Behavioral Targeting

  • AT&T Buys Time Warner; Criteo Launch Predictive Search

    ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: AT&T acquire Time Warner; Predictive search by Criteo; Support for DigiTrust; MediaMath integrat with AdX; DAX Listener ID; Vertical video by Teads; Visual IQ buys Refined Labs; and Neustar focuses on European expansion.

    AT&T buy Time Warner for USD$85bn

    Massive take-over in the media sector: telecommunications provider AT&T buy Time Warner, securing content that includes the the famous Hollywood studio, as well as news station [...]

    Read more

  • Naspers Sells Allegro; Armis.Tech Launches in France

    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 consortium of private equity companies [...]

    Read more


  • Salesforce Acquires Krux; Criteo Buys HookLogic

    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 [...]

    Read more

  • Pinterest Video Ads; Lotame Unlocks Data

    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 ads that run silently but [...]

    Read more

  • Power to the People: Connecting the Digital Ecosystem

    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 [...]

    Read more

  • Now & Next: Chat Apps

    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 [...]

    Read more

  • That Emoji Ad Network: The Global Scale of Emotional Targeting

    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 [...]

    Read more

  • Big Data Has a Big Problem: It's Time to Pre-Identify Demand

    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 [...]

    Read more

  • Axel Springer Claims Success on Ad Block Fight-Back; WPP buys Essence

    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 [...]

    Read more

  • Capturing TV-inspired Web Searches

    Leading automotive manufacturer, Suzuki, partnered with TV-ad-syncing technology company wywy and boosted click-through rate by 43%. 

    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 capture the biggest share of time. On average, online adults [...]

    Read more