YouTube is realigning itself to be a more appealing prospect for advertisers, with recent initiatives such as moving their Original series from behind the paywall to an ad-funded model and establishing a ‘DTC Council’. However the video-sharing platform has long faced a battle with brand safety, with advertisers pulling their ads due to various issues such as commercialising terrorist propaganda and inappropriate comments on supposedly child-friendly content. To determine whether YouTube can truly be a brand safe platform, and what can [...]

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Last year was truly a landmark period in the context of data protection and user privacy, with the implementation of GDPR being the headline development. In April 2018 the digital advertising industry, through IAB Europe, launched the Transparency and Consent Framework (TCF) to assist industry participants in complying with the new law. To further enhance the effectiveness of the framework, its governing body has in the 12 months since launch consulted with regulators and industry stakeholders, and on 25th April, 2019 [...]

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In-app advertising is experiencing a period of growth with budgets likely to increase substantially over the coming months, due to factors including the continuing development of in-app header bidding solutions. However companies producing and selling apps still face substantial difficulties in growing their businesses, with an increased prevalence of fraud and higher fees from ad partners just two factors out of many. To that end, the company behind Appodeal recently announced the launch of a new umbrella brand, Stack, to help [...]

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While header bidding has transformed the programmatic industry in desktop and mobile web environments, in-app advertising has not yet capitalised on this method of ad purchasing. Given the high pace of development in the APAC region, especially in the mobile sector with the upcoming roll-out of 5G services, it stands to reason that in-app header bidding will give the APAC programmatic industry a strong boost. Writing exclusively for ExchangeWire, Alex Khan (pictured below), Managing Director, APAC at Smaato discusses the importance [...]

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The past month has seen a dramatic shift in browser-based user privacy, with the third-party cookie looking set to crumble. In their latest update to Safari, Apple has implemented the next version of Intelligent Tracking Prevention, referred to as ITP 2.2, thus further weakening cross-site tracking capabilities. This story has slipped under the radar though, given the long-touted release of privacy tools on Google’s Chrome browser which, although less stringent than Apple’s attack on the third-party cookie, has attracted far more [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: PubMatic reveals Q1 2019 mobile advertising trends; Measured launches cross-channel incrementality measurement for marketers; Adjust releases annual Global App Trends report: Indonesia, Brazil and Korea fastest-growing app markets; Tealium raises USD$55m (£42.7m) in series F funding; and Quantcast launches Choice Premium: simpler consumer consent management.   PubMatic reveals Q1 2019 mobile advertising trends PubMatic, the publisher-centric sell-side platform (SSP), released its [...]

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On this week’s episode of The MadTech Podcast, ExchangeWire’s Lindsay Rowntree and Rachel Smith are joined by Adam Ray, CEO and Founder, 59a, to discuss the latest madtech news and trends. In this episode: – The IAB urging the US Congress and the FTC agree to imposing stricter data privacy laws, known as ‘Do Not Track Plus’. – Following the influx of TV upfronts in the US, how traditional linear TV advertising is evolving in the face of decreasing consumption. – As part of [...]

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‘In-housing’ is one of the buzzwords currently sitting near the top of the 2019 ad tech lexicon, in an interminable race with other terms such as ‘transparency’. But how should in-housing truly be defined, what role do agencies have to play in an in-housed world, and what can publishers do to take advantage of the change in the market? To gain a sense of what the in-housing experience has been like for the sell-side, ExchangeWire speaks to Geoff Smith (pictured [...]

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Whilst the problems associated with ad fraud are well documented, the mechanisms by which malicious players act, along with how it is possible for the money to flow from legitimate sources to hackers, is discussed less frequently. To that end, in this exclusive article for ExchangeWire, Dr Augustine Fou (pictured below), independent ad fraud researcher, discusses how the money flows to the advertising conmen. I often get asked these two questions when I talk about digital ad fraud: “Who are the [...]

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The programmatic advertising and marketing technology industries are beautifully complex ecosystems which marry technological, financial and regulatory processes. Whilst key developments and trends are often discussed at the international level, it can be easy to overlook details at a more local basis, and whether they mirror, or converge from, the global norms. To that end, prior to ATS Madrid 2019, ExchangeWire speaks to a variety of industry professionals on their views on trends within the Spanish programmatic, ad tech, and martech [...]

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