In their latest piece with ExchangeWire, the IAB’s Display and Data Steering Group – in particular PubMatic, Zenith, and Rubicon Project – discuss the latest trends and why innovation is so important for both consumers and brands. ExchangeWire: What are the key trends driving innovation within digital display? IAB Display & Data Steering Group: Display advertising is a mature market, which has evolved to include sophisticated ad standards, many of which were developed by the IAB and its Steering Groups. As a [...]

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Reality Clash is an in-development mobile AR shooter that integrates blockchain, cryptocurrencies, dynamic in-game advertising, and geo-mapping technology into the gameplay experience it offers. Yes… there are a lot of tech buzzwords in that opening line. We’d only need to throw in AI and VR and it might seem like a parody of contemporary marketing parlance. But in truth, there’s often a meaningful reality hidden somewhere behind the hype of headline-grabbing tech trends. And it just so happens that Reality Clash [...]

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Opportunity in the hyper-casual gaming space is burgeoning. Independent game developers need support in many areas to be able to maximise this opportunity. For this reason, AppLovin recently announced the launch of Lion Studios – a media devision to help indie game developers in a number of different areas. TheGamingEconomy speaks with Lion Studios’ president, Rafael Vivas (pictured below) about how Lion Studios intends to support them. TheGamingEconomy: Why has AppLovin launched its own media division, Lion Studios? Rafael Vivas: We saw the [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China to Spend Most Time Watching Online Video; AU Users Find Most Biz Experience Disconnected; IAB SG Elects New Leadership Team; Most AU Consumers Don’t Know How Apps Use Their Data; Sizmek Offers Bundled Programmatic Dynamic Creative Ads; and AANA Reviews Gender Guidance for Ads. China to Spend Most Time Watching Online Video Consumers in China, by 2020, will [...]

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Following Flashtalking’s recent acquisition of Spongecell, ExchangeWire speaks with John Nardone, CEO, Flashtalking, about why creative needs to be a crucial part of the process, when it comes to achieving personalisation. ExchangeWire: Flashtalking recently merged with DCO specialist Spongecell. What does this mean in terms of your positioning in the market? John Nardone: With our strong market presence in the UK and Europe, and Spongcell’s high visibility in the U.S., the acquisition of Spongecell solidifies our leadership position in dynamic creative [...]

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With the sheer amount of data available to advertisers, and programmatic making up 80% of all digital display advertising spend (IAB/PwC 2018 Digital Adspend study), it is easy to lose sight of the digital advertising consumer experience. The IAB Display & Data Steering Group – in particular Spotify, Pubmatic, Zenith Media, Rubicon Project, the7stars, and Oracle Data Cloud – have collaborated to discuss how and where data, programmatic, and creativity all fit into the same equation. ExchangeWire: Conversations about programmatic are [...]

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At the Cannes Lions festival last week, Clear Channel International brought together experts from across the advertising ecosystem to discuss the future of out-of-home advertising and its evolution from broadcast to narrowcast. ExchangeWire’s Ciaran O’Kane moderated the discussion between Donna Vieira, CMO, consumer bank and Chase wealth management, JP Morgan Chase; Mike McGee, CCO and co-founder of Framestore; Jeyan Heper, CEO, Skyn; and Clear Channel International’s commercial innovation director, Cadi Jones. OOH still plays well into the big brand awareness goal, perhaps [...]

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Data-driven personalisation is the key to conversion – yet most consumers continue to complain about being targeted with irrelevant ads. So, how can brands tailor and target their campaigns successfully to create a better customer experience? John Nardone (pictured below), CEO, Flashtalking, takes a look at dynamic creative, data sources, connectivity, native, and other factors that can improve personalised campaigns. Channel 4 was the first broadcaster to implement 100% targeted advertising across its on-demand service. Doing this involves drawing on first-party data to [...]

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Mobile continues to drive programmatic growth, reaching record highs in 2017 – and promising outlooks for the future. That makes it more important than ever to get attribution and measurement right, says Itamar Benedy (pictured below), CEO, Glispa. In this Q&A with ExchangeWire, he talks about GDPR as an opportunity for mobile, how to create more transparency in the supply chain, and why MNOs and OEMs are the sleeping giants of mobile advertising. ExchangeWire: What are the challenges in mobile ad measurement [...]

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Arguably, one of the most crucial aspects of performance advertising for in-app gaming is creative. From leveraging the correct ad format – depending on your user acquisition, retention, and reactivation strategies – to multivariate testing of creative across those different target segments, gaming developers need to place a lot of importance on creative output. TheGamingEconomy speaks exclusively with Jeff Marshall (pictured below), CEO, CrossInstall, about its newly launched Creatives as a Service (CaaS) platform, to help gaming developers do just [...]

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