ExchangeWire bündelt ab sofort die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: Facebook geht gegen Datenschutzanordnung vor Gericht; YieldKit Advertiser Center; Burda baut AdTech Factory aus; und Deutschland auf Platz 3 in Viewability-Vergleich.
Facebook wehrt sich gegen Datenaustauschstopp vor Gericht
Die zweite Runde in der Auseinandersetzung zwischen Facebook und deutschen Datenschützern hat begonnen. Das soziale Netzwerk mit europäischem Hauptsitz in Dublin zieht vor Gericht, um die Verwaltungsanordnung des Hamburger Landesdatenschutzbeauftragten Johannes Caspar aufheben zu lassen.
Japan’s ad tech community need to redirect their focus on improving the quality of ad delivery as well as user engagement – both of which are showing signs of deterioration.
The digital era, alongside the ability to buy media programmatically, had provided tremendous benefits for advertisers, said Aco Yamagata, Unilever’s Japan media director of customer marketing. In particular, she noted, marketers now had the flexibility to more quickly adjust and react to actions taken by their competitors.
And, while previously they [...]
The industry agrees that relevance is the jewel in the crown of effective advertising, with first-party data an important alloy to hold it all together. In this piece, Fritz Richter, CTO and co-founder, adsquare, (pictured below) looks at the requirements for a secure data marketplace and suggests five key elements.
Advertising has become a battlefield for relevance. The rise of the empowered consumer, particularly digital natives who grew up ‘mobile-first’, has turned up the pressure on brands and marketers to deliver personal [...]
On 25 May 2018 the world will change. Personal data — arguably today’s most valuable currency and the lynchpin of digital advertising — will be managed by a strict new rulebook: the General Data Protection Regulation (GDPR). Writing exclusively for ExchangeWire, Tanya Field, CPO and co-founder, Smartpipe, explains how the anonymisation of data to ensure GDPR compliance doesn’t need to be the answer where, in fact, data pseudonymisation offers a viable, compliant alternative to marketers.
For the advertising industry, [...]
The technological battle for supremacy in the world of programmatic advertising shows no sign of abating. In fact, ever since the move from print to digital, it’s become a perpetual tug of war between competing parties with very different ideologies over how the industry should evolve. Gareth Shaw, VP programmatic operations EMEA, PulsePoint, (pictured below) goes back to basics with a look at header bidding and what it can do for publishers.
For publishers, the tug of war in programmatic has [...]
Data enrichment can provide substantial value to marketers. But why and how? Writing exclusively for ExchangeWire, Peter Silverwood (pictured below), chief scientific officer, iotec explains that data enrichment can transform vast quantities of data, but the key is for marketers to know what they want from their data before embarking on the journey.
Marketers are well aware that good quality data has become mandatory across every aspect of their work. [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Acquisition news with Salesforce to buy Krux and Criteo taking over HookLogic; Guardian launches programmatic audience targeting platform; IPA champions diversity; Optimizely enables campaign experimentation; and Optimove introduces Optibot.
Salesforce to buy Krux
Data management specialist Krux changes ownership. New owner, Salesforce, pays the proud sum of USD$700m (£554m) for Krux, the Wall Street Journal writes. The purchase [...]
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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: The rise of second-party data; Europeans hooked on email; The power of placement; Disparities in digital.
The rise of second-party data
Nearly 85% of retailers and brands will have second-party data integrated into their overall marketing strategy within 12 months, finds new research by Forrester [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC retailers struggling to deal with consumer data; AU mobile ad spend outpaces TV for first time; Dentsu Aegis opens Singapore R&D hub; Majority of AU mobile shoppers engaged with ads; and Outbrain signs deal with Philippine news site.
APAC retailers struggling to deal with consumer data
Some 55% of retailers in Asia-Pacific are struggling to segment unstructured data [...]
Advertising thrives on tech. It wouldn’t be advertising if there wasn’t a healthy line of new technology entering the market and transforming the way the industry works. By now, we’ve all accepted that data, in particular, is imperative to successful campaigns; but there’s a new concept on the scene – bid enrichment. And it’s something we should all start getting excited about. As Colin Grieves, managing director, digital marketing & media services, Experian writes for ExchangeWire, bid enrichment has [...]