In a new role, heading up strategic development for AppNexus across Europe, Nigel Gilbert has been looking at the key market indicators that could drive (and also hinder) the growth of programmatic. Here he discusses the notion of a level playing field within the agency and marketer relationship, and the notion that a ‘single customer view’ is not the only way.
The huge potential of programmatic should be a source of significant excitement for the industry. Publishers, agencies, advertisers and consumers [...]
The IAB Europe has published a white paper laying down further guidelines on viewable ad impressions to stakeholders in the digital advertising sector across the continent. However leading figures in the publishing industry are making the case to advance the conversations by applying unique metrics to different ad formats.
The white paper, based on a survey of over 700 industry stakeholders, found that over three-quarter of respondents (84%), and brand advertisers in particular, are urging a move towards using ‘viewable impressions’ [...]
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 rounds-up some of the biggest stories in the European ad tech scene, and in this week’s edition: Asda preps ad exchange launch; Shazam rated as Britain’s first $1bn tech firm; Facebook & Havas ink global Atlas deal; UK bodies to move on fraud, and ad tech firms’ EMEA appointments.
Asda preps ad exchange launch
UK-based Asda this week announced it is poised to launch its own ad exchange next year, bringing the Walmart-owned retailer into direct competition with [...]
Tags Ad ExchangeAd ServerAd TradingAd ViewabilityAd VisibilityAdvertiserAgencyAudience BuyingBidderBig DataBrandCEEClick FraudCross-ChannelData Management PlatformDigital MarketingDisplayDSPEastern EuropeEuropeExchange NewsFacebookFacebook DisplayGermanyLocalMarketerMedia BuyingMiddle EastMobilePrivate ExchangePrivate marketplaceProgrammaticStrategic InvestmentTrade bodiestransparencyUAE
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; [...]
ExchangeWire rounds up some of the top stories in the European ad tech scene, and in this week’s edition: WPP poised for Dunhumby swoop; ExchangeWire Research survey now live; IPONWEB appoints first GM for BidSwitch; Questions over Google’s viewability pledges, and Yahoo rumoured to unveil new mobile offering.
WPP to buy Dunhumby?
WPP is waiting in the wings to purchase data operations business Dunhumby from under-fire retail giant Tesco, according to reports, as the world’s largest advertising holding group continues to [...]
Tags Ad ServerAd TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgencyAnalyticsAttributionAudience BuyingBig DataCross-ChannelDataData Management PlatformData StrategyDSPEuropegoogleMarketing TechnologyMedia BuyingMobileOnline MarketingProgrammaticRTBself-service platformtransparency
ExchangeWire rounds up some of the top stories in the European ad tech scene, and in this week’s edition: AppNexus continues shopping spree; Group M digital chief speaks programmatic with ExchangeWire; Mobile operators to block ads to get in on the ad game, and much more.
AppNexus buys MediaGlu
AppNexus has topped a monumental 2014 for the company with the purchase of cross-screen advertising firm MediaGlu for an undisclosed fee, in a year when advertisers stopped thinking [...]
Tags Ad NetworkAd TradingAd ViewabilityAd VisibilityAdvertiserAgencyAgency Trading DeskAttributionAudience BuyingCross-ChannelDataEuropeMarketing TechnologyMedia BuyingMedia ValuationMobileOnline MarketingOnline videoPrivacyPrivate ExchangeProgrammaticresearchTVVendorVideoViewability
ExchangeWire rounds up the week’s biggest stories in ad tech, and in this week’s edition: Google’s viewability study; AdForm claims marketers are getting good at programmatic; Cross-screen is top of mind among European advertisers.
Google says less than half of all ads are seen
A study released by Google this week shows that 56.1% of all ad impressions are not seen, and that the average publisher viewability is 50.2%, as it aims to shore-up accountability standards in online [...]
Wendy Hogan, ExchangeWire APAC contributing editor, and IAB Singapore, chairperson emeritus, outlines efforts in the region to help advance the digital advertising sector there, under the banner of the trade body.
I’ve been involved in various industry bodies for many years, including the IAB, MMA, AIIA, SITF and AIMIA. The most often asked question by a company is, “why should we join?” and “what’s the ROI?” Our current IAB Singapore chapter chair, Olivier Legrand, recently penned [...]
ExchangeWire caught up with Nate Woodman, IPONWEB’s recently appointed GM of demand solutions, to discuss how his role was created to help bolster the ad tech firm’s profile among clients, in a two-part interview.
In the first instalment he lifted the lid on IPONWEB’s working processes, plus explained his stance on the much mooted ‘ad tech power game’. In this instalment he focuses on IPONWEB’s bids to reduce the inherent tensions within automated media trading.
EW: Earlier you [...]