Evolved out of traditional ad networks, most DSPs in China currently operate on a ‘markup model’ that is proving harmful to both advertisers and publishers.
This typically involves low-tier inventory bought in bulk at low CPMs, and later sold to advertisers at a high markup price, explains ReachMax COO Charlie Wang. He urges brands in the local market to demand total transparency and ensure their trading desks have auditing functions, so this current landscape can be rectified.
In this week’s [...]
Since pioneering the technology several years ago, header bidding has been on the rise, with smart publishers looking to increase revenue by introducing more competition for their inventory.
In an interview with ExchangeWire, Tim Cadogan, CEO at OpenX (pictured below), believes that header bidding will continue to evolve in 2016 and drive significant growth in revenue and innovation across the industry.
ExchangeWire: The rise of header bidding, and its effect on inventory monetisation, was a big trend in 2015. Outside of pushing [...]
Publisher co-ops are popular in Europe; but, until now, have failed to be successful in other continents. Jay Stevens, general manager, international (pictured below) at Rubicon Project spoke exclusively to ExchangeWire and shared his prediction that publisher co-ops are going to be a global trend, as more major publishers come together to pool and package first-party data along with their inventory, to offer advertisers access to finely targeted audiences, bought programmatically, at scale.
Today, there are nine publisher co-ops on the Rubicon [...]
China’s largest DSP believes its local partnerships and strong knowledge of the local market mean it can deliver a higher level of service compared to Google, which it considers its archrival.
iPinYou, which last month announced it had restructured to “return” to the Chinese market, is aiming to tap the lucrative cross-border marketing industry. Founded in 2008, the company just raised CN¥500m (£52.4m) in a round of financing led by [...]
This week’s Latin American roundup brings news about one of the biggest print media publishers in Brazil, Abril Group, who has recently partnered with Google to boost programmatic model in their titles’ websites; MediaMath and Predicta’s deal to combine their portfolio; the launch of Facebook’s Instant Articles in the region; and Rubicon’s great expectations in Latin America in 2016 — including another publisher co-op.
Today (18 November), Pixalate has issued a cybersecurity threat advisory about the discovery of Xindi botnet, which will, if not stopped, cost advertisers an estimated USD$3bn by the end of 2016.
Xindi is a Windows-based botnet specifically designed to exploit a critical vulnerability in the internet advertising protocol (Open RTB v2.3) that has infected 6-8 million machines from reputable, high-value networks, such as Wells Fargo & Company, Citigroup, General Motors, [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Sizmek adds DCO solution Pointroll to its burgeoning ad stack; RTL bolsters digital with investment in VideoAmp; IAB Europe and Google on the future of programmatic; a new data exchange for Adobe; GroupM invests in Yonder Media; Adform’s new audience management platform; and Smaato and adsquare cooperate.
Sizmek adds to stack with DCO acquisition
Is Sizmek the most undervalued company in ad tech? At just [...]
The Australia and New Zealand ad tech market may be one of the more matured globally, but the region faces similar challenges to the rest of APAC from having to deal with an increasingly complex and expansive technology space.
In this Q&A with ExchageWire, Rubicon Project’s Australia and New Zealand country manager Adele Hanzlicek says brands here also experience the same struggles as their peers in other Asia-Pacific markets, who lack a holistic view of their campaigns and more seamless [...]
Something has to change in the open exchange market, argues Irfon Watkins, CEO of Coull. Fraud, lack of transparency and the increasing popularity of private marketplaces are the main problems assailing open exchanges. But with a proactive approach, today’s exchanges could be set back on track for continuing growth.
The purpose of an exchange is to provide an efficient platform for the selling and buying of inventory at scale. Scale in both supply and demand creates liquidity; which, in an ideal [...]
Brands and agencies in Southeast Asia are limiting their exposure to ad networks due to the lack of transparency and opting to build their own trading or buying platforms.
Regional publishers also are increasingly wary of working with technology giants and want to address CPM degradation, pushing them to establish their own private marketplaces, according to Jordan Khoo, Sizmek’s Asia-Pacific vice president. He believes traditional ad networks are losing their appeal and expresses concerns about the conflict created by market [...]
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