertising industry is returning to Paris on November 14, 2013 and the programme for the day is now available here.
Over the past couple of years, the French data-driven advertising market has developed into one of the most progressive in Europe — where concepts like publisher co-ops and programmatic video buying have become a huge part of the ad landscape.
These topics will be discussed at length at ATS Paris this year, as well as the big opportunities around mobile: How to target? How to monetise both app and mobile web? Data is also becoming a massive feature in the market. We will be hosting an in-depth discussion around the value of first- and third-party data, and whether this will grow the programmatic ad market in France.
This year we are bringing the best and brightest together from the French market to discuss the big issues affecting the market.ExchangeWire
26 September 2013 in ExchangeWire EMEA
Real Time Bidding (RTB) and programmatic as a means for purchasing digital inventory continued its exceptional growth in the second quarter of 2013, boding well for the industry as a whole. Across Europe, advertisers increased spend by 92%; and publishers saw their CPMs increase by 30%.
Regional variations reflect each market’s experience level with RTB. For example, CPMs are high in the Nordics and Netherlands. Publishers are familiar and comfortable with the technology and are willing to offer premium inventory in private marketplaces driving higher prices, but the potential is still big. Likewise, both advertisers and publishers are slowly embracing RTB-traded video and Rich Media inventory, all of which command higher CPMs. This contrasts with Germany, a relatively latecomer to RTB. Demand for RTB in that country stems mainly from retargeting initiatives, not the premium-level services as we see in the more mature regions.Global Desk Editor
23 September 2013 in ExchangeWire EMEA
Solve Media has issued its latest Bot Traffic Market Advisory update revealing suspicious activity has increased for both web and mobile advertising — from 43% to 46% for web advertising and from 29% to 35% for mobile advertising. For the second quarter, bot traffic patterns remained consistent in a range of 24% to 29% for web advertising and 11% to 14% for mobile advertising.
Solve Media security engineers have detected a new threat targeting the video ad marketplace, where budgets are increasing and the risk of non-human audience is growing.Global Desk Editor
5 September 2013 in ExchangeWire EMEA
For years the Lumascape was the standard bearer for the ad tech industry. It confused and perplexed everyone in the industry alike. So many boxes. So many point solutions. Where did it begin and where did it end? How could there be so many different offerings? It created a complex picture to say the least. As one smart ad tech veteran said, “the industry just isn’t that complicated”.
In developing WireDex, we decided to distill this confusion into easy-to-find industry categories, making it a simple process – particularly for constituent players, agencies, publishers and marketers – to navigate their way through the space.
WireDex is a global index for marketing technology and ad technology. What does that mean? When we started building the product we wanted something that was truly representative of the global ecosystem. Our intention is to develop multi-lingual versions of this site – starting with Japan, and then with a number of the big European markets to follow. As you can see from the search functionality below, you can search by category and country, giving you a granular search capability.ExchangeWire
SpotXchange recently published its industry research report on programmatic video advertising across Europe (done in association with IHS), detailing trends in the key markets. ExchangeWire spoke to Andrew Moore, European Managing Director at SpotXchange about the report’s findings.
Overall what are likely to be the key trends driving the growth of programmatic video across Europe?
There are different drivers for both the buy and supply-side.
On the supply-side, we are seeing more quality inventory becoming available from both premium publishers and broadcasters. In several cases this is the result of publishers becoming more active in video production and looking for new way to expose this to market.ExchangeWire
3 September 2013 in ExchangeWire EMEA
'The Road For Innovation & Customisation in Ad Technology', by Paulo Cunha, Co-founder & CEO ShiftForward
Paulo Cunha is Co-Founder, CEO at ShiftForward, and will present at this year’s ATS London. Here he discusses the paths that can be taken for those seeking to innovate and customise in ad technology, and how most will look beyond the monolithic stack as a solution.
For those not paying attention to the technical side of digital media, ad technology systems have come a very long way since their inception in the 90s. Particularly fueled by the recent Real Time Bidding architecture, the scalability requirements for most systems have grown by orders of magnitude – businesses now have the desire, and commercial ability, to evaluate peaks of hundreds of thousands of ad delivery opportunities per second (Queries per Second in industry jargon) in a relatively quick manner. Before RTB, this level of scale took years of business development to reach, if at all.ExchangeWire
14 August 2013 in ExchangeWire EMEA
Background: Sambreel’s AdWare was Ostensibly Shut Down Last Year.
On December 9, 2011, the Wall Street Journal called Sambreel out for illegitimately injecting ads into Facebook and Google webpages via adware browser plugins like PageRage and BuzzDock.
Facebook subsequently blocked its users from using Sambreel’s adware browser plugins whilst accessing Facebook webpages. Sambreel responded by suing Facebook, claiming violations of Sections 1 and 2 of the Sherman Antitrust Act. The case was thrown out of court.
With Sambreel’s adware publicly exposed, major sell-side platforms and ad exchanges like PubMatic, Rubicon Project, and OpenX dropped Sambreel as a supplier of display ad inventory in 2012.Global Desk Editor