Though it has never been a sector which stands still and watches the world pass it by, the ad tech industry has been undergoing tumultuous change in recent times. This is keenly felt by the service layer, with in-housing raising sheer challenges, but offering significant opportunity. Prior to their panel discussion at ATS London next week, Ruth Zohrer, global client lead at Mindshare, and Adam Ray, CEO of 59A, share a preview of their thoughts on the developing phenomenon of in-housing, [...]

Read more

In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Up to 65% of location targeting ad spend is wasted; The Ozone Project selects Improve Digital as first European ad tech partner; PubMatic receives compliance certification for IAB Tech Lab’s Open Measurement SDK; MGID launches Smart Widget for accelerated mobile pages; and MediaMath names Konrad Gerszke as president. Up to 65% of location targeting ad spend is wasted Despite strong [...]

Read more

The 10th year of ATS London will take place on 9th September and, as is the case every year, it’s been an exciting, yet challenging time crafting our agenda and finding experts to join us on stage. The biggest challenge: diversity. Holding a mirror up to the industry Ad tech is far from diverse. Google’s tech positions are 74.3% male, and 74.1% of leadership positions are also held by men. Similarly, at Facebook, 77% of tech roles are held by men, with [...]

Read more

Writing exclusively for ExchangeWire, Marcin Ekiert (pictured below), CEO and co-founder of Yieldbird, closely examines the potential implications of Google’s transition to a first-price model, and how technological solutions can be used by publishers to mitigate its impact. Google’s decision to change auctions on the Ad Manager platform to a first-price model created a lot of questions from the ad tech industry in the first half of 2019. Although most of the other major platforms already operate in this environment, both [...]

Read more

Writing exclusively for ExchangeWire, Alex Mcilvenny (pictured below), country manager UK, Zeotap, discusses how people-based marketing in the post-cookie landscape can be used for relevant cross-device targeting. People-based marketing is about directly connecting real people with the right experience to ensure high engagement that delivers on business impact. The UK’s largest brands such as Kellogs, The Times, and Lee Jeans, to name a few, have all made significant shifts in their digital strategies and budget allocation to guarantee their market position [...]

Read more

In this exclusive and wide-ranging interview with ExchangeWire, Janette Higginson (pictured below), buyer development director at Index Exchange, discusses a wide variety of industry topics focusing on APAC, ranging from the popularity of private marketplaces to the sell-side’s role in combating ad fraud. Why are private marketplaces so successful in APAC compared to other regions? Do you see their popularity being maintained in the coming year, or will alternative buying methods such as header bidding gain more of a foothold in [...]

Read more

In the first of an exclusive two-part Q&A with ExchangeWire, Will Dorling (pictured below), head of UK brand sales at AdColony, discusses the opportunities and advantages to advertising within mobile environments. Given that large enterprise-level brands have embraced in-app advertising, what steps can smaller firms take to ensure that they are not left behind? In-app advertising is becoming more accessible for all brands whether large or small. The first job for any advertiser is to assess your potential partners thoroughly. Whether [...]

Read more

In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: IAB Europe releases TCF v2.0: Google set to adopt updated framework; PubMatic Q2 report signals growing focus on combating advertising fraud; Bidstack launches in-game ads plugin in collaboration with Epic Games’ Unreal Engine; Singular releases Android Install Validation; and Mere Mortals, Kindred and Wilderness Agency pledge their support to the Conscious Advertising Network IAB Europe releases TCF v2.0: Google [...]

Read more

As part of a drive to modernise its marketing spend, US FMCG giant Procter & Gamble (P&G) recently announced a shift in priority, moving away from traditional mass marketing methods towards performance marketing channels, as well as reducing ‘agency compensation’ through automation. In this exclusive analysis for ExchangeWire, Hannah King (pictured below), media planning director at agenda21, discusses the potential advantages, and pitfalls, of brands moving to targeted marketing approaches, alongside how existing agency relationships should be maintained. Procter & Gamble’s bold [...]

Read more

In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: Animoca Brands enters mutual investment with Versus Systems; Zee5 partners with LuLu and the EUROSTAR Group; and Mindtree celebrates 20 years. Animoca Brands enters mutual investment with Versus Systems Animoca Brands has entered a mutual investment agreement with Versus Systems Inc. Under the Agreement, Animoca Brands and Versus Systems will transfer to each other fully paid ordinary shares of [...]

Read more