2016 has truly shown how dynamic an ecosystem the digital advertising industry is. There have been highs and lows, but it has certainly been memorable. In a series of features reflecting on the past year and looking ahead to what we can expect in 2017, ExchangeWire invite over 100 thought leaders from across the industry to share their views. In the latest series instalment, experts deliver their opinions on how the infrastructure of the industry will begin to [...]
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 [...]
Tags Ad NetworkAd TechAd VerificationAdvertiserAttributionBig DataBrandCreativeCross-deviceDataData Management PlatformDigital MarketingDisplayEuropeFragmentationMarketerMarketing TechnologymeasurementMobilePlatformProgrammaticProgrammatic VideoPublisherself-service platformSocial TargetingTechnologyVideoViewability
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: USD$11m (£8.2m) for Beeswax; Adform’s Audience Base DMP; Ad monetisation platform for Improve Digital; Third funding round for Meetrics; Adsquare PMP for mobile data; Funding for Ogury; and Intelligent Optimisations becomes iotec.
First funding round for Beeswax
Beeswax have just announced a double-figure Series A investment round, led by Foundry Group and RRE Ventures. The funding amounts to USD$11m (£8.2m).
With the new capital, Beeswax intend [...]
Tags Ad ExchangeAd TechAd VerificationAgencyAnalyticsData ExchangeData Management Platformdata privacyEuropeFragmentationGermanyMarketing TechnologyMobileMobileMobile Ad ExchangeNetherlandsPrivate ExchangePrivate marketplaceProgrammaticPublisher ExchangeRTBStacktransparency
We often talk of convergence, interoperability, and the evolution of media, but how is the ecosystem actually changing? Ramsey McGrory (pictured below), CRO, Mediaocean tells ExchangeWire how, from their unique position within the industry, they see it changing and what these changes mean, particularly in the worlds of TV and video.
ExchangeWire: Mediaocean have a relatively unique position within the advertising ecosystem – what trends do you see in the convergence of traditional and new media?
Ramsey McGrory: Clients deliver approximately USD$128bn (£96.7bn) [...]
With the world of advertising fragmented, Nick Reid (pictured below), UK managing director, TubeMogul, explains to ExchangeWire why fragmentation is a good thing – as long as marketers know how to make the most of it.
Being a marketer in today’s fragmented world sometimes feels like playing a video game. After every level you manage to pass, some new, dark challenge appears, costing a life and bringing you one step closer to ‘Game Over’.
In the marketing world, fragmentation is the real-life equivalent [...]
In our latest column from the IAB’s Display Trading Council, Danny Hopwood, VP solutions & platform operations EMEA, Publicis Media, shares with ExchangeWire a common frustration among the conference-going crowd, where an outsider’s attempts to simplify our industry solely leads to more confusion. He gives his views on how best to go about understanding our ecosystem instead.
It’s June 2016 and, seven years on, I still hear of people inserting the now ubiquitous LUMAscape into their presentations. I’ve been privy to many [...]
Tags ad techAd Techad tech landscapeDigital MarketingFragmentationlumascapeMarketermarketing landscapeMarketing TechnologymartechOnline Marketingprogrammaticprogrammatic ecosystemTechnologyVendorventure capital
Australia will see significant movements in the mobile ad space this year; with both buyers and sellers looking to better target audiences and manage campaigns through private marketplaces.
With its ad tech market among some of the world’s most matured and sophisticated, Australia would see major developments around mobile as advertisers begin shifting more of their spend towards the platform.
Citing figures from Interactive Advertising Bureau (IAB) Australia, Steve Wing, vice president [...]
Tags Ad SpendAd TradingAdvertiserAPACAudience BuyingAustraliaBehavioural TargetingDataFragmentationGamingMedia BuyingMobileMobile RTBNew ZealandProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisher
To emerge from the shadow of their US counterpart, ad tech players in Australia, and Asia-Pacific, need to come together and resolve fragmentations in the industry, urges Mediaocean CEO, Bill Wise, in this byliner.
The focus of the international business community is ever-changing; but it’s a safe bet that soon it will fall firmly in the direction of Australia and the wider Asia-Pacific region. Emerging from its fourth mergers and acquisitions cycle in 20 [...]
The Internet of Things (IoT) is increasingly championed as an important enabler to improving customer experience and providing higher level of personalisation. Deploying and managing the technology, however, can prove challenging for brands in the region.
Carl Nawagamuwa, Amobee’s Southeast Asia vice president of client services, explains that IoT can offer additional touchpoints and data from which advertisers can better understand their customers. This can then further enhance customer experience and help brands connect the dots.
Setting up and executing IoT, [...]
Tags AdvertiserAgencyAnalyticsAPACBehavioural TargetingBig DataCross-ChannelDataFragmentationIndiaLocalmeasurementMedia BuyingMobileMobileNative AdvertisingProgrammaticPublisherSingaporeSoutheast Asia
Can APAC firms dedicate resources to own and run their own DMPs? How much value will it bring to their business, and how will they make the platform available to any agency or activation channel? These are questions brands, publishers, and agencies should ask themselves before deciding if they should, and are ready to, build their own DMPs, according to Lotame Asia-Pacific Managing Director Alex Sibois. Noting that it involves a complex piece of technology, deploying a DMP will prove challenging unless [...]