Campaigns comprising display and mobile ads should be developed together so retargeting can be carried out seamlessly; but differences in consumer experience must be addressed.
Yann Aïtbachir, PocketMath’s director of product development, said the mobile RTB ecosystem needed to consider user experience where consumer attention was shorter compared to the desktop user. The delivery of data also was reliant on mobile networks, which typically would be slower than wifi connections, depending on a country’s infrastructure.
These factors narrow the window of opportunity [...]
Data is fuelling the marketing industry’s shift from labour-intensive manual booking to more dynamic automated processes (in theory at least), but the success of this transition relies on the quality of the data at its disposal. ExchangeWire garners insights from last week’s big data conference I-COM, as well as recent industry debates to assess the market’s attitude towards this trend.
Digital marketing, and the ad tech sector in particular, has become renowned for buzz phrases since its very inception, and ‘big [...]
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Denmark-based Adform has established itself as one of the leading European ad tech firms on the market, with the company today (27 April) announcing the launch of its Programmatic Publisher Ad Server (PPAS), the first solution in its planned Publisher Edge Solution suite. ExchangeWire caught up with Martin Stockfleth Larsen, Adform, CMO, and regular ExchangeWire contributor, to learn more about the outfit’s latest offering.
Adform has announced the launch of a new ad server for publishers – PPAS – claiming the latest addition [...]
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ExchangeWire rounds up some of the biggest developments in the ad tech space in the last week, and in this week’s edition: Rubicon Project buys Chango; Xaxis buys ActionX; Programmatic spend increases 72% year-on-year, and “industry-first” pricing model launched.
Rubicon buys Chango
This week Rubicon Project bought ad network Chango for over $100m (£82.2m), mostly in stock, making the purchase its largest in its history, with the publicly-listed company claiming it will bring additional access to over $35bn “intent marketing spend”.
A press [...]
Marc Gosschalk, AdTruth, partner marketing manager, EMEA, stresses the need for advertisers to be more proactive with consumers on the benefits of the data exchange economy, citing multiple opinions from across the industry.
Last year saw a rapid increase in public awareness of digital privacy and identity, and brought to the fore the question of trust in digital marketing. This begs the question, what can be done in 2015 to improve the relationship between brands and consumers?
Eduardo Ustaran, a lawyer [...]
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 in [...]
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‘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 [...]
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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 [...]
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