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 [...]
Tags Ad ExchangeAd ServerAd TradingAd ViewabilityAd VisibilityAdvertiserAgencyAudience BuyingBidderBig DataBrandCEEClick FraudCross-ChannelData Management PlatformDigital MarketingDisplayDSPEastern EuropeEuropeExchange NewsFacebookFacebook DisplayGermanyLocalMarketerMedia BuyingMiddle EastMobilePrivate ExchangePrivate marketplaceProgrammaticStrategic InvestmentTrade bodiestransparencyUAE
ExchangeWire Research’s head of analysis Rebecca Muir draws up a definitive list of which companies will make waves in the ad tech and martech sectors, as well as the market dynamics that will lead to their increasing influence in 2015, focusing on: Ecommerce; Transparency; Big Data, and mobile.
Following on from ExchangeWire Research’s recent article Where the Money will Flow in 2015?, which summarised ad tech and martech predictions for 2015, this article draws from the numerous lists of the [...]
Tags Ad VerificationAd VisibilityAnalyticsAttributionAudience BuyingBehavioural TargetingBig DataClick FraudContent verificationContextDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingDisplayDynamic Ad OptimisationMarketermarketing cloudMarketing TechnologyMobileOnline MarketingPlatformProgrammaticself-service platformSemantic TargetingSocial TargetingStrategic Investment
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