In this article for ExchangeWire, Hannah Thompson, programmatic account director at Tug, espouses the virtues of DOOH, how marketers can remain on the correct side of regulations, and how ads should be correctly contextualised. No more dirty old billboards plastered with beige ads aimed at unengaged consumers: digital out-of-home advertising (DOOH) brightens up our cities, bringing cutting-edge tech to pavements, escalators, and even taxis near you. The promise of DOOH is huge, offering innovative and actionable content for consumers – and better [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: The Ozone Project selects ADmantX to power the contextual classification of its content; Twilio SendGrid adds advertising channels to marketing campaigns; Broadsign partners with Place Exchange; AOP announces partnership with Fenestra; and sixty percent of UK smart speaker owners have made a purchase by voice over the past 12 months. The Ozone Project partners with ADmantX ADmantX, a data provider [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: ZEE5 partners with leading AI Video enhancement startup Minute.ly to boost watching experience for tens of millions of users in India and around the world; Alibaba and WPP among the leading companies in GlobalData’s internet advertising theme for the advertising sector; and Mindtree joins Hyperledger to accelerate blockchain development. ZEE5 partners with leading AI Video enhancement startup Minute.ly [...]

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Serving effective ads which simultaneously enhance viewer experience is a perennial goal of the advertising industry, however in tough times it is often the bottom line that receives all the focus, shuffling consumers down the pecking order. This in turn can raise the risk of customers turning to ad-free subscription services and ad blockers. Writing exclusively for ExchangeWire, Mark Inskip, CEO – Media Division at Kantar, discusses what lessons from cinema advertising can be applied to other platforms in ensuring memorable [...]

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Search advertising continues to account for a significant proportion of overall ad spend, with £6.7bn being spent in these channels last year according to AA/WARC figures. In such a developed market, opportunities for smaller brands can be harder to come by. In this interview with ExchangeWire, Mainline Menswear‘s Jonathan Patrick, head of marketing and Robert Charlton, PPC lead, discuss the challenges brands face when working in paid search channels, and how they have capitalised on opportunities during peak periods such as [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Mobile ad fraud cost marketers over USD$2.3bn (£1.89bn) in H1 2019; 79% of UK marketers acknowledge cross-channel video advertising wave; Centro enforces app-ads.txt to automatically target authorised and validated sellers; Teads offers 100% viewability on VCPM and CPCV buys; and Merkle launches data-driven planning methodology, Pando Planning, in the UK. Mobile ad fraud cost marketers over USD$2.3bn (£1.89bn) in [...]

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Advertising: a truly global industry. Whether this is at a form comprising of hastily-scrawled posters attached to telephone poles, or the totality of links within the complex programmatic supply chain serving countless ads across the world each second. Despite this, it can be easy to adopt a national status quo bias by focusing only on what other companies are doing in your own market, thus accidentally negating the chance of identifying potential opportunities stemming from technology, innovations and ideas from [...]

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Following the announcement earlier in the year that Google Ad Exchange traffic will transition to a first-price auction model by late August to early September, the industry has been awash with queries as to how this will affect optimisation, and the effect of bid shading tactics. In this exclusive article for ExchangeWire, Benjamin Hansz (pictured below), vice president of strategy at Simplaex, dispels three of the myths surrounding first-price auctions, and what yield management will look like in these environments. There has [...]

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As we approach the 10th anniversary of ATS London, ExchangeWire hosted a preview of what will be discussed and debated on the day. Paul Gubbins (pictured below), global programmatic strategy lead at Unruly, covers the hot topics at the preview, and teases what is set to come at ATS itself. I have been to eight out of the ten ATS events in London and I think it’s safe to say, each year it gets bigger and the debate more informative and [...]

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With tracking becoming more restricted, advertisers are having to do more to extract as much value from their ad spend as possible, hence the rise of solutions mentioning “AI” at every turn. However more can also be done to measure audience response to advertising, beyond whether they have viewed and interacted with the ad. In this Q&A with ExchangeWire, David Wharram (pictured below), CEO of Coast Digital, discusses the capabilities of modern biometric testing in assessing emotional response to adverts, along [...]

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