The ability to have a holistic view of the mobile marketplace offers up countless opportunities and challenges. ExchangeWire speak with Keith Winter (pictured below), COO, Opera Mediaworks about their position in the market, as well as the trends and opportunities that exist for both advertisers and publishers globally.
ExchangeWire: As a mobile advertising platform, Opera Mediaworks encompasses many different properties. What is your footprint in the mobile industry?
Keith Winter: Opera Mediaworks is one of the largest mobile advertising and marketing platforms [...]
The cookie may not be dead, but with smartphone consumption continually growing, mobile device IDs could reign supreme as the media landscape continues to converge. Leo Giel (pictured below), chief revenue officer, YouAppi, tells ExchangeWire that marketers should not ignore device IDs in their mobile targeting strategies if they want to effectively identify their audience in a connected world.
In the last decade, my daily media habits have expanded exponentially as I added a smartphone, a [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Almost half of APAC marketers buy programmatically; Indian consumers annoyed by mobile ads; Nine Mi9 puts inventory on AppNexus; AdAsia opens up in Thailand; Criteo eyes growth in India; and China’s LeCo partners with Twitter.
Almost half of APAC marketers buy programmatically
Some 41% of senior marketing professionals in Asia-Pacific have adopted programmatic in their media buys, led [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: UK likes programmatic video; Retargeting budgets to increase; and Mobile catches up with desktop.
UK programmatic video adoption fastest in Europe
Ad fraud is a huge industry topic; but mobile ad fraud receives comparatively limited airtime. How big an issue is it and what is being done to tackle it? Ilkka Lassila (pictured below), CTO, Widespace, tells ExchangeWire what his take is on the growing problem.
ExchangeWire: When we talk about mobile ad fraud, what are we referring to specifically?
Ilkka Lassila: Although a majority of criminal activity occurs on larger devices, the phrase “wait five minutes and it’s all mobile” [...]
Hong Kong leans towards ads on local content sites, and in the local language; while Singapore prefers content that is more global and in English. These differences between markets in Asia-Pacific mean marketers will need to deploy different advertising solutions to cater to the needs of each market.
Pixels CEO Kevin Huang adds that tactics, communications, as well as strategies, should vary across the region, where ad technology also is adopted differently. With cross-screen device identification proving to be the [...]
In February, Three announced an ad-blocking deal with Shine Technologies in the UK and Italy to “tackle excessive and irrelevant mobile ads”. The technology has not yet been rolled out across the Three network; but the announcement has been very well publicised, as the industry tries to understand what such a deal could mean for the future of digital mobile advertising. ExchangeWire speak with Ben Barokas (pictured below), co-founder and CEO, Read more
App streaming versus HTML5. What’s the difference when it comes to effective mobile advertising? Well, the differences are plenty but to find out the benefits and the reason both formats exist, ExchangeWire speaks with Wally Nguyen (pictured below), CEO, mNectar.
Playable ads are certainly not a new concept – mNectar itself has been established for over three and a half years. However, many don’t realise that the playable ads they are viewing (or, ideally, playing) [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Half of ANZ firms don’t understand customer journey; Dentsu Aegis acquires China’s VeryStar; Radio ads climb in metro AU; Mobile Embrace expands into Singapore & Malaysia; Singapore ad firm unveils programmatic platform; and Oracle Marketing Cloud powers SEA e-commerce platform.
Half of ANZ firms don’t understand customer journey
Just half of organisations in Australia and New Zealand say they [...]
ATS Paris 2016, which took place on 13 April, was concluded by a panel discussion around the hot topic of how we make mobile work. Here, ExchangeWire recaps on the lively debate.
Moderated by Ciaran O’Kane, CEO, ExchangeWire, the panel saw Alexandra Jarry, director of Seller Cloud, southern Europe, Rubicon Project; Danny Hopwood, vice president solutions & platform operations, EMEA, Publicis Media (formerly VivaKi); Mathieu Rostamkolaei, vice president, Mozoo Group; and James Prudhomme, managing director EMEA, Index Exchange discuss how the industry [...]
Tags ATSATSats parisMobilemobilemobile ad campaignsmobile ad networksmobile advertisingmobile devicesMobile Displaymobile displaymobile engagementmobile marketingmobile metricsmobile monetizationmobile nativemobile publishersmobile spendmobile strategymobile videomobile yield optimisationProgrammatic Mobile