ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Programmatic grew over 100% in Europe in 2015; Double-digit billions in monetary losses due to ad blocking; Apps generate more revenue than mobile web; and Cross-channel analytics on the rise.
Triple-digit growth for programmatic in Europe
Looking back at 2015, programmatic trading in Europe experienced triple-digit growth over the last year, a
Tags ad blockingAd SpendAdvertiserAgencyAppsAttributionDataData StrategyDigital MarketingEastern EuropeEuropeMarketerMarketing TechnologymeasurementMobileMobilePrivate marketplaceProgrammaticPublisherresearchRTBUKViewability
Founded in May 2014, K Wizdom is hoping its integrated ad+platform offering will allow brands to better manage different marketing channels, specifically social media, to gain valuable consumer insights.
The Singapore-based startup taps artificial intelligence (AI) as well as tracks ad spend and performance metrics to deliver more robust targeting capabilities, according to K Wizdom CTO Sun Wenting. In this Q&A with ExchangeWire, Sun explains how the ad+platform aims to fill a dearth of tools to help marketers make sense [...]
People-based marketing – the ability to recognise a person based on deterministic, as opposed to probabilistic methods – is touted, across the industry, as the evolution of audience targeting. Where did it start and how does it work in practice? ExchangeWire speak with Michael Twomey (pictured below), SVP and managing director of people-based marketing, Signal, about his firsthand experience of people-based marketing and why it is so effective for brands.
Digital advertising is at a critical crossroads. Budgets are growing rapidly, meaning that [...]
After several years of ongoing negotiations, the EU Commission, the EU Parliament, and the EU Council reached a compromise on the EU General Data Protection Regulation (GDPR), which is expected to come into force mid-2018. The new GDPR contains numerous provisions that might have practical ramifications for online marketing companies across Europe, as well as for companies outside of the EU, which operate within EU markets. Professor Dr Christoph Bauer and Dr Frank Eickmeier (both pictured), Read more
Hong Kong leans towards ads on local content sites, and in the local language; while Singapore prefers content that is more global and in English. These differences between markets in Asia-Pacific mean marketers will need to deploy different advertising solutions to cater to the needs of each market.
Pixels CEO Kevin Huang adds that tactics, communications, as well as strategies, should vary across the region, where ad technology also is adopted differently. With cross-screen device identification proving to be the [...]
This week in the Latin American Roundup: after more than 10 years out of Latin America, AOL is back through a deal with Microsoft, targeting programmatic video and mobile; MediaMath has a new country manager in Brazil: Marcos Rubino, who comes from the sales team; Chile sees a decrease in ad spending, but out-of-media grows.
Attribution is a term that means all things to all people; but its complexity is often misunderstood. In this feature, ExchangeWire speak with Paolo Gaudiano (pictured below), founder and CEO, Infomous, and attribution expert in his capacity as board member of attribution specialist, Concentric. Gaudiano explains how a ‘concentric’ approach to attribution is much more effective in understanding the individual and how that understanding can be scaled into marketing strategies.
Amid increasing competition in their local market, Korean mobile and games developers are looking towards global markets to better generate better ad revenue.
To do this successfully, these developers must create products for a global audience and find marketing and ad agencies that can serve as a distribution gateway, says Sagi Niri, COO of Matomy, which recently opened an office in Seoul, South Korea.
In this Q&A with ExchangeWire, Niri further explains why Korean developers are struggling to expand globally and [...]
Now & Next is a feature written by the ExchangeWire Research team. Every four weeks, we review the latest research, provide impartial insight and analysis of current trends and provide predictions for the future of advertising and marketing technology. This feature focuses on malvertising.
What started out as bad-taste pranks by computer geeks in the early days of the internet, has long become a million-dollar business, that is not only directed at the public in general, going beyond specifically targeted governments or individuals [...]
Data-driven targeting is an extremely effective way to achieve marketing objectives. However, is it causing marketers to limit their reach, to a point where they’re losing out on hitting their KPIs? Lisa Menaldo (pictured below), managing director UK, Sublime Skinz, tells ExchangeWire that brands need to start broadening their data horizons on the quest to finding new audiences.
It’s easy to get comfortable with a certain way of doing things. Once you hit upon a formula that produces the right results, [...]