Users’ behaviour and gameplay must be considered so that ads do not get pushed to the wrong group of gamers, leading to bad user experience and a waste of inventory.
In a Q&A with ExchangeWire, Nazara Games CEO, Manish Agarwal, discusses the challenges he faces in supporting the Indian ad market and stresses the need for brands to produce creatives that do not interfere with gameplay experience. And he should know, considering Nazara has more than six million monthly active [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU sees increased use of ad viewability; Mobile preferred over desktop in APAC path to purchase; China mobile video ads exceed £606m in Q2 2016; AU agency adds VR & AR services; and AU executive appointments at OMD & IAB.
AU sees increased use of ad viewability
More agencies in Australia are reportedly turning to attribution modelling, ad fraud [...]
The industry agrees that relevance is the jewel in the crown of effective advertising, with first-party data an important alloy to hold it all together. In this piece, Fritz Richter, CTO and co-founder, adsquare, (pictured below) looks at the requirements for a secure data marketplace and suggests five key elements.
Advertising has become a battlefield for relevance. The rise of the empowered consumer, particularly digital natives who grew up ‘mobile-first’, has turned up the pressure on brands and marketers to deliver personal [...]
Audio may not be a new media; but brands need to start thinking about how they can better use the medium in today’s context to target and engage their audience.
One key challenge facing marketers in Indonesia, for one, was to embrace a mindset that they could do more than simply using audio ads, said Con Raso, co-founder and managing director of Tuned Global. With digital audio platforms and music streaming apps, marketers could tap URLs, images, and video to engage [...]
The technological battle for supremacy in the world of programmatic advertising shows no sign of abating. In fact, ever since the move from print to digital, it’s become a perpetual tug of war between competing parties with very different ideologies over how the industry should evolve. Gareth Shaw, VP programmatic operations EMEA, PulsePoint, (pictured below) goes back to basics with a look at header bidding and what it can do for publishers.
For publishers, the tug of war in programmatic has [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Acquisition news with Salesforce to buy Krux and Criteo taking over HookLogic; Guardian launches programmatic audience targeting platform; IPA champions diversity; Optimizely enables campaign experimentation; and Optimove introduces Optibot.
Salesforce to buy Krux
Data management specialist Krux changes ownership. New owner, Salesforce, pays the proud sum of USD$700m (£554m) for Krux, the Wall Street Journal writes. The purchase [...]
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In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC retailers struggling to deal with consumer data; AU mobile ad spend outpaces TV for first time; Dentsu Aegis opens Singapore R&D hub; Majority of AU mobile shoppers engaged with ads; and Outbrain signs deal with Philippine news site.
APAC retailers struggling to deal with consumer data
Some 55% of retailers in Asia-Pacific are struggling to segment unstructured data [...]
There is much confusion muddling China’s ad tech market and shaking marketers’ confidence in programmatic, which can only be resolved with transparency and clarity about the benefits that a robust system can bring to the local industry.
Speaking to ExchangeWire in a phone interview, iPinYou’s co-founder and CEO Grace Huang revealed that some market players were taking advantage of misconceptions and positioning themselves as DSPs or DMPs, but lacked the ability to deliver in terms of performance.
“That’s destroying the market, [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: AppNexus gets funded by News Corp. and supports LinkedIn ads; AppLovin sold to Chinese investors; Google updates ad products; No data exchange between Facebook and WhatsApp in Germany; Adform and Tipico partner; and Visual IQ receives data from Facebook’s Atlas.
AppNexus supports ads on LinkedIn & gets funding
Two big pieces of news from AppNexus. After recently announcing that [...]
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MasterCard: Asian Consumers Want Brands to Give Back; Dentsu in Damage Control Amid Overcharging Scandal
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: MasterCard: Asian consumers want brands to give back; Dentsu in damage control amid overcharging scandal; WPP goes Agile in ANZ; Singapore startup buys 49% of Rolling Stone mag; and IAB AU appoints digital news head.
MasterCard: Asian consumers want brands to give back
Consumers in the region increasingly want to know how brands are impacting their communities, which highlights [...]