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 [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: GDPR misconceptions; Consolidated ad fraud; and State of marketing automation.GDPR misconceptions
Almost three-quarters (72%) of UK marketers either cannot answer, or incorrectly list, the necessary conditions to meet GDPR (General Data Protection Regulation) requirements for ‘opt-in’ consent, finds research by Mailjet.
With less than a year to go [...]
With the digital landscape in China developing at lightning speed, many overseas advertisers have concerns about brand safety, fraudulent traffic, and viewability. China’s unique digital environment presents challenges that have often led to misconceptions for marketers preparing to spend advertising dollars, creating a need for the local marketers to provide transparency by establishing local standards, writes Kelly Leung, VP, agency business, iClick Interactive, in the latest instalment from the China Expert series.
Many in the industry see local standards [...]
There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.
This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.
In this Q&A with ExchangeWire, [...]
How is mobile affected by ad fraud? ExchangeWire spoke with Gavin Stirrat, managing director, Voluum, and Jalal Nasir, CEO, Pixalate (both pictured below) about what mobile ad fraud looks like; how serious the problem is; and Voluum and Pixalate’s new partnership to reduce fraud at the pre-bid stage.ExchangeWire: It’s been well publicised that ad fraud will have cost brands USD$7.2bn (£5.6bn) in 2016 – how much of this can be attributed to mobile?
Gavin Stirrat, Voluum: It is extremely difficult to [...]