With DSPs in China wearing multiple hats and operating key functions across the ad stack, local brands often end up unaware about where, or how, their dollars are being spent.
Amid this environment, company executives from TubeMogul are urging marketers in the country to better understand what programmatic can do for them and the need for transparency.
The ad tech vendor last week officially announced its presence in China, where it operated a sales outfit in Shanghai as well as an engineering [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: The Trade Desk prepares for IPO; Anti-Fraud Certificate by JICWEBS; Google goes anti-pop-up ad; The Independent’s digital-only success; New market transparency tools by AppNexus; Adelphic and Grapeshot integrate; Sizmek and Fuisz work on ‘hot spots’; and Index Exchange powers Time Inc. header bidding.
The Trade Desk goes public
Demand-side platform provider The Trade Desk is preparing for their IPO. In the course of admission to listing, [...]
Tags Ad Exchangead fraudAd NetworkAd ServerAd SpendAd TechAd VerificationAdvertiserAgencyBrandBrand SafetyContextDataData StrategyDemand Side PlatformDSPEuropefraudHeader BiddingMarketing AutomationMarketing TechnologyMedia ValuationOmni-ChannelPlatformProgrammaticRTBTechnologyUKVideoViewability
While programmatic adoption in Asia-Pacific has yet to reach the same level of maturity as other regions, this gap has enabled companies here to study and gain from the experience of their counterparts in Europe and US. In this industry byliner, Chris Packman, The Exchange Lab’s Southeast Asia client services director, outlines five common errors marketers in Asia should avoid when they embark on their programmatic journey.
Programmatic has been a hot topic in advertising over the past few years, both [...]
Contrary to what is commonly pitched in Asia-Pacific, numbers are not the best way to measure the success of marketing initiatives; but a change in this mindset will need to come first from agencies.
In an interview with ExchangeWire, VML Southeast Asia and India CEO Tripti Lochan expressed frustration over the overemphasis on numbers as the only way to measure campaigns.
Pointing to digital agencies, Lochan said the industry had so heavily championed the capabilities of digital to measure everything, including [...]
Yesterday (8 Aug) TubeMogul, Inc. (NASDAQ:TUBE) reported financial results for its second quarter ended June 30, 2016. Cross-screen growth accelerated as programmatic TV (PTV) and mobile each grew over 140% annually, offsetting the impact of the rush of brand budget from desktop to mobile.
– GAAP Revenue was USD$55.4 (£42.66m), an increase of 22% year-on-year
– Total Spend was USD$139.3m (£107.28m), an increase of 33% year-on-year
– Spend from mobile, PTV, display and social channels accounted for 48% of overall Total Spend, up from 26% in Q2 2015
– PTV [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Mixed feelings towards mobile advertising; A heterogenous look at Millennials; Cross-selling in the beauty segment; and UK marketers increasingly aware of importance of martech expertise.
50% of mobile users would prefer ‘skippable ads’
Mobile devices have become the main devices in users’ daily lives. The Numbate/Lesmobilizers study takes [...]
The single customer view has been on the tips of marketers’ tongues for some time now. There is a stigma that the single customer view is unachievable. However, some brands are successfully working towards a robust strategy and creating a single customer view is fundamental for delivering tailored and relevant experiences to consumers. In this piece, Jenna Tiffany, lead digital marketing strategist at Communicator (pictured below) explains why it’s time for businesses to break down silos [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC to become world’s biggest digital ad market; Two AU industry groups merge; Singapore broadcaster inks Outbrain partnership; Brand reputation important among Chinese jobseekers; and Dentsu appoints ANZ data head.
APAC to become world’s biggest digital ad market
Asia-Pacific is projected to bypass North America this year to become the world’s largest digital advertising market, taking the pole position [...]
It is a market all major players want to penetrate, but China’s unique environment presents challenges that have created an unhealthy focus on where an ad is placed, rather than its eventual impact, as well as a breeding ground for ad fraud.
In this week’s industry byliner, David Chen, Publicis Media’s China managing director of data, technology, and innovation, highlights key barriers hindering programmatic from reaching its full potential in the country and urges the need for the local community [...]
With presence at Cannes this year, Captify take the time to explain to ExchangeWire why the brand market is now the main power behind display. Here, Vincent Potier, COO, Captify (pictured below), says that branding advertisers are driving the growth of video; but to make it work for them, they need to combine it with elusive, yet powerful, intent data.
For anyone involved in the advertising technology industry, it’s become obvious that the most mature [...]