While the majority of both publishers and advertisers are aware of the concept of outstream video, many remain unaware of what to expect when engaging with such formats. This piece by Kevin Fox, head of advertising, Blue Billywig, (pictured below), aims to delve into the outstream video market, from the environment that enabled its growth, to how both publisher and advertiser alike can benefit through its use.
A simple question of supply and demand
Video ads are hot property right now, exhibiting [...]
Now & Next is a feature written by the ExchangeWire Research team. Every three weeks, we review the latest research, provide impartial insight and analysis of current trends and provide predictions for the future of advertising and marketing technology. This feature focuses on programmatic out of home (OOH).
Programmatic, as a not-so-new concept for the trading of OOH advertising, has been in the industry’s sights for quite some time now. Every year, OOH has been touted as the space to watch among [...]
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 [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Australia ad tech industry wants more accountability; Twitter Ads now available to more APAC SMBs; and WWE & Exponential sign multi-year APAC deal.
Australia ad tech industry wants more accountability
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Effective ad metrics sorely lacking in Singapore; Zeotap raises Series A for global expansion, Indian centre; China’s iClick acquires mobile ad platform; AdNear takes out the Ad; and Ogilvy opens up in Brisbane.
Effective ad metrics sorely lacking in Singapore
Senior marketers in Singapore rate the level of sophistication of digital ad measurement at just four out of [...]
Tags Ad NetworkAd VerificationAd VisibilityAgencyAnalyticsAPACAttributionAustraliaBehavioural TargetingBig DataChinaCross-ChannelDataDigital MarketingIndiameasurementMobilePerformance MarketingProgrammaticPublisherRetargetingSingaporeSoutheast AsiaSSP
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC mobile search ad spend climbs 69%; SEA viewers prefer shorter video ads; Geniee adds Vietnamese language to its ad classification system; Japan ad spend to hit $35.5bn in 2015; AOL Platforms brings in SEA business lead; and ExchangeWire calls up APAC programmatic survey participants.
APAC mobile search ad spend climbs 69%
Search ad spend across the Asia-Pacific region, [...]
Tags Ad NetworkAd ServerAd VerificationAd VisibilityAdvertiserAgencyAPACBrandBroadcasterDigital MarketinggoogleJapanMobileMobileOnline videoProgrammaticprogrammatic tvProgrammatic VideoPublisherRTBSearchSingaporeSoutheast AsiaTVVideo
If click fraud was the defining ad tech story of 2014, then it would be fair to say that ad blocking would be its successor in 2015; with several high-profile stories in the mainstream press noting its rising disruption in the industry. Ahead of a planned panel on the matter at the upcoming ATS London, ExchangeWire delves deeper in this most controversial of topics.
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
Despite being the largest advertising market in Europe by total ad spend, Germany’s media business is still widely regarded as cautious when it comes to embracing the programmatic media-buying revolution.
However, the ADTRADER Berlin Conference hosted today (2 June) will see hundreds of the industry’s delegates assemble to debate ways to spur the market further. This will involve addressing key themes including: yield optimisation; transparency; and taking programmatic beyond display.
Tags Ad TradingAd ViewabilityAd VisibilityAdvertiserATSBrandClick FraudDataDisplayEuropeFacebookGerman Sales HouseLocalmeasurementMedia BuyingPrivacyProgrammaticprogrammatic tvPublishertrading modelstransparency
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