Mobile Ad Network
Gareth Davies, AdBrain, CEO, gives ExchangeWire his take on this week’s multimillion dollar purchase of Flurry, and how it’s the latest move in a Silicon Valley arms race, but also explains to his thoughts this can prove risky for brands’ own data.
Yahoo’s purchase of Flurry has dominated discussions in ad tech circles in the last day or so. There is still speculation over the cost of the transaction with estimates ranging from $300m to up to $1bn.
Most discussions [...]
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The APAC programmatic industry is poised for a period of marked growth, but skills gaps in the region, along with a more defined role for ad tech players and agencies need to be addressed if this potential is to be fully realised, according to speakers at today’s ATS Singapore event.
The issues were raised by representatives at this morning’s (7 July) ATS Singapore event where representatives from Google, PwC, MediaMath, AppNexus and The Trade Desk relayed their vision of how [...]
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Researchers have tipped the UK mobile advertising expenditure to pass the £2bn mark this year as companies including Twitter, and mobile operator joint venture Weve aim to challenge the hegemony of Facebook and Google in the sector.
UK mobile ad spend continues to soar and is expected to rise 96% this year to just over £2bn, up from more than £1.03bn last year, although this is amidst an overall slowdown in the digital ad market, according to eMarketer estimates published this [...]
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Weve is preparing to exit the beta phase of its mobile display advertising project with question marks over who its next CEO will be, but does claim to have cracked a key component in the mobile advertising conundrum by introducing the European standard privacy icon to its ad formats.
But after an extended beta phase, where its pricing policies were called into question, media buyers are awaiting the robustness of its platform to be proven.
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Twitter has lifted the lid on its latest mobile app install suite that aims to help advertisers drive downloads of their mobile apps both on- and off-Twitter, in a move that is set to compete with Facebook’s core mobile proposition.
The announcement was made today (17 April) and means marketers will be able to marketers and developers to drive app installs and app engagements via MoPub Marketplace, with Spotify counting as one of the early beta partners for the [...]
Mobile operator Telefonica is poised to inject fresh competition into the mobile ad tech sector with the imminent launch of Axonix, a mobile ad exchange built on the technology of the now defunct MobClix/Velti venture.
The mobile operator – which has an extensive amount of mobile operator brands, including O2 in the UK, taking in over 200 million subscribers – will launch Axonix in the coming weeks along with GSO Capital Partners, a division of investment firm Blackstone.
The Axonix exchange will [...]
Native ad exchanges are a nascent sector in programmatic, with mobile specialists providing the next phase of growth in the specialism. ExchangeWire examines both the drivers of the trend, plus the (legitimate) reasons holding it back.
Yahoo is the latest Silicon Valley-based digital behemoth to nail its colours to the mobile and native advertising bandwagons with an Ad Age article this week revealing that it is attempting to emulate Facebook’s success with in-stream ad units encouraging audiences to [...]
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Digital advertising has embedded itself firmly on the agenda at this year’s Mobile World Congress, with brands including BMW Mini, Intel, The North Face and Tesco, all announcing significant programmatic advertising deals at the four-day conference.
Advertising has long had a profile at the event, but mainly the topics of discussion have centred around hackneyed phrases such as “The year of mobile”, and “mobile as the glue of your comms strategy”. While mobile’s potential as a transformative media channel is [...]
This year the opening day of Mobile World Congress has seen a series of announcements indicating that programmatic advertising is proving an increasingly popular method for brands to reach consumers in the ‘mobile first’ markets of Asia and Latin America.
Millennial Media and AppNexus have today (25 February) announced they are to roll out their mobile media exchange (MMX) to an additional 20 countries at Mobile World Congress, where the programmatic advertising industry has had unprecedented prominence.
However, as the digital economy enters the ‘post-PC era’ in full thrust, ad spend on the medium continues to lag consumer behaviour, despite this unprecedented shift in media consumption.
ExchangeWire speaks with programmatic players in the sector to uncover key issues it must address to win over its fair share of media budgets.
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