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 [...]
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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) [...]
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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 [...]
Even with some unscrupulous publishers, negligent networks and careless agencies, brands can have as much safety as they are willing to pay for, writes Dan de Sybel, director of technology and operations, Infectious Media.
The drive towards more transparency in online advertising has revealed an ugly truth. There is a lot of bad quality inventory out there and many big name advertisers are appearing on it. How have we come to this, why is it so prevalent and why [...]
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Discrepancies around ad viewabilty promises to be one of the key hurdles for the ad tech industry to clear, as trade bodies representing advertisers and premium publishers have identified it as one of the key issues to address in 2014.
ExchangeWire has learnt that unprecedented levels of cooperation between the Association of Online Publishers (AOP), the Institute of Practitioners in Advertisers (IPA) and Internet Advertising Bureau (IAB) are taking place to implement standards around measuring ad viewabilty, with a [...]
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Earlier this week UK trade bodies representing brands, advertisers and the ad tech communities agreed a set of guidelines aimed at providing greater transparency in the online ad trading sector, bringing a near three-year deadlock to an end.
The newly formed DTSG (Digital Trading Standards Group) consists of JICWEBS (the UK’s Joint Industry Committee for Web Standards) which itself represents four trade bodies representing each part of the online display ad market.
These trade bodies are: the AOP (Association of Online [...]
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