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ExchangeWire European Weekly Round Up
ExchangeWire rounds up some of the goings on in the world of ad tech during the last seven days, and in this week’s edition: Rubicon Project posts impressive gains; Europe’s OOH sector primed for programmatic disruption; European ad tech pairing join forces; and US firms man-up ahead of European expansion.
Rubicon Project posts strong gains
A little under a year after it first went public, and Rubicon Project this week posted impressive gains in its latest earnings call, with revenue ($41.8m) [...]
Tags Ad TradingAdvertiserAgencyDataDigital MarketingDisplayEuropeGermanyMarketerMedia BuyingProgrammaticProgrammatic GuaranteedProgrammatic PremiumProgrammatic VideoPublisherRTBStackStrategic Investment
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MySpace CEO: 'Atlas is Not an end-to-end Platform… It's just a Display Ad Server'
Tim Vanderhook, Viant, and MySpace, CEO, speaks to ExchangeWire, on the launch of the company’s latest ‘advertising cloud’ service, and how his company aims to offer value to advertisers from what was once the largest social network in the world, especially given the white-hot competition from Facebook.
Remember the good old days of the internet 10 years ago? When broadband access was still a relative novelty, and we were all comparing polyphonic ringtones on our Nokia (N-something, or whatever) and Motorola [...]
Tags Ad NetworkAd ServerAd TradingAdvertiserAttributionCross-ChannelDemand Side PlatformDigital MarketingDisplayDSPEuropeFacebookMarketermarketing cloudMarketing TechnologyOnline MarketingPoint SolutionSocial Targeting
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What Lessons Were Learnt From 'Programmatic-Only Week'?
eBay Advertising has just concluded its ‘Programmatic-Only Week’ in an attempt to galvanise the wider advertising ecosystem to wake up to the potential of trading media programmatically, with media buyers calling for further such experiments. ExchangeWire explores the week-long experiment, and talks to eBay Advertising on how it envisages its programmatic future.
The ecommerce giant concluded the trial – where
Tags Ad TradingAdvertiserAudience BuyingBidderCross-ChannelDisplayEuropeMobileNative AdvertisingPrivate marketplaceProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangeRich MediaRTB
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ExchangeWire European Weekly Round-up
ExchangeWire rounds up some of the biggest stories taking place over the last seven days, and in this week’s edition: Facebook takes the battle to Google, this time on Product Listing Ads; Criteo continues to see strong gains; LinkedIn’s ad tech play; AOL’s cross-screen push; Agencies still struggle with mobile. More Facebook vs Google
Facebook this week announced a retargeting tool Facebook Product Ads, helping businesses target specific audiences within the social network, adding fuel to the fire of who will dominate [...]
Tags Ad NetworkAd TradingAdvertiserAgencyAudience BuyingBig DataCross-ChannelDisplayEuropeFacebookFacebook DisplayFrancegoogleMobileProspectingTrade bodies
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The Echo Chamber: The New Agency Programmatic Strategy Revealed... in Two Handy Visuals
As reported by ExchangeWire this week, Publicis is re-organising some of its programmatic trading functions within the group with internal agencies now spearheading programmatic buying. Vivaki’s role is now more consultative, working in tandem with the media planning function within the likes of Starcom and Zenith. The purpose is clear: to keep programmatic within the agencies, and curtail the outsourcing of the function to third parties.
It all seems very convoluted, so in this week’s Echo Chamber we have broken [...]
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Why Agencies, Marketers & Publishers Should Look Beyond The 'Single Customer View'
In a new role, heading up strategic development for AppNexus across Europe, Nigel Gilbert has been looking at the key market indicators that could drive (and also hinder) the growth of programmatic. Here he discusses the notion of a level playing field within the agency and marketer relationship, and the notion that a ‘single customer view’ is not the only way.
The huge potential of programmatic should be a source of significant excitement for the industry. Publishers, agencies, advertisers and consumers [...]
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How Can We Fix 'Viewability'?
The IAB Europe has published a white paper laying down further guidelines on viewable ad impressions to stakeholders in the digital advertising sector across the continent. However leading figures in the publishing industry are making the case to advance the conversations by applying unique metrics to different ad formats.
The white paper, based on a survey of over 700 industry stakeholders, found that over three-quarter of respondents (84%), and brand advertisers in particular, are urging a move towards using ‘viewable impressions’ [...]
Tags Ad ViewabilityAd VisibilityAdvertiserAnalyticsDisplayEuropemeasurementMedia BuyingPublisher
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Opinion Leaders Please Step Forward?
Chris Bourke, Qriously, commercial director, EMEA, asks if ‘opinion leaders’ responsible for positively spreading information about programmatic advertising have delivered on their self-appointed brief.
Everett Rogers famously argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. He stressed the importance of opinion leaders – those high in socio-economic status and cosmopolitan nature – as critical in spreading information about an innovation.
So let’s take a look at what [...]
Tags Ad NetworkAd TradingAdvertiserAgencyAgency Trading DeskDigital MarketingDisplayDSPFacebookgoogle
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The Echo Chamber: Programmatic’s Multi-Channel Approach Roadblocked by Walled Gardens?
Programmatic advertising continues to be dominated by desktop retargeting, gaming DR, and soft brand metrics. However, there does seem to be a shift in focus among some enlightened agency decision makers.
A realisation has dawned at agencies within holding groups that their future in programmatic should be built around multi-channel buying consultation. This will ultimately have more longevity than display media arbitrage.
With that in mind some agencies are setting up programmatic units to advise clients on the execution [...]
Tags DataData Management PlatformData OptimisationData StrategyDisplay
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Authorities Issue Native Transparency Guidelines
The Internet Advertising Bureau (IAB) has issued guidelines on how to label native ads to UK businesses, along with the backing of fellow trade bodies, such as the Association of Online Publishers (AOP) and ISBA (the self-appointed ‘voice of British advertisers’), as spending on such ad formats closes in on £500m a year.
The guidelines instruct advertisers and publishers to clearly demarcate between native advertising and editorial content using visual clues, and that such ad formats must be labelled using wording [...]
Tags AdvertiserDigital MarketingDisplayEuropeNative AdvertisingTrade bodies
