Brands that are looking to adopt programmatic buying also need to consider a different approach to advertising and think about the processes needed to support the platform, according to Hannelore Grams, Nestle’s head of digital marketing and social media for Greater China.
Nestle has not adopted programmatic to a great extent, but it is mulling over how – and if – it can be further integrated into the company’s media buying strategy this year. While there have been plenty of discussions [...]
Media consumption has never been higher, with digital devices arguably the centre-point of our daily lives, which theoretically makes the case for ad-funded businesses at their height. However, the problem for advertisers is that consumption is taking place across a number of screens, making it difficult to target audience types, and calculate the ROI on media spend.
In this piece, Glen Calvert, Affectv, CEO discusses a technique called ‘householding’, which basically involves combining a number of clever user-identification techniques to [...]
The emergence of publisher consortia was underlined in recent weeks as UK publishers began to band together en masse. A month ahead of ATS Paris, ExchangeWire examines the French market, where publishers there were early to adopt this approach, exploring the intricacies of the co-op offering, and asks if it makes sense to have dual offerings in a single market?
Premium publishers the world over are under pressure to retain ad spend, particularly when they come up against the hugely scaled [...]
Tags Ad TradingAd VisibilityAdvertiserAudience BuyingDigital MarketingDisplayEuropeFranceMedia BuyingPerformance MarketingPremiumPrivate marketplaceProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskSSPtrading modelstransparencyYield Optimisation
Audience data is undeniably an important ingredient in any ad campaign, but some marketers are misusing such data to achieve easy success.
ExchangeWire spoke with Bryan Melmed, global vice president of insights at Exponential Interactive, who championed the use of data intelligence and analytics to support advertising efforts and ad targeting campaigns.
But how are marketers wrongly using data? According to Melmed, brands are missing the point when it comes to understanding their baseline or the audience they should be focusing [...]
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 [...]
What does a ‘like’ or retweet mean for your brand? Nothing much these days, it seems, as they come a dime a dozen. Instead, data has become increasingly important to enable advertisers to better engage their audience, but what remains the missing link? In this piece, Eyeota CEO Kevin Tan issues a reminder for marketers to keep their eye on the ultimate target: humans.
Advancements in digital technologies have been far reaching, [...]
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 [...]
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