Third-party data can be months outdated and irrelevant to the actual target audience, but brands in the Asia-Pacific still turn to these datasets religiously, when they should be working with first-party data instead.
In this week’s Q&A, ExchangeWire chats with Jonathan Hardy, Adara’s vice president of sales for Asia-Pacific, who discusses why some markets in the region remain hesitant to accept first-party data and how the travel data provider handles the more conservative Asian community.
EW: How does the Asia-Pacific market [...]
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Dave Hendricks, LiveIntent president, reflects on the AOL/Verizon merger and predicts the rise of such deals will herald the end of probabilistic targeting.
If you are old enough, or an aficionado of board games, you might have heard of Battleship. This staple of childhood was an analog, old-fashioned game that didn’t involve consoles, required no electricity, and relied on person-to-person sonar.
Battleship was probabilistic. You would try to guess the coordinates and triangulate based on the shape of the ships. Once you figured out [...]
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TubeMogul-Site Tour Deal Integrates Out-Of-Home, Video Ads; Most HK Advertisers Unhappy with Cross-Channel Campaigns
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: TubeMogul-Site Tour deal integrates out-of-home, video ads; Most HK advertisers unhappy with cross-channel campaigns; Shoppers want omni-channel, multi-screen experience;
TubeMogul-Site Tour deal integrates out-of-home, video ads
TubeMogul has inked a partnership with out-of-home ad exchange Site Tour, which will allow advertisers to programmatically purchase video ads on billboards, kiosks, and elevator screens in Australia.
The video ad services [...]
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The UK is the leading market when it comes to ad viewability, according to numbers released today from advertising software firm TubeMogul, which has also released figures detailing the state of programmatic advertising in emerging markets for the first time.
The figures compile statistics from the first quarter of 2015, revealing the average ad viewability rate in the UK to number 46%, making it the the leading [...]
Tags Ad NetworkAd TradingAd ViewabilityAd VisibilityAdvertiserAPACAudience BuyingBrazilConnected TVCross-ChannelDataDigital MarketingLocalMarketerMarketing TechnologyMedia BuyingMobileTVVideoViewability
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: Criteo APAC clocks 74% revenue growth in 1Q15; Publicis to bring digital consultancy to Singapore; We Are Social opens up in China; and News Corp Australia hires commercial innovator.
Criteo APAC clocks 74% revenue growth in 1Q15
The retargeting company said its global revenue for the first quarter of 2015, ended March 31, grew 71% over the [...]
Put off by the lack of needed skills to support new technology, such as programmatic, most marketers in Southeast Asia avoid moving into uncharted territory. They also are often unsure about what they want to achieve from their online campaigns.
In a phone interview with ExchangeWire, YDigital CEO Boye Hartman said it remained challenging to find marketers in Indonesia who had clear ideas about what they wanted from their digital campaigns.
While brands elsewhere, such as the US, were focused on marketing [...]
Camilla McInnes, founder and director of Cameron McInnes Ltd, reflects on why more big brands are seeking out ad tech experts to join their ranks, and how advertisers are making bold moves to gain more control over their digital media spend.
What a client wants from its agency is to deliver the best results possible from their advertising campaigns. How they measure these results is widely discussed and often it is the agency doing the reporting.
So, how can a [...]
Twitter’s recent agreement to purchase mobile retargetting company TellApart was just the latest round in the ongoing industry consolidation. In this piece Phil Macauley, Quantcast, managing director, EU, reflects on how many of these purchases point towards marketers’ growing focus with attribution.
Earlier this month Scott Kupor, managing partner at London-based VC Firm Andreessen Horowitz, took stock of M&A activity across markets, surmising that: “we should still expect a lot of M&A [...]
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In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: comScore unveils ad metrics in APAC; Maxus launches social media monitoring centers in Asia; Amobee hires new ANZ head; and AdRoll eyes ANZ growth with transparency, cross-device.
comScore unveils advertising metrics in 13 APAC markets
The market researcher has released its Trust Profiles in 44 new markets, expanding the availability of its advertising metrics index beyond the US [...]
Tags Ad ServerAd TradingAd ViewabilityAdvertiserAgencyAnalyticsAPACAudience BuyingAustraliaBehavioral TargetingBehavioural TargetingBig DataDataMarketermeasurementMedia BuyingMobileMobileNew ZealandOnline videoProgrammaticPublisherRetargetingSocial TargetingSoutheast AsiaTrading DesktransparencyVideoViewability
WPP consultancy, Gain Theory, launched this month to help marketing and insight professionals with the challenges they are increasingly facing with data and technology. Gain Theory Partner and ExchangeWire contributor, Celina Burnett, explains more about the launch and what this means for industry.
The marketing landscape, and the role of the CMO, is changing. Marketing is no longer solely for the creatives: the proliferation of channels and the ever more complex customer journey have put data and technology at the centre [...]