Demand Side Platform
Most brands in Asia are simply taking campaign methodologies for traditional media, and slapping them onto mobile platforms, without first assessing new possibilities the latter can offer.
This results in much inefficiency that otherwise can be improved with the deployment of mobile programmatic, says Shi Yi, CEO and founder at Avazu Holding, in this week’s Q&A with ExchangeWire. Yi also discusses the lack dominant tech players in this market segment, which is especially vital in Asia-Pacific, as the region faces [...]
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAgencyAPACBrandChinaCross-ChannelData Management PlatformDemand Side PlatformFragmentationLocalMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile RTBProgrammaticRTB
Access to real-time viewership data will enable the TV ad industry to improve the value of all inventory and move away from spot-buying, but it will require the use of a single common set-top box.
Alex Khan, Southeast Asia managing director for AOL Platforms, explains why this may have a higher chance of taking place in the Asia-Pacific region, in this week’s Q&A.
ExchangeWire: Programmatic adoption is seen as lacking in the Asia-Pacific region. What would you say is still missing in [...]
Tags AdvertiserAgencyAnalyticsAPACAudience BuyingBehavioural TargetingBig DataBroadcasterCross-ChannelDataDemand Side PlatformMedia BuyingMobileMobileOnline videoprogrammatic tvProgrammatic VideoSoutheast AsiaTVVideo
'Fast-track Asia' Main Driver of Global Ad Spend; Blismedia Working to Add "3rd Dimension" to Location Data
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: ‘Fast-track Asia’ main driver of global ad spend; Blismedia working to add ‘third dimension’ to location data; BrightRoll Marketplace rolls into Hong Kong data centre; and King Content opens Hong Kong office.
‘Fast-track Asia’ main driver of global ad spend
Global ad spend is projected to grow 4.2% to hit US$531bn in 2015, climbing by another 5% in 2016, [...]
Tags AdvertiserAgencyAnalyticsAPACBehavioural TargetingBidderBig DataChinaDemand Side PlatformDigital MarketingMedia BuyingMobileMobileOnline videoProgrammaticprogrammatic tvProgrammatic VideoPublisherSingaporeSoutheast 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 [...]
China’s Great Firewall presents special challenges that impact the way RTB operates in the country, so market players will need to set up a separate infrastructure to resolve these issues, advises Tim Koschella, CEO and co-founder of AppLift.
In this Q&A with ExchangeWire, Koschella dishes out some interesting insights on the different challenges market players such as AppLift face in Asia-Pacific, how DSPs should address the region, and why Facebook should create an open platform for data access.
EW: Let’s start with [...]
Tags Ad ExchangeAd NetworkAd TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAPACAttributionAudience BuyingBehavioural TargetingBrandChinaDemand Side PlatformDSPFacebookFragmentationMarketerMedia BuyingMobileMobileMobile RTBPerformance MarketingProgrammaticRegulationRetargetingRTBSingaporeSoutheast AsiaSSPTrading Desktransparency
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Nielsen brings Digital Ad Ratings to China; AppLift buys Singapore mobile DSP; AdNear looks towards Europe expansion; and Dentsu Aegis Network appoints new APAC CEO.
Nielsen brings Digital Ad Ratings to China
The market researcher has announced a new partnership with China’s Tencent to offer its online and mobile audience metrics for the first time in the Chinese market. [...]
Tags Ad ExchangeAd NetworkAdvertiserAgencyAnalyticsAPACBehavioural TargetingBig DataBrandChinaDataData Management PlatformDemand Side PlatformDigital MarketingDSPEuropeIndiaJapanMarketermeasurementMobileMobile RTBProgrammaticRTBSingaporeSoutheast Asia
More APAC Brands Turning to Audience Data; Roy Morgan, AdNear to Offer Mobile Consumer Analytics in ANZ
In this weekly segment, ExchangeWire sums up the key industry updates in ad tech from around the region – and in this week’s edition: More APAC brands turning to audience data; Roy Morgan, AdNear offers mobile consumer analytics in ANZ; GroupM launches sports, entertainment agency; and Lotame hires head of APAC platform solutions.
More APAC brands turning to audience data
Advertisers in the Asia-Pacific region were spending more on audience data, with marketers in the finance and electronics & computers sectors leading [...]
Tags Ad NetworkAd TradingAdvertiserAgencyAnalyticsAPACAudience BuyingAustraliaBehavioural TargetingBig DataBrandDataDemand Side PlatformMedia BuyingMobileNew ZealandProgrammaticPublisherRetargetingSingaporeSoutheast 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 [...]
Denmark-based Adform has established itself as one of the leading European ad tech firms on the market, with the company today (27 April) announcing the launch of its Programmatic Publisher Ad Server (PPAS), the first solution in its planned Publisher Edge Solution suite. ExchangeWire caught up with Martin Stockfleth Larsen, Adform, CMO, and regular ExchangeWire contributor, to learn more about the outfit’s latest offering.
Adform has announced the launch of a new ad server for publishers – PPAS – claiming the latest addition [...]
Tags Ad ServerAd TradingAdvertiserAudience BuyingBehavioural TargetingBig DataDataData ExchangeData Management Platformdata modellingdata privacyDemand Side PlatformDenmarkDigital MarketingDisplayDSPEuropeMarketermeasurementMedia BuyingMiddle EastMobileProgrammaticPublisherPublisher Trading DeskRegulationSSPStackStrategic Investment
ExchangeWire rounds up some of the biggest developments in the ad tech space in the last week, and in this week’s edition: Rubicon Project buys Chango; Xaxis buys ActionX; Programmatic spend increases 72% year-on-year, and “industry-first” pricing model launched.
Rubicon buys Chango
This week Rubicon Project bought ad network Chango for over $100m (£82.2m), mostly in stock, making the purchase its largest in its history, with the publicly-listed company claiming it will bring additional access to over $35bn “intent marketing spend”.
A press [...]