The industry agrees that relevance is the jewel in the crown of effective advertising, with first-party data an important alloy to hold it all together. In this piece, Fritz Richter, CTO and co-founder, adsquare, (pictured below) looks at the requirements for a secure data marketplace and suggests five key elements.
Advertising has become a battlefield for relevance. The rise of the empowered consumer, particularly digital natives who grew up ‘mobile-first’, has turned up the pressure on brands and marketers to deliver personal [...]
The global ad industry is plagued by a big misconception at the moment: the idea that there’s a huge difference between buying and selling inventory programmatically on mobile versus desktop. But, according to Fyber’s co-founder and COO Janis Zech, and Erwin Plomp, Fyber’s VP of RTB (pictured below), the process, tools, and buying behaviours for programmatic on desktop and the mobile web are very similar – if not the same. It’s when you get to in-app versus desktop that there’s [...]
Australia will see significant movements in the mobile ad space this year; with both buyers and sellers looking to better target audiences and manage campaigns through private marketplaces.
With its ad tech market among some of the world’s most matured and sophisticated, Australia would see major developments around mobile as advertisers begin shifting more of their spend towards the platform.
Citing figures from Interactive Advertising Bureau (IAB) Australia, Steve Wing, vice president [...]
Tags Ad SpendAd TradingAdvertiserAPACAudience BuyingAustraliaBehavioural TargetingDataFragmentationGamingMedia BuyingMobileMobile RTBNew ZealandProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisher
The term ‘moment marketing’ is common parlance among ad tech vendors and advertisers wanting to capture consumer attention at a specific moment in time, where something within the offline environment triggers an online action. As TVTY, which originally coined the phrase, put it in a recently released moment marketing whitepaper: “[It] instantly connects online advertising to what’s going on in the offline world. It’s about connecting with people at the key moments when [...]
It’s MWC week, so naturally, the spotlight is firmly planted on mobile and in this piece, mobile measurements. Despite common beliefs, the technology required to measure the return on a mobile ad investment (particularly within apps) is fairly robust nowadays. A wide range of suppliers can now measure any action taken by the user on a mobile device after seeing an ad. And yet, mobile measurement remains a challenge for the industry. Noelia Amoedo (pictured below), CEO, Mediasmart tells ExchangeWire that the [...]
Tags Displayin-app mobile advertisingmeasurementMobilemobilemobile ad campaignsMobile Ad ExchangeMobile Ad Networkmobile ad networksmobile advertisingMobile Displaymobile monetizationMobile RTBmobile yield optimisationProgrammatic
Following OpenX’s successful launch of its School of Programmatic initiative last month (a series of workshops designed to fill the knowledge gaps and supply the skills and know-how to make the most of programmatic), Tuesday [16 February] saw the release of the second workshop, titled ‘Programmatic on the Go’. This workshop covers the world of mobile programmatic, including planning for cross-device campaigns, building apps into your media mix, and mobile measurability.
ExchangeWire gained [...]
Tags ad blockingAd Fraudin-app mobile advertisingMobileMobilemobilemobile ad netowrkMobile Displaymobile monetizationmobile publishersMobile RTBmobile yield optimisationonline mobile advertisingPublisherYield Optimisation
With MWC just around the corner, Tuesday [16 February] saw a fantastic turnout from the media and marketing world for the ‘Future of Mobile’ panel event, chaired by Ciaran O’Kane, CEO ExchangeWire. Hosted by xAd and The Rubicon Project with guest speaker Ali Shah, head of technology direction, BBC, along with an esteemed panel, including Liam Pook, mobile director, Essence; Theo Theodorou, GM of EMEA, xAd; Oliver Whitten, SVP Europe, The Rubicon Project, and Daniel Spears, [...]
Tags ad blockersad blockingad blockingCreativecreativeDataMobileMobilemobilemobile advertisingMobile Displaymobile displaymobile rich mediaMobile RTBmobile videoNative AdvertisingOnline MarketingProgrammaticRich Media
We are well past the tipping point of traffic from mobile devices overtaking that of desktop. But are brands embracing this shift and are media agencies properly equipped to aid them in planning effective mobile campaigns? ExchangeWire spoke to leaders across the industry to understand how mobile adoption is progressing.
The juggernaut of media consumption
The UK is now a smartphone society. Ken Parnham, general manager Europe, Near commented: “There is no doubt that mobile is transforming consumers’ lives – and the marketing landscape [...]
Tags AdvertiserAgencyagencyCross-ChannelDatamedia agenciesMobileMobilemobilemobile ad campaignsMobile Ad Networkmobile advertisingMobile Displaymobile displayMobile RTBOnline MarketingProgrammatic Mobile
A recent IAB survey of marketers in the UK revealed that 50% use programmatic for buying mobile inventory. However, programmatic advertising on mobile is one of the least understood mobile topics, with almost 45% of respondents reporting having no or little knowledge of it. ExchangeWire talked exclusively to Jonathan Tom (pictured below), the recently appointed head of mobile programmatic for EMEA, RadiumOne, about the four things to bear in mind when developing a mobile programmatic strategy.
The disconnect between usage and knowledge [...]
For one veteran of the mobile enterprise software industry, the ad tech world simply is not moving fast enough and remains bogged down by ineffective ad serving and management technology.
Matthew Talbot, senior vice president for BlackBerry Messenger (BBM), says he is stunned at the somewhat immaturity of ad technology for mobile in the Asia-Pacific region and has yet to see any robust tools available in the market today, compared to other tech industries.
In this Q&A with ExchangeWire, Talbot also explains [...]
Tags Ad NetworkAd ServerAdvertiserAgency Trading DeskAPACAudience BuyingDemand Side NetworkDemand Side PlatformDSPFragmentationMobileMobile RTBNative AdvertisingProgrammaticPublisherPublisher ExchangeSoutheast Asia