King is rumoured to be launching a media business later this year to help build revenue around its incredibly sticky global audience of 400 million monthly active users.
The gaming giant has already made a number of key hires in the new part of the business – most notably Lucia Mastromauro, poached from Google, to be King’s global MD.
King needs to steer away from interruptive advertising, as it has been proven that this negatively affects in-app purchases. The game-playing experience is [...]
In February 2016, ExchangeWire published a feature that analysed Gartner’s latest Magic Quadrant for Digital Marketing Hubs. Four months later (May 2016), Gartner has just released its Magic Quadrant for Multichannel Campaign Management.
In this feature, we aim to discover: Is there objectivity in Gartner’s Magic Quadrants? What is the difference between a ‘Digital Marketing Hub’ and ‘Multichannel Campaign Management’? Does arbitrary categorisation help buyers? Seeing beyond ‘smoke and mirrors’, and what buyers should be focussing on as they navigate the [...]
Native has opened an exciting new space in advertising. As the appetite for traditional advertising have been continuously decreasing for a few years, Native looks to be ‘the new black’ on which agencies, brands, and publishers are keen to position themselves. But, beyond the buzzword, what is Native advertising, really? ExchangeWire invites Philippe Besnard (pictured below), CEO and co-founder of Quantum Advertising, the European leader in Programmatic Native advertising, to clarify the [...]
Last week (18 May), UK law firm Kemp Little held their annual conference, ‘The Fourth Industrial Revolution… or Evolution’. In this piece, we explore how Artificial Intelligence (AI) increases the scalability of knowledge and legal liability for programmatic advertising.
Dynamic scalability of knowledge
The concept of ‘dynamic scalability of knowledge’ can be explained by looking at what happens when a human and a driverless car are in a collision. Following the accident, both parties will [...]
After several years of ongoing negotiations, the EU Commission, the EU Parliament, and the EU Council reached a compromise on the EU General Data Protection Regulation (GDPR), which is expected to come into force mid-2018. The new GDPR contains numerous provisions that might have practical ramifications for online marketing companies across Europe, as well as for companies outside of the EU, which operate within EU markets. Professor Dr Christoph Bauer and Dr Frank Eickmeier (both pictured), Read more
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 [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Facebook Audience Network Sells Video Ads; Twitter Ads in External Feeds; SAP introduces media exchange; Dynamic Email Retargeting by Criteo; More Transparency for Publishers with Dutch ad server Ancora; and Google introduces Android Instant Apps.
Facebook sell video ads for third parties
First retargeting on Instagram, now video ads delivered through the Audience Network to third-party websites and in apps: Facebook ramp up their [...]
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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