China to Spend Most Time Watching Online Video; AU Users Find Most Biz Experience Disconnected
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China to Spend Most Time Watching Online Video; AU Users Find Most Biz Experience Disconnected; IAB SG Elects New Leadership Team; Most AU Consumers Don’t Know How Apps Use Their Data; Sizmek Offers Bundled Programmatic Dynamic Creative Ads; and AANA Reviews Gender Guidance for Ads. China to Spend Most Time Watching Online Video Consumers in China, by 2020, will [...]
Mobile Soars in Eastern Europe; AppNexus Acquired by AT&T
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Eastern Europe Is Biggest Growth Market for Mobile Advertising; AppNexus Acquired by AT&T; Eyeo Launches AI-Powered Ad Block Detector; Ligatus Has Entered UK Market; Merkle Expands to MENA; and Sublime Skinz Launches Programmatic Guaranteed. Eastern Europe Is Biggest Growth Market for Mobile Advertising The IAB’s AdEx Benchmark 2017 Report forecasts the value of the mobile ad market at €48bn (£42bn) this year. Mobile continues [...]
Key Trends in the Age of GDPR: Q&A with Carl White, Co-Founder, Nano Interactive
With GDPR now in effect, and the ePrivacy directive looming, a number of key trends have emerged within the ad-tech space that call for attention. In this Q&A with ExchangeWire, Carl White (pictured below), co-founder, Nano Interactive, discusses cookieless tracking, blind buying, and AI in the age of GDPR and the context of digital advertising. ExchangeWire: As a direct result of GDPR, we are seeing the evolution of cookieless tracking. Why do you think this is and how will this develop? Carl White: [...]
What the Digital Advertising Ecosystem Really Looks Like in 2018: Q&A with Oliver Whitten, COO, Adform
Digital advertising is a complex industry, where challenges and opportunities are plentiful. As the General Data Protection Regulation (GDPR) and artificial intelligence (AI) bring more of both, ExchangeWire caught up with recently promoted Adform COO, Oliver Whitten (pictured below), to discuss how developments in the advertising ecosystem are impacting ad-tech vendors, agencies, trading desks, brands, and publishers, in addition to his future plans. ExchangeWire: Having expanded your role at Adform to cover global responsibilities – what is your vision for Adform’s [...]
Get Creative with Machine Learning – The Future Is in Your Hands
No longer a ‘dark art’, machine learning (ML) is now accessible, affordable, and changing the way we create. In this piece for ExchangeWire, Kai Henniges (pictured below), CEO and co-founder, video intelligence, explains why we must think creatively about where ML can be applied best and be resourceful about utilising its abilities. Naturally, the building of machine-learning processes is a highly skilled area and bringing it in-house is an investment in people, skills, and time. But we’re witnessing the barriers to entry come [...]
As Consumers Wise Up, APAC Marketers Must Rethink Their Data Use
Increasingly, consumers in Asia are becoming aware of their personal data being collected and traded and not all are pleased with such business practices. Marketers, hence, need to think about the ways they are collecting data, and how much they are collecting, because the benefits and risks of doing so have changed. The industry has managed to build a rhetoric that targeted advertising, based on unreliable historical intent, is beneficial to online consumers when, in fact, most people find it [...]
China Mobile Market Requires Right Local Ad Experience
Marketers in China need to consider ‘seamless’ user experiences and ensure their ads are appropriately designed to meet local market conditions and demands. The fragmented Android app store environment, for instance, means developers need to spend more effort building apps for the Chinese market, said Katie Jansen, chief marketing officer of mobile marketing platform AppLovin. In addition, simply replanting marketing templates that worked in the West will almost certainly result in failure, Jansen cautions in this Q&A with ExchangeWire. ExchangeWire: Highlight [...]
APAC Programmatic to Go For Co-Ops & More Bidding Options
In this industry byliner, RTB House’s Asia-Pacific managing director Jakub Ratajczak outlines three key trends that will see publishers band together and more bidding options emerge. Programmatic was originally developed as a practical tool for selling leftover inventory, but it has evolved to become the primary driver in online ad spend for the biggest brands. According to Magna, digital ad spend across Asia-Pacific increased 5.6% last year to reach USD$156bn (£112.6bn). And according to Zenith Programmatic Marketing Forecasts, the share of advertising [...]
People-Based Marketing & GDPR: Q&A with Michael Komasinski, Merkle
Performance marketing agency Merkle has grown rapidly across EMEA, including the acquisitions of Divisadero in Spain, Oxyma in the Netherlands, Aquila Insight in the UK, and b2b digital agency DWA, with offices in Munich and London. In view of the GDPR coming into effect in May, Merkle is focusing on a consumer-centric approach, Michael Komasinski (pictured below), president EMEA, Merkle, tells ExchangeWire in this Q&A, and discusses the challenges of the upcoming regulations, as well as future trends. ExchangeWire: How are Merkle’s acquisitions [...]
Mobile World Congress: The Bellwether for Emerging Mobile Trends
Barcelona recently hosted the mobile industry’s most important event: Mobile World Congress (MWC). Every year, numerous executive directors of telephone companies, producers, and suppliers from all over the world gather in Barcelona. Writing exclusively for ExchangeWire, Anaïs Ferrández (pictured below), marcom manager, Spain, Tradelab, shares her top insights from this year’s show and explains why there is more to MWC than just the launch of the latest Samsung smartphone. MWC is the annual location for the launch of many of the top [...]
