The emergence of publisher consortia was underlined in recent weeks as UK publishers began to band together en masse. A month ahead of ATS Paris, ExchangeWire examines the French market, where publishers there were early to adopt this approach, exploring the intricacies of the co-op offering, and asks if it makes sense to have dual offerings in a single market?
Premium publishers the world over are under pressure to retain ad spend, particularly when they come up against the hugely scaled [...]
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Programmatic is transitioning from the latest buzzword to becoming a dominant force in mainstream media buying, but to successfully move forward the industry must first look back at lessons learned, argues Tim Webster, The Exchange Lab, co-founder and CSO.
Programmatic adoption is evolving rapidly and the UK’s first programmatic market study predicted that nearly half (47%) of display advertising would be traded programmatically in 2014, almost doubling from 28% in 2013. As the programmatic marketplace matures, it has shaken its early [...]
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ExchangeWire rounds up some of the biggest stories in the European ad tech landscape over the last seven days. In this week’s edition: Facebook extends LiveRail to mobile apps; AOP strikes publisher alliance powered by AppNexus; Digital strikes parity with offline spend in the UK; Programmatic accounts for 45% of display; StickyADS appoints EMEA chief.
Facebook extends LiveRail to include in-app mobile display Facebook has opened another front with Google with the extension of its LiveRail video supply-side platform (SSP) to support [...]
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Snug and comfortable with how things have always operated, the TV industry will soon face an inflection point where it will need to turn to programmatic to ensure its viability.
Chris Dobson executive chairman of The Exchange Lab, believes this impetus for change is driven by the lack of rich datasets and an erosion of ad revenue as the digital evolution continues to sweep across all media forms.
Despite the apparent resistance to change, TV and digital, in fact, shared several similarities, [...]
Martin Stockfleth Larsen, Adform, CMO, uses insights from the company’s latest quarterly European report to reveal that programmatic media buying is more than a direct response mechanism.
Adform recently released its European RTB Trend Report for Q4 2014. The report provides some insightful (and some surprising) stats about RTB activity. The most obvious takeaway is the extent to which brand marketers are embracing creativity and automation through brand solutions (rich media ad formats) and programmatic trading– and to think just a [...]
Tim Faircliff, AOP, chairman, discusses the mechanics of the recently announced premium publisher alliance – or co-op – that is to be powered by AppNexus, which has several of the UK’s tier-one publishers as founding members.
EW: What does the new set-up look like, and what publishers are in the alliance? TF: At launch, the AOP Premium Publisher Alliance will include inventory and audience data from Telegraph Media Group, Time Inc., Haymarket Media Group, Dennis Publishing Ltd, Auto Trader, Future Plc, Sift [...]
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eBay Advertising has announced the creation of a ‘channel agnostic’ agency sales team offering increased scope for automated media buying following lessons learned during its ‘Programmatic Only Week’. This comes just a day after AppNexus revealed it bought Yieldex to facilitate the rise of programmatic direct.
The online retail giant’s advertising arm today (19 March) announced plans to change the focus of its agency sales team offering media buyers a more flexible way to purchase its inventory, and will be headed [...]
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AppNexus has confirmed its purchase of publisher forecasting and programmatic-direct company Yieldex, in a deal rumored to be valued at $100m, as the ad tech firm continues its acquisition spree, and prepares for the rise of programmatic-direct.
The integration of Yieldex into the AppNexus platform supports the ad tech company’s vision of offering an integrated, full-stack publisher solution – this deal comes just five months after AppNexus bought Open AdStream (OAS) from WPP – and also positions the company to create [...]
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Mike Harty, PowerLinks co-founder and ExchangeWire columnist, accepts the need for regulation in the native advertising space, but argues that a line must be drawn somewhere to maintain the unique value of the offering.
Last month, the AOP, IAB, ISBA (representing publishers, ad tech firms, and brands respectively) issued guidelines on how to label native ad formats to their constituents, bringing the practice in line with the Advertising Standards Authority’s (ASA) CAP code.
The UK trade bodies advise that advertisers and publishers [...]
Viewability. It’s one of they key issues facing the online advertising industry, as brands – wary of getting scammed – ask for ever-increasing levels of transparency; with oil giant Shell now asking for FIVE TIMES the industry standard before it pays for online ad space. The IAB has attempted to lead the way, brokering an ‘industry-wide consensus’ that a viewable ad is one where 50% of the creative was served on screen for one second.
However, one of the world’s most recognisable [...]
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