In this exclusive interview with ExchangeWire, Mick Loizou (pictured below), senior director, product marketing, international at Verizon Media, discusses the benefits of a implementing native advertising strategy, how such approaches can be tailored, and upcoming technologies set to bolster native capabilities. What are the primary advantages to implementing a native advertising strategy? When deployed effectively, a native ad strategy should add value to the consumer experience, rather than disrupt it. This ultimately is the end goal for us; to make the experience [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Global martech market hits USD$121.5bn (£94.6bn); AI measures emotional response to advertising; Verizon Media accelerates premium native supply with Apple News and Stocks; Channel Factory continues expansion in the UK, Russia and Denmark; and Accenture Interactive announces intent to acquire French data marketing firm Sutter Mills. Global martech market hits USD$121.5bn (£94.6bn) The global marketing technology market is now valued [...]

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IAB UK & PwC Digital AdSpend report: UK Digital Ad Spend Grows by 15% YOY; New Research from Flashtalking Highlights Urgent Need for Better Measurement of Creative Performance; mediasmart Partners with TripleLift for Further Native Advertising Capabilities; GroupM’s Candice Odhams to Join Wavemaker as MD; and Simple Expands Intelligent Marketing Platform into EMEA UK Digital Ad Spend Grows by 15% YOY IAB UK announced Wednesday (10 October) that UK advertisers spent £6.4bn on digital advertising in the first half of 2018, according [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Brand Safety Study Reveals Carelessness of Marketers; Sublime Skinz Expands European operations; mediasmart & Brave Partner; Additional Funding for Drawbridge; and Partnership for Eyeota & TwentyCi. Brand Safety Study Reveals Carelessness of Marketers A new study by Sizmek on brand safety reveals that 38% of marketers are aware of having delivered adverts on harmful or unsafe web pages. At the same time, only 61% [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: New Ad Criteria from Acceptable Ads Committee on Eyeo; Pre-Bid Solution By Protected Media; AdsWizz Co-operates with Univision Audio Streaming Service; Exterion Media & Transport for London Announce Partnership with Euronews; and smart Launches Native In-App-CPM Solution. New Ad Criteria from Acceptable Ads Committee on Eyeo Adblock Plus makers Eyeo are releasing new criteria for their acceptable ads regulations. The independent Acceptable Ads Committee has [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Prebid by OpenX Now Generally Available; Adjust Expands to India; Further Expansion for adsquare in U.S.; Triton Digital Integrates with Tru Optik; and U.S.: 75% of Brands Buy Ads Programmatically. Prebid by OpenX Now Generally Available OpenX has just announced the general availability its pre-bid video header bidding solution, providing another monetisation option to publishers. Prebid offers direct access to OpenX’s video exchange within [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Consumers Want Benefits from Data Sharing; Video Is Key to App Install Success; Seven West Media Integrates Lotame DMP & Telaria SSP; New Server-Side & Mobile In-App Solution by PubNative; and Cedato Launches Instream Video Format ‘IntentView’. Consumers Want Benefits from Data Sharing ‘Global data privacy: What the consumer really thinks’ is a report commissioned by the GDMA, DMA UK, and Acxiom. According to [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Eastern Europe Is Biggest Growth Market for Mobile Advertising; AppNexus Acquired by AT&T; Eyeo Launches AI-Powered Ad Block Detector; Ligatus Has Entered UK Market; Merkle Expands to MENA; and Sublime Skinz Launches Programmatic Guaranteed. Eastern Europe Is Biggest Growth Market for Mobile Advertising The IAB’s AdEx Benchmark 2017 Report forecasts the value of the mobile ad market at €48bn (£42bn) this year. Mobile continues [...]

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Data-driven personalisation is the key to conversion – yet most consumers continue to complain about being targeted with irrelevant ads. So, how can brands tailor and target their campaigns successfully to create a better customer experience? John Nardone (pictured below), CEO, Flashtalking, takes a look at dynamic creative, data sources, connectivity, native, and other factors that can improve personalised campaigns. Channel 4 was the first broadcaster to implement 100% targeted advertising across its on-demand service. Doing this involves drawing on first-party data to [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Pubvendors.json & Mobile In-App Specifications Released by IAB Tech Lab; AppLift Co-operates with Gamewheel; dataxu & Grapeshot integrate; OOH Partnership Between Broadsign & OutMoove; and AdUX Expands Native Offering. Pubvendors.json & Mobile In-App Specifications Released by IAB Tech Lab After releasing the tech specs for the Transparency and Consent Framework, the IAB Tech Lab and IAB Europe are now introducing additional supporting tech specifications aimed [...]

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