ExchangeWire rounds up some of the biggest developments in the ad tech space in the last week, and in this week’s edition: WPP drills down on attribution, EU presses Google further, Ad misplacement rears its ugly head in tabloid investigation, Matomy continues acquisition trail, Millennial partners with AudienceScience.
WPP launches attribution consultancy, buys Medialets
Holding group WPP this week made two moves in the attribution space underlining its growing importance in the sector, with the launch of consultancy Gain Theory, plus the [...]
AppNexus has confirmed its purchase of publisher forecasting and programmatic-direct company Yieldex, in a deal rumored to be valued at $100m, as the ad tech firm continues its acquisition spree, and prepares for the rise of programmatic-direct.
The integration of Yieldex into the AppNexus platform supports the ad tech company’s vision of offering an integrated, full-stack publisher solution – this deal comes just five months after AppNexus bought Open AdStream (OAS) from WPP – and also positions the company to create [...]
Tags Ad TradingContent verificationContextDataDisplayMarketerMedia BuyingMedia ValuationOnline MarketingPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRTBStackStrategic InvestmentYield Optimisation
Viewability. It’s one of they key issues facing the online advertising industry, as brands – wary of getting scammed – ask for ever-increasing levels of transparency; with oil giant Shell now asking for FIVE TIMES the industry standard before it pays for online ad space. The IAB has attempted to lead the way, brokering an ‘industry-wide consensus’ that a viewable ad is one where 50% of the creative was served on screen for one second.
However, one of the world’s most recognisable [...]
Tags Ad TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAnalyticsAudience BuyingBrandClick FraudContent verificationDigital MarketingDisplayEuropeFragmentationmeasurementMedia BuyingMedia ValuationOnline MarketingProgrammaticPublisherSSPTrade bodiestransparency
ExchangeWire Research’s head of analysis Rebecca Muir draws up a definitive list of which companies will make waves in the ad tech and martech sectors, as well as the market dynamics that will lead to their increasing influence in 2015, focusing on: Ecommerce; Transparency; Big Data, and mobile.
Following on from ExchangeWire Research’s recent article Where the Money will Flow in 2015?, which summarised ad tech and martech predictions for 2015, this article draws from the numerous lists of the [...]
Tags Ad VerificationAd VisibilityAnalyticsAttributionAudience BuyingBehavioural TargetingBig DataClick FraudContent verificationContextDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingDisplayDynamic Ad OptimisationMarketermarketing cloudMarketing TechnologyMobileOnline MarketingPlatformProgrammaticself-service platformSemantic TargetingSocial TargetingStrategic Investment
Speculation over BT’s designs on a mobile unit (be it EE, or O2), has put telephony services firmly in the public gaze, but the fact remains operators are underachieving when it comes to generating mobile advertising revenue. But certain players are attempting to help them forge a role in the ecosystem, even if it involves putting some noses out of joint.
The last 12 months have been notable for mobile operators making moves into the advertising space beginning [...]
Wendy Hogan, ExchangeWire, contributing editor, APAC, speaks with TubeMogul’s South East Asia chief, to examine how publishers in the region are changing their approach to programmatic video advertising.
TubeMogul released its quarterly ‘State of Programmatic Video‘ report this month, revealing that all countries in South East Asia posted double-digit desktop pre-roll inventory growth during the period.
Phu Truong, TubeMogul, managing director, Southeast Asia (SEA), explained that these numbers are representative of the [...]
The ad tech sector is arguably the hottest part of the marketing industry right now with the word ‘programmatic’ on almost every C-level marketer’s lips when talking about high-level strategy. Undoubtedly this is good news for the programmatic advertising industry, but it does bring with it an inherent need to improve transparency.
In this piece Bob Wootton, ISBA, director of media & advertising (below, right), explains to ExchangeWire readers
UK gaming brands are seeking to use more sophisticated forms of ad tech, including the use of retargeting technology as well as more sophisticated forms of prospecting, as research reveals the public are beginning to place an increasing emphasis on responsible marketing. But operational issues, plus potential regulatory impact on revenues leave are stalling many decisions.
The issue of ad misplacement and the importance of content verification tools to uphold the standing of the programmatic media trading are hardly new to ExchangeWire readers. But an ominous BBC report linking ad misplacement to funding extremist militant groups aired recently shows just how the ‘bad internet’ is raising concerns among policy makers, and some of the highest powers in the land.
A BBC investigation into how ads from tier one outfits, including the UK Government’s National Citizen Service (NCS) [...]
Tags Ad ExchangeAd VerificationAdvertiserAudience BuyingBehavioural TargetingClick FraudContent verificationContextDisplayFacebookFBXMarketerMarketing TechnologyMedia BuyingPremiumProgrammaticPublisherRTB
Cameran Harman, OpenX, managing director, EMEA, explains that while the programmatic industry as a whole is generally in rude health, it is one besieged by nefarious parties, and how combatting fraud is everyone in the industry’s job.
An Industry Under Siege
Digital advertising is all about scale and confidence. The greater number consumers advertisers can reach, the more opportunities they have to grow their business. Publishers want scale too, because the more readers they can claim, the higher the [...]