Mobile Ad Network
With Mobile World Congress on the horizon, anticipation and debate over of just exactly what role mobile devices can play/deliver in the advertising industry is rampant. But as documented by ExchangeWire, it is far from fait accompli. Martin Kogan, Headway Digital, co-CEO, says programmatic is a way for mobile to hit scale.
How many times a day do we grumble because the person in front of us has his or her head buried in a mobile device, [...]
Mobile proves to be the next big frontier for the online advertising business as a whole and the programmatic sector will be no exception, but the opportunity comes with its challenges. ExchangeWire spoke to some of the industry’s leading mobile specialists to assess what’s needed to spur the next wave of growth.
The last four weeks alone have seen a wave of activity suggesting mobile programmatic will be one of the key developments of both sectors in 2014.
Arguably, the foremost [...]
Google’s recent financial results were nothing short of exceptional, despite reporting decreases in its average cost-per-click- (CPC) it was still able to post double-digit increases in revenues. It takes a special kind of company to do so.
There has been a stream of positive white papers and industry reports highlighting the growth of the programmatic ad market, and indeed the future outlook for the sector is largely positive, but are there signs in Google’s numbers that a big change is [...]
Tags Ad ExchangeAd NetworkAd TradingAd ViewabilityAdvertiserAnalyticsAudience BuyingBig DataBrandCross-ChannelDigital MarketingDSPKeywordsMarketerMarketing TechnologyMedia BuyingMedia ValuationMobileMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBOnline MarketingPerformance MarketingPremiumPrivate ExchangePublisherRetargetingRTBSearchStackYield Optimisation
Informal talks to establish a consortium of ad tech companies that would help establish an ‘industry standard’ way of measuring legitimate web traffic are understood to be taking place, as ‘click fraud’ continues to dog some of the industry’s biggest names. Issues surrounding web traffic not generated by human beings – or ‘bot traffic’ – are generally deemed to be endemic in the adtech sector, with a recent report published by [...]
Tags Ad ExchangeAd NetworkAd TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgency Trading DeskAnalyticsAudience BuyingBehavioral TargetingBehavioural TargetingBig DataDemand Side NetworkDemand Side PlatformDSPExchange NewsIndependent Trading DeskMarketing TechnologyMedia BuyingMedia ValuationMobileMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBOnline MarketingProgrammaticRTBSSPVendor
Weve, the joint venture (JV) company between the three-largest UK mobile operators, has lifted the lid on a mobile display ad pilot with Tesco as the participating brand, as the industry’s move towards mobile devices gathers pace.
Weve – a joint venture between EE, Telefonica’s O2 and Vodafone – has announced a three-month trial that will see it serve display ads on mobile web pages and apps to its 22 million-strong subscriber base (80% of the addressable market).
Tags Ad ExchangeAd NetworkAd ServerAd TradingAd VerificationAdvertiserAnalyticsAudience BuyingBehavioral TargetingBehavioural TargetingBig DataBrandDemand Side NetworkDemand Side PlatformDigital MarketingDisplayDSPExchange NewsMarketerMarketing TechnologyMedia BuyingMobileMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBOnline MarketingPrivacyProgrammaticRTB
In an unexpected move, Millennial Media co-founder and CEO Paul Palmieri has stepped down from the chief exec role to join New Enterprise Associates(NEA), with ex-Yahoo revenue chief Michael Barrett taking over the top job at the mobile advertising network. Paul Palmieri has resigned from his post as CEO and from its board of directors effective immediately, according to the company, with Barrett assuming the top role, as well as a place on its board of directors.
Palmieri will join NEA [...]
Google, Microsoft and UK mobile operator joint venture Weve are among companies attempting to win over more brand spend in the notoriously tricky mobile display ad market with the formation of an industry working group that intends to spread further understanding of the two emerging sectors.
The three behemoths are backing the recently formed IAB mobile programmatic working group, a body which consists of sixteen firms (see image for an exhaustive list of members) which aims to spread further [...]
Tags AdvertiserAgencyAgency Trading DeskAnalyticsAttributionAudience BuyingBehavioral TargetingCross-ChannelDemand Side NetworkDemand Side PlatformDigital MarketingKeywordsMarketerMarketing TechnologyMobileMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBOnline Marketing
Facebook tests mobile ad network 1. It’s been yet another eventful week in the ad tech industry with some of the industry’s largest names continuing to make waves, with Facebook revealing that it is testing an in-app mobile ad network with a select number of advertisers. This means that advertisers will be able to use Facebook targeting data to target mobile app users outside of the [...]
Tags Ad NetworkAd TradingBig DataCross-ChannelDataData StrategyDigital MarketingDisplayFacebookFacebook DisplayFBXKeywordsMarketerMarketing TechnologyMedia BuyingMobileMobileMobile Ad NetworkMobile DisplayOnline MarketingPrivacyPublisherSearchSocial TargetingStrategic Investment
We’ve all heard the projections; global mobile ad spend is set to triple to $37bn by 2017, accounting for half of total US digital ad budgets. The driver; programmatic buying – set to reach more than 50% of US display spend by 2017 – and the surging adoption of mobile RTB is paving the way for a new array of mobile and multi-screen strategies, based on a unique, mobile specific array of data insights.
A year or so ago, [...]
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAgency Trading DeskAudience BuyingBehavioral TargetingBehavioural TargetingBidderBig DataDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDisplayDSPDynamic Ad OptimisationMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayOnline MarketingOnline videoPerformance MarketingProspectingPublisherPublisher ExchangePublisher Trading DeskRetargetingRTBSAASSSPStackTrading DeskVendorWire Column
'We will get comfortable - and productive - in a post-cookie world,' Victor Milligan, CMO of Nexage.
January is always a time of reflection and prediction, reflecting on how mobile advertising has evolved and then predicting what is in store over the next 12 months. In 2013, the dust settled on some fundamental issues: programmatic (on its way in), the cookie (apparently on its way out), and brand spend (now accelerating).
In 2014 we will accelerate from these building blocks, maintaining our media heritage while fully embracing technology. We will finish the transition from mobile as a good [...]