Demand Side Network
Evolved out of traditional ad networks, most DSPs in China currently operate on a ‘markup model’ that is proving harmful to both advertisers and publishers.
This typically involves low-tier inventory bought in bulk at low CPMs, and later sold to advertisers at a high markup price, explains ReachMax COO Charlie Wang. He urges brands in the local market to demand total transparency and ensure their trading desks have auditing functions, so this current landscape can be rectified.
In this week’s [...]
For one veteran of the mobile enterprise software industry, the ad tech world simply is not moving fast enough and remains bogged down by ineffective ad serving and management technology.
Matthew Talbot, senior vice president for BlackBerry Messenger (BBM), says he is stunned at the somewhat immaturity of ad technology for mobile in the Asia-Pacific region and has yet to see any robust tools available in the market today, compared to other tech industries.
In this Q&A with ExchangeWire, Talbot also explains [...]
Tags Ad NetworkAd ServerAdvertiserAgency Trading DeskAPACAudience BuyingDemand Side NetworkDemand Side PlatformDSPFragmentationMobileMobile RTBNative AdvertisingProgrammaticPublisherPublisher ExchangeSoutheast Asia
The rise of programmatic advertising has changed the whole online display advertising ecosystem and is shaking up the position of power. In this piece, Maciej Zawadziński, Clearcode, CEO, explores the issues media agencies need to explore before deciding where to place their bets.
Traditionally, ad agencies had the upper hand in media buying; but now the highly effective technology developed and offered by ad tech companies allows advertisers to almost bypass the ad agency – enabling them to avail of lower costs [...]
Video is tipped to buoy the value of the overall programmatic media-buying market in France in the years to come, as media owners embrace the technology, with ad tech vendors also hoping their wares will tap into lucrative TV budgets. Ahead of ATS Paris 2015, ExchangeWire explores the prospects, including if the market is a more dynamic one than the UK?
Competition in the French programmatic video advertising space is rife, making it one of the most buoyant sectors in Europe, [...]
Tags Ad TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAnalyticsATSAudience BuyingBehavioural TargetingBroadcasterConnected TVCross-ChannelDemand Side NetworkDigital MarketingDSPEuropeFragmentationFranceMedia BuyingMobileOnline videoProgrammaticProgrammatic GuaranteedProgrammatic Premiumprogrammatic tvProgrammatic VideoPublisherRich MediaRTBTV
Gareth Davies, AdBrain, CEO, gives ExchangeWire his take on this week’s multimillion dollar purchase of Flurry, and how it’s the latest move in a Silicon Valley arms race, but also explains to his thoughts this can prove risky for brands’ own data.
Yahoo’s purchase of Flurry has dominated discussions in ad tech circles in the last day or so. There is still speculation over the cost of the transaction with estimates ranging from $300m to up to $1bn.
Most discussions [...]
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Buoyed by its most positive financial figures in the last 10 years, AOL has made clearing up the “chaos” ad tech its mission with the unveiling of AOL Platforms – essentially a rebrand of AOL Networks – plus the launch of a consolidated programmatic media trading platform.
The proliferation of new and emerging technology platforms has led to the further fragmentation of the industry, making the ad tech sector an acronym-laden, labyrinth of confusion.
The trend is one that has [...]
Tags Ad NetworkAd ServerAd TradingAdvertiserBig DataData StrategyDemand Side NetworkDemand Side PlatformDigital MarketingDisplayDSPMarketerMarketing TechnologyMedia BuyingOnline MarketingOnline videoProgrammaticPublisherRetargetingRich MediaRTBSSPStack
Why The ‘Good Internet’ And Programmatic Premium Will Cut Out The Rotten Core Of Digital Advertising
Ciaran O’Kane, ExchangeWire global editor, reflects on how a ‘good’, or brand safe, internet can help advertisers and publishers reap the rewards of programmatic-buying, and tackles rampant inertia over click fraud, plus the lurking threats to the agency model status quo.
As I disappear into the ether for three weeks without phone, laptop, or internet. I thought I’d lay bare some of the observations I’ve had around some critical problems that continue to plague and indeed jeopardise [...]
Tags Ad TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAudience BuyingBig DataBrandDataDemand Side NetworkDemand Side PlatformDigital MarketingDisplayDSPExchange NewsMarketerMarketing TechnologyMedia BuyingMedia ValuationOnline MarketingProgrammaticProgrammatic PremiumPublisherSocial TargetingSSPYield Optimisation
The race to woo further lucrative brand advertising budgets to programmatic channels continues to heat up, with Google striking a deal with ComScore to improve real-time campaign measurement data, as the resurgent AOL commits to opening more premium ad inventory to third parties. Google and ComScore yesterday (11 February) announced a deal to give advertisers improved real-time insight into how ad campaigns booked on its DoubleClick ad platform are performing across [...]
Tags Ad NetworkAd TradingAdvertiserAgencyAgency Trading DeskAnalyticsAudience BuyingBehavioral TargetingBehavioural TargetingBrandCross-ChannelDemand Side NetworkDemand Side PlatformDigital MarketingDisplayDSPDynamic Ad OptimisationMarketerMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBOnline MarketingOnline videoPerformance MarketingPremiumPrivate ExchangeProgrammaticProgrammatic PremiumProgrammatic VideoRetargetingRich MediaRTBSSPTrading DeskVideo
WPP trading desk Xaxis has built on its ambitious European expansion strategy, announcing the acquisition of Bannerconnect for an undisclosed fee, just days after it formally unveiled its Brand Suite to the UK advertising market.
Xaxis announced the acquisition (the total purchase price has not been shared publicly) earlier today (3 February), claiming the pairing enables it to fully integrate Bannerconnect’s proprietary targeting technology into the Xaxis audience platform. Bannerconnect’s technology will also be used across trading desk initiatives within [...]
Tags Ad NetworkAd ServerAdvertiserAgency Trading DeskAudience BuyingBehavioral TargetingBrandCross-ChannelDataDemand Side NetworkDemand Side PlatformDigital MarketingDisplayDSPIndependent Trading DeskMarketerMarketing TechnologyMedia BuyingOnline MarketingOnline videoProgrammatic VideoRTBStackTVVendor
Informal talks to establish a consortium of ad tech companies that would help establish an ‘industry standard’ way of measuring legitimate web traffic are understood to be taking place, as ‘click fraud’ continues to dog some of the industry’s biggest names. Issues surrounding web traffic not generated by human beings – or ‘bot traffic’ – are generally deemed to be endemic in the adtech sector, with a recent report published by web [...]
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