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
The UK is the leading market when it comes to ad viewability, according to numbers released today from advertising software firm TubeMogul, which has also released figures detailing the state of programmatic advertising in emerging markets for the first time.
The figures compile statistics from the first quarter of 2015, revealing the average ad viewability rate in the UK to number 46%, making it the the leading [...]
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Are Your Video Ads Making an Impression?; Annual Global Advertising Spend on Mobile Devices is Expected to Reach $105bn by 2019
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: Are your video ads making an impression?; Annual global advertising spend on mobile devices is expected to reach $105bn by 2019 and the growing popularity of native advertising.
Google’s latest viewability research reveals:
— State of Video Ad Viewability – the average viewability of video ads across the web (not including YouTube) [...]
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: comScore unveils ad metrics in APAC; Maxus launches social media monitoring centers in Asia; Amobee hires new ANZ head; and AdRoll eyes ANZ growth with transparency, cross-device.
comScore unveils advertising metrics in 13 APAC markets
The market researcher has released its Trust Profiles in 44 new markets, expanding the availability of its advertising metrics index beyond the US [...]
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Ben Plomion, Chango*, VP, marketing, assesses the prospect of programmatic video ads unseating linear TV spots as marketers’ tool of choice when it comes to engaging relevant audiences en masse.
Video is a powerful marketing tool, with its ability to tell a brand’s story through a triad of sight, sound and motion, unrivalled for its visual prowess by no other format bar TV.
Although unlike linear TV advertising, performance is entirely trackable and it offers up a perfect platform to target [...]
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Video is tipped to buoy the value of the overall programmatic media-buying market in France in the years to come, as media owners embrace the technology, with ad tech vendors also hoping their wares will tap into lucrative TV budgets. Ahead of ATS Paris 2015, ExchangeWire explores the prospects, including if the market is a more dynamic one than the UK?
Competition in the French programmatic video advertising space is rife, making it one of the most buoyant sectors in Europe, [...]
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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, [...]
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 [...]
The ad tech industry has become increasingly fragmented and has lost its focus of consumers over its failure to execute a cohesive user experience. It also needs to improve communication to achieve better transparency and build trust.
These were among the range of issues discussed at the Programmatic Summit held in Sydney this week, where keynote and panel speakers touched on opportunities and challenges facing the industry today; including the [...]
Tags Ad NetworkAd TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAnalyticsAudience BuyingBehavioural TargetingBig DataBrandBroadcasterDataFragmentationmeasurementMedia BuyingMobileMobilePremiumPrivacyProgrammaticPublisherRTBTrading DesktransparencyViewability