Programmatic is transitioning from the latest buzzword to becoming a dominant force in mainstream media buying, but to successfully move forward the industry must first look back at lessons learned, argues Tim Webster, The Exchange Lab, co-founder and CSO.
Programmatic adoption is evolving rapidly and the UK’s first programmatic market study predicted that nearly half (47%) of display advertising would be traded programmatically in 2014, almost doubling from 28% in 2013. As the programmatic marketplace matures, it has shaken its early [...]
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ExchangeWire Research’s head of analysis Rebecca Muir draws up a definitive list of which companies will make waves in the ad tech and martech sectors, as well as the market dynamics that will lead to their increasing influence in 2015, focusing on: Ecommerce; Transparency; Big Data, and mobile.
Following on from ExchangeWire Research’s recent article Where the Money will Flow in 2015?, which summarised ad tech and martech predictions for 2015, this article draws from the numerous lists of the [...]
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ExchangeWire this week will round-off a monumental year in ad tech, with a special recording of its TraderTalk TV series in front of a LIVE STUDIO AUDIENCE, with panel sessions featuring representatives of the industry’s leading names reflecting on the biggest issues of 2014, and attempting to presage what’s to come in 2015.
The special one-off recording will take place tomorrow (3 December) from mid-afternoon, with available places filling up fast. A few places are still available, and those interested in [...]
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One of ExchangeWire’s ‘inside sources’ shares their views on how the fragmented LUMAscape means media teams cannot possibly evaluate suppliers in every category, plus the commonality of the history of ad tech and the rail network, including how consolidation under large media owners, or ‘cloud’ providers, could have a similar affect to nationalisation.
There’s no denying that the online advertising landscape has become increasingly fragmented over the past 10 years. Arguably, it is within programmatic buying that we [...]
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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. And in this week’s edition: Amazon’s videogame move; Facebook tweeks ad offering; IPONWEB buys in Europe; Rubicon Project partners with Future; Alibaba and WPP’s telling filings.
Amazon stomps into video ad group with $1bn buy
Amazon this week agreed to acquire videogame-streaming site Twitch Interactive in a deal purported to be worth $1bn, as the ecommerce giant further attempts to shore-up its premium advertising revenues.
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This year’s ATS London will focus on some of the emerging trends in the contemporary ad tech space, as well as gaze into the near and distant future in an attempt to forecast the challenges facing the ‘traditional’ ad tech players.
Multiple ExchangeWire sources note how the emergence of large enterprise software companies (read ‘enterprise’, or ‘marketing cloud’ players) will affect companies that have previously solely offered advertising services.
One of the key panel discussions at this year’s
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AppNexus has taken 2014’s Ad Week Europe to unveil its latest partnership with research body Warc, as it aims to position itself at the vanguard of increased investment in programmatic by brand-side advertisers.
Speaking at the Ad Week Europe conference, hosted in London, representatives from both the ad tech firm and Warc launched their latest research study, that will look at the evolution of digital advertising and programmatic across Europe.
The launch takes place as programmatic advertising companies take unparalleled profile [...]
What will it take to win in 2020? Looking six years into the future of digital media is no easy task, argues Scott Ferber, Videology, CEO. Three years ago, who could have predicted that 40% of all US brands would use programmatic buying platforms as our recent online advertising survey showed? And today, many major agency holding companies are projecting that within the next three years, 30 to 50% of all media buying will be automated.
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Investment in internet advertising continues to buoy the overall UK marketing industry, according to the latest IPA Bellwether report. The report released today (16 January) reveals an overall increase in marketing spend in the fourth quarter of 2013, with over 11% of advertisers reporting an upward revision of their advertising spend during the surveyed period.
However, this increase was slightly down from the previous period when over 12.3% of survey participants reported an increase, but the trade body further forecasts a [...]
The past couple of years have seen a common trend emerge among digital media sales teams who do not feel they are getting enough attention from media agencies and that is ‘going client direct’.
Back in the pre-digital marketing age, you would rarely see this. Yes, you would have [...]