Location targeting is experiencing a coming of age. The technological capabilities and marketers’ execution of location-based campaigns have evolved from a somewhat scattergun approach to strategic, measurable, performance-based marketing. In this piece, ExchangeWire reflect conversations that took place at a roundtable event, hosted by xAd, following an exclusive preview of joint research titled: Digital Reimagined: Context and Predictability.Creating a 3D image of consumers
A single piece of location data, taken in isolation, provides a one-dimensional view of a consumer, e.g. [...]
So, programmatic has garnered growing interest from marketers in this region, but how should they begin their journey and are they approaching it the right way? In this week’s industry piece, Vincent Niou, Essence’s Asia-Pacific senior programmatic and partnerships director, highlights the potholes media buyers here need to avoid and explains why it is important to also know from whom they are buying.
Programmatic in Southeast Asia is primed for major growth. According to projections from Magna Global, programmatic [...]
Programmatic guaranteed is on the rise, but what will really put it into orbit is the ability to deliver programmatic guaranteed audiences, in which buy-side data is added to supply-side data. In this industry byliner, Timmy Bankole (pictured below), RadiumOne’s head of supply operations, highlights why both sides need to start prepping hard for it.
Although it’s been a challenging time for publishers to grow ad revenue, a couple of positives have recently come to light. Following the Telegraph’s successful trial [...]
How competitive are India’s app categories for advertisers and how does the country’s smartphone adoption impact the mobile ad landscape? Omri Henkin, ironSource’s Southeast Asia and India managing director, explains, in this industry byliner, and highlights challenges new advertisers may face.
In 2014, India averaged about four billion app downloads. This figure then doubled to eight billion app downloads in 2016. Indian consumers also spent 2.5 times more time in apps than they did two years ago.
This remarkable upsurge, driven almost [...]
Oracle’s Marketing Cloud offering has evolved rapidly following a string of acquisitions over the last five years: Eloqua, 2012; Responsys, 2013; BlueKai and Datalogix, 2014; Maxymiser, 2015; and AddThis & Crosswise, 2016. In August 2016, Laura Ipsen (pictured below) moved from Oracle’s Global Industry Solutions Group (technology solutions for retail, financial services, utilities, public sector, etc.) to Oracle Marketing Cloud as SVP and general manager, replacing Kevin Akeroyd, who left the company.
During an interview at Oracle’s Modern Business Experience event [...]
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A band of publishers in Thailand have banded to form a new co-op with the aim to plug the lack of “trustworthy and scalable” inventory as well as quality data they say advertisers badly need.
Slated for launch in February 2017, the Online Premium Publishers Association in Thailand, or OPPA, comprise 12 Thai publishers: BEC-TERO, Dek-D, Kapook, Manager, MThai, Nation, OTV, Pantip, Post Today, Sanook, SiamSport, and Thairath. DAC (D.A.Consortium) and its business venture ally, Innity, have been roped [...]
Hesitant to change the way they traditionally sell media, publishers in Asia-Pacific lag behind other regions in adopting programmatic. They are coming around, though, as they move from a print to a digital business.
The region still lacked quality inventory, with publishers here falling behind in leveraging programmatic, said Adform chief revenue officer Jay Stevens.
While every major publisher in the UK had been advancing with programmatic as a channel, Asia-Pacific publishers had been more reserved with the way they [...]
Mobile programmatic adoption appears to be growing in Asia-Pacific; but the region is still struggling to cope with an infrastructure that is fundamentally different from other media and that requires different capabilities and skillsets.
In an interview with ExchangeWire, Jayesh Easwaramony, InMobi’s Asia-Pacific vice president and general manager, noted that advertisers turned to mobile ads to build brand awareness or drive performance outcomes, such as app installs, lead generation, and website traffic. In fact, performance-based advertising, especially app installs, account for [...]
Japan’s ad tech community need to redirect their focus on improving the quality of ad delivery as well as user engagement – both of which are showing signs of deterioration.
The digital era, alongside the ability to buy media programmatically, had provided tremendous benefits for advertisers, said Aco Yamagata, Unilever’s Japan media director of customer marketing. In particular, she noted, marketers now had the flexibility to more quickly adjust and react to actions taken by their competitors.
And, while previously they [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Acquisition news with Salesforce to buy Krux and Criteo taking over HookLogic; Guardian launches programmatic audience targeting platform; IPA champions diversity; Optimizely enables campaign experimentation; and Optimove introduces Optibot.
Salesforce to buy Krux
Data management specialist Krux changes ownership. New owner, Salesforce, pays the proud sum of USD$700m (£554m) for Krux, the Wall Street Journal writes. The purchase price will be paid in cash and [...]
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