Data Management Platform
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
One of ExchangeWire’s ‘inside sources’ shares their views on how the fragmented LUMAscape means media teams cannot possibly evaluate suppliers in every category, plus the commonality of the history of ad tech and the rail network, including how consolidation under large media owners, or ‘cloud’ providers, could have a similar affect to nationalisation.
There’s no denying that the online advertising landscape has become increasingly fragmented over the past 10 years. Arguably, it is within programmatic buying that we [...]
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Gareth Davies, Adbrain, CEO, and ExchangeWire columnist, discusses the benefits of establishing an industry standard way of targeting audiences in a mobile-first world, as well as an alternative scenario where the industry is controlled by a few vested interests.
Programmatic players are enjoying their time in the industry spotlight as they continue to attract large investment rounds, or eye potentially lucrative public listings. But this quest for investment returns means that every tier of the market must attempt to alter the [...]
Tags Ad ExchangeAd TradingATSAudience BuyingBehavioural TargetingBig DataBrandCross-ChannelDataData ExchangeData Management PlatformData OptimisationData StrategyDigital MarketingDisplayFacebookIndependent Trading DeskMarketerMarketing TechnologyMedia BuyingMobileOnline MarketingPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBSecond screenStackTrading DeskYield Optimisation
This year’s ATS London will focus on some of the emerging trends in the contemporary ad tech space, as well as gaze into the near and distant future in an attempt to forecast the challenges facing the ‘traditional’ ad tech players.
Multiple ExchangeWire sources note how the emergence of large enterprise software companies (read ‘enterprise’, or ‘marketing cloud’ players) will affect companies that have previously solely offered advertising services.
One of the key panel discussions at this year’s
Tags AdvertiserAgencyAgency Trading DeskAnalyticsATSBig DataBrandCross-ChannelDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationEnterprise MarketingFragmentationmarketing cloudMarketing TechnologyMedia BuyingOnline MarketingPlatform
Gareth Davies, AdBrain, CEO, gives ExchangeWire his take on this week’s multimillion dollar purchase of Flurry, and how it’s the latest move in a Silicon Valley arms race, but also explains to his thoughts this can prove risky for brands’ own data.
Yahoo’s purchase of Flurry has dominated discussions in ad tech circles in the last day or so. There is still speculation over the cost of the transaction with estimates ranging from $300m to up to $1bn.
Most discussions [...]
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In a two-part look at how the growing importance of ‘big data’ and the subsequent emergence of programmatic media-buying, ExchangeWire examines the potential threats it poses to traditional media businesses, and just how they must adapt to survive in the contemporary era.
Tags Ad TradingAdvertiserAgencyAgency Trading DeskAPACATSAudience BuyingBig DataBrandContextCreativeCross-ChannelDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingLocalMarketermarketing cloudMedia BuyingOnline MarketingProgrammaticProspectingPublisherSingapore
Ciaran O’Kane, ExchangeWire, global editor, muses over the potential impact of WPP’s GroupM arm apparently halting the purchase of ad inventory from open exchanges. In this piece, he also speculates on whether or not Xaxis pivots to become the holding group’s supply-side exchange.
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ExchangeWire rounds up some of the biggest stories in the European digital advertising space.
1. Facebook acquires LiveRail
The big news this week was Facebook’s purchase of video SSP LiveRail for an undisclosed sum with the pairing of the two indicating the social network’s desire to invest further into video and mobile.
Brian Boland, Facebook,VP of ads product marketing and Atlas, made the announcement via a blog [...]
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Stu Spiteri, Krux, managing director, Asia Pacific, talks about his participation at next week’s ATS Singapore event, and explains his opinions on why companies adopting a copy-and-paste approach from strategies implemented elsewhere won’t succeed in APAC. In this piece, he also explains how the global market is likely to ask why the ‘other’ markets have failed to keep pace with the rampant innovation led by Asia, in five or 10 years time.
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Speaking with ExchangeWire at Cannes Lions, Dave Reed, MediaMath, managing director, EMEA, discusses the role of ad tech at the advertising industry’s flagship event for creatives, as well as improving the reputation of ad tech among marketers.
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