Is Google Mirroring its Consumer Strategy With its Business Customers, Favouring its Own Products Over Those Provided by Third Parties?
Last week (August 6) Google announced that they will no longer support YouTube buying via the DoubleClick Ad Exchange. Marketers looking to buy YouTube inventory will have access to it via the YouTube ad sales team, or other Google platforms – DoubleClick Bid Manager or AdWords. In other words, no other DSP will be able to buy TrueView inventory programmatically.
In a blog post Google’s Neal Mohan, VP, display & video advertising says that [...]
The IAB run a number of Trading Councils, covering a multitude of industry sectors, including ad ops, video, search, social, and display marketing. Council delegates are all senior executives who appreciate that the industry won’t mature without cohesion enabling progress to be made on projects. IAB Councils are seen as the voice of the industry. In this post, James Prudhomme, managing director EMEA for Index Exchange, (pictured left) offers his perspective on the Read more
The Road to ATS London is a series of specialist posts on technology, data and the business models emerging in the programmatic eco-system, all to be published in the run up to ATS London. Tickets for ATS London on Monday September 14 are now on sale. We do sell out every year so make sure you get your ticket while still available.
It is now only six weeks out from ATS London 2015, and we continue [...]
Most brands in Asia are simply taking campaign methodologies for traditional media, and slapping them onto mobile platforms, without first assessing new possibilities the latter can offer.
This results in much inefficiency that otherwise can be improved with the deployment of mobile programmatic, says Shi Yi, CEO and founder at Avazu Holding, in this week’s Q&A with ExchangeWire. Yi also discusses the lack dominant tech players in this market segment, which is especially vital in Asia-Pacific, as the region faces [...]
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Europe’s mega ad tech/digital advertising/digital media week is nearly upon us – when senior level agency, marketer and tech execs descend on Cologne with big volume deals to sign and custom algos to flog.
All of this will of course be kicked off on Monday September 14, by the must-attend event of the year, namely ATS London .
Yes, readers, it’s time to stuff your suitcases with ill-fitting lederhosen and book those flights.
ATS London remains the biggest and best programmatic event [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: UK ad viewability falls below 50%; US programmatic spend reaches record $10.1bn; UK agencies see programmatic native as major opportunity; and majority of Brits want BBC license fee scrapped.
Ad viewability is declining in the UK
In the UK, online ad viewability fell to 49% in Q2 2015, a 7% decline from [...]
In this week’s ExchangeWire European Weekly Roundup: marketing technology unicorn, Zeta, receives mega funding round of $125 million; the rebate debate continues to rage in ad land; Beeswax launches its BaaS to reduce bespoke bidder-building costs; and video streaming powerhouse Netflix continues to blaze a trail.
Pointless rebate debate rages on in ad land
An op-ed in the Wall Street Journal this week highlights the turbulent state of holding [...]
IAB figures released today (29 June) demonstrate the slow death of the traditional ad network business model, as automated media-buying technologies, and trading models, become increasingly popular with advertisers, and media-owners alike.
Almost half (45%) of all online display ads are bought using programmatic media-buying technologies, with the amount of budget spent nearing £1bn, according to IAB figures, which also show ad networks’ share of online display advertising is down to single figures (6%).
The figures were published in the trade body’s [...]
In this ExchangeWire Cannes Lions special, Matt Gillis, Millennial Media, president, platform business, speaks with ExchangeWire CEO Ciaran O’Kane about whether publishers are able to use programmatic technologies to achieve a better yield for their inventory.
During the conversation O’Kane also explores the prospect of utility mobile app providers emerging as media owners that can command high premiums for their advertising inventory, owing to their comparatively low overheads, and high volume of data.
The discourse of the conversation then turns to [...]
Campaigns comprising display and mobile ads should be developed together so retargeting can be carried out seamlessly; but differences in consumer experience must be addressed.
Yann Aïtbachir, PocketMath’s director of product development, said the mobile RTB ecosystem needed to consider user experience where consumer attention was shorter compared to the desktop user. The delivery of data also was reliant on mobile networks, which typically would be slower than wifi connections, depending on a country’s infrastructure.
These factors narrow the window of opportunity [...]