There is a dearth of large volumes of quality inventory in Southeast Asia and India, and this is preventing programmatic buyers from scaling their campaigns and reaching the audience they want. This, however, is set to change as publishers in the region are pragmatic and will want to have the ability to trade programmatically at scale, according to Jason Barnes, PubMatic’s Asia-Pacific vice president. In this Q&A with ExchangeWire, Barnes discusses the challenges and opportunities publishers in the region face, and how [...]
It was Cannes Lions last week, where the phrase ‘data and creativity’ (or variations thereof) was espoused by some of the industry’s biggest names. So much so, that this year saw the debut of Lions Innovation, a special event focusing on the fusion of tech, data, and how it can feed into creativity. ExchangeWire spoke with leading industry luminaries, on both sides of the spectrum, to assess if this is the case, or just lip service to impress clients?
Never present a clock as a gift to someone in China, and don’t leave tips for service staff in Japan. Insights into these cultural differences can go a long way in arming brands with the right knowledge to roll out effective marketing campaigns; which definitely should not include Chinese ads promoting clocks as housewarming gifts.
In this week’s industry byliner, Eyeota CEO Kevin Tan returns with a post that discusses the importance of factoring cultural differences in the collection and [...]
As Cannes Lions kicks off this week, Andrew Buckman, OpenX, managing director, EMEA, assesses the role programmatic advertising technologies have to play at a conference where the emphasis has historically been on creativity, as opposed to tech innovation, including how the IoT will help propel the ubiquity of such technologies.
Programmatic has transformed the industry, bringing greater efficiency with real-time optimisation. However, when will programmatic move from cutting-edge to ubiquitous?
Is it when it becomes the number one priority for industry leaders? [...]
Google Mounts Charge Against Facebook With Cross-Screen DoubleClick Additions; Email Marketing Receives Boost with Huge Funding Round
In this edition of ExchangeWire’s European Weekly Roundup: Google announces cross-device updates to DoubleClick; Email, and martech win favour with investors; EU agrees data privacy timeline; Twitter fuels ongoing reform with autoplay ads.
Google rolls out mobile support for DoubleClick
Google’s DoubleClick Leadership Summit made headlines this week for several reasons, not least for the news that Neal Mohan, VP, display, video advertising, will remain at the company, contrary to previous reports; but, more importantly, making cross-device measurement of media exposures and [...]
Tags Ad TradingAdvertiserAttributionAudience Buyingautomated guaranteedCross-ChannelDataDigital MarketingDisplaygooglemarketing cloudMarketing TechnologymeasurementMedia BuyingMobileNative Advertising
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: MCN & AOL unveil programmatic TV marketplace; YuMe opens China offices with local partnerships; Southeast Asian group takes controlling stake in MediaQuark; China’s Madhouse gets BlueFocus funds; and Lazada inks deal with Neteven.
Australia’s MCN & AOL unveil programmatic TV marketplace
AOL Platforms and Multi Channel Network (MCN) have set up a programmatic private marketplace for television, as part [...]
Tags Ad NetworkAd TradingAd VerificationAdvertiserAgencyAnalyticsAPACAudience BuyingBehavioural TargetingBig DataBrandChinaDataData Management PlatformDigital MarketingEuropeMedia BuyingMobileMobileOnline videoPrivate marketplaceProgrammaticprogrammatic tvProgrammatic VideoSoutheast AsiaTVVideo
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 [...]
Thomas Servatius, IPONWEB, head of client services, speaks to ExchangeWire about the merits of the much-maligned practice of retargeting web users with ads, including how not to fall foul of commonly occurring mistakes in the industry.
Bombarding web users with the same ad for (what seems like) an eternity after they have expressed the vaguest of interest in a company’s product is arguably the poster boy of all that’s wrong with the programmatic advertising sector.
Those working in digital advertising need no [...]
AppNexus has just drawn the curtain on the public-facing round of its European Summit, having made a host of announcements, including: assurances on marketplace quality; a renewed focus on video inventory; plus a promise to “wave goodbye to black-box algorithms”.
The world’s “leading independent ad tech company” flew a host of top-tier executives to the UK – including CEO Brian O’Kelley who spoke with ExchangeWire to give his view on the ‘ad tech power game’ – this week to unveil [...]
Tags Ad ExchangeAd TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgencyAudience BuyingClick FraudCross-ChannelDataDigital MarketingDisplayEuropeMarketermeasurementMedia BuyingMedia ValuationOnline videoProgrammaticProgrammatic Video
Ahead of AppNexus’ series of events to be held in London later this week, Brian O’Kelley, AppNexus, CEO, speaks with ExchangeWire to discuss its first developer event, live data log streaming to help enable real-time business decision-making, and the prevailing dynamics of the ‘ad tech power game’.
EW: You are about to host what you’ve billed as the first-ever ad tech developer conference – AppNexus Optimise – what level of attendee are you expecting, and [...]