The industry is largely agreed upon the weaknesses of last-click attribution, yet it remains in common use. Below, Rafael Garcia-Navarro, Experian Marketing Services, head of analytics, discusses overcoming the challenges of finding out what marketing activities do and don’t work.
While the rest of the digital arena has advanced at a rapid pace over recent years, attribution is one area that has stayed relatively static. Despite all the hype in the industry around attribution, and the inadequacy of the models currently [...]
Tags AdvertiserAnalyticsAttributionAudience BuyingClick FraudContextCross-ChannelDataDigital MarketingDisplayKeywordsMarketerMobileOnline MarketingPerformance MarketingProgrammaticProspectingRTBSkillsThe PostViewtrading modelstransparencyViewability
Senior Agency Exec, Anthony Rhind, Leaving Carat to Join Adform As CSO; Why European Ad Tech Can't Sell at a Premium
In this week’s ExchangeWire Weekly European Roundup: Rhind heads to ad tech; another European bargain bucket ad tech sale; mobile carriers look to “poison the well” with Shine hook-up; BidSwitch enables programmatic buying across native; and why ad tech is far from dead.
Anthony Rhind Leaving Carat To Join Adform As CSO
Anthony Rhind, currently Global Chief Digital Officer at Carat, is leaving to join Adform, a leading European ad tech provider.
Adform, a profitable ad tech company (that’s right, US readers, a [...]
Pixalate Sets New Standard for Programmatic Advertising Quality; the Ever-Increasing Mobile Opportunity
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: Pixalate sets new standard for programmatic advertising quality; the ever-increasing mobile opportunity; and Acxiom’s quest to use big data to fortify little data.
New findings from Pixalate reveal that 70% of sellers have been exposed to malware-driven ad fraud
Pixalate, Inc., the leading data intelligence platform, this week released its April 2015 Global [...]
Tags Ad Exchangead exchangesAd NetworkBig DataClick FraudCross-ChannelDatadata strategiesDisplaydisplay advertisingExchangeWire ResearchMarketing TechnologyMobilemobile advertisingProgrammaticprogrammatic buyingresearch
OpenX has overtaken Google as the most trusted inventory source, according to figures released this week, as the latter of the pairing aims to underline its leadership in the industry’s fight against dishonest players.
The claims were made in the latest update to Pixalate’s Global Seller Trust Index (GSTI), which ranks inventory quality and security risk, with the company further revealing that 70% of media inventory sources are exposed to [...]
The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things ad tech, martech, and programmatic.
Advertising technology is dead, don’t you know? A recent post in Techcrunch told us excitedly that ad tech has had its day, and that we are now all marketing technology. This in the week TechCrunch parent AOL was gobbled up in a $4.4 billion [...]
In this week’s ExchangeWire Weekly European Roundup: Verizon buys AOL for $4.4bn in latest round of operator entry to ad tech; UK retargeting company Tapad clinches $18m funding round; Concerted drive on transparency; Rubicon Project courts SMEs; Tate Modern goes programmatic.
The implications of the AOL/Verizon deal
The big news this week was the announcement that US mobile operator Verizon Wireless is to acquire online icon AOL in a deal worth $4.4bn. That is just the latest episode in a trend that [...]
TubeMogul-Site Tour Deal Integrates Out-Of-Home, Video Ads; Most HK Advertisers Unhappy with Cross-Channel Campaigns
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: TubeMogul-Site Tour deal integrates out-of-home, video ads; Most HK advertisers unhappy with cross-channel campaigns; Shoppers want omni-channel, multi-screen experience;
TubeMogul-Site Tour deal integrates out-of-home, video ads
TubeMogul has inked a partnership with out-of-home ad exchange Site Tour, which will allow advertisers to programmatically purchase video ads on billboards, kiosks, and elevator screens in Australia.
The video ad services [...]
Tags Ad ExchangeAd TradingAdvertiserAnalyticsAPACAudience BuyingAustraliaBrandCross-ChannelDataDigital MarketingDisplayMarketerMarketing TechnologymeasurementMedia BuyingMobileMobileOnline videoProgrammaticRTBSoutheast AsiaTrading DeskVideo
Are Your Video Ads Making an Impression?; Annual Global Advertising Spend on Mobile Devices is Expected to Reach $105bn by 2019
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: Are your video ads making an impression?; Annual global advertising spend on mobile devices is expected to reach $105bn by 2019 and the growing popularity of native advertising.
Google’s latest viewability research reveals:
— State of Video Ad Viewability – the average viewability of video ads across the web (not including YouTube) [...]
Data is fuelling the marketing industry’s shift from labour-intensive manual booking to more dynamic automated processes (in theory at least), but the success of this transition relies on the quality of the data at its disposal. ExchangeWire garners insights from last week’s big data conference I-COM, as well as recent industry debates to assess the market’s attitude towards this trend.
Digital marketing, and the ad tech sector in particular, has become renowned for buzz phrases since its very inception, and ‘big [...]
Tags Ad TradingAdvertiserAgencyAnalyticsAudience BuyingBehavioral TargetingBehavioural TargetingBig DataBrandDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDigital MarketingDisplayDSPEuropeExchange NewsExchangeWire ResearchFacebookgoogleMarketing TechnologymeasurementMedia BuyingOnline MarketingProgrammaticStrategic InvestmentTrading DeskViewability
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: for the first time, Android tops out iOS for mobile ad revenue share, what makes UK consumers think less of a brand, and Europe leads the way for smartphone and tablet traffic, as the US lags behind.
Android Dominates Mobile Advertising
Mobile advertising data from the first quarter of 2015 shows Android not [...]
Tags AdvertiserBehavioural TargetingBrandbrand advertisingDigital MarketingDisplayExchangeWire ResearchMarketing TechnologyMobilemobile advertisingMobile DisplayOnline MarketingoptimizationPerformance MarketingpersonalisationRetargeting