Today (26 January) OpenX unveils Real-Time Guaranteed, the first programmatic marketplace to transact guaranteed deals with programmatic technology. Tim Cadogan (pictured below), CEO, OpenX talks exclusively with ExchangeWire about how this new solution will deliver on the true promise of programmatic technology: real-time, guaranteed.
ExchangeWire: Tell us about OpenX’s real-time guaranteed (RTG) offering.
Tim Cadogan: Real-time guaranteed (RTG) is a new model for buying and selling digital advertising. RTG combines the guaranteed terms of direct-sold deals with the [...]
Since pioneering the technology several years ago, header bidding has been on the rise, with smart publishers looking to increase revenue by introducing more competition for their inventory.
In an interview with ExchangeWire, Tim Cadogan, CEO at OpenX (pictured below), believes that header bidding will continue to evolve in 2016 and drive significant growth in revenue and innovation across the industry.
ExchangeWire: The rise of header bidding, and its effect on inventory monetisation, was a big trend in 2015. Outside of pushing [...]
Publisher co-ops are popular in Europe; but, until now, have failed to be successful in other continents. Jay Stevens, general manager, international (pictured below) at Rubicon Project spoke exclusively to ExchangeWire and shared his prediction that publisher co-ops are going to be a global trend, as more major publishers come together to pool and package first-party data along with their inventory, to offer advertisers access to finely targeted audiences, bought programmatically, at scale.
Today, there are nine publisher co-ops on the Rubicon [...]
China’s largest DSP believes its local partnerships and strong knowledge of the local market mean it can deliver a higher level of service compared to Google, which it considers its archrival.
iPinYou, which last month announced it had restructured to “return” to the Chinese market, is aiming to tap the lucrative cross-border marketing industry. Founded in 2008, the company just raised CN¥500m (£52.4m) in a round of financing led by [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC marketers moving from display ads to content; ANZ sees programmatic ad growth in all formats; DataXu opens three new APAC offices; AU gets best practice guidelines for native ads.
Use of display ads expected to drop as APAC marketers opt for content
Some 70% of marketers and agencies in Asia-Pacific currently tapped display ads as part of [...]
Hardly a week goes by in ad tech land without news of a partnership or acquisition as companies battle to build the ultimate end-to-end technology stack. In this piece, we explore whether the buy side/sell side divide still exists, how tech buyers can differentiate between vendors, and whether owning the supply has become the only true differentiator.
Buying and selling ad impressions has become highly commoditised.
In theory, the trade is relatively simple: publishers have ad impressions that they want to [...]
Brands and agencies in Southeast Asia are limiting their exposure to ad networks due to the lack of transparency and opting to build their own trading or buying platforms.
Regional publishers also are increasingly wary of working with technology giants and want to address CPM degradation, pushing them to establish their own private marketplaces, according to Jordan Khoo, Sizmek’s Asia-Pacific vice president. He believes traditional ad networks are losing their appeal and expresses concerns about the conflict created by market [...]
Tags Ad ExchangeAd NetworkAd TradingAd VerificationAd ViewabilityAdvertiserAgencyAgency Trading DeskAPACAudience BuyingBrandMarketermeasurementMedia BuyingMobilePrivate marketplaceProgrammaticPublisherSingaporeSoutheast Asia
The Road to ATS London is a series of specialist posts on technology, data, and the business models emerging in the programmatic ecosystem, which are all topics that will be featured at ATS London. Tickets for ATS London on Monday September 14 are now on sale. We do sell out every year, so make sure you get your ticket while they’re still available.
It is the age of the faux-publisher. It has become next to impossible to build a [...]
In this post, Wayne Blodwell, head of programmatic at iProspect shares his views exclusively with ExchangeWire about how the marketing industry will mature over the coming years.
Every major industry that has embraced a technological revolution, such as the assembly line, the combustion engine, investment banking, and so on, has found that many of the technologies that revolutionised their industry quickly became a low value commodity. This was due to the rapid rate of innovation this technology required with new players [...]
Integral Ad Science Says Fraudulent Ads Cost UK Advertisers £277m; TubeMogul Delivers Strong Revenue Results for Q2
In this week’s ExchangeWire European Weekly Roundup: Integral Ad Science says fraudulent ads cost UK advertisers £277m; TubeMogul delivers strong revenue results for Q2; Facebook enhances its Audience Network with new ad formats; Tapad and Medialets team up; and Sizmek turns to Screen6 and programmatic.
Integral Ad Science Media Quality Report finds over 12% of UK advertising impressions fraudulent