In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Grapeshot brings APAC languages to The Trade Desk; Mobile drives 27% of ecommerce in SEA; Sizmek looks to push viewability in SEA; and IAS appoints new APPIES head.
Grapeshot brings APAC languages to The Trade Desk
The UK-based ad tech vendor says it has integrated its language capabilities with The Trade Desk’s platform, offering the DSP’s clientele a seamless [...]
Programmatic media-buying technologies are taking over the internet at a rapid pace, so much so that traditional offline media is the new frontier for the tech. Programmatic, digital out-of-home (DOOH) has been pioneered in APAC, and is now being exported around the globe. ExchangeWire charts is progress.
The means of buying OOH media space using programmatic technology has been piloted in Australia for well over a year, and is about to be exported to other parts of the region; [...]
The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things adtech, martech and programmatic.
Germany has two conferences focused exclusively on programmatic – one of which is a joint venture between ExchangeWire and Adzine, for full disclosure. Both have been going now for nearly five years. It’s quite incredible really given how slow the market has been in the area of automated buying and selling during that time, in Germany.
The volumes of inventory being traded this way remain [...]
Tags Ad TradingAdvertiserAgencyAgency Trading DeskAudience BuyingBrandDigital MarketingDisplayEuropeFacebookGerman Sales HouseGermanygoogleMarketerMarketing TechnologyMedia BuyingMedia ValuationProgrammaticRTBStackStrategic Investment
IAB figures released today (29 June) demonstrate the slow death of the traditional ad network business model, as automated media-buying technologies, and trading models, become increasingly popular with advertisers, and media-owners alike.
Almost half (45%) of all online display ads are bought using programmatic media-buying technologies, with the amount of budget spent nearing £1bn, according to IAB figures, which also show ad networks’ share of online display advertising is down to single figures (6%).
The figures were published in the trade body’s [...]
67% of Marketers Agree That Reaching New Customers is More Challenging Than Retaining Existing Customers; 44% of New Media Movers Are Willing to Pirate Content
ExchangeWire Research’s weekly roundup brings you up-to-date findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: 67% of marketers agree that reaching new customers is more challenging than retaining existing customers; 44% of new media movers are willing to pirate content.
What do marketers really think about data-driven advertising?
Recent research from Forrester, commissioned by Magnetic, has revealed the perceived benefits and challenges of utilising data-driven advertising. The [...]
In this ExchangeWire Cannes Lions special, Matt Gillis, Millennial Media, president, platform business, speaks with ExchangeWire CEO Ciaran O’Kane about whether publishers are able to use programmatic technologies to achieve a better yield for their inventory.
During the conversation O’Kane also explores the prospect of utility mobile app providers emerging as media owners that can command high premiums for their advertising inventory, owing to their comparatively low overheads, and high volume of data.
The discourse of the conversation then turns to [...]
As Cannes Lions kicks off this week, Andrew Buckman, OpenX, managing director, EMEA, assesses the role programmatic advertising technologies have to play at a conference where the emphasis has historically been on creativity, as opposed to tech innovation, including how the IoT will help propel the ubiquity of such technologies.
Programmatic has transformed the industry, bringing greater efficiency with real-time optimisation. However, when will programmatic move from cutting-edge to ubiquitous?
Is it when it becomes the number one priority for industry leaders? [...]
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 [...]
Tags Ad TradingAdvertiserAttributionAudience Buyingautomated guaranteedCross-ChannelDataDigital MarketingDisplaygooglemarketing cloudMarketing TechnologymeasurementMedia BuyingMobileNative Advertising
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: MCN & AOL unveil programmatic TV marketplace; YuMe opens China offices with local partnerships; Southeast Asian group takes controlling stake in MediaQuark; China’s Madhouse gets BlueFocus funds; and Lazada inks deal with Neteven.
Australia’s MCN & AOL unveil programmatic TV marketplace
AOL Platforms and Multi Channel Network (MCN) have set up a programmatic private marketplace for television, as part [...]
Tags Ad NetworkAd TradingAd VerificationAdvertiserAgencyAnalyticsAPACAudience BuyingBehavioural TargetingBig DataBrandChinaDataData Management PlatformDigital MarketingEuropeMedia BuyingMobileMobileOnline videoPrivate marketplaceProgrammaticprogrammatic tvProgrammatic VideoSoutheast AsiaTVVideo
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 [...]