Ciaran O'Kane

Posts by Ciaran

  • ExchangeWire European Weekly Round Up

    ExchangeWire rounds up some of the goings on in the world of ad tech during the last seven days, and in this week’s edition: Ad Tech not dead yet as Exelate exits For $200 million; Zalando buys Metrigo for $3 million as it looks to in-house its buying function; and Rubicon releases third annual mobile buyer survey.

    Nielsen Acquires Exelate for $200 million; Ad Tech not dead yet, clearly

    With an unprecedented number of stories over the past two weeks about the [...]

    Read more

  • The Echo Chamber: So You Are In Ad Tech... What Does That Mean?

    This may shock you, but I actually came across a useful piece of content the other day on LinkedIn. You’ll be glad to know it wasn’t the usual spammy “top five ways YOU can become a C-level parody by observing a generic listicle of unoriginal thinking” fare.

    No, instead it was a piece around consolidation in advertising technology. Now you might also be thinking right now that this is also rather generic. And to be frank, it is.

    However, the piece, written by a [...]

    Read more

  • The Echo Chamber: The New Agency Programmatic Strategy Revealed... in Two Handy Visuals

    As reported by ExchangeWire this week, Publicis is re-organising some of its programmatic trading functions within the group with internal agencies now spearheading programmatic buying. Vivaki’s role is now more consultative, working in tandem with the media planning function within the likes of Starcom and Zenith. The purpose is clear: to keep programmatic within the agencies, and curtail the outsourcing of the function to third parties.

    It all seems very convoluted, so in this week’s Echo Chamber we have broken [...]

    Read more

  • The Echo Chamber: Programmatic’s Multi-Channel Approach Roadblocked by Walled Gardens?

    Programmatic advertising continues to be dominated by desktop retargeting, gaming DR, and soft brand metrics. However, there does seem to be a shift in focus among some enlightened agency decision makers.

    A realisation has dawned at agencies within holding groups that their future in programmatic should be built around multi-channel buying consultation. This will ultimately have more longevity than display media arbitrage.

    With that in mind some agencies are setting up programmatic units to advise clients on the execution [...]

    Read more

  • Fill Out the European Programmatic Survey - Get 20% Off ATS London Tickets

    We’re only eight months away from the world’s oldest and largest programmatic event, ATS London. This year we will be hosting ATS London again in the Queen Elizabeth Hall, Southbank Centre.

    ATS London is the only major international programmatic event that remains UNSPONSORED. That means no pay-to-play. This was something we introduced in 2013, ensuring the highest quality of content for our community.

    Those that are invited to speak [...]

    Read more

  • The Echo Chamber: Revealed, the Facebook Ad Tech Strategy… and it’s Kind of Like Google

    In his weekly missive, Ciaran O’Kane, ExchangeWire, CEO explains how Facebook’s increasing forays into the ad tech sector is where ‘the rubber meets the road’ for the social network’s masses of data on its billion-plus users.    

    Advertising technology is the blood and guts of content monetisation on the internet. For most, it is unglamorous and bereft of the perceived sexiness of high-level agency machinations – the antithesis to the celebrity-type news cannon fodder that permeates the mainstream trades.

    For those [...]

    Read more

  • Chance To Win £250 Amazon Vouchers Ends Next Week - Fill In Our Pre-Launch Survey

    As we announced some weeks ago, we are launching our ExchangeWire Research offering this quarter.

    ExchangeWire Research will provide business-critical data and insight into programmatic and its integration with mainstream marketing, advertising and marketing technology.

    We are currently running our pre-launch survey, collecting data around specific subjects that are driving change in the digital advertising sector.

    By completing this survey you will automatically be entered into a prize draw with the change to win one of four Amazon vouchers, each [...]

    Read more

  • The Echo Chamber: Why the Agency Alone Will Own the Programmatic Buy & the End of Managed Buys

    It’s a rainy October evening in 2010, and a sizeable queue of media planner buyers from across London snakes around a building hosting one of the biggest media parties of the year.

    Specific Media is having an almighty blow out, spending a considerable amount of money entertaining thousands of the agency’s front-line staff.

    I was wondering why I was given an invite, given I had been writing about the demise of the ‘middle man’ ad net model for nearly 12 months.

    The sheer opulence [...]

    Read more

  • The Echo Chamber: the Collapse of RMX & the Return of the Ad Net

    In 2007, Yahoo acquired Right Media Exchange (RMX) for $680m dollars. It was the first advertising exchange in the industry – mostly ad networks trading inventory with each other. It was also a good place to buy unsold Yahoo inventory. It was the biggest piece of innovation the ad tech space had seen since third-party ad serving became the norm.

    Yahoo had the only functioning ad exchange in the industry; and this was before the ‘programmatic’ bandwagon clumsily rolled into town, [...]

    Read more

  • The Things That Did Happen In Ad Tech In 2014 - A Recap On Those Predictions

    Last year I wrote a post entitled, “The Things That Should Happen In Ad Tech In 2014… But Probably Won’t”. The piece was a prediction list for 2014 – sort of. Here I tear apart that declaration, assessing what I got right and indeed what will forever smear my reputation.

    Prediction: Agencies/Brands Buy Ad Networks

    Agencies and brands did indeed buy ad networks – and invest in them. WPP was the most active, having acquired Plista and Bannerconnect [...]

    Read more