In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: TubeMogul rolls out integrated Digital Ad Ratings in SEA; StarHub launches TV audience metrics; Vietnam wants functional mobile video ads; and Outbrain appoints APAC head of publisher platform.
TubeMogul rolls out integrated Digital Ad Ratings in SEA
The video ad services provider says it has embedded Nielsen’s desktop measurement tool into its platform, ready to be delivered to advertisers [...]
China Brands Tap Mobile For Awareness; Integral Ad Science & OMG AU Partnership to Address Ad Safety
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China brands tap mobile for awareness, not sales; Integral Ad Science & OMG form AU partnership to address ad safety; Xaxis wins programmatic deal to access China’s digital inventory; and Cohn & Wolfe buys out India’s Six Degrees.
China brands tap mobile for awareness, not sales
Some 82% of marketers in China said they were tapping mobile as [...]
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
With consumers generating more data than ever before, particularly through mobile devices, more marketers in Asia-Pacific are tapping big data analytics to improve attribution and create a better audience experience. Shobhit Shukla, chief revenue officer of location-based data analytics provider, Near, highlights the challenges from this changing landscape and discusses how brands can differentiate their services with real-time insights.
ExchangeWire: What are some key developments in the way user data is collected today?
Shobhit Shukla: Few things are more valuable to [...]
Earlier this week, at ATS London, AppNexus created a stir within the digital advertising industry when Catherine Williams, chief data scientist (pictured) shared results of their ongoing Inventory Quality (IQ) initiative. Through a combination of aggressive policy enforcement and sophisticated data science measures, AppNexus have cleaned their platform of invalid traffic and established a new industry standard for transparency – transparency in how the platform operates and in how they share results and insights with the broader ad tech community. In this piece, [...]
An insufficient ad budget for a vast region, inadequate support from industry players, and a media buying system that has yet to resolve key issues its predecessor also had failed to address.
These are the main challenges facing Starwood Hotels & Resorts’ Asia-Pacific senior director for digital marketing, Janice Chan, who spoke candidly in a phone interview with ExchangeWire, during which she discussed her experience with programmatic and as a marketer in this [...]
Tags Ad ExchangeAd NetworkAd VerificationAdvertiserAgencyAgency Trading DeskAnalyticsAPACAttributionAudience BuyingBehavioural TargetingBrandCross-ChannelDataData Management PlatformFragmentationMarketermeasurementMedia BuyingPerformance MarketingProgrammaticPublisherRetargetingSingapore
Following a survey that found Singapore to be severely lacking in effective ad metrics, IAB’s local chapter has called on ad tech vendors to reach an agreement for digital measurement and for marketers to start educating themselves.
Without a proper measurement framework, distrust between brands and agencies, as well as vendors, will continue to play out and the gap between marketers and consumers will widen, says Peter Hubert, who is co-chair of IAB Singapore’s Measurement and Standards Committee and also [...]
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
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Effective ad metrics sorely lacking in Singapore; Zeotap raises Series A for global expansion, Indian centre; China’s iClick acquires mobile ad platform; AdNear takes out the Ad; and Ogilvy opens up in Brisbane.
Effective ad metrics sorely lacking in Singapore
Senior marketers in Singapore rate the level of sophistication of digital ad measurement at just four out of [...]
Tags Ad NetworkAd VerificationAd VisibilityAgencyAnalyticsAPACAttributionAustraliaBehavioural TargetingBig DataChinaCross-ChannelDataDigital MarketingIndiameasurementMobilePerformance MarketingProgrammaticPublisherRetargetingSingaporeSoutheast AsiaSSP
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC mobile search ad spend climbs 69%; SEA viewers prefer shorter video ads; Geniee adds Vietnamese language to its ad classification system; Japan ad spend to hit $35.5bn in 2015; AOL Platforms brings in SEA business lead; and ExchangeWire calls up APAC programmatic survey participants.
APAC mobile search ad spend climbs 69%
Search ad spend across the Asia-Pacific region, [...]
Tags Ad NetworkAd ServerAd VerificationAd VisibilityAdvertiserAgencyAPACBrandBroadcasterDigital MarketinggoogleJapanMobileMobileOnline videoProgrammaticprogrammatic tvProgrammatic VideoPublisherRTBSearchSingaporeSoutheast AsiaTVVideo