Whilst the events of 2020 proved disruptive for many businesses, and even catastrophic for some, a handful of sectors thrived amidst the year’s unprecedented circumstances. With citizens around the world forced to stay inside and refrain from mixing with friends and family, how people shopped, socialised, and kept entertained were forced to go digital. Therefore, it came as no surprise that mobile usage and the amount of time spent gaming both skyrocketed over the period. With both channels still riding [...]

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Transparency and trust are not new topics of conversation in the world of programmatic advertising. However, 2020 has seen these issues return to the fore as question marks were raised over whether the industry is doing enough to provide security and clarity across the supply chain. IAB UK spoke to members of their Display & Data Steering Group to hear their thoughts on where we are currently, and what more needs to be done to improve accountability and increase transparency throughout [...]

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The latest Advertising Association/WARC Expenditure Report, released today [20 April 2020] shows UK adspend rose 6.9% year-on-year to reach £25.36bn in 2019 – the tenth consecutive year of ad market growth. Despite 2020’s promising start in Q1, the downgrading of projections for the rest of 2020 and 2021 demonstrate the deep impact that COVID-19 has had on advertising since mid-March, as it has the UK economy as a whole. Projections prior to the COVID-19 outbreak forecast adspend growth in 2020 [...]

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The term ‘ad network’ surfaces a lot of ill-feeling when discussed at conferences or in the trade press – its reputation has been besmirched by consistent bad behaviour over two decades. Programmatic ad tech vendors built market share in the 10s, by promising to remove ad networks from the supply chain. The irony here of course is that the majority of these ad tech vendors offer a managed service and happily accept IOs.  But things are about to change for the [...]

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In the second of a series covering the effect of the ongoing coronavirus outbreak, ExchangeWire speaks to industry experts to learn how their businesses and clients are coping with the crisis and their predictions during this time of uncertainty. Keyword competition could expand after crisis I specialise in paid search and the two main clients I work on – a travel company and a global company with departments in several affected markets – have significantly limited spend, so day-to-day operations have quietened [...]

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In the first of a series covering the effect of the ongoing outbreak of the Covid-19 strain of coronavirus upon the advertising industry, ExchangeWire speaks to a variety of technology vendors and industry associations for their insight into how the sector can successfully adapt during such unprecedented times. Maintain salience through considerate branding activity We are beginning to see the effects of these uncertain times and enforced changes on consumer behaviours. There has been caution from many brands about the best course [...]

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In today’s edition of ExchangeWire Daily Digest: the decision to postpone the Summer Olympics in Tokyo is expected to have a major impact on advertisers; Moove Media and XCO team up to help advertisers in Singapore; and Facebook announces it’s struggling to keep up with increased demand driven by the coronavirus outbreak. Tokyo 2020 postponement a blow to advertisers Japanese Prime Minister Shinzo Abe and the International Olympic Committee (IOC) confirmed yesterday that the upcoming Summer Olympics will be postponed until 2021. [...]

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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: Silverbullet acquires Videobeet Italia S.R.L.; Azerion acquires leading digital ad experts Collective Media Europe; BDG selects Rubicon Project as preferred PMP partner; FreeWheel releases ‘The Delicate Art of Balancing Ad Load’; Wireless and Bauer Media join forces to launch Octave Audio. Silverbullet acquires Videobeet Italia S.R.L. Silverbullet, the data-smart marketing services company, has announced the acquisition of independent trade desk [...]

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In this exclusive interview, Luke Fenney (pictured below), vice president, publisher sales, international, Index Exchange, speaks with ExchangeWire on the future of the programmatic industry, and what the various underlying fluctuations affecting the sector mean for all players involved. Which channels are set to benefit most strongly from prioritisation of data-driven thinking? How can these be incorporated into existing “programmatic models”, and by contrast where does programmatic need to adapt to the channel in building a full media-buying strategy? Over the last [...]

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Writing exclusively for ExchangeWire, Raphael Rodier (pictured below), chief revenue officer, international, at Ogury, discusses how the digital advertising ecosystem is set to fundamentally shift from a data-driven model to a choice-first environment. It doesn’t matter what anyone says, effective digital advertising is tough. You need to understand and engage consumers on mobile, generate measurable returns from all ad spend, and build user trust. It’s never been easy. And for years you’ve been told that the solution lies in data. More [...]

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