Isobar China Partners With UnionPay to Co-develop DMP & DSP; GroupM Galvanises AU Publishers to Improve Viewability
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Isobar China partners with UnionPay to develop DMP & DSP; GroupM galvanises AU publishers in bid to improve viewability; J. Walter Thompson & Mirum launches social unit in Singapore; 37% of AU mobile consumers will accept ads for rewards; Mindshare appoints APAC investment chief; and Taiwan’s Appier gets chief data scientist.
Isobar China partners UnionPay to develop DMP [...]
Tags Ad SpendAd ViewabilityAdvertiserAgencyAnalyticsAPACAustraliaBehavioural TargetingBig DataChinaDataData Management PlatformDemand Side PlatformfraudMarketerMobileProgrammaticPublisherSingaporeSocial MarketingSoutheast AsiaViewability
The internet is now visual. Two billion images are being shared on social media every day. How is this affecting traditional advertising? Greg Pritchard (pictured below), SVP business development, GumGum, talks to ExchangeWire about this untapped opportunity, and that publishers need to establish how to successfully monetise it.
ExchangeWire: What is meant by the ‘visual web’?
Greg Pritchard: The ‘visual web’ is a term that was originally coined to refer to a lot of [...]
While agencies may have moved on, some advertisers in Asia-Pacific have yet to transition from the ad network model and hold out-dated views about programmatic.
Matt Harty, Asia-Pacific senior vice president of The Trade Desk, explains in this Q&A with ExchangeWire that these advertisers believe programmatic deals with remnant inventory and avoid tapping this platform for their media buys. He adds that such misconceptions sometimes are linked to demands for antiquated models such as CPC.
Some ad tech vendors, too, look [...]
While budgets and ad spend increase, and programmatic seems ever-on-the-rise, viewability figures appear to be headed south. From the complex web of causes for the contradiction of rising ad spend and declining viewability, Ben Pheloung, head of demand, EU, PulsePoint, (pictured below) identifies ad blocking, ad fraud, and the rise of mobile as the three challenges which need to be addressed.
Across the world of brand marketing, we’ve heard the mantra ‘content is king’ for many years now. With the growth of [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: January funding round for Coull; EU scrutinises big data; Publicis launches fund for startups; Google AMP is one month away; and new head of programmatic for Teads.
Coull attracts new funding
The new year starts for Coull with new multimillion dollar investment and the launch of their third-generation video ad exchange.
The ad tech platform has just announced additional investment, amounting to USD$6.3m. According to Coull, [...]
Evolved out of traditional ad networks, most DSPs in China currently operate on a ‘markup model’ that is proving harmful to both advertisers and publishers.
This typically involves low-tier inventory bought in bulk at low CPMs, and later sold to advertisers at a high markup price, explains ReachMax COO Charlie Wang. He urges brands in the local market to demand total transparency and ensure their trading desks have auditing functions, so this current landscape can be rectified.
In this week’s [...]
Viewability does not equal engagement – but it will always have a purpose as a metric, says Edward Lee, VP, North American operations & business intelligence, The Exchange Lab.
It has always been the nature of advertising that publishers can’t guarantee that ads, whether shown on TV, a billboard, or a website, are going to be seen by consumers. However, in the digital age, as consumers live across devices and advertising technology continues to rapidly evolve, advertisers are demanding guarantees that [...]
Fuelled by increasing mobile adoption, mobile video ads have grown in prominence across Southeast Asian markets and advertisers in the region are eager to tap into this captive audience.
However, brands currently resort to repurposing creatives developed for TV and using these for mobile, in a bid to maxmise their existing assets. In doing so, they risk pushing content that is irrelevant and missing out on opportunities in the mobile space, cautions Vikas Gulati, Asia managing director at Opera Mediaworks.
The move towards viewability is strongly supported in Australia, but more work still needs to be done before the market can trade on viewable impressions.
Interactive Advertising Bureau (IAB) Australia CEO Alice Manners explains that technological challenges, such as varying ad units and metrics, are making it tough to ensure accurate inventory measurement and fair trade. So while there is keen industry interest, there is still some ways to go in rolling out viewable impressions in Australia, Manners says in this [...]
Viewability remains a key issue in the programmatic landscape, with advertisers calling for transparency and standardisation of viewability measurement.
In this Q&A, Nick Reid, UK MD, TubeMogul, shares his insights on viewability and evaluates the problems and the future of viewability. With advertisers redefining their KPIs, viewability is becoming more and more important; so much so, that ad buying on viewable CPM basis will be the norm in the future, and drive inventory quality that will benefit both advertisers and publishers.
ExchangeWire: In TubeMogul’s [...]