The Evolution of Prebid
Following the Prebid Leadership Summit in October, Dikshant Joshi (pictured below), director of product management at AdPushup, penned this exclusive article for ExchangeWire on the importance of Prebid for publishers, and how the technology is set to evolve. Why prebid is popular among publisher communities Header bidding is a response to the inefficient waterfall method of ad serving and the walled gardens of the duopoly. When header bidding first emerged, a lot of players started building proprietary tech—poor standards and lack of [...]
DoubleVerify Acquires Ad-Juster; Rubicon Project Announces LiveRamp Integration
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: DoubleVerify acquires Ad-Juster; Rubicon Project announces LiveRamp integration; IPA supports ISBA Origin; AudienceProject launches AudienceHub; and Innovid expanding in Europe. DoubleVerify acquires Ad-Juster DoubleVerify, a leading independent platform for digital media measurement and analytics, has announced the acquisition of Ad-Juster, a SaaS-based reporting and analytics platform for digital publishers. Ad-Juster services deliver the data transparency and insights publishers use to [...]
Why All Brands Should Consider Mobile Advertising Within Esports
In this exclusive article for ExchangeWire and TheGamingEconomy, James Anderson (pictured below), business director at Publicis Sport and Entertainment, discusses how mobile esports has evolved from humble beginnings, and why the time is right for advertisers to invest in the medium. The world’s most popular video game console is sitting in our pockets right now. All brands should consider tapping into the gaming industry Research finds mobile gamers tend to be more receptive to advertising compared to non-gamers. Some 43% of mobile gamers [...]
The Three Dimensions of Identity
In this exclusive article for ExchangeWire, Mathieu Roche (pictured below), CEO and co-founder at ID5, writes on the importance of identity, the consolidation in cross-device solutions, and the importance of a persistent ID currency managed by a specialist provider. Identity is the foundation of digital advertising: the ability to individualise consumers (or their devices), rather than treat them as a group, is what enables audience qualification and targeting, frequency capping, and performance attribution – all fundamental to the success of digital [...]
InfoSum Launches First-Party Data Platform; Smart Expands to UK Market
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: InfoSum launches first-party data platform; Smart expands to UK market; VIOOH research: 2020 to be year programmatic digital OOH goes mainstream; ConversionWorks and Datalicious Korea to merge with MightyHive; and The Ozone Project signs The Stylist Group as its newest publisher. InfoSum launches first-party data platform InfoSum has announced the launch of its Discovery platform, which enables media owners to [...]
Post-Cookie Lessons from Germany: An Industry Call-to-Action
As definitive strategies and tactical solutions begin to emerge from the post-cookie fallout, Mike O’Sullivan (pictured below), VP product, identity and data at Index Exchange, discusses what approaches publishers in the German and wider global market can take to capitalise on nascent opportunities. This September, Firefox became another falling domino in the post-cookie revolution. Following Safari’s lead, Mozilla’s browser released a feature automatically blocking third-party cookies for 100% of their user base. As one of the most popular browsers in Germany [...]
Tackling the Identity Challenge: An interview with Carol Starr, Rubicon Project
Speaking exclusively to ExchangeWire, Carol Starr (pictured below), managing director – Northern Europe at Rubicon Project, details the identity challenge facing publishers and ad tech alike, along with the strategies which can be used to overcome these using presently-available solutions. How can independent ad tech players outside of the walled gardens overcome restrictions on tracking caused by ITP and regulatory judgement? With regard to browsers that block third party cookies, there are few options: – For publishers who use Prebid as their header [...]
"The Future of Targeting is Contextual"
Through all the uncertainty caused by the necessary pivot towards a fully privacy-compliant ecosystem, one thing is becoming clear: contextual is set to play a more prominent role in the advertising toolkit. Writing exclusively for ExchangeWire, Mike Klinkhammer (pictured below), director of ad sales – EU, eBay, discusses how contextual has evolved from traditional beginnings to a modern and sophisticated targeting method, and why its implementation should be seriously considered. In the past 20 years, technology has transformed the way we [...]
CCPA Compliance Framework Released for Public Comment; Rubicon Project Acquires RTK.io
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: IAB & IAB Tech Lab release CCPA Compliance Framework for public comment; Rubicon Project acquires RTK.io; Broadsign and AdQuick announce partnership; Merkle combines digital and customer analytics; and CMO Council publishes customer loyalty study. IAB & IAB Tech Lab release CCPA Compliance Framework for public comment IAB, the trade association for the digital media and marketing industries, and its affiliated [...]
The German Programmatic & Martech Industry in 2019: Predictions and Reflections
In the latest of a series of market overviews, ExchangeWire reviews the key trends coherent to the German programmatic and martech industry ahead of ATS Berlin 2019, and receives insight on the market from a range of media professionals. Key statistics – 70% of digital display ad spend in Germany is directed via programmatic. (eMarketer) – Programmatic ad spending in Germany is expected to reach €1.80bn (£1.55bn), which represents a year-on-year increase of 15.4%. (eMarketer) – 89% of brands engaging in programmatic advertising in [...]
