With a third of marketers planning to increase investment in DMPs in 2015, Zuzanna Gierlinska, director, strategic agencies & accounts, Oracle Marketing Cloud, EMEA, calls on marketers to start investing in the right resources too.
DMPs gaining traction A recent Oracle Marketing Cloud study into digital marketing budgets revealed three-quarters of marketing managers were planning to increase their digital marketing spend in 2015 – the highest proportion since the survey began [...]
Tags AdvertiserAnalyticsBig DataDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyDigital MarketingEuropeMarketerMarketing TechnologyOnline MarketingProgrammaticSkills
‘Big data’, may be one of the key buzz phrases in contemporary ad tech and march circles, but its increasing use by big business brings with it a growing sense of public unease, as an increasing number of people practising more stringent personal data control.
That’s the opinion expressed in a survey published today (28 January) by consumer privacy advocacy firm TRUSTe to coincide with this year’s Data Privacy Day, a scheme engineered to educate the public on how [...]
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
As we stand on the cusp of ‘the internet of things’ becoming a mass market reality, Konrad Feldman, Quantcast, CEO, writes from the floor of the Consumer Electronics Show (CES), hosted in Las Vegas, on the increasing role of ad tech and big data companies at such events, including how their presence is required to inform the debates around consistent data measurement and privacy.
So, why are ad tech firms relevant to CES?
Ad tech companies are attending CES in greater [...]
Tags AdvertiserBehavioral TargetingBehavioural TargetingBig DataDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingFragmentationMarketerMarketing TechnologymeasurementPrivacytransparencyVendor
The French programmatic advertising sector is in buoyant health, spurred by a growing awareness of how data-led strategies can improve the efficiency of media trading, but a skills shortage prevents it from developing further, according to a survey ahead of this year’s ATS Paris.
The data comes in the first ExchangeWire European Programmatic Survey*, which offers insights into key industry trends for the following 12 months, and highlights the use of data, ability to formulate cross screen ad [...]
Tags Ad TradingAdvertiserATSAudience BuyingBehavioural TargetingCross-ChannelDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationEuropeFranceMarketerMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBNative AdvertisingOnline MarketingOnline videoProgrammaticProgrammatic VideoVideo
ExchangeWire rounds up some of the biggest stories in the European digital advertising space, and in this week’s edition: Germany’s Fyber sells to RNTS Media; ExchangeWire begins ATS New York countdown; UK digital spend valued at £7bn a year; Ebuzzing adopts the French brand Teads.
German ad tech firm Fyber sells to RNTS Media
Germany-based Fyber had announced its sale to publicly-listed media tittle RNTS Media with reports valuing the transaction at €150m, although the exact [...]
Tags Ad ServerAd TradingAdvertiserAgencyAgency Trading DeskAnalyticsATSAudience BuyingBehavioural TargetingCross-ChannelDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyDisplayEuropeFacebookGermanyMarketerMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBNative AdvertisingOnline videoProgrammaticRich MediaSSPStackStrategic InvestmentTrade bodiesTrading DeskVideo
One of ExchangeWire’s industry insiders discusses one of the ac tech’s key buzz phrases – ‘big data’ – and how it is now inextricably linked to CMOs, but also highlights how not all data is created equally, and warns marketers over the hazards of using third-data for strategic business decisions.
There’s no denying that we live in a world dominated by data. Gartner predicts that enterprise data will grow 650% in the next five years. Also, through 2015, 85% of Fortune 500 organisations will [...]
Matt Harty, Experian, GM, Audience Solutions, APAC, looks at developments for the region’s third-party data market, and asks how well the programmatic advertising sector in APAC is addressing the audience disjunction problem, particularly in a market that is largely ‘mobile-first’ where cookies are becoming more-and-more redundant.
We buy, we don’t understand what we get. We store, but we can’t use a lot of what we buy, and also lose much of what we could have used. We remarket, but we have [...]
Tags Ad ExchangeAd TradingAdvertiserAnalyticsAPACAudience BuyingBehavioural TargetingBig DataCross-ChannelDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingJapanLocalMarketerMobileOnline MarketingPrivacyPrivate ExchangePrivate marketplaceProgrammaticProgrammatic GuaranteedProgrammatic PremiumProgrammatic VideoRetargetingRich MediaSearchSecond screenSocial Targeting
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. And in this week’s edition: Landmark Conversant purchase tops record period of M&A for ad tech; Mega stacks spur debate; Twitter and Microsoft step up their ad services, and European programatic market valued at over €2bn.
Alliance Data’s purchase of Conversant tops record period of M&A
The biggest story in the last few days in ad tech has been the announcement [...]
Speaking at a press lunch in Singapore this week, Mark Strecker, Amobee, CEO, and Steve Hoffman, CFO, (and Amobee’s M&A guy) shared insights with ExchangeWire’s Wendy Hogan about the value of the Adconion/Kontera acquisitions as well as Amobee and Singtel’s ambitions for ad tech.
The Amobee cross-channel, cross-device stack is now a full end-to-end offering including a DSP (previously GradientX), RTB Exchange, Brand Intelligence (previously Kontera), Creative House (3D), Lifetime Value (LTV) and Amobee DMP.
With only 10% client crossover, and little product replication, the addition of Adconion Direct has brought Amobee reach [...]