On 22 March, 2018, a mere two months before the GDPR is enforced, Google announced on its blog that it would be updating its EU consent policy, requiring publishers to take extra steps in achieving consent from their users. As part of its commitment to comply, Google has designated itself as a data controller under GDPR, rather than a data processor, as many in the industry would have expected, based on their understanding of the GDPR, and Google’s role within [...]

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Google has been blocking ads it deems intrusive since mid-February. In this opinion piece for ExchangeWire, Oliver Gold (pictured below), UK managing director, YOC, looks at the new rules as they are now permanently enforced, investigates how they came about, and explains what the changes mean to advertisers and publishers. On 15 February 2018, Google began making changes to the web by eradicating ads it deems annoying or intrusive to users. It used an industry trade body known as the Coalition [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Vietnam May Turn to Mobile Ad Blockers As Awareness Climbs; Online Drives Car Ads in China; Dentsu Acquires Polish Marketing Group; IAB AU Offers Guides on Ad Tech Buys; AppNexus Turns on Ads.txt & Streamlines Refunds on Invalid Traffic; Burson-Marsteller to Merge With Cohn & Wolfe; and Appier Links to Google Ad Platforms. Vietnam May Turn to [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China’s BAT amongst five platforms to grab ad spend growth; More AU consumers tuning into radio; Japan firm first to complete IAB audit verification programme; Dentsu opens new APAC HQ in Singapore; and Quantcast expands into APAC markets. China’s BAT Amongst 5 Platforms to Grab Ad Spend Growth China’s three biggest internet players (Baidu, Alibaba, and Tencent [BAT])are [...]

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Given the frequency of panel discussions and industry articles on the topic, you could be forgiven for thinking header bidding has just been tipped to be the next big thing in ad tech. However, the reality is that this is a term which has been around since 2014. This edition of ExchangeWire’s Now & Next dives into why header bidding was deemed necessary, if it is still relevant, and whether or not ad tech’s favourite buzzword has a future in [...]

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Born out of the merger between AOL and Yahoo, Oath is now looking to reach two billion users by 2020 and betting on Asia-Pacific as a key growth engine. It also is touting its commitment to transparency as a market differentiator against competitors that have chosen to build walled gardens. In an interview with ExchangeWire, Tim Mahlman, Oath’s president of advertising and publisher strategy, discussed the importance of Asia-Pacific in driving the company’s further growth and why its pledge to [...]

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In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape. Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare’s Asia-Pacific chief digital officer. “To win in this scenario, you’ll need to have much better data strategies in [...]

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All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers. Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year’s Mobile Marketing Association (MMA) Forum in Singapore. During a panel discussion about the region’s programmatic landscape, focus inevitably centred on brand safety and, hence, viewability. Panellists, though, [...]

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Following Inneractive’s recent launch of VAMP (Video Advertising Monetisation Platform), a tool to help mobile publishers compete with Google and Facebook, ExchangeWire speaks exclusively with Roni Anavi-Fass, VP product, Inneractive (a subsidiary of Fyber), to discuss why publishers need this new platform, the challenges they face with video monetisation, and how their future alongside the walled gardens will continue to shift. ExchangeWire: There are so many ad types and templates to compare across numerous publishers, causing buyers to resort to the [...]

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Twitter, Amazon, and Alphabet have all beat analysts’ expectation, posting strong Q3 results. While both Amazon and Alphabet are looking to improve their foothold in Asia, Twitter has boosted its number of monthly average users (MAUs), and looks to be nearing its first profitable quarter. Growing number of MAUs could help Twitter make first profit After 11 years, Twitter looks like it might finally make a profit in Q4, on the back of better-than-expected earnings and a growing user base. The social networking [...]

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