Digital out-of-home (DOOH) advertising has been giving new life to older, more conventional out-of-home advertising mediums; and advertisers of all sizes want to reach their customers through this channel as it evolves. ExchangeWire speak with Matthew Olivieri (pictured below), CEO, AdSemble on how SMB advertisers can take advantage of the same available inventory used traditionally by large advertisers.ExchangeWire: As billboards have been turning digital, what has been the response from SMB advertisers to take advantage of the DOOH market? [...]
Header bidding adoption has ramped up quickly over the last few years, but has yet to spread significantly to formats other than web display. AppNexus is one of the companies pushing to change that, having recently released a guide for publishers on using header bidding for one of their highest-performing formats: video. In this Q&A, ExchangeWire asks Eric Hoffert (pictured below), SVP video technology, AppNexus, for more insights.ExchangeWire: Why does header bidding make sense for video?
Eric Hoffert: Advertisers know that video is [...]
At ExchangeWire Live NYC in March, Lindsay Rowntree, Head of Content, ExchangeWire chaired a discussion between Jon Mansell, VP, Marketplace Innovation, MAGNA and Michael O’Neil, VP programmatic sales and partnerships, Triton Digital about how programmatic is impacting emerging channels, such as OOH and audio.
During this discussion you will hear:– How we define ‘emerging channels’ entering the programmatic space. – The approach to programmatic with emerging channels, as well as learnings from more established programmatic channels. – The evolution of DOOH and programmatic audio [...]
Much conversation over recent months has centred around brand safety, or lack thereof. How does the industry tackle brand safety and is it technically a ‘fixable’ issue? ExchangeWire speak with Jeff Finn (pictured below), CEO, zvelo, about how brand safety should be addressed and why brands accepting that brand safety comes at a cost is the starting point the industry needs.ExchangeWire: The talk of the town is that ‘we must fix brand safety’ – how do we go about fixing [...]
Publishers Will Be Judged on Their Ability to Connect Buyers with Sellers: Q&A with John Potter, Purch
Publishers are under pressure to continuously monetise their own inventory, as well as help advertisers justify their ad spend. ExchangeWire speak with John Potter, Chief Technology Officer, Purch, about how pubtech solutions can solve this problem and keep publishers ahead of the game.ExchangeWire: How do Purch help customers connect content and commerce?
John Potter: By combining trusted content, product reviews, and services across our 25 brands, Purch enable purchasing decisions amongst our audience of buyers in both consumer and small- [...]
Amid the chaos and confusion surrounding the recent brand safety issues in programmatic advertising, another debate has been slowly building momentum among those on both the buy and sell sides of the industry: the first-price auction model, writes independent ad tech consultant, Paul Gubbins (pictured below).
This debate is moving beyond the water cooler chat of yield analysts to the mainstream press for two main reasons. Firstly, recent high-profile catalysts, including the announcement from the Guardian that they are taking market-leading [...]
Marketers in Asia-Pacific lack confidence in programmatic because too many different metrics are being thrown around and they are sceptical over which one actually works.
Rather than blame their agencies, however, marketers in this region need to take the lead and define their measures of success, says Liz Miller, CMO Council’s senior vice president of marketing.
In a Q&A with ExchangeWire, Miller explains why CMOs are struggling over a lack of focus on critical analytics and how they need to rethink the [...]
Vertical Video Has Outgrown Snapchat, Now a Premier Mobile Ad Format: Q&A with Ryan Griffin, AdColony
Two years ago, Snapchat launched vertical video ads; a year later, Facebook and Instagram followed. Now a slew of non-social mobile publishers – from Gaming to News and Entertainment – are adopting the format. ExchangeWire speak with Ryan Griffin (pictured below), SVP, Strategy, AdColony, to weigh in on the vertical video trend.ExchangeWire: There’s a lot of hype around the vertical video format, but outside of social platforms, it’s not yet as prevalent as you would expect. What do you attribute [...]
The IAB UK and PwC released the 2016 UK Digital Ad Spend Report last week, with the news that the UK digital market grew 17.3% in 2016, with a total value of £10.3bn. The vast majority of growth was driven by mobile, which saw a 50.8% increase year-on-year and accounted for a whopping 99% of all digital growth. Of that, mobile video has seen significant growth of 103%. In other news, 72% of display advertising was traded programmatically in [...]
Predictive intelligence, artificial intelligence (AI), or machine learning – call it what you want, but chances are you have already heard one of these terms in any future-gazing discussion. In this piece, Michelle Huff (pictured below), chief marketing officer, Act-On, discusses the result for companies who engage with predictive intelligence: delighted customers who feel as if the brand has connected with them in meaningful and relevant ways, which will ultimately translate into better business outcomes, like higher win rates and [...]