Data Management Platform
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.
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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.
Tags Ad ExchangeAd NetworkAd TradingAgencyAgency Trading DeskAudience BuyingBehavioural TargetingDataData Management PlatformDemand Side PlatformDigital MarketingDisplayDSPIndependent Trading DeskMedia BuyingOnline MarketingPremiumPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBself-service platformSSPStack
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
Tags Ad ExchangeAdvertiserAnalyticsBehavioural TargetingBidderBig DataBrandData Management Platformdata modellingData StrategyDenmarkDigital MarketingDisplayDSPEuropeFacebookFacebook DisplayFragmentationMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeNordicsOnline MarketingOnline videoPremiumPrivacyProgrammaticProgrammatic VideoPublisherRetargetingRich MediaRTBSSPVideo
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.
Tags AdvertiserAnalyticsAPACATSAustraliaBehavioral TargetingBehavioural TargetingBig DataChinaCross-ChannelDataData Management Platformdata modellingData OptimisationData StrategyDigital MarketingLocalMarketerMarketing TechnologyOnline MarketingSingaporeSoutheast AsiaYield Optimisation
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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Tom Simpson, Mediaquark, CEO, shares insights on some of the common mistakes made by international companies looking to successfully crack the diverse APAC region. Singapore-based Simpson stresses the need for localisation (plus increased levels of education) in the APAC region ahead of the second annual ATS Singapore event on 7 July, 2014, where attendants from IPONWEB, Adap.tv and MediaMath (plus many others) share their perspectives on fusing global expertise with local market nuances.
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EE, which lays claim to over 27 million subscriptions, wants to sign up a new batch of partners for an upcoming beta test that monitors the behaviours of mobile users – such as what websites they are visiting on their phone, as well as location data – with the resulting [...]
Judge Graham, Sq1, president, explains his belief in how predictive modelling can be used to anticipate customer buying patterns to construct more efficient media campaigns, and it proves that knowledge is power.
Predictive modelling or predictive analysis relies on data models of existing qualitative and quantitative consumer data. These models are used to anticipate future customer buying patterns.
Predictive modelling can help you identify and target opportunities for your prospects/customers and implement marketing, sales programs, and ad campaigns in [...]
The consumer shift towards accessing the web on multiple devices, plus the (albeit nascent) emergence of connected TVs, has prompted advertisers to transition towards a more holistic model of campaign optimisation, and addressing how they attribute their media spend.
The key to unlocking this potential treasure chest of brand campaign spend (traditionally the reserve of more established outlets such as TV, or outdoor), appears to be in the clever collection of data, and accuracy of campaign management.
But poor media [...]
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Sue Hunt, Improve Digital, managing director, UK, explains that while innovative ideas and venture, plus eager VCs can enrich the industry, the downside is that such a pairing can result in a perception of need spreading confusion, and potentially restrict the quality of inventory that publishers trade programmatic.
While innovation has its place, she argues it must be underpinned by stability and scale to reflect a need, rather than unnecessarily creating one.