DMP
Focus on Cross-Device Metrics to Drive APAC Programmatic Adoption
Constant benchmarking, improving the quality of data collection, and connecting the dots will be essential in driving the adoption of programmatic forward in Asia-Pacific. With campaign tracking and ad blocking proving to be major challenges over the past year, the next development phase for programmatic must focus on improving data credibility and cross-device attribution. ExchangeWire spoke with several executives who stressed the need to enable “true omnichannel” and data-driven advertising in order to create connected user experiences, as well as for [...]
Data Availability Can Fix APAC Lack of Programmatic Trust
Marketers in Asia-Pacific are finding it tough to place complete trust in programmatic due to the lack of data, which can otherwise allow them to better understand the value of their customers. Major publishers in the region remain reluctant to share their data, resulting in fewer third-party DMPs and a lack of transparency, according to Vikas Gulati, Asia managing director at Opera Mediaworks. This challenge, though, soon may be addressed as marketers look to plug the holes and viewability becomes an [...]
Deutscher Programmatic Code of Conduct; Anti-Ad-Fraud Initiative von Adjust
ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: Deutscher Programmatic Code of Conduct; Adjust mobilisiert gegen Ad Fraud; Neue App-Daten für adsquare; und Fünf Fragen zum Code of Conduct an Julian Simons, BVDW-Fokusgruppe Programmatic. BVDW ruft zur Selbstverpflichtung auf Code of Conduct auf Nach zweijähriger Vorlaufzeit ist es jetzt soweit: Der BVDW wagt mit seinem Programmatic Code of Conduct einen Vorstoß in die Standardisierung des Marktes. Mit Hilfe der Selbstverpflichtung will [...]
Smartclip vermarktet für IP und G+J; ADITION, ADEX, Roq.ad Partnerschaft
ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: Smartclip übernimmt Outstream-Vermarktung für IP und G+J EMS; ADITION, ADEX und Roq.ad schließen Technologiepartnerschaft; AdDefend bringt Anti-Adblock-Technologie nach Österreich; Neuzugang bei OpenX Deutschland; und Fünf Fragen an Frederike Voss, orbyd. Smartclip vermarktet für IP und G+J EMS Smartclip reißt noch mehr Outstream-Vermarktung an sich. Die RTL-Tochter konnte jetzt eine Partnerschaft mit IP Deutschland und der Gruner+Jahr Media Sales-Abteilung abschließen: Ab Januar 2017 vermarktet Smartclip für [...]
Adobe Buys TubeMogul; Digital Video Advertising Strategies are Maturing
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: TubeMogul bought up by Adobe; iab Europe digital video advertising survey; Earnings for YuMe and Marin; FastPay fintech financing program; Targeted display solution by Archant; and Sizmek goes HTML5. TubeMogul acquired by Adobe Adobe has entered into a definitive agreement to acquire TubeMogul for a price tag of approximately USD$540m (£433m) net of debt and cash. With the acquisition of TubeMogul, Adobe hopes to [...]
5 Steps to Ensure a Secure Marketplace for First-Party Data
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 [...]
Salesforce Acquires Krux; Criteo Buys HookLogic
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 price will be paid in cash and [...]
China Needs DSPs That Are Independent of Publishers
There is much confusion muddling China’s ad tech market and shaking marketers’ confidence in programmatic, which can only be resolved with transparency and clarity about the benefits that a robust system can bring to the local industry. Speaking to ExchangeWire in a phone interview, iPinYou’s co-founder and CEO Grace Huang revealed that some market players were taking advantage of misconceptions and positioning themselves as DSPs or DMPs, but lacked the ability to deliver in terms of performance. “That’s destroying the market, [...]
South Africa: Where Does Programmatic Sit?
Programmatic has long entered the mainstream. According to latest statistics by the IAB, programmatic has been particularly successful in the mobile sphere, with 45% of display advertising in Europe traded through programmatic solutions. But what about the lesser-known markets? As European programmatic spends consolidate, a look further south, and into the African continent, reveals potential in unexpected markets. Take South Africa, for instance. Based on statistics by the IAB South Africa and Effective Measure, the audience in South Africa [...]
News Corp Funding for AppNexus; AppLovin Sold to Chinese Investors
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: AppNexus gets funded by News Corp. and supports LinkedIn ads; AppLovin sold to Chinese investors; Google updates ad products; No data exchange between Facebook and WhatsApp in Germany; Adform and Tipico partner; and Visual IQ receives data from Facebook’s Atlas. AppNexus supports ads on LinkedIn & gets funding Two big pieces of news from AppNexus. After recently announcing that LinkedIn’s ad network is being [...]
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