Mobile Ad Exchange
Header tags have been in use by Rubicon Project since 2012. Now its header bidding solution is going into beta-testing for in-app advertising.In an interview with ExchangeWire, Joe Prusz, head of mobile at Rubicon Project, argues that header bidding can beat the demand for diversity, and offers further insight into the process and the possibilities of header bidding.
ExchangeWire: What is in-app header bidding and, more importantly, how does the process work?
Joe Prusz: Rubicon Project operates one of the largest mobile exchanges in [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Sizmek adds DCO solution Pointroll to its burgeoning ad stack; RTL bolsters digital with investment in VideoAmp; IAB Europe and Google on the future of programmatic; a new data exchange for Adobe; GroupM invests in Yonder Media; Adform’s new audience management platform; and Smaato and adsquare cooperate.
Sizmek adds to stack with DCO acquisition
Is Sizmek the most undervalued company in ad tech? At just [...]
Most brands in Asia are simply taking campaign methodologies for traditional media, and slapping them onto mobile platforms, without first assessing new possibilities the latter can offer.
This results in much inefficiency that otherwise can be improved with the deployment of mobile programmatic, says Shi Yi, CEO and founder at Avazu Holding, in this week’s Q&A with ExchangeWire. Yi also discusses the lack dominant tech players in this market segment, which is especially vital in Asia-Pacific, as the region faces [...]
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAgencyAPACBrandChinaCross-ChannelData Management PlatformDemand Side PlatformFragmentationLocalMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile RTBProgrammaticRTB
Mobile advertising, and the application of programmatic media-buying technologies on the channel, is one of the key challenges facing the contemporary marketer. A week ahead of ATS Paris, ExchangeWire previews one of the event’s stand-out panels that will debate this challenge.
A recent benchmark study conducted by the IAB’s French chapter identified competency in mobile advertising as one of the [...]
ExchangeWire Research’s weekly round up brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis (pictured). In this week’s edition: growth in the mobile advertising marketplace as reported by MoPub; eMarketer finds that smart TV adoption in the UK has got off to a slow start and Rocket Fuel’s report creative performance trends in banner adverts.
Tags AdvertiserAudience BuyingBrandConnected TVCross-ChannelDataDigital MarketingDisplayEuropeMedia BuyingMobileMobile Ad ExchangeOnline MarketingOnline videoPerformance MarketingProgrammatic VideoresearchTV
Mobile World Congress has arrived, with the mobile industry’s biggest names all headed off to Barcelona. The event is still largely the domain of ‘legacy’ businesses from the sector. Barring a few exceptions, mobile advertising is a minority interest at the show. ExchangeWire examines efforts to increase the profile of the advertising industry at the show.
The 2015 installment of the event is barely a morning old, and the industry’s largest device manufacturers (Samsung, LG and Huawei) have [...]
The French programmatic advertising sector is in buoyant health, spurred by a growing awareness of how data-led strategies can improve the efficiency of media trading, but a skills shortage prevents it from developing further, according to a survey ahead of this year’s ATS Paris.
The data comes in the first ExchangeWire European Programmatic Survey*, which offers insights into key industry trends for the following 12 months, and highlights the use of data, ability to formulate cross screen ad [...]
Tags Ad TradingAdvertiserATSAudience BuyingBehavioural TargetingCross-ChannelDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationEuropeFranceMarketerMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBNative AdvertisingOnline MarketingOnline videoProgrammaticProgrammatic VideoVideo
ExchangeWire rounds up some of the biggest stories in the European digital advertising space, and in this week’s edition: Germany’s Fyber sells to RNTS Media; ExchangeWire begins ATS New York countdown; UK digital spend valued at £7bn a year; Ebuzzing adopts the French brand Teads.
German ad tech firm Fyber sells to RNTS Media
Germany-based Fyber had announced its sale to publicly-listed media tittle RNTS Media with reports valuing the transaction at €150m, although the exact [...]
Tags Ad ServerAd TradingAdvertiserAgencyAgency Trading DeskAnalyticsATSAudience BuyingBehavioural TargetingCross-ChannelDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyDisplayEuropeFacebookGermanyMarketerMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBNative AdvertisingOnline videoProgrammaticRich MediaSSPStackStrategic InvestmentTrade bodiesTrading DeskVideo
Facebook is building on its momentum in the ad tech space with the announcement of the global launch of its Audience Network (FAN) tool, which is now available with host of new features, after an earlier trial this year.
FAN lets marketers deliver, and measure, in-app mobile ads outside of the Facebook network using the same targeting and measurement features they do within the social network.
Ads delivered by the Audience Network come in three varieties — banner, interstitial and [...]
Tags Ad TradingAdvertiserAudience BuyingCross-ChannelDigital MarketingExchange NewsFacebookFacebook DisplayFBXgoogleMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBSocial Targeting
Facebook and Google are among the key industry stakeholders to flaunt their wares at arguably advertising’s biggest event this this week, and a consistent theme in their messaging appears to be ‘programmatic’ and ‘cross-screen’, as the industry prepares to lay the cookie to rest.
Ad Week has kicked off in New York City, a little over a month ahead of the first ExchangeWire ATS event in the City, as well as the AppNexus Summit hosted there in [...]
Tags Ad ExchangeAd NetworkAd ServerAdvertiserAnalyticsAudience BuyingBehavioural TargetingBig DataCreativeCross-ChannelDataData OptimisationData StrategyDigital MarketingDisplayDynamic Ad OptimisationExchange NewsFacebookFacebook DisplayFBXFragmentationgoogleMarketerMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBOnline MarketingProgrammaticRetargetingRTBStack