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 activityWe 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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Writing exclusively for ExchangeWire, Richard Foster (pictured below), CRO of InfoSum, discusses how the digital advertising ecosystem can rebuild after the tectonic shift in the viability of the third-party cookie. Proving that its privacy mission isn’t just talk, Google has taken its first major step towards blocking third-party cookies. In its latest policy update, Chrome 80 will stop supporting cross-site sharing, unless cookies are flagged in line with the SameSite internet standard. On the surface, this move is about online security and [...]

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Ahead of the panel discussion on solving the identity challenge at ATS Stockholm 2020, Kelly Jacobson Collins (pictured below), global product compliance director at Unruly, discusses what opportunities have been opened up post-ITP, and how providers can collaborate with publishers for the benefit of the industry. What opportunities have been opened up in the privacy-compliant post-ITP landscape, and how are independent providers outside of GAFA set to capitalise on these? It would be very easy to dwell on the negative side of [...]

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