Speaking exclusively to ExchangeWire, Carol Starr (pictured below), managing director – Northern Europe at Rubicon Project, details the identity challenge facing publishers and ad tech alike, along with the strategies which can be used to overcome these using presently-available solutions.   How can independent ad tech players outside of the walled gardens overcome restrictions on tracking caused by ITP and regulatory judgement? With regard to browsers that block third party cookies, there are few options: – For publishers who use Prebid as their header [...]

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Through all the uncertainty caused by the necessary pivot towards a fully privacy-compliant ecosystem, one thing is becoming clear: contextual is set to play a more prominent role in the advertising toolkit. Writing exclusively for ExchangeWire, Mike Klinkhammer (pictured below), director of ad sales – EU, eBay, discusses how contextual has evolved from traditional beginnings to a modern and sophisticated targeting method, and why its implementation should be seriously considered. In the past 20 years, technology has transformed the way we [...]

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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 & IAB Tech Lab release CCPA Compliance Framework for public comment; Rubicon Project acquires RTK.io; Broadsign and AdQuick announce partnership; Merkle combines digital and customer analytics; and CMO Council publishes customer loyalty study. IAB & IAB Tech Lab release CCPA Compliance Framework for public comment IAB, the trade association for the digital media and marketing industries, and its affiliated [...]

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In the latest of a series of market overviews, ExchangeWire reviews the key trends coherent to the German programmatic and martech industry ahead of ATS Berlin 2019, and receives insight on the market from a range of media professionals. Key statistics – 70% of digital display ad spend in Germany is directed via programmatic. (eMarketer) – Programmatic ad spending in Germany is expected to reach €1.80bn (£1.55bn), which represents a year-on-year increase of 15.4%. (eMarketer) – 89% of brands engaging in programmatic advertising in [...]

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Writing exclusively for ExchangeWire, Rose Shorter (pictured below), agency group head at S4M, discusses how spending in drive-to-store advertising is set to rise in the next four years, as well as the host of benefits associated with embracing the medium. Let me tell you something, if I’ve learnt anything from the decade I’ve spent working in digital advertising, it’s that retailers have to anticipate consumer’s changing behaviour and innovate constantly if they want to remain relevant. The latest casualties of an [...]

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GDPR was announced in April 2016, with The Economist subsequently reporting that data is set to become more valuable than oil. Since coming into effect, it has drawn people’s attention to the value of their data, as well as their right to own and protect how it’s collected and used. It has also resulted in large internet browsers implementing technological changes that restrict third party cookies on their browsers; with Safari, Firefox, Explorer and Chrome having either already done so, [...]

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In this exclusive article for ExchangeWire, Pete Wallace (pictured below), commercial director at GumGum Europe, discusses how techniques once solely applied towards the goal of brand safety can now be used for sophisticated contextual targeting, to the benefit of publishers.   What are the current attitudes from publishers toward brand safety, and why is it important that they’re proactive in ensuring advertising content appears in safe places on their sites? No publisher wants to plant a sign saying “Danger: Beware of Unsafe Content” [...]

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Marketing efforts in recent years have tended towards the quantitative measure of performance. How many people could have seen the ad, how many people have clicked it, and how many people have bought a product after clicking the ad. However, this approach has somewhat led to the neglect of brand-building efforts, and the quality of interaction with brands beyond the simple click. In the post-GDPR landscape, this could leave many in the media landscape rather short-changed. In this exclusive article for [...]

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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: Global martech market hits USD$121.5bn (£94.6bn); AI measures emotional response to advertising; Verizon Media accelerates premium native supply with Apple News and Stocks; Channel Factory continues expansion in the UK, Russia and Denmark; and Accenture Interactive announces intent to acquire French data marketing firm Sutter Mills. Global martech market hits USD$121.5bn (£94.6bn) The global marketing technology market is now valued [...]

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This week saw the release of two key industry reports, the Q3 2019 IPA Bellwether and the IAB & PwC Adspend Update H1 2019. Here ExchangeWire details the key findings of the studies, and receives expert insight from across the advertising industry. Key findings – IPA Bellwether Q3 2019 – UK companies revise total marketing budgets downwards for the fist time since 2012, with a net balance of 0.5% registering negative forecasts for marketing budget. – “Wait and see” approach brought about by [...]

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