ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Naspers sells Allegro; Armis.Tech founded in France; UK viewability figures at 49%; TubeMogul and TVTY integrate; RadiumOne concentrate on creative; Improve Digital grow; and Total Media launch new division.
Strategic sale of Allegro
After announcing plans to sell Polish internet auction site Allegro earlier this year, Naspers have finally closed the deal: Allegro is sold to a [...]
Tags Ad ExchangeAd TechAd ViewabilityAdvertiserAgencyAmazonBehavioral TargetingBehavioural TargetingCreativeEastern EuropeEuropeFranceLocalLocationMarketermeasurementMobileNetherlandsPerformance MarketingPlatformPolandProgrammaticPublisherRetargetingStrategic InvestmentViewability
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 [...]
Tags Ad ExchangeAdvertiserAnalyticsAudience BuyingBehavioral TargetingBehavioural TargetingBrandCross-ChannelCross-deviceDataData ExchangeData Management PlatformData OptimisationDigital MarketingEuropeMarketerMarketing AutomationMarketing TechnologyOmni-ChannelPerformance MarketingpersonalisationPlatformProgrammaticPublisherRTB
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Pinterest launches video ads in US and UK; Lotame unlocks data; AOP and The Media Trust partner; Cloud-based SaaS-platform for SourceKnowledge; Adelphic DSP brings behaviour-centric cross-channel solution; and OpenX simplifies header bidding.
Pinterest pushes video ads
Video ads first emerged on Pinterest last autumn. Now the virtual pinboard takes the next step and introduces promoted video ads – gif-like [...]
Tags Ad Exchangead fraudAd NetworkAd ServerAd SpendAd ViewabilityAdvertiserBehavioral TargetingBehavioural TargetingBig DataCross-ChannelCross-deviceDataData Management PlatformDemand Side PlatformDSPEuropefraudHeader BiddingMarketing TechnologymeasurementMobileMobile Ad NetworkProgrammaticRTB
People-based marketing doesn’t just need to refer to marketing within the digital ecosystem – it has the ability to drive efficiencies across all marketing channels, while connecting the dots to drive real business outcomes and tie channels together. LUMA Partners provide insight into how people-based marketing is forcing change within the entire marketing ecosystem and how they are responding to these changes.
Digital advertising has long been used to reach large audiences at scale. In recent years, cookies have been utilised [...]
Now & Next is a feature written by the ExchangeWire Research team. Every four weeks, we review the latest research, provide impartial insight and analysis of current trends, and provide predictions for the future of advertising and marketing technology. This feature focuses on chat apps.
In recent years, chat apps have gradually replaced text messages as a medium of instant communication. Easy to use, and often with extras such as video, audio or file sharing functionalities, chat apps are among the most [...]
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
In this op-ed, Ray Kingman, CEO, Semcasting, (pictured below) discusses the problem with ad tech’s current use of Big Data. Advertisers mistakenly think they can determine who you are by extrapolating a target persona out of your online behavior. Transactions are, in actuality, the result of a life journey that is both nuanced and more complex. If brands can use Big Data to define each stage of a customer’s life and effectively pre-identify demand, that insight could also be used to [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Springer’s anti-ad blocking experiment works; Essence to become part of GroupM; Improve Digital joins IAB tech lab; and Skimlinks rewards publisher with data and revenue.
Springer discloses first results of anti-ad blocking strategy
German publisher Axel Springer’s fight against ad blockers seems to have yielded a first success. Speaking at the publishing group’s quarterly review event, CEO Matthias Döpfner claimed that the company’s anti-ad [...]
On a typical day, internet users are now spending almost as much time online (5.25 hours) as they are on various ‘traditional’ activities combined (with 5.44 hours being spent on linear TV, broadcast radio, traditional press, and console gaming). Across the various ‘offline’ or ‘traditional’ activities, it is linear TV which continues to [...]
The ‘Internet of Things’ (IoT) is upon us, but as consumer uptake of the latest enabled gadgets surges, many marketers are being kept awake at night wondering how they will manage to capitalise on marketing opportunity presented by this phenomenon. Rakhee Jogia, director of display at Rakuten Marketing speaks exclusively to ExchangeWire and advises that if marketers can crack cross-channel marketing, then the IoT shouldn’t pose a challenge.