Google Mounts Charge Against Facebook With Cross-Screen DoubleClick Additions; Email Marketing Receives Boost with Huge Funding Round
In this edition of ExchangeWire’s European Weekly Roundup: Google announces cross-device updates to DoubleClick; Email, and martech win favour with investors; EU agrees data privacy timeline; Twitter fuels ongoing reform with autoplay ads.
Google rolls out mobile support for DoubleClick
Google’s DoubleClick Leadership Summit made headlines this week for several reasons, not least for the news that Neal Mohan, VP, display, video advertising, will remain at the company, contrary to previous reports; but, more importantly, making cross-device measurement of media exposures and [...]
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Campaigns comprising display and mobile ads should be developed together so retargeting can be carried out seamlessly; but differences in consumer experience must be addressed.
Yann Aïtbachir, PocketMath’s director of product development, said the mobile RTB ecosystem needed to consider user experience where consumer attention was shorter compared to the desktop user. The delivery of data also was reliant on mobile networks, which typically would be slower than wifi connections, depending on a country’s infrastructure.
These factors narrow the window of opportunity [...]
China’s Great Firewall presents special challenges that impact the way RTB operates in the country, so market players will need to set up a separate infrastructure to resolve these issues, advises Tim Koschella, CEO and co-founder of AppLift.
In this Q&A with ExchangeWire, Koschella dishes out some interesting insights on the different challenges market players such as AppLift face in Asia-Pacific, how DSPs should address the region, and why Facebook should create an open platform for data access.
EW: Let’s start with [...]
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Opinions in the industry may differ on whether first-party data is more reliable than third-party data. For Eyeota CEO Kevin Tan, both offers its own value, and efforts should instead be channelled towards improving data quality and transparency. In this week’s byliner, he highlights the growing expenditure in audience data in Asia-Pacific and the questions brands need to ask their data providers.
It is an industry myth that first-party data is better than third-party data. People don’t realise that [...]
Verizon Wireless’ purchase, or merger, with AOL stands out as one of the ad tech stories of 2015. This is not only for its multi-billion price-tag, but also how it symbolises the attempted re-emergence of telco operators in the digital advertising game; which is valued at $600bn per year. ExchangeWire analyses how the worlds of telecoms and ad tech are starting to collide; as well as previewing some of the conflicts this may cause, as advertisers look to take their [...]
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The industry is largely agreed upon the weaknesses of last-click attribution, yet it remains in common use. Below, Rafael Garcia-Navarro, Experian Marketing Services, head of analytics, discusses overcoming the challenges of finding out what marketing activities do and don’t work.
While the rest of the digital arena has advanced at a rapid pace over recent years, attribution is one area that has stayed relatively static. Despite all the hype in the industry around attribution, and the inadequacy of the models currently [...]
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Twitter’s recent agreement to purchase mobile retargetting company TellApart was just the latest round in the ongoing industry consolidation. In this piece Phil Macauley, Quantcast, managing director, EU, reflects on how many of these purchases point towards marketers’ growing focus with attribution.
Earlier this month Scott Kupor, managing partner at London-based VC Firm Andreessen Horowitz, took stock of M&A activity across markets, surmising that: “we should still expect a lot of M&A [...]
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WPP consultancy, Gain Theory, launched this month to help marketing and insight professionals with the challenges they are increasingly facing with data and technology. Gain Theory Partner and ExchangeWire contributor, Celina Burnett, explains more about the launch and what this means for industry.
The marketing landscape, and the role of the CMO, is changing. Marketing is no longer solely for the creatives: the proliferation of channels and the ever more complex customer journey have put data and technology at the centre [...]
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 [...]