Predictions 2020: Publisher Monetisation
As the decade draws to a close, ExchangeWire has invited thought leaders from across the industry to share their predictions and insight into what 2020 will hold for the ad tech and martech industries. Under the spotlight today is publisher monetisation, which is facing ever-greater challenges in the privacy-first era, though this in turn leads to opportunities which could not previously be realised. Solving the holy trinity for publishers The holy trinity of advertising in 2019 was trust, transparency and brand safety. [...]
InfoSum Launches First-Party Data Platform; Smart Expands to UK Market
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: InfoSum launches first-party data platform; Smart expands to UK market; VIOOH research: 2020 to be year programmatic digital OOH goes mainstream; ConversionWorks and Datalicious Korea to merge with MightyHive; and The Ozone Project signs The Stylist Group as its newest publisher. InfoSum launches first-party data platform InfoSum has announced the launch of its Discovery platform, which enables media owners to [...]
GDC Day Two Roundup: Google Enters Gaming Market with Stadia
Google has made its move on gaming with the announcement of streaming platform Stadia. The news came on the second day of the Game Developers Conference in San Francisco; and it surely stands as one of the most significant gaming reveals in the industry’s history. Such a major player moving in with such an ambitious platform could radically impact the broad ecosystem of the industry, the makeup of audiences playing games, and the way the medium is consumed and designed. However, Stadia’s [...]
In Digital Media We Are All the Same
ExchangeWire has been doing ‘proper’ European events for over ten years. All our events are done predominantly through the native language of the country in which we host events: French, Spanish, Swedish, or German. I have even given two French monologues to an audience of over 500 French men and women. It must have been laughable to hear me blunder my way through a ten-minute overview of the programmatic landscape. I thank those attendees for not walking out on both those [...]
China's Government Ends 9-Month Freeze on New Game Approvals
China may be the world’s biggest game market, with regard to user numbers and revenues, but for many months the nation’s Government had declined to approve a single new game. That all changed in recent days. As reported by the South China Morning Post, a new body, the State Administration of Radio and Television (SART), was formed in March 2018, with a view to monitoring media content intended for public consumption. From 28 March 2018, no new game titles were approved [...]
Experts Predict What Monetisation Will Mean for Publishers in 2019
ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Today, publisher monetisation takes centre stage. Will 2019 be about publisher diversification, improved technology to fuel better monetisation, or a shift of focus towards quality content? Uniformity, trust, simplicity “The WFA global media charter was a significant development of 2018; one that was music to the ears of reputable publishers. The first decade of the programmatic era brought wonders to marketing, albeit [...]
Q&A: Reality Clash & the Arrival of Blockchain-Powered AR
Reality Clash is an in-development mobile AR shooter that integrates blockchain, cryptocurrencies, dynamic in-game advertising, and geo-mapping technology into the gameplay experience it offers. Yes… there are a lot of tech buzzwords in that opening line. We’d only need to throw in AI and VR and it might seem like a parody of contemporary marketing parlance. But in truth, there’s often a meaningful reality hidden somewhere behind the hype of headline-grabbing tech trends. And it just so happens that Reality Clash [...]
'Non-Intrusive' Programmatic Advertising: The Future of AR & VR Monetisation?
This week UK monetisation outfit Admix revealed that it had secured an impressive USD$2.1m (£1.63m) in funding to further develop its AR and VR advertising platform. As reported by Tech.EU, Admix was only founded in 2017, with a focus on allowing developers to place advertisements programatically that sit contextually inside content. A simple, hypothetical example would a be a VR game set in a sprawling city. Admix’s platform could allow a developer to assure that programmatic ads appeared only as billboards on [...]
Mobile eSports as a Tool to Aquire & Retain: A Primer
You don’t need to be a devoted games industry observer to have noticed something of the recent rise of eSports. Organised competitive gaming has been around along time, of course. eSports’ nascent form was forged in the earliest arcade gaming tournaments in the 1970s, where players competed to win a patch declaring their prowess; presumably to be sewn onto an oversized distressed denim jacket. By the 1990s the notion of a ‘pro-gamer’ making money from prize winnings was established, but even then [...]
Mixed News on CPA Shifting 2019 Gaming Monetisation Strategy
A report released by Liftoff and Leanplum on the state of mobile app marketing suggests that app marketers are coming under increased pressure to improve ‘deep-funnel interactions’, specifically around usage and in-app purchases. While CPA has dropped around installations and usage, the cost of getting users to make in-app purchases has increased by 56% year-on-year. Compounding this increase in the CPA is the drop in the conversion rate to 2.8%. This is a huge concern for a lot of big gaming publishers, [...]
