In today’s ExchangeWire news digest: Google plans to spend $1bn in licensing fees to acquire news content for its Google News Showcase feature; LUMA Partners publishes its Q3 Market Report, noting signs of recovery; and Google delays imposing a 30% in-app purchase fee on Indian developers as start-ups continue to explore launching a competitor.    Google pledges to pay news publishers $1bn for content   Tech behemoth Google has announced that it intends to pay news publishers USD $1bn (£772.5m) in licensing fees over [...]

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In today’s ExchangeWire news digest: Facebook moots iOS 14 Audience Network shutdown; Mightyhive merges with Brightblue; and WPP revenue falls by 15.1%. Facebook moots iOS 14 Audience Network shutdown Facebook has announced a series of measures in response to the upcoming iOS 14 update on Apple devices, revealing that the social media giant will no longer collect the identifier for advertisers (IDFA) across its app portfolio, citing a lack of certainty and stability around the changes. The California-based firm has also [...]

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Writing for ExchangeWire, Niklas Bakos (pictured below), CEO and founder of Adverty, discusses how in-app and in-game advertising have changed from recent years, and how these changes are combining with pressures in web advertising to make these channels particularly enticing for brand advertisers. Advertisers, being advertisers, have tried to work their brands into online games and apps ever since there have been games and apps worth working their way into. But whereas in-game ads were once mostly technological experiments or clever [...]

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We will be hosting our first event in the Nordics in over eight years on Tuesday, 19th February. ATS Stockholm will focus on the key areas affecting the industry as we head into an uncertain decade for digital marketing. Are we pivoting from precision to predictive marketing? Is the industry ready to look beyond the cookie? And what future can digital media buyers and sellers expect. With all that in mind I have outlined seven key reasons to come this year’s [...]

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As the decade draws to a close, ExchangeWire has invited thought leaders from across the industry to share their predictions and insight into what 2020 will hold for the ad tech and martech industries. Under the spotlight today is mobile and in-app advertising. With technical developments and the early-stage rollout of 5G bolstering the sector, with display advertising facing uncertainty, will next year bring about a further shift to mobile? Challenges, but moving in positive direction Many other topics have overshadowed mobile [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: Smaato’s New ‘NextGen SDK’ Built From the Ground Up by App Developers; CastingAsia Launches CPA and CPC Capabilities for Influencer Marketing; and Blockchain provider Aqilliz unveils first digital marketing products. Smaato’s New “NextGen SDK” Built From the Ground Up by App Developers Smaato, the global in-app advertising platform, has officially announced a new software development kit (SDK) for Android [...]

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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 [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: brand expectations for China are high according to new research; Dentsu signs partnership with Israeli tech firm Imprint; Lazada joins mobile game Evergleam Hill; Innovid continues APAC expansion; and leadership changes at Mindtree following change of control. Brand expectations for China are high according to new research China will be the next frontier of growth for European brands, according [...]

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The impact of header bidding on desktop-based advertising has been well documented, giving an increased level of fairness within ad auctions which was not present under waterfall systems. However, a number of barriers, such as a lack of SDK development and poor adoption of first-price auctions, have until now prevented header bidding from being as effective a system on mobile environments. Following on from vibrant discussion at ATS Singapore, Freddy Friedman, chief product officer at Smaato, discusses with ExchangeWire on why [...]

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While header bidding has transformed the programmatic industry in desktop and mobile web environments, in-app advertising has not yet capitalised on this method of ad purchasing. Given the high pace of development in the APAC region, especially in the mobile sector with the upcoming roll-out of 5G services, it stands to reason that in-app header bidding will give the APAC programmatic industry a strong boost. Writing exclusively for ExchangeWire, Alex Khan (pictured below), Managing Director, APAC at Smaato discusses the importance [...]

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