Talk about Google, along with their domination of the digital ad ecosystem, would not be on the lips of those in ad tech were it not for their original product: the Google Search engine. Despite negative press coverage and EU fines, some estimates suggest the behemoth continues to enjoy a market share of just under 90% in the UK search market. However there have been rumblings of discontent from publishers, which populate the results pages, about how they have been treated [...]

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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: SpotX earns independent recertification for all four TAG seals; S4Capital AGM statement; GumGum partners with White Ops to deliver ‘industry’s safest ad exchange’; one year after GDPR came into force, over half of US news sites are still blocked in Europe; and AdSecure releases first Security Violations Report for Q1 2019. SpotX earns independent recertification for all four TAG [...]

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Digital advertising, particularly programmatic, has revolutionised how ads are served and enabled the collection of data on a scale that would seem scarcely believable just a couple of decades ago. However activating this wealth of data, along with linking it to offline activity, has been an inefficient process up until now, restricted by low-quality traffic and fraudulent activity. Artificial intelligence (AI) and machine learning (ML) capabilities are offering a promising solution to these issues. In this article for ExchangeWire, Álvaro Mayol [...]

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Identity and data compliance are two of the most prevalent issues within the digital ad industry in 2019, with organisations both large and small having to balance the need for accurate user identification with the necessity of abiding with legislation on the use of consumer data. Both topics have come to the forefront in recent weeks, with Google due to launch their set of privacy tools on Chrome which will restrict the use of third-party cookies, and the likelihood of [...]

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On May 25th 2018 the data management landscape in the European Union shifted permanently with the enforcement of GDPR, aimed at promoting user privacy and ensure that their personal details were held in a more secure manner. One year down the line, as GDPR celebrates its Paper Anniversary, which is ironic given the reduction of paper being delivered through the letterbox in the form of junk mail, ExchangeWire examines how the legislation has been put into practice in the previous 12 [...]

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The relationship between advertisers and agencies has been under high scrutiny in recent years, with the increasing prevalence of in-housing a reflection of this. However traditional methods of media auditing have not kept up with the rise of programmatic advertising, potentially leaving clients in the dark over the true value of the relationship with their agency partners. Writing exclusively for ExchangeWire, James Duffy (pictured below), head of paid media at agenda21, discusses why traditional forms of media auditing are no longer [...]

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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: ID5 publishes The State of Digital Identity; Triton Digital integrates a2x with TouchPoint DSP and AdPerform DSP; Prebid.org adopts The Trade Desk’s unified ID solution in header bidding wrapper; Tremor Video DSP expands premium supply formats with outstream and digital out-of-home video; and S4M launches new Multi-Store DCO ad format based on user’s live location. ID5 publishes The State [...]

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YouTube is realigning itself to be a more appealing prospect for advertisers, with recent initiatives such as moving their Original series from behind the paywall to an ad-funded model and establishing a ‘DTC Council’. However the video-sharing platform has long faced a battle with brand safety, with advertisers pulling their ads due to various issues such as commercialising terrorist propaganda and inappropriate comments on supposedly child-friendly content. To determine whether YouTube can truly be a brand safe platform, and what can [...]

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Last year was truly a landmark period in the context of data protection and user privacy, with the implementation of GDPR being the headline development. In April 2018 the digital advertising industry, through IAB Europe, launched the Transparency and Consent Framework (TCF) to assist industry participants in complying with the new law. To further enhance the effectiveness of the framework, its governing body has in the 12 months since launch consulted with regulators and industry stakeholders, and on 25th April, 2019 [...]

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In-app advertising is experiencing a period of growth with budgets likely to increase substantially over the coming months, due to factors including the continuing development of in-app header bidding solutions. However companies producing and selling apps still face substantial difficulties in growing their businesses, with an increased prevalence of fraud and higher fees from ad partners just two factors out of many. To that end, the company behind Appodeal recently announced the launch of a new umbrella brand, Stack, to help [...]

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