Attribution
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The Battle for Cross-Device IDs Heats Up
Cross-device campaign management is one of the key challenges facing the ad tech sector at present, posing questions regarding attribution and retargeting, among others. Solutions are available to advertisers, but the key debate is whether to use ‘deterministic’, or ‘probabilistic’ modelling.
Ahead of Mobile World Congress next week, where the advertising industry is playing an increasingly high-profile role, Adbrain, a company headed-up by ExchangeWire columnist Gareth Davies, has joined the list of companies hoping to crack the conundrum with the launch of [...]
Tags AdvertiserAttributionBehavioral TargetingBehavioural TargetingCross-ChannelDataDigital MarketingEuropeMarketing TechnologyMedia BuyingMobileOnline MarketingStack
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MySpace CEO: 'Atlas is Not an end-to-end Platform… It's just a Display Ad Server'
Tim Vanderhook, Viant, and MySpace, CEO, speaks to ExchangeWire, on the launch of the company’s latest ‘advertising cloud’ service, and how his company aims to offer value to advertisers from what was once the largest social network in the world, especially given the white-hot competition from Facebook.
Remember the good old days of the internet 10 years ago? When broadband access was still a relative novelty, and we were all comparing polyphonic ringtones on our Nokia (N-something, or whatever) and Motorola [...]
Tags Ad NetworkAd ServerAd TradingAdvertiserAttributionCross-ChannelDemand Side PlatformDigital MarketingDisplayDSPEuropeFacebookMarketermarketing cloudMarketing TechnologyOnline MarketingPoint SolutionSocial Targeting
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Making Sense of Measurement
Celina Burnett, partner at WPP agency Ohal, and the latest ExchangeWire columnist, explains how a holistic approach to measurement is crucial to bringing analytics to the heart of marketing.
Marketers are investing more in data and analytics than ever before to make sense of an increasingly complex multi-channel world and to draw insight from the huge volumes of data associated with digital customer journeys.
This investment has led many marketers to increasingly consider the following:
Scrutinise different measurement approaches used [...]Tags AttributionBig DataCross-ChannelDatadata modellingDisplay
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Who to Watch in 2015
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
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ExchangeWire European Weekly Round-Up
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
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‘You Need a Pretty Garden Inside Those Walls if you Want People to Come Play in it’
Next year will be the year of mobile no more as the multiscreen audience prevails; the ‘war on data’ will become the ‘war on identity'; and we’ll see the emergence of the ‘vertical walled garden’. Read more predictions for 2015 from Gareth Davies, Adbrain, CEO and ExchangeWire columnist, as he eyes the emergence of new players on the ad tech scene, as well as the death of the Lumascape as we know it.
1. Simplicity rules
Forget predictions, the digital consumer is [...]
Tags Ad TradingAdvertiserAnalyticsappleAttributionAudience BuyingBig DataBrandCross-ChannelDataData Management Platformdata modellingData OptimisationData StrategyDigital MarketingDisplayFacebookgoogleMarketermarketing cloudMarketing TechnologyMedia BuyingMedia ValuationOnline MarketingPoint SolutionProgrammaticPublisherStackVideo
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ExchangeWire European Weekly Round-Up
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
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ExchangeWire to Review 2014 at this Week’s TraderTalk TV Live!
ExchangeWire this week will round-off a monumental year in ad tech, with a special recording of its TraderTalk TV series in front of a LIVE STUDIO AUDIENCE, with panel sessions featuring representatives of the industry’s leading names reflecting on the biggest issues of 2014, and attempting to presage what’s to come in 2015.
The special one-off recording will take place tomorrow (3 December) from mid-afternoon, with available places filling up fast. A few places are still available, and those interested in [...]
Tags Ad TradingAdvertiserAgencyAgency Trading DeskAnalyticsAttributionAudience BuyingBehavioral TargetingBehavioural TargetingClick FraudCross-ChannelDataFacebookgoogleMobilePlatformProgrammaticStrategic InvestmentTrade bodiesTrading Desktransparency
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2014, the Year of Consolidation in Ad Tech, and What it Means for the Industry...
A number of deals involving some of the industry’s biggest names, including MediaMath, Rubicon Project and, closer to home, Ve, have taken place in the last week, each of them signifying wider shifts in the ad tech and marketing sectors. ExchangeWire places them under the microscope.
Ve buys GDM Digital
Firstly, let’s round-off the facts about the latest deals. This week VE announced the acquisition of fellow UK-based outfit GDM Digital in a $12m deal, that will see all 42 [...]
Tags Ad TradingAdvertiserAgencyAnalyticsAPACAttributionAudience BuyingAustraliaCross-ChannelDatadata modellingDigital MarketingDisplayEuropeLATAMLocalMarketermarketing cloudMarketing TechnologyMedia BuyingMobileOnline MarketingOnline videoPerformance MarketingProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRetargetingStackStrategic Investment
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Facebook Claims It's In Ad Tech To Improve Marketing, Not Devour The Industry
Facebook laid down a marker last year in terms of its ambitions in the ad tech sector with the $300m-plus purchase of ad server Atlas from Microsoft, and this year it caused a stir in the market by unveiling the improved offering promising “people centred” approaches to cross-device marketing. As a result, market observers are now billing the social network as a potential rival to Google’s DoubleClick in terms ad tech.
Speaking at ExchangeWire‘s ATS Paris event earlier this week [...]
Tags Ad ExchangeAd NetworkAd ServerAd TradingATSAttributionFacebookFacebook DisplayFranceMobileProgrammaticSocial Targeting
