ExchangeWire rounds up some of the biggest developments in the ad tech space in the last week, and in this week’s edition: WPP drills down on attribution, EU presses Google further, Ad misplacement rears its ugly head in tabloid investigation, Matomy continues acquisition trail, Millennial partners with AudienceScience.
WPP launches attribution consultancy, buys Medialets
Holding group WPP this week made two moves in the attribution space underlining its growing importance in the sector, with the launch of consultancy Gain Theory, plus the [...]
‘Last-click’ remains the prevalent method for advertisers to reward third parties on their media plan, despite mounting voices to the contrary. ExchangeWire explores how tracking campaign performance remains largely unsatisfactory to many in the era of cross-screen campaigns.
The latest IAB ad spend figures are just the most recent in a long line of empirical studies demonstrating how the emergence of consumer mobile media consumption means we are well and truly in the cross-screen era.
Mobile now accounts for almost [...]
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 [...]
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 [...]
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 [...]
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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 [...]
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 [...]
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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 [...]
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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 [...]
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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 [...]
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