Campaigns comprising display and mobile ads should be developed together so retargeting can be carried out seamlessly; but differences in consumer experience must be addressed.
Yann Aïtbachir, PocketMath’s director of product development, said the mobile RTB ecosystem needed to consider user experience where consumer attention was shorter compared to the desktop user. The delivery of data also was reliant on mobile networks, which typically would be slower than wifi connections, depending on a country’s infrastructure.
These factors narrow the window of opportunity [...]
China’s Great Firewall presents special challenges that impact the way RTB operates in the country, so market players will need to set up a separate infrastructure to resolve these issues, advises Tim Koschella, CEO and co-founder of AppLift.
In this Q&A with ExchangeWire, Koschella dishes out some interesting insights on the different challenges market players such as AppLift face in Asia-Pacific, how DSPs should address the region, and why Facebook should create an open platform for data access.
EW: Let’s start with [...]
Tags Ad ExchangeAd NetworkAd TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAPACAttributionAudience BuyingBehavioural TargetingBrandChinaDemand Side PlatformDSPFacebookFragmentationMarketerMedia BuyingMobileMobileMobile RTBPerformance MarketingProgrammaticRegulationRetargetingRTBSingaporeSoutheast AsiaSSPTrading Desktransparency
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Nielsen brings Digital Ad Ratings to China; AppLift buys Singapore mobile DSP; AdNear looks towards Europe expansion; and Dentsu Aegis Network appoints new APAC CEO.
Nielsen brings Digital Ad Ratings to China
The market researcher has announced a new partnership with China’s Tencent to offer its online and mobile audience metrics for the first time in the Chinese market. [...]
Tags Ad ExchangeAd NetworkAdvertiserAgencyAnalyticsAPACBehavioural TargetingBig DataBrandChinaDataData Management PlatformDemand Side PlatformDigital MarketingDSPEuropeIndiaJapanMarketermeasurementMobileMobile RTBProgrammaticRTBSingaporeSoutheast Asia
Mike Harty, PowerLinks, COO, and ExchangeWire columnist, breaks down one of the ‘geekier’ insertions in the programmatic industry’s ‘glossary of terms’, and explains in layman’s terms why OpenRTB 2.3 is so important for native advertising.
The topic of ‘OpenRTB protocol, version 2.3‘, and it’s implications for the real-time bidding (RTB) space, might be one that will turn all but the programmatic purists off, but for those in the native advertising [...]
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 [...]
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 [...]
Established in France during the mid-90s, HiMedia Group can lay claim to being one of the leading lights in the European ad tech scene, and more recently has begun to foray into alternative services such as online payments (HiPay) in an attempt to reduce its reliance on the whims of the (often fickle) advertising market.
The French ad tech firm announced its latest financial results earlier this month, [...]
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
Singapore-based mobile advertising firm AdNear has raised $19m in series B funding, in a sign of the rapidly developing digital economy there, as the South East Asian (SEA) digital industry collectively bids to bolster its prominence in the wider advertising market.
AdNear, a location-based advertising company, raised the amount from Telstra Ventures and Global Brain with existing investors, Sequoia Capital and Canaan Partners, also participated in the capital raising round.
The company will use the fUnds to expand its [...]
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