In a series of pieces examining the rapid rise of ad tech in the high-growth markets of Latin America, Lara Krumholz, DynAdmic, general manager, LatAm, explains the need for prospective entrants to dispel previously-held prejudices, and tap into the region’s latent demand.
Last year was the year of experimentation of programmatic in the Latin American market, while 2015 will be a year of consolidation with a significant rise of investment from advertisers, particularly in video and mobile.
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 [...]
Programmatic is transitioning from the latest buzzword to becoming a dominant force in mainstream media buying, but to successfully move forward the industry must first look back at lessons learned, argues Tim Webster, The Exchange Lab, co-founder and CSO.
Programmatic adoption is evolving rapidly and the UK’s first programmatic market study predicted that nearly half (47%) of display advertising would be traded programmatically in 2014, almost doubling from 28% in 2013. As the programmatic marketplace matures, it has shaken its early [...]
Tags Ad TradingAdvertiserAgency Trading DeskBig DataBrandDataDemand Side PlatformDigital MarketingDisplayDSPEuropeIndependent Trading DeskLocalMarketerMedia BuyingOnline MarketingOnline videoPlatformPrivate marketplaceProgrammaticProgrammatic Premium
ExchangeWire rounds up some of the biggest stories in the European ad tech landscape over the last seven days. In this week’s edition: Facebook extends LiveRail to mobile apps; AOP strikes publisher alliance powered by AppNexus; Digital strikes parity with offline spend in the UK; Programmatic accounts for 45% of display; StickyADS appoints EMEA chief.
Facebook extends LiveRail to include in-app mobile display Facebook has opened another front with Google with the extension of its LiveRail video supply-side platform (SSP) to support [...]
Tags Ad NetworkAd TradingAdvertiserAnalyticsAudience BuyingCross-ChannelDataDemand Side PlatformDigital MarketingDisplayDSPEuropeExchange NewsFacebookFacebook DisplayFBXMedia BuyingMobileNative AdvertisingOnline MarketingOnline videoProgrammaticProgrammatic PremiumProgrammatic VideoPublisherPublisher ExchangeresearchSocial TargetingSSPStackTrade bodies
The worlds of ad tech and martech are increasingly colliding, which poses marketers with many questions to ask themselves about how they conduct their business from day-to-day, including where their roles fit within an organisation, and whether or not they should break historic ties, in favour of new relationships with companies offering the latest technologies. Scott Brinker, Chiefmartech.com, editor, speaks with ExchangeWire about how these trends are disrupting the industry.
EW: There is a lot of talk about the rise of [...]
Tags AdvertiserAgencyBig DataDataData Management Platformdata modellingData OptimisationData StrategyDemand Side PlatformDigital MarketingDSPEuropeMarketermarketing cloudMarketing TechnologyMedia BuyingOnline MarketingProgrammaticStack
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech across Europe, and in this week’s edition: SpotXchange steps-up Euro operations; Advertisers united in calls for transparency; Microsoft finds consumers demand more privacy; Key appointments in UK digital industry.
SpotXchange steps up Euro operations
A little over a year after its part-purchase of video ad exchange SpotXchange, pan-European broadcaster RTL this week announced it has launched its Benelux operation in the Netherlands, plus the appointment of a new [...]
Tim Vanderhook, Viant, and MySpace, CEO, speaks to ExchangeWire, on the launch of the company’s latest ‘advertising cloud’ service, and how his company aims to offer value to advertisers from what was once the largest social network in the world, especially given the white-hot competition from Facebook.
Remember the good old days of the internet 10 years ago? When broadband access was still a relative novelty, and we were all comparing polyphonic ringtones on our Nokia (N-something, or whatever) and Motorola [...]
Tags Ad NetworkAd ServerAd TradingAdvertiserAttributionCross-ChannelDemand Side PlatformDigital MarketingDisplayDSPEuropeFacebookMarketermarketing cloudMarketing TechnologyOnline MarketingPoint SolutionSocial Targeting
Chris Bourke, Qriously, commercial director, EMEA, asks if ‘opinion leaders’ responsible for positively spreading information about programmatic advertising have delivered on their self-appointed brief.
Everett Rogers famously argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. He stressed the importance of opinion leaders – those high in socio-economic status and cosmopolitan nature – as critical in spreading information about an innovation.
So let’s take a look at what [...]
The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things ad tech, mar tech and programmatic
Advertising technology is the blood and guts of content monetisation on the internet. For most, it is unglamorous and bereft of the perceived sexiness of high-level agency machinations – the antithesis to the celebrity-type news cannon fodder that permeates the mainstream trades.
For those actively knee-deep in it, however, we know how essential advertising technology is to making money in digital.
Those companies [...]
Tags Ad ExchangeAd NetworkAd ServerAd TradingAudience BuyingBehavioural TargetingBig DataCross-ChannelDataDigital MarketingDisplayDSPFacebookFacebook DisplayFBXgooglemeasurementMedia BuyingMobilePublisherSocial TargetingSSPStackStrategic Investment
ExchangeWire rounds-up some of the biggest stories in the European ad tech scene, and in this week’s edition: Asda preps ad exchange launch; Shazam rated as Britain’s first $1bn tech firm; Facebook & Havas ink global Atlas deal; UK bodies to move on fraud, and ad tech firms’ EMEA appointments.
Asda preps ad exchange launch
UK-based Asda this week announced it is poised to launch its own ad exchange next year, bringing the Walmart-owned retailer into direct competition with [...]
Tags Ad ExchangeAd ServerAd TradingAd ViewabilityAd VisibilityAdvertiserAgencyAudience BuyingBidderBig DataBrandCEEClick FraudCross-ChannelData Management PlatformDigital MarketingDisplayDSPEastern EuropeEuropeExchange NewsFacebookFacebook DisplayGermanyLocalMarketerMedia BuyingMiddle EastMobilePrivate ExchangePrivate marketplaceProgrammaticStrategic InvestmentTrade bodiestransparencyUAE