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 [...]
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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. [...]
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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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Pixalate Sets New Standard for Programmatic Advertising Quality; the Ever-Increasing Mobile Opportunity
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: Pixalate sets new standard for programmatic advertising quality; the ever-increasing mobile opportunity; and Acxiom’s quest to use big data to fortify little data.
New findings from Pixalate reveal that 70% of sellers have been exposed to malware-driven ad fraud
Pixalate, Inc., the leading data intelligence platform, this week released its April 2015 Global [...]
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Third-party data can be months outdated and irrelevant to the actual target audience, but brands in the Asia-Pacific still turn to these datasets religiously, when they should be working with first-party data instead.
In this week’s Q&A, ExchangeWire chats with Jonathan Hardy, Adara’s vice president of sales for Asia-Pacific, who discusses why some markets in the region remain hesitant to accept first-party data and how the travel data provider handles the more conservative Asian community.
EW: How does the Asia-Pacific market [...]
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The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things ad tech, martech, and programmatic.
Advertising technology is dead, don’t you know? A recent post in Techcrunch told us excitedly that ad tech has had its day, and that we are now all marketing technology. This in the week TechCrunch parent AOL was gobbled up in a $4.4 billion [...]
TubeMogul-Site Tour Deal Integrates Out-Of-Home, Video Ads; Most HK Advertisers Unhappy with Cross-Channel Campaigns
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: TubeMogul-Site Tour deal integrates out-of-home, video ads; Most HK advertisers unhappy with cross-channel campaigns; Shoppers want omni-channel, multi-screen experience;
TubeMogul-Site Tour deal integrates out-of-home, video ads
TubeMogul has inked a partnership with out-of-home ad exchange Site Tour, which will allow advertisers to programmatically purchase video ads on billboards, kiosks, and elevator screens in Australia.
The video ad services [...]
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Improving the accuracy of location data not only provides for better campaigns, it can also offer richer insights into buyer intent based on the places consumers visit.
Most location-based marketing initiatives target consumers in real-time based on where they are during the duration of the campaigns. The real potential of location technology, however, is the insights that it can provide so marketers can gain better understanding of consumer behaviour, Regina Goh, BlisMedia’s Asia managing director, said in an interview with ExchangeWire.
Click fraud currently costs the advertising industry upwards of $6bn a year, according to the US-based Association of National Advertisers, and it’s prevalence in the programmatic media buying sector is regularly cited as a major reason not to invest in such technologies.
Earlier this month, both Shell and Nestle – a company that spends upwards of $3bn a year on advertising – outlined their insistence on quality ad traffic at the IAB UK’s programmatic advertising conference. This comes in close proximity [...]
Tim Faircliff, AOP, chairman, discusses the mechanics of the recently announced premium publisher alliance – or co-op – that is to be powered by AppNexus, which has several of the UK’s tier-one publishers as founding members.
EW: What does the new set-up look like, and what publishers are in the alliance? TF: At launch, the AOP Premium Publisher Alliance will include inventory and audience data from Telegraph Media Group, Time Inc., Haymarket Media Group, Dennis Publishing Ltd, Auto Trader, Future Plc, Sift [...]
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