ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Prebid by OpenX Now Generally Available; Adjust Expands to India; Further Expansion for adsquare in U.S.; Triton Digital Integrates with Tru Optik; and U.S.: 75% of Brands Buy Ads Programmatically. Prebid by OpenX Now Generally Available OpenX has just announced the general availability its pre-bid video header bidding solution, providing another monetisation option to publishers. Prebid offers direct access to OpenX’s video exchange within [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Consumers Want Benefits from Data Sharing; Video Is Key to App Install Success; Seven West Media Integrates Lotame DMP & Telaria SSP; New Server-Side & Mobile In-App Solution by PubNative; and Cedato Launches Instream Video Format ‘IntentView’. Consumers Want Benefits from Data Sharing ‘Global data privacy: What the consumer really thinks’ is a report commissioned by the GDMA, DMA UK, and Acxiom. According to [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Quantcast Implements IAB Framework in Newly Launched ‘Choice’ Platform; Tealium Enhances Privacy & Consent Functionalities; New Inventory for mediasmart; Telaria Launches VMP; and Grapeshot Offers Contextual Data for Video. Quantcast Implements IAB Framework in Newly Launched ‘Choice’ Platform After beta-testing since February this year, audience insights provider Quantcast is launching its platform Quantcast Choice, implementing the IAB Europe’s Transparency and Consent [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Mobile Drives Video-Viewing Figures; Next Phase in SpotX & smartclip Merger; PulsePoint Buys Ad Vitality Lab; Taboola Partners with Bauer Media UK; and ClearChannel & Posterscope Integrate. Video Viewing Dominated by Mobile According to eMarketer’s first mobile digital video forecast, 2.38 billion people will watch streamed or downloaded video content in 2018. More than three-quarters (78.4%) of the total views are accessed via mobile [...]

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What is a ‘chief quality officer’ and why does ad tech need this new role? ExchangeWire speaks with Gorka Zarauz, recently promoted to the role of chief quality officer at Smart, about what his role entails and how the industry can achieve ‘quality’. ExchangeWire: You are one of the first people to get the title ‘chief quality officer’. Why is that title necessary, and what does it mean? Will we see more people with that title? Gorka Zarauz: It means that, at [...]

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What is a creative management platform and how could its increased implementation in marketer creative strategies force an evolution of the traditional ad server? ExchangeWire speaks exclusively with Victor Wong, CEO, Thunder, who explains that, ultimately, we have to remember it’s about delivering the best possible experience to the consumers interacting with your brands. ExchangeWire: What is a creative management platform (CMP) and how is it being used to personalise campaigns? Victor Wong: Creative management platforms enable brands to produce, personalise, and [...]

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Ranked the world’s third-largest non-game app developer, Cheetah Mobile faces significant challenges in meeting the different needs of a diverse advertiser clientele. In Asia-Pacific, specifically, advertisers have yet to catch up – in terms of media investments – with consumers who are rapidly moving towards mobile devices, according to Josh Ong (pictured below), Cheetah Mobile’s director of global marketing and communications. In this Q&A with ExchangeWire, Ong explains how the Chinese app developer is enhancing its programmatic and technology stack to better [...]

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With transparency, arguably, being one of the hottest topics in the advertising field in 2017, PubMatic is standing firm on transparency needing to go deeper than clarity around fees and the source of inventory. As highlighted with the company’s ‘Let’s Be Clear’ campaign, it lies in the value exchange and the perception of value in the programmatic ecosystem. ExchangeWire speaks with PubMatic’s co-founder and CEO, Rajeev Goel, about PubMatic’s journey through ad tech and the position it holds in an [...]

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Today (24 February) ad blocking company Shine, announced that they are rebranding as ‘Rainbow‘. Rainbow is described as “a consumer ad experience”, and the company states: “We are no longer selling ad blocking to mobile carriers, or ISPs.” In short, Rainbow is an ad verification company, and the verification criteria is not unique – Rainbow uses industry-defined standards. For advertisers and agencies, the process of Rainbow verification is the same as working with any other verification company: submit ads to Rainbow and [...]

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ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Facebook shutters Atlas; INVIDI changes ownership; Programmatic audio ads by Adform; New publishers for Outbrain; Code of Conduct for German programmatic market; and Adsquare adds app-usage data. Facebook retires Atlas ad server Ad serving with Atlas is no more! Facebook have shuttered the Atlas ad server and instead want to refocus on campaign measurement. “We believe Atlas will have a greater impact and create [...]

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