In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: TV ads have diminishing influence in AU; China video ads climb to £966m in 1Q2017; AU small firms lack resources for marketing; Rapport goes up in Malaysia; Grey ‘Hug’ it out in Dubai; Swisse Wellness buys AU creative agency; Kargo gears up in NZ; and GroupM releases Thai digital playbook.TV ads have diminishing influence in AU
ExchangeWire speaks with John Murphy, VP of marketplace quality, OpenX, to discover why quality continues to be one the key focuses in digital advertising, and how publishers, advertisers, and tech partners can work together to raise standards.ExchangeWire: Quality has always been a concern for advertisers and publishers – why has the focus on quality increased with the adoption of programmatic technology?
John Murphy: The evolution of digital advertising – from manual buying and selling to automated processes – has brought tremendous [...]
Ad Fraud Breaches the Trust Between Networks, Publishers & Advertisers: Q&A with Tim Koschella, AppLift
With global ad revenue wasted on fraudulent traffic reaching into double-figure billions in 2017, ad fraud remains an issue in the programmatic industry. Tim Koschella (pictured below), CEO and co-founder of AppLift, speaks to ExchangeWire about aligning with advertisers’ needs and combining forces within the industry as a whole to protect the reputation of ad tech.ExchangeWire: AppLift started in 2012, focusing on the gaming sector. What made you decide to expand beyond that particular sector?
Tim Koschella: The mobile landscape is ever-evolving. When [...]
Instead of simply buying media for marketers, agencies must offer guidance on whether their clients are ready to adopt programmatic and, if not, provide help on how to do so.
This should include data strategy and operations setup, says Vincent Niou, Essence’s Asia-Pacific senior programmatic and partnerships director, who warns that agencies that fail to offer these services will provide opportunities for consulting firms to jump in.
In this Q&A with ExchangeWire, Niou further explains how agencies can facilitate the development of [...]
All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers.
Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year's Mobile Marketing Association (MMA) Forum in Singapore.
During a panel discussion at about the region's programmatic landscape, focus inevitably centred on [...]
The proliferation of header bidding sparked a need among publishers to adopt new technology to ease the technical load of managing these partners, or risk losing control of their revenue optimisation. At least, writes Jason Fairchild, CRO and co-founder, OpenX, this is what most publishers were led to believe as they began integrating one variety of containers or another to manage their programmatic revenue. Given the problems containers promise to solve, this evolution seems logical on the surface.
But the [...]
How do we rid the industry of the ills that plague us? Mike Shehan, CEO, SpotX, has a few ideas. Writing exclusively for ExchangeWire, Shehan provides a list of actions buyers must take to help reward good industry behaviour and minimise ad fraud.
We all remember the scene from Jerry Maguire when Tom Cruise’s character, in a true act of desperation, begs Rod Tidwell, played by Cuba Gooding Jr, to ‘help me help you’. After months of failed negotiations, Jerry and Rod [...]
With the brand safety scandal raging on since March, one term that keeps cropping up as a potential solution is ‘whitelisting’. ExchangeWire delves into whether whitelisting really is the white knight the industry needs to fend off the bad guys. What is whitelisting? As you’d expect, it’s the opposite of blacklisting. Rather than building a list of disapproved URLs, your campaign targeting is based on a list of approved URLs to help keep brands [...]
Advertisers Set the Tone; If They Don't Care, Nobody Will: Q&A with Marc Goldberg, CEO, Trust Metrics
In the plexus of traffic quality, brand safety, ad fraud, fake news, and transparency, the more the industry fuels the conversation, the more it seems it’s creating a rod for its own back. ExchangeWire speak with Marc Goldberg (pictured below), CEO, Trust Metrics, about where advertiser responsibility sits amongst all of the noise, where he explains that we mustn’t give up, but we must collectively improve best practices.ExchangeWire: Are Google and Facebook doing enough to fix the [...]
Transparency and trust are two of the biggest problems plaguing the online advertising industry today. Andrew Susman (pictured below), vice president, New York, Empower, talks about how a newly formed consortium of advertising professionals has been formed to tackle these issues head on.ExchangeWire: The Advertising Transparency & Trust Forum has recently been formed and met quietly in March at the UN, meeting again the beginning of June. Why was this forum established and what are the goals you are [...]