• Advertising’s Westworld: How the Industry Can Help Brands in Distress

    The spotlight has been shining firmly on fraud and safety in the digital advertising industry of late, forcing technology platforms to justify actions and commit to change to achieve a more transparent ecosystem. As Jonathan Gardner, VP of communications, Turn, explains to ExchangeWire, there’s plenty of work to be done. Drawing parallels with the fictional, futuristic theme park, Westworld, Gardner outlines the actions stakeholders must take to reintroduce trust and confidence to the industry.

    It can sometimes seem like the [...]

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  • Ad Tech Isn't Dead; Long Live Ad Tech

    Ad tech and its constituent parts have taken a bit of a beating of late. It’s not been easy for the digital advertising industry, with many high-profile issues claiming all the column inches. There’s almost a collective sense of schadenfreude manifesting itself in certain areas of the industry and it’s not difficult to see why. However, promises Gareth Davies (pictured below), founder and CEO, Adbrain, it shouldn’t all be doom and gloom and the bad [...]

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  • Follow the market: Why Mobile’s Future is on the Demand Side

    There was a time, not too long ago, when venture capital flowed freely into the ad tech space and vendors didn’t have to work too hard to demonstrate a unique value proposition. At the time, investors looked at both the supply side and the demand side as almost interchangeable opportunities to find growth in ad tech; especially if the players involved could make a credible case that their technology had something to offer in the fast-growing mobile arena. In this [...]

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  • Driving Channel Value Through Audience Analytics & Attribution Modelling

    Audience analytics is vital for any advertiser looking to understand who their customers are, what influences their buying decisions, and how and where they can find more people like them. In this chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, John Goulding, global head of product, Media iQ, details the types of intelligence audience [...]

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  • Breaking Down India's Mobile Ad Campaign Density

    How competitive are India’s app categories for advertisers and how does the country’s smartphone adoption impact the mobile ad landscape? Omri Henkin, ironSource’s Southeast Asia and India managing director, explains, in this industry byliner, and highlights challenges new advertisers may face.

    In 2014, India averaged about four billion app downloads. This figure then doubled to eight billion app downloads in 2016. Indian consumers also spent 2.5 times more time in apps than they did two years ago.

    This remarkable upsurge, driven almost [...]

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  • Google's Move for Independent YouTube Accreditation is a Big Step Forward, But a Long Time Coming

    On 21 February, Google announced on the Google Agency Blog that they are to build trust and increase transparency using MRC-accredited measurement on YouTube. What this doesn’t mean is that Google will finally be allowing third-party verification platforms to report on viewability on YouTube. As the blog states, since 2015, they’ve completed integrations with Moat, Integral Ad Science, and DoubleVerify; so the ability for advertisers and agencies [...]

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  • Is There Gold at the End of the Rainbow?

    Today (24 February) ad blocking company Shine, announced that they are rebranding as ‘Rainbow‘. Rainbow is described as “a consumer ad experience”, and the company states: “We are no longer selling ad blocking to mobile carriers, or ISPs.”

    In short, Rainbow is an ad verification company, and the verification criteria is not unique – Rainbow uses industry-defined standards.

    For advertisers and agencies, the process of Rainbow verification is the same as working with any other verification company: [...]

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  • The App Sticking Point: Ensuring Success Beyond the Install

    Imagine you’re playing your favorite game, and you receive a gift card for reaching a certain score. Now imagine this happens when you complete a purchase within a shopping app? Would these rewards influence your continued use of the app? Many mobile marketers have begun leveraging rewards to combat an ever-evolving app ecosystem. As more and more apps are created, app marketers have continually struggled to get discovered, downloaded and, now more than ever, find engaged users. In this piece, [...]

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  • On-Vehicle Advertising: DOOH With a Difference

    Want to be paid to drive your car? StickerRide offer drivers the chance to be the billboard and advertisers the chance to appear on a wide range of vehicles in far-reaching places. ExchangeWire speak with Mikhail Marchenko, CEO, StickerRide about automated outdoor advertising, with a difference. 

    ExchangeWire: StickerRide seems like a very different approach to outdoor advertising – how does it work?

    Mikhail Marchenko: StickerRide is a leader in on-vehicle advertising. We offer an app that consumers can [...]

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  • Pairing Technology with People: Man & Machine’s Future Co-Existence in Media

    The ad tech industry has a lot to answer for. The digital boom forced the focus in advertising to shift to technology rather than the expertise of people. As a result, writes Chris Dobson (pictured below), CEO, The Exchange Lab, many companies have lost sight of the fact that technology is just a facilitator for digital advertising. The fact is that most advertisers don’t care about the ins and outs of the [...]

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