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 [...]

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In this Cannes Lions special, ExchangeWire brings you an update with video footage from event itself, with insights offered by in-house marketers, plus ad tech specialists alike. ExchangeWire speaks with Ron Amram, senior media director, Heineken, USA, about the increasing profile of ad tech companies at Cannes Lions, the kind of reception they receive at a traditionally creative event, as well as how he prefers his agencies and programmatic service providers to work together: ExchangeWire speaks with Brett Wilson, CEO of TubeMogul, [...]

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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? [...]

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In the second instalment of a two-part look at how the growing importance of ‘big data’ and the subsequent emergence of programmatic media-buying, ExchangeWire examines the potential threats it poses to traditional media businesses, and just how they must adapt to survive in the contemporary era. ‘Client-direct’ and ‘disintermediation’ are just two of the phrases that threaten the traditional agency model, as we witness further shifts in how media strategies are both devised, as well as how media is bought and [...]

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Last week an ISBA survey laid out just some of the concerns brands have about programmatic advertising, with a survey showing that only one-third of advertisers have a positive perception of real-time media trading, indicating the extent of concerns about the ad tech sector among brands. ExchangeWire caught up with Ron Amran, Heineken, senior media director, USA, to get his take on the sector ahead of his participation on a panel session about brands and programmatic at this year’s Cannes [...]

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Microsoft is seeking to lay down a marker in its ongoing battle with Google, having secured a sponsorship deal giving it the moniker of ‘official technology innovation partner’ of the Cannes Lions advertising festival taking place this week, with programmatic playing a key role in its campaign messaging. Microsoft’s three-year deal with Cannes Lions has placed its suite of products, such as its surface tablets, etc, front and centre of the conference agenda and speaking with ExchangeWire from its grand seafront cabana, [...]

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Speaking with ExchangeWire at Cannes Lions, Dave Reed, MediaMath, managing director, EMEA, discusses the role of ad tech at the advertising industry’s flagship event for creatives, as well as improving the reputation of ad tech among marketers.

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The title of this piece may illicit some barbed retorts, such as; ‘A week-long jolly on Cote d’Azur drinking Rosé and charging it back to expenses’, etc, etc. But the fact is, the scale of the presence of ad tech firms at the advertising industry’s most high profile summit is symbolic of the technology’s rising importance. In fact the more bullish among ExchangeWire readers could say that ‘ad tech is taking over’. Read more for an ad tech guide to Cannes [...]

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