Michael Barrett, CEO of Rubicon Project (pictured below), talks exclusively to ExchangeWire about the company’s merger with Telaria, announced today [1 April, 2020] and what it means for the industry at large. 1. What are the main industry-wide ramifications for the Rubicon Project-Telaria merger? How will the combination of the businesses benefit publisher- and buyer-clients? Buyers and sellers are increasingly looking for an independent, global partner with the tools and expertise to help them do business programmatically across every format, including CTV. [...]

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lastminute.com Set to Disrupt Marketing Industry with Launch of Playbook; Tappx Launches App-ads-txt.com to Drive Adoption for App-ads.txt; Lotame Unveils Unstacked Approach to Data Solutions for Publishers, Marketers & Agencies; Jivox Launches Program to Help Migrate Brands Using Ad Servers to a Personalised Dynamic Creative Optimisation Platform (DCO); Flashtalking Expands Global Footprint to Support Worldwide Growth; and Adform Secures Investment Highlighting Positive Future for Ad Tech. lastminute.com Set to Disrupt Marketing Industry with Launch of Playbook lastminute.com launched ‘Playbook’ on Wednesday (10 [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: On Trend with Location-Based Campaigns; QuanticMind Introduces New Bidding Optimisation Capabilities; Tremor Video DSP Partners with Dstillery; Live Video Ad Views Continue to Increase; and Exponential Launches VDX Video Solution. On Trend with Location-Based Campaigns Location-based advertising has recently become popular, thanks to the ability to provide insights into consumer behaviour. According to a survey of 120 UK digital marketers conducted by GroundTruth in April 2018, [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: New Funding for MediaMath; Customer Analytics Boost Growth & Revenue; GeoSpock/Tamoco Partnership Links Real World with Data; Flashtalking Introduces Consulting Services; and FreeWheel Partners with Operative on ‘Premium At Scale’. New Funding for MediaMath Enterprise software provider MediaMath announces new funding. Led by Searchlight Capital, the new capital to the tune of USD$225m (£170m) will be invested in technology and hiring, MediaMath says. This includes investment in the expansion [...]

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Asia-Pacific is a diverse region with varying audiences, but advertisers can still push video content tailored to serve the different markets by tapping data such as weather, location, and time of day. Brands in the region increasingly are turning to video to better engage consumers. To do so effectively will require an understanding of nuances across the different markets, according to Henry Schenker, Asia-Pacific vice president of Innovid. The video marketing platform recently opened its second Asia-Pacific office in Singapore, [...]

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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, Japan & Korea to Drive App Store Spend; News Corp AU Opens Content Marketing Agency; WPP & Dentsu Exchange Swap Shares in APAC Agencies; FTChinese Moves to Subscription Model Seeking New Revenue; and Innovid Opens Up in Singapore. China, Japan & Korea to Drive App Store Spend Consumer spending in app stores is projected to climb 92% from last year [...]

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With Asia-Pacific consumers spending more time on their mobile devices, retargeting tools for in-app marketing need to improve and help brands better engage customers. App marketers must to be able to follow the entire user journey from the time the app is installed, retarget these users, and reengage them to ensure they remain interested in the app, said Alban Villani (pictured below), Criteo’s general manager for Southeast Asia, Hong Kong, and Taiwan. This was a pressing challenge, as consumers tended to grow [...]

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Most marketers know that pixel-based tracking faces increasing challenges as a measurement methodology. As some browsers implement third-party cookie management policies that impede or limit pixel-based tracking, and as more consumers periodically delete their cookies, there’s a growing and understandable sense across marketing that pixel-based measurement must eventually be replaced with a more reliable tracking methodology. Writing exclusively for ExchangeWire, Si Fung (pictured below), head of deployment, Performance Horizon, explains why API integrations may be the answer, and aren’t as complicated [...]

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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: AU Marketers Unable to Deliver Cross-Channel Personalised CX; Data Breach Affected 1M Facebook Users in PH & INDO; Publicis Media Launches Commerce Practice; AU Consumers Listen Over Breakfast & Watch Over Dinner; Screen Media Sets Up in SEA; and Dentsu Makes Acquisition & Investment in U.S. AU Marketers Unable to Deliver Cross-Channel Personalised CX Some 67% of Australian marketers [...]

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The cross-device landscape is one that’s rife with widespread misunderstandings. Anyone who gazes into their crystal ball and claims to have all the answers is likely wrong, writes Keith Petri (pictured below), chief strategy officer, Screen6, exclusively for ExchangeWire. Those who follow the news are able to see patterns emerge and understand how vital issues are likely to resolve. For example, for those closely following GDPR (the hot topic du jour), the recent announcement by Drawbridge that it would be [...]

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