Independent ad tech is in the midst of an unprecedented time of both opportunity and challenge. While GAFA continue to take the lion’s share of the market, there is undoubtedly a chance for the 20% to stamp their authority and offer marketers and publishers benefits that the larger players cannot. In this piece, ExchangeWire talks to Maria Flores Portillo, general manager, Amobee EMEA, to discuss where the opportunities lie for independent ad tech, what these businesses must be wary of, and [...]

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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: IAB Tech Lab releases proposal for consumer pivacy solution; Teads unveils Teads for Publishers; DoubleVerify launches Semantic Science division; News UK partners with ADmantX; and Centro expands into UK and LatAm. IAB Tech Lab Releases Proposal for Consumer Privacy Solution IAB Teach Lab has released its Proposal for Enhanced Accountability which, among other things, outlines three ideas from our industry [...]

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From the closing walls of the GAFA gardens, to declining trust, it is fair to say that the advertising industry is somewhat up against it. Ahead of their discussion at ATS London, ExchangeWire speaks to Ari Paparo, co-founder and CEO of Beeswax; Maria Flores Portillo, general manager of Amobee EMEA; Dominic Joseph, co-founder and CEO of Captify; and Brian Fitzpatrick, general manger Europe, IPONWEB, to determine how independent ad tech can solve these industry issues. Competing with the walled gardens a [...]

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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: Up to 65% of location targeting ad spend is wasted; The Ozone Project selects Improve Digital as first European ad tech partner; PubMatic receives compliance certification for IAB Tech Lab’s Open Measurement SDK; MGID launches Smart Widget for accelerated mobile pages; and MediaMath names Konrad Gerszke as president. Up to 65% of location targeting ad spend is wasted Despite strong [...]

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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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Earlier this week, ExchangeWire covered the latest developments from the Information Commissioner’s Office (ICO), which included dramatic fines, updated cookie guidance and the Update Report into Adtech and Real Time Bidding. The combination of massive potential fines, and the fact that the UK DPA is openly questioning the legality of the fundamental processes underpinning the programmatic industry, has raised no small amount of concern within the sector. In this exclusive article, Prash Naidu (pictured below), founder & CEO of Rezonence, delves [...]

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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: MediaMath partners with Rubicon Project and Havas to re-imagine the supply chain; Triton Digital integrates Centro’s basis platform with the a2x programmatic marketplace; ICO report into the adtech industry published; NGDATA enables marketers to design and deliver data-driven, individualised campaigns in minutes, not weeks; and Merkle launches transaction data analytics tool, Merkle Wallet, in UK market. MediaMath partners with [...]

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lastminute.com Set to Disrupt Marketing Industry with Launch of Playbook; Tappx Launches App-ads-txt.com to Drive Adoption for App-ads.txt; Lotame Unveils Unstacked Approach to Data Solutions for Publishers, Marketers & Agencies; Jivox Launches Program to Help Migrate Brands Using Ad Servers to a Personalised Dynamic Creative Optimisation Platform (DCO); Flashtalking Expands Global Footprint to Support Worldwide Growth; and Adform Secures Investment Highlighting Positive Future for Ad Tech. lastminute.com Set to Disrupt Marketing Industry with Launch of Playbook lastminute.com launched ‘Playbook’ on Wednesday (10 [...]

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Sizmek’s downfall seems to have triggered panic in ad-tech circles. We all love a bit of drama – but we truly have reached new heights of hyperbole when we get comparisons between the fall of a mid-sized ad-tech firm and the 2007 multibillion dollar financial meltdown. Drama, indeed. Maybe there are unseen debt-bergs submerged in the murky waters of media ready to sink ad tech. But then this is always the case. Intermediaries always carried debt – and always will. When [...]

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The dominance of Facebook & Google is well documented and is in part due to their ability to use a single user ID. The 20% do not experience the benefit of this and instead have to rely on an inconsistent mess of mismatched cookie data. Dave Castell (pictured below), general manager EMEA – inventory & partnerships, The Trade Desk, explores the problem caused by low ID match rates and the feasibility of using unified solutions to solve this issue. The problem [...]

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