In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: MCN & AOL unveil programmatic TV marketplace; YuMe opens China offices with local partnerships; Southeast Asian group takes controlling stake in MediaQuark; China’s Madhouse gets BlueFocus funds; and Lazada inks deal with Neteven.
Australia’s MCN & AOL unveil programmatic TV marketplace
AOL Platforms and Multi Channel Network (MCN) have set up a programmatic private marketplace for television, as part [...]
Tags Ad NetworkAd TradingAd VerificationAdvertiserAgencyAnalyticsAPACAudience BuyingBehavioural TargetingBig DataBrandChinaDataData Management PlatformDigital MarketingEuropeMedia BuyingMobileMobileOnline videoPrivate marketplaceProgrammaticprogrammatic tvProgrammatic VideoSoutheast AsiaTVVideo
AppNexus has just drawn the curtain on the public-facing round of its European Summit, having made a host of announcements, including: assurances on marketplace quality; a renewed focus on video inventory; plus a promise to “wave goodbye to black-box algorithms”.
The world’s “leading independent ad tech company” flew a host of top-tier executives to the UK – including CEO Brian O’Kelley who spoke with ExchangeWire to give his view on the ‘ad tech power game’ – this week to unveil [...]
Tags Ad ExchangeAd TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgencyAudience BuyingClick FraudCross-ChannelDataDigital MarketingDisplayEuropeMarketermeasurementMedia BuyingMedia ValuationOnline videoProgrammaticProgrammatic Video
Dave Hendricks, LiveIntent president, reflects on the AOL/Verizon merger and predicts the rise of such deals will herald the end of probabilistic targeting.
If you are old enough, or an aficionado of board games, you might have heard of Battleship. This staple of childhood was an analog, old-fashioned game that didn’t involve consoles, required no electricity, and relied on person-to-person sonar.
Battleship was probabilistic. You would try to guess the coordinates and triangulate based on the shape of the ships. Once you figured out [...]
Tags Ad VerificationAd ViewabilityAd VisibilityAdvertiserAudience BuyingBehavioral TargetingBehavioural TargetingBig DataBrandConnected TVCross-ChannelDataData OptimisationDigital MarketingFacebookgoogleMarketerMedia BuyingMobileMobile DisplayOnline MarketingOnline videoTVUSAVendorVideoViewability
Click fraud currently costs the advertising industry upwards of $6bn a year, according to the US-based Association of National Advertisers, and it’s prevalence in the programmatic media buying sector is regularly cited as a major reason not to invest in such technologies.
Earlier this month, both Shell and Nestle – a company that spends upwards of $3bn a year on advertising – outlined their insistence on quality ad traffic at the IAB UK’s programmatic advertising conference. This comes in close proximity [...]
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 [...]
Tags Ad TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAnalyticsAudience BuyingBrandClick FraudContent verificationDigital MarketingDisplayEuropeFragmentationmeasurementMedia BuyingMedia ValuationOnline MarketingProgrammaticPublisherSSPTrade bodiestransparency
Brands have never been keener to put programmatic on the media plan, but with this increased demand comes scrutiny, propelling phrases such as ‘transparency’ to the core of the public industry discussion, as advertisers increasingly demand ROI.
ExchangeWire speaks with comScore to examine how it aims to help clean up the sector, post its WPP tie-up, as it addresses brand-side marketers over concerns about advertising fraud. As programmatic media buying continues to take dominance on digital media plans, advertisers are asking [...]
With large-scale publishers increasingly convinced of the benefits of pooling their resources to trade media via premium exchanges and therefore better compete with the likes of Google, ExchangeWire examines some of the issues around transparency and this model.
With the recent emergence that publishers in the UK are poised to introduce a collective advertising exchange into Europe’s biggest programmatic market, ExchangeWire examined the model’s increasing popularity among premium publishers across the continent. In this second instalment of [...]
ExchangeWire Research’s head of analysis Rebecca Muir draws up a definitive list of which companies will make waves in the ad tech and martech sectors, as well as the market dynamics that will lead to their increasing influence in 2015, focusing on: Ecommerce; Transparency; Big Data, and mobile.
Following on from ExchangeWire Research’s recent article Where the Money will Flow in 2015?, which summarised ad tech and martech predictions for 2015, this article draws from the numerous lists of the [...]
Tags Ad VerificationAd VisibilityAnalyticsAttributionAudience BuyingBehavioural TargetingBig DataClick FraudContent verificationContextDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingDisplayDynamic Ad OptimisationMarketermarketing cloudMarketing TechnologyMobileOnline MarketingPlatformProgrammaticself-service platformSemantic TargetingSocial TargetingStrategic Investment
The rise of adtech has resulted in massive disruption of long-held dynamics within the advertising sector, not least because of debates around transparency, and its potential for resulting in ‘disintermediation’. ExchangeWire examines the debate that quietly bubbles under the surface of ad tech.
Programmatic ad spend increased 200% in Europe last year prompted by marketers’ desire to spend their ad budgets more effectively, making it the hottest property in advertising, according to the latest AdForm report.
The history [...]
January wouldn’t be January without the deluge of predictions which come forth from all corners of the online advertising boxing ring. Here, ExchangeWire Research’s Rebecca Muir gives her summary of the most popular themes which have emerged in some of this year’s predictions.
Programmatic trading boomed in 2014, the IAB UK predicted that 47% of display advertising was traded programmatically in 2014, nearly doubling from 28% the previous year. This explosive growth has been fuelled by several factors, including: education; [...]