Cross-device campaign management is one of the key challenges facing the ad tech sector at present, posing questions regarding attribution and retargeting, among others. Solutions are available to advertisers, but the key debate is whether to use ‘deterministic’, or ‘probabilistic’ modelling.
Ahead of Mobile World Congress next week, where the advertising industry is playing an increasingly high-profile role, Adbrain, a company headed-up by ExchangeWire columnist Gareth Davies, has joined the list of companies hoping to crack the conundrum with the launch of [...]
Tim Vanderhook, Viant, and MySpace, CEO, speaks to ExchangeWire, on the launch of the company’s latest ‘advertising cloud’ service, and how his company aims to offer value to advertisers from what was once the largest social network in the world, especially given the white-hot competition from Facebook.
Remember the good old days of the internet 10 years ago? When broadband access was still a relative novelty, and we were all comparing polyphonic ringtones on our Nokia (N-something, or whatever) and Motorola [...]
Tags Ad NetworkAd ServerAd TradingAdvertiserAttributionCross-ChannelDemand Side PlatformDigital MarketingDisplayDSPEuropeFacebookMarketermarketing cloudMarketing TechnologyOnline MarketingPoint SolutionSocial Targeting
Stephan Beringer, Vivaki, CEO has confirmed the company is sending 120 of its US traders to individual agencies within the wider Publicis Groupe fold, in a move signalling the evolution of the entities formerly know as ‘agency trading desks’.
In an interview with Ad Age last week, Beringer said the Publicis outfit is implementing the restructure in the US (the changes are also taking place here in the UK, but no numbers have been [...]
‘Big data’, may be one of the key buzz phrases in contemporary ad tech and march circles, but its increasing use by big business brings with it a growing sense of public unease, as an increasing number of people practising more stringent personal data control.
That’s the opinion expressed in a survey published today (28 January) by consumer privacy advocacy firm TRUSTe to coincide with this year’s Data Privacy Day, a scheme engineered to educate the public on how [...]
ExchangeWire Research’s head of analysis Rebecca Muir draws up a definitive list of which companies will make waves in the ad tech and martech sectors, as well as the market dynamics that will lead to their increasing influence in 2015, focusing on: Ecommerce; Transparency; Big Data, and mobile.
Following on from ExchangeWire Research’s recent article Where the Money will Flow in 2015?, which summarised ad tech and martech predictions for 2015, this article draws from the numerous lists of the [...]
Tags Ad VerificationAd VisibilityAnalyticsAttributionAudience BuyingBehavioural TargetingBig DataClick FraudContent verificationContextDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingDisplayDynamic Ad OptimisationMarketermarketing cloudMarketing TechnologyMobileOnline MarketingPlatformProgrammaticself-service platformSemantic TargetingSocial TargetingStrategic Investment
The rise of adtech has resulted in massive disruption of long-held dynamics within the advertising sector, not least because of debates around transparency, and its potential for resulting in ‘disintermediation’. ExchangeWire examines the debate that quietly bubbles under the surface of ad tech.
Programmatic ad spend increased 200% in Europe last year prompted by marketers’ desire to spend their ad budgets more effectively, making it the hottest property in advertising, according to the latest AdForm report.
The history [...]
It’s a rainy October evening in 2010, and a sizeable queue of media planner buyers from across London snakes around a building hosting one of the biggest media parties of the year.
Specific Media is having an almighty blow out, spending a considerable amount of money entertaining thousands of the agency’s front-line staff.
I was wondering why I was given an invite, given I had been writing about the demise of the ‘middle man’ ad net model for nearly 12 months.
The sheer opulence [...]
China’s Alibaba Group is evidently looking to beef up its advertising revenue, which already accounts for the bulk of its revenue, as it kicks off the new year with an acquisition in the ad tech space.
The e-commerce giant this week bought a majority stake in online marketing firm, AdChina, paving the way for enhancements to its advertising platforms, including online and mobile.
The acquisition will be a significant boost to Alibaba’s advertising unit, Alimama, which provides marketing tools to e-commerce merchants [...]
The amount of companies in the martech sector has almost doubled in the last 12 months, with the number of vendors classified as operating in this field approaching 2,000 (according to influential research firm ChiefMartech) as the worlds of adtech and martech increasingly collide.
The analysis was published earlier today (12 January, see chart below) with Scott Brinker, ChiefMartech.com, editor (pictured), producing the report to promote the the marketing Tech Conference, hosted in San Francisco, taking place over March [...]
As we stand on the cusp of ‘the internet of things’ becoming a mass market reality, Konrad Feldman, Quantcast, CEO, writes from the floor of the Consumer Electronics Show (CES), hosted in Las Vegas, on the increasing role of ad tech and big data companies at such events, including how their presence is required to inform the debates around consistent data measurement and privacy.
So, why are ad tech firms relevant to CES?
Ad tech companies are attending CES in greater [...]
Tags AdvertiserBehavioral TargetingBehavioural TargetingBig DataDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingFragmentationMarketerMarketing TechnologymeasurementPrivacytransparencyVendor