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 [...]
Catherine Williams, Chief Data Scientist at AppNexus, speaks to ExchangeWire about the launch of APB and how it is helping marketers find “a third way” to optimise their ad spend through their use of their data.
EW: Some people have described the launch of your latest APB, as a ‘bidder in a box’. Could you explain a bit more, and what kind of problems it will help solve?
CW: The primary problem that this is solving is that you have two [...]
AppNexus has just drawn the curtain on the public-facing round of its European Summit, having made a host of announcements, including: assurances on marketplace quality; a renewed focus on video inventory; plus a promise to “wave goodbye to black-box algorithms”.
The world’s “leading independent ad tech company” flew a host of top-tier executives to the UK – including CEO Brian O’Kelley who spoke with ExchangeWire to give his view on the ‘ad tech power game’ – this week to unveil [...]
Tags Ad ExchangeAd TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgencyAudience BuyingClick FraudCross-ChannelDataDigital MarketingDisplayEuropeMarketermeasurementMedia BuyingMedia ValuationOnline videoProgrammaticProgrammatic Video
China’s Great Firewall presents special challenges that impact the way RTB operates in the country, so market players will need to set up a separate infrastructure to resolve these issues, advises Tim Koschella, CEO and co-founder of AppLift.
In this Q&A with ExchangeWire, Koschella dishes out some interesting insights on the different challenges market players such as AppLift face in Asia-Pacific, how DSPs should address the region, and why Facebook should create an open platform for data access.
EW: Let’s start with [...]
Tags Ad ExchangeAd NetworkAd TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAPACAttributionAudience BuyingBehavioural TargetingBrandChinaDemand Side PlatformDSPFacebookFragmentationMarketerMedia BuyingMobileMobileMobile RTBPerformance MarketingProgrammaticRegulationRetargetingRTBSingaporeSoutheast AsiaSSPTrading Desktransparency
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Nielsen brings Digital Ad Ratings to China; AppLift buys Singapore mobile DSP; AdNear looks towards Europe expansion; and Dentsu Aegis Network appoints new APAC CEO.
Nielsen brings Digital Ad Ratings to China
The market researcher has announced a new partnership with China’s Tencent to offer its online and mobile audience metrics for the first time in the Chinese market. [...]
Tags Ad ExchangeAd NetworkAdvertiserAgencyAnalyticsAPACBehavioural TargetingBig DataBrandChinaDataData Management PlatformDemand Side PlatformDigital MarketingDSPEuropeIndiaJapanMarketermeasurementMobileMobile RTBProgrammaticRTBSingaporeSoutheast Asia
Verizon Wireless’ purchase, or merger, with AOL stands out as one of the ad tech stories of 2015. This is not only for its multi-billion price-tag, but also how it symbolises the attempted re-emergence of telco operators in the digital advertising game; which is valued at $600bn per year. ExchangeWire analyses how the worlds of telecoms and ad tech are starting to collide; as well as previewing some of the conflicts this may cause, as advertisers look to take their [...]
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