Australia will see significant movements in the mobile ad space this year; with both buyers and sellers looking to better target audiences and manage campaigns through private marketplaces.
With its ad tech market among some of the world’s most matured and sophisticated, Australia would see major developments around mobile as advertisers begin shifting more of their spend towards the platform.
Citing figures from Interactive Advertising Bureau (IAB) Australia, Steve Wing, vice president [...]
Tags Ad SpendAd TradingAdvertiserAPACAudience BuyingAustraliaBehavioural TargetingDataFragmentationGamingMedia BuyingMobileMobile RTBNew ZealandProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisher
Audience segmentations within DMPs are not afforded the same level of verification or validation as exists across brand safety, quality of inventory, or demographic targeting. However, accountability for the veracity and performance characteristics of DMP audiences should be as important to marketers; and something they should be requesting to get the ball rolling for such validation to become an industry standard. Today (30 March) Xaxis announces the results of a comScore global validation study, which verified the predictive accuracy of the [...]
Cookie-based modelling is going further out of favour, due to its limitations in accuracy and cross-device targeting capabilities. People-based marketing is fast becoming the targeting method of choice; but, while often talked about, industry understanding seems to be limited. Katie Field (pictured below), UK managing director, Viant, speaks with ExchangeWire about how in a mobile-first world, people-based marketing is the only viable option.
ExchangeWire: People-based marketing is a buzz phrase, which rarely gets defined. What does it actually mean?
Katie Field: Today, [...]
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 drive new ad dollars; AU advertisers see gains from people-based marketing; Adskom eyes growth from India’s e-commerce market; QBE taps responsive web experience in ANZ; and Dentsu Aegis sees exec changes in Malaysia.
China to drive new ad dollars
Despite the ongoing economic slowdown in China, the Asian powerhouse is expected to be the top contributor [...]
Offering sponsored mobile data access can help marketers build awareness and monetise consumer engagement, especially in prepaid markets where consumption is typically rationed.
It offers brands, advertisers, app developers, and publishers an effective way to reach, acquire, and retain mobile customers, according to Syntonic CEO and co-founder Gary Greenbaum, who notes that it also paves the way to four billion people who cannot afford to connect to the mobile web.
In this Q&A with ExchangeWire, Greenbaum discusses the challenges, as well [...]
The way in which audiences are profiled and defined across advertising channels stems back from a legacy within traditional media; which allowed advertisers to easily translate their marketing objectives to relevant ad delivery. Stephen Upstone (pictured below), CEO and founder, LoopMe, speaks to ExchangeWire about how these audience definitions are no longer relevant in today’s marketing world, and why opening your mind will make your advertising better.
When agencies send us a brief for a mobile video campaign, it usually outlines the target [...]
No ad tech vendor should stop advertisers from exercising their right to know how their money is being spent; and to use the necessary tools to measure the returns on their investment.
This is why Google’s attempts at building a walled garden in the advertising realm must be stopped, according to TubeMogul. The video ad services provider last week launched a global campaign, dubbed ‘Independence Matters’, detailing how Google was building walls to “secure [...]
Unilever Programmatic Platform Debuts in Asean; Singapore Broadcaster Goes SpotX for Programmatic TV
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Mindshare unveils Unilever programmatic platform in Asean; Singapore broadcaster goes SpotX for programmatic TV; Tuned Global to offer premium targeted audio ads; Vietnam firms using search and social for marketing; comScore takes Mobile Metrix to Philippines; and TubeMogul posts whitepaper on AU programmatic TV ads.
Mindshare unveils Unilever programmatic platform in Asean
The WPP media agency has launched [...]
Tags Ad ExchangeAd NetworkAd SpendAdvertiserAgencyAnalyticsAPACAudience BuyingAustraliaBehavioural TargetingmeasurementMedia BuyingMobileNew ZealandProgrammaticProgrammatic Premiumprogrammatic tvProgrammatic VideoSocial MarketingSoutheast AsiaTV
Digital ad fraud continues to be a global problem, with brands increasingly concerned about bot clicks and the accuracy of traffic numbers. It does not help that Asia’s ad tech industry still looks at clicks as the primary metrics, which is exacerbating the region’s ad fraud problem.
As it is, six markets in Asian are among the world’s top 10 in terms of click fraud, notes Grace Liau, Vivaki Asia-Pacific general manager, pointing to figures from the 2015 Apsular Fraud [...]
Tags ad fraudAd NetworkAd TradingAd VerificationAd ViewabilityAdvertiserAgencyAgency Trading DeskAnalyticsAPACAudience BuyingBehavioural TargetingClick FraudDataMarketermeasurementMobilePerformance MarketingPublisherSoutheast Asia
On Monday (19 February), Ciaran O’Kane, CEO, ExchangeWire published a piece as a precursor to the biggest mobile event of the year, Mobile World Congress. As well as touching upon the device graph and the rise of programmatic native, O’Kane shared with the world a solution to monetising the plethora of emojis that exist globally.
Not ones for duplicating content, but such was its popularity, ExchangeWire are delving into this idea in more detail, just in case somebody out there [...]
Tags Ad Networkad networkad networksad techAudience BuyingBehavioral TargetingBehavioural TargetingDatadata driven displayData Management PlatformData Optimisationin-app mobile advertisingmobile ad networksmobile advertisingmobile appsmobile display