Articles by Sonja
Mobile marketing can be a confusing space, as the term encompasses so many types of advertising. One area that perplexes new marketers is the difference between mobile web and in-app advertising. As a result of this uncertainty, some verticals, like retail, fast-moving consumer goods, automotive, and finance haven’t fully utilised in-app marketing yet. But in an increasingly app-driven world, in-app marketing has become too big to ignore, regardless of vertical, argues Simon Spaull (pictured below), managing director EMEA, AppLovin.
So, what’s [...]
Where to next with mobile app monetisation? ExchangeWire speaks with Petra Vorsteher, chief alliance officer and co-founder, Smaato, about mobile-only, the diversity in ad tech, and why Hamburg is an exciting place to watch, when it comes to ad tech.ExchangeWire: Where is mobile app monetisation heading?
Petra Vorsteher: The number of apps, especially those financed through in-app ads, shows no signs of slowing. The trend is very prevalent in the gaming sector, but in other sectors as well. The mobile-only principle is [...]
ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: Betrugsmasche Device-ID-Fraud; Adjust holt neue Mitglieder in die Coalition Against Ad Fraud; In-App Ad Spend boomt; und Fünf Fragen an Andreas Joebges, RMG.Device ID Fraud verursacht über 1 Mrd. USD$ Schaden
Der globale Markt für mobile Werbung boomt mit einem Gesamtvolumen von USD$ 99.3 Milliarden, so eine ZenithOptimedia-Prognose. Kein Wunder also, dass dieser Wachstumsmarkt Betrug anzieht, bei dem über das Anzapfen Tausender mobiler Geräte vermeintliche [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: UK ad spend forecast 2017; Bitposter inks new partnerships; Device ID fraud costs USD$1bn (£730m) in damages; Funding for Funnel; PRISA uses Switch SSP; and comScore provides global viewability measurement.£11.4bn forecast for UK Digital Ad spend 2017
eMarketer’s forecast for UK digital ad spend will total £11.44bn in 2017. That figure is an improvement by 11% from last year’s ad spend [...]
With another highlight of the programmatic calendar done and dusted, Anton Kooijman (pictured below), managing director Northern Europe, Rubicon Project, looks at the behemoth of a trade show that dmexco has become and the key trends coming out of this year’s conference – outside of the Debate Hall.Ad tech now dominates
No longer is it confined to a certain Hall – ad tech is now the accepted norm. Giants like Facebook, Amazon, and Google sit amongst DSPs, SSPs, exchanges, retargeters, and [...]
Everyone is talking about ‘blockchain’ – but why? In this Q&A with ExchangeWire, Zheng Zhang, CEO and co-founder of EnvisionX, anticipates that the industry will very quickly move into blockchain technology to, ultimately, address the transparency and fraud issues – and why they’ve been a ‘headache’ for a long time now.ExchangeWire: You co-founded EnvisionX in 2014, what was your reason for starting the business?
Zheng Zhan: The idea for EnvisionX was born when my co-founder Vlad Kushka and I felt that [...]
GDPR-Compliance Is an Opportunity for Data Usage: Q&A with Themer Abourayan, Product Director, Platform161
It may look like an inconvenience, having to prepare for GDPR, yet apart from the threats connected with the implementation of new regulation, there are also opportunities. In this Q&A, Themer Abourayan (pictured below), product director, Platform161, talks about the impact of the GDPR on advertisers and media agencies.What are the biggest opportunities & threats around GDPR?
The European General Data Protection Regulation (GDPR) will come into effect on May 25, 2018. And it will have a huge impact on the [...]
ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: IAS bringt Media Quality Report für Deutschland; The ADEX übernimmt Batch Media ganz; Noch eine Übernahme für Glispa; Eigene SSP-Header Bidding-Lösung bei Plista; und Fünf Fragen an Marco Dohmen, FreeWheel.Ad Fraud und Markensicherheit weiterhin heiße Themen in Deutschland
Auch für den deutschen Markt hat der Verification-Anbieter Integral Ad Science einen Media Quality Report erstellt. Das Ergebnis: Die Markensicherheit ist leicht gesunken, Anzeigenbetrug [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Brand safety in the UK; Location Sciences launches; Inneractive releases VAMP; MadHive launches blockchain solve for GDPR; Guardian and OpenX collaborate; Ve receives funding; Connected TV in UK; and VR platform for native by Advrty.Brand safety risk on the decline in UK
Measurement and analytics company Integral Ad Science releases the findings of its biannual Media Quality Report. Looking at H1 2017, the [...]
Data Science Brings Intelligence to Ad Tech: Q&A with Catherine Williams, Chief Data Scientist, AppNexus
In an industry based on data and real-time analysis, data scientists are the interpreters of complex variables that determine the outcome of advertising campaigns. Catherine Williams (pictured below), chief data scientist, AppNexus, talks about the role of data science in ad tech – and the importance of nurturing new talent for the industry as a whole.ExchangeWire: Are data scientists being replaced by machine learning?
Catherine Williams: No, on the contrary, data scientists are required in order to produce viable machine learning. [...]