Data
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Will 2015 be a Breakthrough Year for Ad Tech at Mobile World Congress?
Mobile World Congress has arrived, with the mobile industry’s biggest names all headed off to Barcelona. The event is still largely the domain of ‘legacy’ businesses from the sector. Barring a few exceptions, mobile advertising is a minority interest at the show. ExchangeWire examines efforts to increase the profile of the advertising industry at the show.
The 2015 installment of the event is barely a morning old, and the industry’s largest device manufacturers (Samsung, LG and Huawei) have [...]
Tags Ad ExchangeAd NetworkDataEuropeFacebookMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTB
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ExchangeWire European Weekly Round Up
ExchangeWire rounds up some of the goings on in the world of ad tech during the last seven days, and in this week’s edition: Rubicon Project posts impressive gains; Europe’s OOH sector primed for programmatic disruption; European ad tech pairing join forces; and US firms man-up ahead of European expansion.
Rubicon Project posts strong gains
A little under a year after it first went public, and Rubicon Project this week posted impressive gains in its latest earnings call, with revenue ($41.8m) [...]
Tags Ad TradingAdvertiserAgencyDataDigital MarketingDisplayEuropeGermanyMarketerMedia BuyingProgrammaticProgrammatic GuaranteedProgrammatic PremiumProgrammatic VideoPublisherRTBStackStrategic Investment
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Brand Safety & Princess Diana, It's All About Context
Brand safety should weigh heavily on every marketer’s mind as should contextual advertising, so why are ‘bad ads’ still popping up frequently today? Gregory Armshaw, head of application strategy at Graymatics recalls the day he nearly lost his job over a badly placed ad and discusses the need to start thinking seriously about context in any media buying exercise.
You wouldn’t place food ads in the bathroom, advertise washing powder at the nightclub, or market [...]
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The Battle for Cross-Device IDs Heats Up
Cross-device campaign management is one of the key challenges facing the ad tech sector at present, posing questions regarding attribution and retargeting, among others. Solutions are available to advertisers, but the key debate is whether to use ‘deterministic’, or ‘probabilistic’ modelling.
Ahead of Mobile World Congress next week, where the advertising industry is playing an increasingly high-profile role, Adbrain, a company headed-up by ExchangeWire columnist Gareth Davies, has joined the list of companies hoping to crack the conundrum with the launch of [...]
Tags AdvertiserAttributionBehavioral TargetingBehavioural TargetingCross-ChannelDataDigital MarketingEuropeMarketing TechnologyMedia BuyingMobileOnline MarketingStack
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The Rise of the B2B Ad Network? – LinkedIn Unveils New Targeting Opportunities
B2B network LinkedIn has announced the latest step in its longer term move towards an ad tech-led strategy, with the unveiling of its prospecting tool LinkedIn Lead Accelerator, which also helps marketers retarget users. The service lets marketers retarget visitors to their company’s website using a series of ‘sequential messages’ on both the LinkedIn display ad network, as well as third-party sites (such as third-party websites, and paid-for social opportunities), over a six-week period.
LinkedIn also lets trade marketers target users using [...]
Tags Ad NetworkAd TradingAdvertiserAudience BuyingDataSocial TargetingStack
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Kimberly-Clark Eyes Data Insights From Programmatic, Mobile in APAC
For a well-established global brand like Kimberly-Clark, programmatic not only offers the ability to optimise media buys and improve consumer targeting, it provides critical data that is the backbone of the CPG company’s marketing vision.
In this Q&A profile, Mayur Gupta, Kimberly-Clark’s global head of marketing technology and innovation, underscores the importance of its DMP strategy while emphasising the need to ensure a “connected omni-channel experience”. He also explains why Asia-Pacific seems to be lagging in terms of programmatic adoption, [...]
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The Evolution of the ATD & What it Means for Holding Groups
Stephan Beringer, Vivaki, CEO has confirmed the company is sending 120 of its US traders to individual agencies within the wider Publicis Groupe fold, in a move signalling the evolution of the entities formerly know as ‘agency trading desks’.
In an interview with Ad Age last week, Beringer said the Publicis outfit is implementing the restructure in the US (the changes are also taking place here in the UK, but no numbers have been [...]
Tags Ad ExchangeAd TradingAdvertiserAgencyAgency Trading DeskDataDigital MarketingMarketerMarketing TechnologyMedia Buyingself-service platformTrading Desktransparency
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The Burden of 'Old Media'
Gareth Davies, AdBrain, CEO, and ExchangeWire columnist, reflects on some of the latest quarterly results from some of the digital advertising industry’s biggest names, and explores what they tell us about the contemporary ad tech landscape.
The industry’s biggest names have released their latest quarterly earnings, and the ad/martech land is collectively scratching its head wondering what it all means?
The universally welcome answer to that question is that tech is officially hot! We need only look at Apple, which recently announced [...]
Tags appleBig DataCross-ChannelDataFacebookgoogleMobilePublisher
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ExchangeWire European Weekly Round-up
ExchangeWire rounds up some of the biggest stories taking place over the last seven days, and in this week’s edition: WPP takes a chunk of comScore; AOL results prompt mixed response; SpotXchange moves into the Netherlands, and more.
WPP takes 15% stake in ComScore
Advertising giant WPP this week announced a “strategic alliance” with analyst house comScore via its data investment management division, Kantar, including the acquisition of a 15% of the measurement company.
The alliance will see the companies establish a [...]
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The Echo Chamber: Programmatic’s Multi-Channel Approach Roadblocked by Walled Gardens?
Programmatic advertising continues to be dominated by desktop retargeting, gaming DR, and soft brand metrics. However, there does seem to be a shift in focus among some enlightened agency decision makers.
A realisation has dawned at agencies within holding groups that their future in programmatic should be built around multi-channel buying consultation. This will ultimately have more longevity than display media arbitrage.
With that in mind some agencies are setting up programmatic units to advise clients on the execution [...]
Tags DataData Management PlatformData OptimisationData StrategyDisplay
