Demand Side
IAB Lab Publishes Tech Specs; AppLift & Gamewheel Co-operate
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Pubvendors.json & Mobile In-App Specifications Released by IAB Tech Lab; AppLift Co-operates with Gamewheel; dataxu & Grapeshot integrate; OOH Partnership Between Broadsign & OutMoove; and AdUX Expands Native Offering. Pubvendors.json & Mobile In-App Specifications Released by IAB Tech Lab After releasing the tech specs for the Transparency and Consent Framework, the IAB Tech Lab and IAB Europe are now introducing additional supporting tech specifications aimed [...]
How Programmatic In-Housing Is Bringing Tech & Agencies to The Top Table
In-housing has long been a hot topic of debate in our industry. And last year’s WFA report threw the topic further into the spotlight, as it was revealed that a fifth of brands had decided to employ an in-house programmatic specialist in the previous 12 months. More recently, an Adobe report found that nearly 62% of European brands are planning to take more programmatic in-house by 2022. Writing exclusively for ExchangeWire, Ilona Lubojemska, director client services, The Trade Desk, asks [...]
The Quest for a Better Bidder
As the complexity of media buying has grown proportionally to the explosion of available advertising inventory, there’s been a parallel evolution of advertising technology leading to the evolution of the demand-side platform or DSP, writes Mark Grether (pictured below), CEO, Sizmek, exclusively for ExchangeWire. eMarketer predicts programmatic media spending largely through DSPs could exceed USD$45bn (£31.6bn) by the year 2020. The DSP evolution evolved over three phases. The first phase saw the introduction of rudimentary DSPs, shifting power from the supply side [...]
From Second to First: The Changing Face of Auction Dynamics
The discussion around auction dynamics is shifting. Many believe the second-price auction has dominated for too long, and with a greater focus on transparency across the programmatic supply chain, maybe a first-price auction model is the answer. At Advertising Week Europe on 22 March, PubMatic chairs a session to discuss just that, asking experts from both buy- and sell-sides to discuss why auction dynamics are shifting, and whether the first-price auction really is the future. Ahead of the discussion, [...]
Why the Outcome-Based Model Is the Only Logical Route for Agencies
Holding groups are under pressure. Their business model has been questioned and undermined by everyone over the past 12 months – from trade-press hacks, to auditors, to client bodies, to grandstanding FMCG CMOs. The relevancy of the agency function has never been under such intense scrutiny. Professor Galloway predicts hundreds of thousands of agency job losses in the coming years, as clients move more digital ad spend to the Facebook-Google-Amazon axis. So, is the agency model finished? [...]
A Duopoly Doesn’t Make for an Efficient Marketplace: Q&A with Dan Slivjanovski, RhythmOne
RhythmOne has reached the final stages of their acquisition of YuMe. In this Q&A, ExchangeWire speaks with Dan Slivjanovski, chief marketing officer, RhythmOne, about the vision for RhythmOne post-acquisition, how the company will leverage its end-to-end offering, and about the state of consolidation of the ad tech industry. ExchangeWire: With the acquisition of YuMe now concluded, what is your strategy going forward? Dan Slivjanovski: The combination of YuMe and RhythmOne will bring together demand-side and supply-side strengths in the fast-growing areas [...]
£4.5m for PowerLinks; Weve Launches Location Verification Service
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: PowerLinks Receives Funding; Weve Launches Locate; Bitposter Adds New Buyers to OOH platform; and Survey of Native Ad Formats. Series A funding for PowerLinks Following a year of expansion with significant revenue growth, PowerLinks announces new capital from their Series A funding round. The new investment, to the value of £4.58m, comes from Foresight Group, as well as angel investors and PowerLinks management. The [...]
A DSP’s Open Letter About Social Buys
What value could social data add to programmatic buying? Writing exclusively for ExchangeWire, Jeff Marshall (pictured below), CrossInstall’s co-founder and CEO and a mobile gaming and advertising industry veteran, discusses why DSPs are adding to their programmatic offerings with social buying and how robust social data sheds light on the possibilities increased programmatic audience data can offer. Demand Side Platforms, or DSPs, rely on behavioural data to know more about consumers so that they can improve their targeting. Social platforms [...]
Ads.txt Has a Major Impact: Q&A with Jochen Schlosser, CSO, Adform
With DSPs increasingly making ads.txt mandatory for their publishers, the pressure is on publishers to adopt the IAB project in order to fight inventory fraud. In this Q&A, Jochen Schlosser (pictured below), CSO, Adform, tells ExchangeWire that the majority of publishers are committed to implementing ads.txt, with adoption rates doubling in some markets. ExchangeWire: How far is the industry in terms of adopting ads.txt? Jochen Schlosser: The most important fact is that all of the key people I talk to in the industry are [...]
Supply & Demand Path Optimisation – We Need to Find a Happy Medium
In ad tech we use the word ‘optimisation’ a lot. We optimise for performance, for ad spend, and for revenue. But when we optimise, we do so to win. This means that someone else loses. In this piece, Hilit Vainberger (pictured below), CRO, Cignal.io, discusses why, as an industry, we need to start thinking collectively about the greater good of the entire ecosystem and not just what’s good for our organisation this quarter. In the last few months, [...]
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