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20 January 2014 in ExchangeWire EMEA 2 Comments

‘The Rise Of The Data Trading Desk,’ Gareth Davies, Adbrain CEO

GarethDaviesresizedWe’ve all heard the projections; global mobile ad spend is set to triple to $37bn by 2017, accounting for half of total US digital ad budgets. The driver; programmatic buying – set to reach more than 50% of US display spend by 2017 – and the surging adoption of mobile RTB is paving the way for a new array of mobile and multi-screen strategies, based on a unique, mobile specific array of data insights.

A year or so ago, the mobile ecosystem was still finding its way, affording buyers little ability to accurately target mobile audiences across scattered mobile web and in-app inventory, now things have changed. Gone are the days of blind, arbitraged mobile media buying from ad networks and the ever-growing array of non-transparent managed mobile DSPs.

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19 June 2013 in ExchangeWire EMEA 3 Comments

WireColumn: 'Without Service, the Best Technologies Might Be Worthless', by Delphine Fabre-Hernoux, Global Product Marketing Manager, Weborama

Delphinie WireColumnA successful digital marketing strategy cannot rely only on technologies. Today buyers and sellers invest much more on technologies than on expertise and knowledge, assuming that implementing a solution will help them make the difference. This is such an unfortunate assessment which motivates me to share my point of view on how service is so important in the advertising technology industry.

Let’s make an analogy to illustrate how important it is not to neglect the service. Imagine you drive the fastest sport car there is, but you don’t know how to switch gears. It’s not because you have the best technology on the market that you will know how to use it to its full potential.

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18 March 2013 in ExchangeWire EMEA 0 Comments

WireColumn: Premium Publishers Are in the Audience Business, Not the Ad Impression Business

pet wirePetteri Vainikka is CMO of Enreach.

Call me crazy, but I believe the biggest problem premium publishers face in better monetising their digital content is that they don’t know what business they are in. In other words, they are selling the wrong product.

Allow me to explain.

Since 2011, all conversation on publisher ad revenue and yield management has revolved around RTB. Only very recently has anyone dared to remind the ad tech seminar loyalists that, in fact, something as unsexy as direct guaranteed sales actually make up the cornerstone of publishers’ ad sales. Not RTB. (There is now also a healthy amount of innovation around direct guaranteed sales taking place, but that is a different discussion…)

For publishers, the disproportionate RTB debate (i.e., the debate around the sales channel and transaction model) has unfortunately distracted them from addressing a more fundamental question: What should they be selling to create a sensible and sustainable business in the digital age? (Not how should they be selling what remains the wrong product.)

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4 March 2013 in ExchangeWire EMEA 0 Comments

WireColumn: Silicon vs Carbon - The Rise of the Machines! ... or Humans?

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The Rise of the Machines Humans

Ashton Carter. Ever heard of him? Nope, me neither. We should’ve though. As US Deputy Defense Secretary, he has just signed a new policy directive aimed at ensuring, in a world of increasing numbers and reliance on military drones, robots aren’t able to decide themselves whether to pull the trigger on humans. This is something we should all be thankful for because, although they might be the works of fiction, Terminator, The Matrix and 2001: A Space Odyssey demonstrate just what could go wrong if you hand over autonomy and all decision making to the machines.

In a past life I used to sell cars for a living. I can say, without doubt, that it was the best introduction to selling I could have ever have had. Cars are a very emotional purchase and everyone’s reason for buying one is different. To be successful you have to truly understand the humanity of their reasoning and decision making process and, as a sales person, that is something you just have to have inside you. Yes, you can learn the fundamentals, but you can’t teach empathy and it stands to reason, getting back to the message in this article, this is something that cannot be automated.

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25 February 2013 in ExchangeWire EMEA 2 Comments

WireColumn: Content & Persuasion, the Ad Tech End-Game

Ezra WireColumnEzra Pierce is co-founder at PubSquared.

Advertising is about one thing: persuasion. You put an ad in front of a person, they see it, a desire is created and an action engendered. What’s odd is that this isn’t what our corner of the advertising industry is focused on these days. The industry is currently obsessed, not with great content and persuasive creatives, but instead with the latest and greatest software. That’s perfectly sensible, but I can’t see that lasting. Here’s the thesis: trading technology is having it a moment, but we’re going to reach a new equilibrium and top-notch tech will be table stakes, not something to brag about.

Advertising technology is at a rolling boil at the moment. Venture capital firms have shown a willingness to invest huge quantities of funding to anyone with half a bright idea and a marginal ability to execute. Simultaneously, the barriers to entry have been progressively lowered by the arrival of RTB ad serving, cloud computing and big data infrastructure as commodities. These factors have converged and accelerated the pace of progress in display advertising. The question is, does the innovation continue forever, or is there a natural end point to this progression?

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21 February 2013 in ExchangeWire EMEA 0 Comments

WireColumn: Will Viewability Change the French Display Market?

sylvain_wirecolumn_2Sylvain Deffay is Country Manager, France at Infectious Media

As 2013 kicked off with the e-marketing conference in Paris, it seems that the importance of measuring online advertising viewability has impacted the French programmatic market. I was presenting along with several of my peers on the possibilities of viewability and where the technology is going, whilst Alenty presented jointly with AppNexus about their latest viewability app.

To date, viewability has been associated more with branding campaigns than performance, for obvious reasons. However, by ignoring viewability measurement in performance marketing, we are implying that the click remains the best measurement, and not the impression. It is time for us in France, with such a strong performance market, to explain and promote the efficiency of seen impressions in generating conversions, even without a click.

A measure of viewability can help us do this, and could not be more timely with the latest reports showing that, on average, anywhere from 30-50% of impressions are not viewed in standard run-of-network campaigns. The good news is we are now in a position to filter the real from the fake post impression conversions. Firstly, there is no need to account for post impression on unseen banners. Through comparing the uplift in conversions based on accumulated view-time, instead of just the usual frequency metric, each advertiser, and its trading desk, can now define which of the tracked post-impression conversions can be really considered as genuine conversions. This can be a great interim strategy to eliminate accounting for unseen impressions.

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5 February 2013 in ExchangeWire EMEA 3 Comments

WireColumn: Who Will Be the First Exchange of the Automated Content World?

pframpton-272x300Paul Frampton is Managing Director at Havas Media

We are all well aware that the retargeting model is broken. Still, three years into an RTB world, advertisers are frequency spamming the same users over and over again.

Whilst there are some positive innovations in the prospecting space, the reality of first-party data integration is still nascent and will never scale to the same level as the US.

My view is that the next evolution required is a new model for prospecting consumers further up the funnel, namely whilst in the awareness and interest stage. This requires a different approach; an engaging and more contextually-relevant deployment than is present in today’s remnant exchanges.

Exchanges and DSPS’s have efficiently opened up access to both the big boys, but also the long tail, of inventory eyeballs. For me, that’s where the next play will be, but it will be a content play and not a performance one.

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13 December 2012 in ExchangeWire EMEA 0 Comments

WireColumn: Making RTB Work For Publishers

ExchangeWire is pleased to announce the launch of the WireColumn, a new column written by a crack team of thought leaders from across Europe and APAC. ExchangeWire recognises it does not have all the answers and the introduction of the WireColumn is designed to provide a platform for increased learning and education.

Simon Halstead is Director, Microsoft Advertising Exchange and Scale Display, EMEA, Microsoft Advertising

Disclosure – I have worked for agencies, sales house, networks and now work for one of the world’s leading publishers and exchanges. Microsoft have a valued partnership with AppNexus in Real Time Bidding (RTB). All views expressed are my personal opinions, and don’t necessarily reflect Microsoft strategy.

Microsoft Advertising have been in the real time bidding arena in Europe for 16 months. It has been an awesome experience, and continues to surpass expectations. Yet constantly, there are murmurings that RTB can decline cpm ‘s and that it doesn’t work for publishers. It doesn’t have to be this way…

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