Cross-device tracking and attribution has been a problem for marketers ever since smartphone and tablet use became mainstream. The conundrum that markets face is how to allocate budget across desktop, tablet, and mobile channels when they cannot calculate ROI accurately. Without cross-device tracking on a user-by-user basis, brands may well be targeting the same person many more times than they realise. Not only is this costly, it’s annoying.
According to research published by GlobalWebIndex, the typical digital consumer now owns 3.64 [...]
ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: Outbrain schließt weitere strategische Partnerschaft in Deutschland; Adjust expandiert in USA; Mobile immer dominanter; und Fünf Fragen an Oliver Hülse, Rocket Fuel.
Strategische Partnerschaft zwischen Outbrain und Spiegel
Outbrain wächst in Deutschland munter weiter. Nach Partnerschaften mit Burda und RTL Interactive und anderen, geht die Content-Discovery-Plattform jetzt eine strategische Partnerschaft mit der Spiegel-Gruppe ein.
Dank der Zusammenarbeit soll die Empfehlungstechnologie auf den Spiegel-Seiten nun User-Engagement und [...]
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 of international mobile and marketplace at Rubicon Project, said [...]
TagsAd 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 they reach for their smartphone or laptop [...]
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 [...]
TagsDisplayin-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 exclusive coverage of the event, which featured [...]
Tagsad blockingAd Fraudin-app mobile advertisingMobilemobilemobile 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, head of response +, The [...]
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 [...]