Inventory

  • 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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  • The Rise of Digital Brings Diversity of Inventory

    The advent of header bidding has unlocked huge amounts of inventory in the desktop space, revolutionising the playing field for buyers and sellers alike. It is an area with a great deal of energy surrounding it; but the market should not lose sight of the number of exciting new formats and media channels that are entering the programmatic space and are starting to make an impact outside of the header bidding discussion. Print ads, posters, radio, and even traditional television [...]

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  • Inventory Assurance & the Adoption of ads.txt

    The IAB-approved text file, ads.txt, that aims to prevent unauthorised inventory sales, has been created to increase transparency in the programmatic advertising ecosystem. J. Allen Dove (pictured below), CTO, SpotX, talks about both the limitations and solutions of implementing ads.txt, and the steps being made for inventory assurance in the industry.

    The ad tech industry is subject to a variety of fraud and inventory quality problems. Unauthorised reselling of inventory is one of these issues, a practice that sees [...]

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  • The State of Programmatic Inventory in the UK

    It is commonly known that programmatic inventory provides significant scale and efficiency when it comes to targeting audiences across devices and formats, but this needs to be planned carefully. In recent years, the programmatic inventory landscape has rapidly evolved, with more publishers leading a ‘programmatic-first’ mentality and, as a result, a wider array of formats becoming available programmatically across all devices. An in-depth look at available inventory in open ad exchanges over a 30-day period in the UK highlights that, [...]

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  • Mobile on Track to Be #1 Video Screen in UK; Troubles with CRM

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Mobile on track to be number one video screen in UK; Troubles with CRM; Cross-border trade rises despite Brexit; and Memorable premium content.

    Mobile on track to be number one video screen in UK

    There is set to be an explosion in video viewing on mobile devices, with mobile ad spend predicted [...]

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  • Silver Audiences Booking Holidays Online; iOS Not Immune to App-Install Fraud

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Grey audiences booking holidays online; iOS not immune to app-install fraud; Budgets allocated beyond pre-roll; Publishers see post-Brexit growth.

    Grey audiences booking holidays online

    Two-thirds (65%) of audiences aged 55+ are more likely to book a holiday with a company that offers them a deal via email, research from Mailjet suggests. Personalisation is key [...]

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  • Pre-Roll vs Mid-Roll Video Ads; Growth of Programmatically Traded Ads

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Pre-roll versus mid-roll video ads; Growth of programmatically traded ads; FMCG & mobile ads.

    Pre-roll vs mid-roll video ads

    Mid-roll video ads increased by 24%, growing from 19% of all video ads in February 2015 to 33% in April 2016, according to research conducted by Ooyala. The emergence and growth of mid-roll video ads has [...]

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  • High Impact Advertising: Navigating a Gold-rush Era

    High-impact advertising has significant creative potential. However, the lack of differentiation between high-impact and standard digital advertising means that it isn’t being given the opportunity to shine. Rob Garber (pictured below), managing director, Undertone EMEA tells ExchangeWire how the industry needs to clarify the definitions of high-impact advertising and why it could be so powerful for brands.

    Today’s consumers are exposed to roughly 7,000 marketing messages a day, according to Forrester Research. Therefore, as a marketer eager to connect with [...]

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  • If a Video Ad Plays, but Nobody Hears It, Does It Make a Sound?

    Users are consuming web content on the run: on their way to work, while at a meeting, or during lunch. Now, more than ever, users are extremely fast with deciding what they will watch and what not. And, to make it more challenging, more often than not, their mobile device is muted. Oded Shoham (pictured below), CEO and co-founder, evania video explains to ExchangeWire the urgent need of a new creative approach and ways of getting users’ attention efficiently in [...]

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  • Facebook Going After TV Budget with Introduction of Video to Audience Network

    Last week (16 May), Facebook announced that they are going to extend the reach of video adverts through their Audience Network. The announcement will mean that beyond just Facebook and Instagram, advertisers will now be able to buy video inventory across other publisher apps and sites through FAN. What does this move by Facebook mean for the video market?

    According to Facebook, 100 million hours of video are watched on their social media platform every day, and video viewing time on [...]

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