lastminute.com Set to Disrupt Marketing Industry with Launch of Playbook; Tappx Launches App-ads-txt.com to Drive Adoption for App-ads.txt
lastminute.com Set to Disrupt Marketing Industry with Launch of Playbook; Tappx Launches App-ads-txt.com to Drive Adoption for App-ads.txt; Lotame Unveils Unstacked Approach to Data Solutions for Publishers, Marketers & Agencies; Jivox Launches Program to Help Migrate Brands Using Ad Servers to a Personalised Dynamic Creative Optimisation Platform (DCO); Flashtalking Expands Global Footprint to Support Worldwide Growth; and Adform Secures Investment Highlighting Positive Future for Ad Tech. lastminute.com Set to Disrupt Marketing Industry with Launch of Playbook lastminute.com launched ‘Playbook’ on Wednesday (10 [...]
Major Ad Exchanges Create Shared Principles to Achieve a Better Programmatic Marketplace
Today (17 October, 2018), six global ad exchanges have released an open letter to advertisers and publishers, outlining a set of industry principles that they are committing to, in a drive to “promote clarity and trust for every participant in the market”. OpenX, Sovrn, Rubicon Project, PubMatic, SpotX, and Telaria are forming a coalition to build a “lasting, high-quality, and trusted programmatic marketplace”, and “unleash the full potential of programmatic advertising”. ExchangeWire speaks with Tim Cadogan, CEO, OpenX, who led the [...]
Digital Transformation Is Hard & Getting Harder: Q&A with Cadi Jones, Commercial Director EMEA, Beeswax
As Cadi Jones (pictured below), the former commercial innovation director at Clear Channel International, announces today (Monday, 10 September) that she has joined Beeswax as commercial director in EMEA, ExchangeWire speaks with her about her new role, the value of independent ad tech, and bridging the ad tech and martech gap to help brands achieve digital transformation. ExchangeWire: What will your new role at Beeswax entail? Cadi Jones: As commercial director EMEA, I’m here to grow the Beeswax proposition across the region. The team [...]
Mobile Soars in Eastern Europe; AppNexus Acquired by AT&T
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Eastern Europe Is Biggest Growth Market for Mobile Advertising; AppNexus Acquired by AT&T; Eyeo Launches AI-Powered Ad Block Detector; Ligatus Has Entered UK Market; Merkle Expands to MENA; and Sublime Skinz Launches Programmatic Guaranteed. Eastern Europe Is Biggest Growth Market for Mobile Advertising The IAB’s AdEx Benchmark 2017 Report forecasts the value of the mobile ad market at €48bn (£42bn) this year. Mobile continues [...]
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 why [...]
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? Absolutely not. Despite the [...]
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 of mobile, [...]
