Inventory
Quantcast Launches New Platform; Privacy & Consent Functionalities at Tealium
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Quantcast Implements IAB Framework in Newly Launched ‘Choice’ Platform; Tealium Enhances Privacy & Consent Functionalities; New Inventory for mediasmart; Telaria Launches VMP; and Grapeshot Offers Contextual Data for Video. Quantcast Implements IAB Framework in Newly Launched ‘Choice’ Platform After beta-testing since February this year, audience insights provider Quantcast is launching its platform Quantcast Choice, implementing the IAB Europe’s Transparency and Consent [...]
Q1 2018 Sees Mobile Fraud Increase; OpenX Takes Mobile App Video Exchange into Open Beta
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Significant Increase of Mobile Fraud; Mobile App Video Exchange by OpenX; Media iQ Rebrands to ‘MiQ’; Cheetah Mobile Co-operates with Protected Media for Ad Fraud Detection & Prevention; and Access to Amazon Publisher Services for Smaato Partners. Significant Increase of Mobile Fraud Measuring 3.43 billion app installs and 350+ billion events, as well as processing and analysing 125 terabytes of data per day from [...]
Why a Commodities Market Approach to User Acquisition Will Benefit Mobile App Developers
Commodity Marketers are a critical component to much of the world’s economy. The model is used to trade a wide range of assets – from a barrel of oil and a pound of coffee, to the value of an Apple stock and even future weather patterns. In this piece by Mariano Saenz, CEO and co-founder, Winclap, Saenz discusses what he believes is a key issue faced by mobile app developers: throwing a lot of money at user-acquisition campaigns, paying higher [...]
UK Viewability Figures Rise; Adform Applies Ads.txt Filtering
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: UK ad viewability rates on the rise; Ads.txt filtering on Adform’s SSP; SpotX expands presence to Belgium; New members for MMA Germany; Bitposter signs up new partners; and GDPR compliance on OpenX exchange. Ad Viewability Rates Soaring UK ad viewability levels have hit their highest level in three and a half years. According to the latest quarterly benchmark report from ad-verification company Meetrics, the [...]
Ads.txt: Progress & Perspective
One of the latest ways the industry has tried to combat fraud has been with the ads.txt initiative, allowing content owners to specifically declare who is authorised to sell their inventory. Writing exclusively for ExchangeWire, Olivier Girault (pictured below), director, business intelligence, Telaria, explains how ads.txt has been used to date, and how compliance will change the face of transparency across the industry. Technology has forever changed the way people consume content, unleashing a cascade of changes in advertising. From [...]
APAC Ad Sales to Climb Almost 6%; Consumers Want to Be Able to Text Brands
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC ad sales to climb almost 6%; Consumers want to be able to text brands; Dentsu buys Indonesian performance marketing agency; Aussies still like their catalogues; Amobee offers refund for fraudulent ad traffic; Gutenberg eyes Asean via Singapore; and News Corp turns on brand-safety campaign. APAC ad sales to climb almost 6% Advertising sales in Asia-Pacific are projected [...]
IAB AU Insists Ads.txt Gaining Traction
It has been touted as a simple and effective way to combat ad fraud; but ads.txt has reportedly hit some speed bumps in terms of adoption and deployment. Its lead campaigner IAB, however, says it will limit unhealthy industry practices and marketers recognise its necessity. An August 2017 report from GetIntent had indicated a slow start for the IAB-developed text file a month after its launch, with just 13 websites adopting ads.txt to their root directory. There also were reports [...]
Should Media Buyers Resist the Whitelist?
Brands are taking an increasingly tough stance on the quality of digital ad inventory, leading them to employ a variety of tactics and techniques to guarantee the value of the websites on which they advertise, writes Andy Evans, CMO at Sovrn, exclusively for ExchangeWire. Whitelisting – where advertisers only buy inventory from a list of pre-approved websites – is one such tactic. In fact, a World Federation of Advertisers survey revealed almost half (49%) of top-spending global brands have adopted [...]
Brand Advertisers: Connect Directly with Supply Partners to Optimise Video Ad Campaigns
Advertisers are always searching for brand-safe, highly viewable, transparent premium video ad inventory, but also have to reach the best audience and meet their campaign goals. Are direct relationships with supply partners the answer? Writing exclusively for ExchangeWire, Cassidy Diamond (pictured below), senior director, Brand Partnerships, SpotX, explains how brands can utilise the insights, data, and knowledge that supply partners can provide to effectively reach their goals and drive better campaign results. The demand for premium video ad inventory is [...]
Programmatic Will Be the Standard for Mobile Gaming; Q&A with Pepe Agell, Chartboost
While mobile web advertising has been around for a while, there are various challenges for advertisers that are now starting to be addressed with in-app advertising capabilities. And having the ability to access in-app audiences, especially in the mobile gaming industry, could be a game changer. Pepe Agell (pictured below), VP of corporate strategy, Chartboost, talks about the challenges advertisers face and the opportunities now available with programmatic access to mobile gaming inventory. ExchangeWire: Mobile gaming is a huge [...]
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