ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Ad blockers on the rise in the UK; Half of UK marketers buy display programmatically; Branded video content booms; and Ad viewability in UK lower than in the rest of Europe.
More Than a Quarter of UK Users Will Install Ad Blockers by 2017
For the first time, eMarketer takes a look [...]
Mobile fraud is ubiquitous, but every player in the digital advertising ecosystem could be doing more to combat it. Although some degree of fraud is unavoidable, not taking measures to reduce it may be costing advertisers more than they realise. In this piece, Maor Sadra (pictured below), managing director, AppLift, discusses the ways in which programmatic makes it easier to spot fraud – and three action points to stop it.
Thirty-four percent of programmatic mobile traffic is at risk for fraud, according [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: RTL Mediengruppe buys SmartClip; Trade Desk takes USD$60m in funding; AppNexus partners with Le Figaro; Moat uses funding for developing new metrics; and ClicksMob and AppGrade merge.
Mediengruppe RTL Deutschland to acquire SmartClip
Mediengruppe RTL pushes its video marketing arm. The company has just announced the takeover of a 93.75% share in online video marketer SmartClip. RTL [...]
Tags Ad ServerAd VerificationAd ViewabilityAdvertiserBig DataDataDemand Side PlatformDisplayEuropeGermanyIsraelmeasurementMobileMobileOnline videoPerformance MarketingProgrammaticProgrammatic VideoPublisherTrading DeskVideoViewability
Digital ad fraud continues to be a global problem, with brands increasingly concerned about bot clicks and the accuracy of traffic numbers. It does not help that Asia’s ad tech industry still looks at clicks as the primary metrics, which is exacerbating the region’s ad fraud problem.
As it is, six markets in Asian are among the world’s top 10 in terms of click fraud, notes Grace Liau, Vivaki Asia-Pacific general manager, pointing to figures from the 2015 Apsular Fraud [...]
Tags ad fraudAd NetworkAd TradingAd VerificationAd ViewabilityAdvertiserAgencyAgency Trading DeskAnalyticsAPACAudience BuyingBehavioural TargetingClick FraudDataMarketermeasurementMobilePerformance MarketingPublisherSoutheast Asia
On Friday (19 February) the mobile network operator (MNO) Three delivered the news that, in partnership with Shine Technologies, it would introduce network-level ad blocking to all customers in the UK and Italy. Cue gasps and shaking of heads across Europe – except from Shine Technologies and Three Mobile (investor-by-proxy of Shine Technologies through Li Ka-shing, owner of Three’s parent company Hutchison-Whampoa).
This significant move by one of Europe’s biggest MNOs left the industry asking many questions, but mostly: “Why do Three Mobile think [...]
Tags ad blockersad blockingad blockingad fraudAd NetworkAd VerificationAdvertiserDisplayin-app mobile advertisingitalyMobilemobilemobile ad networksmobile advertisingmobile monetizationmobile publishersmobile yield optimisationonline mobile advertisingUKUKYield Optimisation
The emergence of metrics for mobile ad campaigns provides a much-needed boost for advertisers in the region, especially since more consumers in Asia-Pacific than the US watch video daily on their mobile devices.
In this industry byliner, SpotX’s Asia-Pacific director of demand Christopher Blok discusses the importance of dedicating focus for video ads, rather than as an offshoot from desktop campaigns. He also highlights nagging challenges mobile advertisers still need to overcome, including real-time tracking of campaigns and ad viewability.
The mobile [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AANA revises ad definition in AU; Dentsu takes digital performance firm to Asia; Major networks serving ads on piracy sites in Asia; AU telco gives free credits for viewed ads; and OMD AU appoints McDonald account lead.
AANA revises ad definition in AU
The Australian Association of National Advertisers (AANA) has modified its definition of advertising and marketing communication [...]
Japan’s programmatic market may be fledgling compared to the US, UK, and some of its Asian peers, but it faces similar challenges that underscore the need for simplicity, data integration, and ad viewability.
Delegates at ExchangeWire’s ATS conference in Tokyo this week identified key issues the local industry would need to resolve to drive the adoption of programmatic and its associated technology platforms.
During a discussion comprising local marketers, panellists stressed the importance of ad verification tools to ensure their campaigns [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: ZenithOptimedia buys out Australia’s FirstClick; ZenithOptimedia to set up Singapore analytics hub; IAB to hold programmatic workshops in Jakarta & KL; Nielsen brings mobile ad ratings to Australia; CtrlShift appointed exclusive Microsoft ad partner in Southeast Asian markets; and MediaCom gets new APAC programmatic head.
ZenithOptimedia buys out Australia’s FirstClick
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 [...]