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: Programmatic revenue up 119% in Q2; 79% of consumers prefer video advertising; and 3.25 hours, average daily time spent on mobile.
Premium inventory moving to private marketplaces
In Europe, eCPMs increased by 25%, according to Ooyala’s ‘Global Video Index [...]
Earlier this week, at ATS London, AppNexus created a stir within the digital advertising industry when Catherine Williams, chief data scientist (pictured) shared results of their ongoing Inventory Quality (IQ) initiative. Through a combination of aggressive policy enforcement and sophisticated data science measures, AppNexus have cleaned their platform of invalid traffic and established a new industry standard for transparency – transparency in how the platform operates and in how they share results and insights with the broader ad tech community. In this piece, [...]
Programmatic media-buying technologies are taking over the internet at a rapid pace, so much so that traditional offline media is the new frontier for the tech. Programmatic, digital out-of-home (DOOH) has been pioneered in APAC, and is now being exported around the globe. ExchangeWire charts is progress.
The means of buying OOH media space using programmatic technology has been piloted in Australia for well over a year, and is about to be exported to other parts of the region; [...]
Rubicon Project is furthering its automated guaranteed push, post the purchase of iSocket and Shiny Ads, with the dual announcement of its Guaranteed Orders UK launch, plus the appointment ex-Guardian and CBS Interactive executive Steve Wing to head it up.
Rubicon first launched Guaranteed Orders in the US earlier this year, following the purchase of both Shiny Ads and iSocket for an estimated $30m late last year, and has since secured 20 premium publishers as partners, including: Condé Nast, Daily Mail, [...]
Ben Plomion, Chango*, VP, marketing, assesses the prospect of programmatic video ads unseating linear TV spots as marketers’ tool of choice when it comes to engaging relevant audiences en masse.
Video is a powerful marketing tool, with its ability to tell a brand’s story through a triad of sight, sound and motion, unrivalled for its visual prowess by no other format bar TV.
Although unlike linear TV advertising, performance is entirely trackable and it offers up a perfect platform to target [...]
Tags Ad TradingAd ViewabilityAd VisibilityAdvertiserAudience BuyingBehavioral TargetingBehavioural TargetingBroadcasterContent verificationContextCross-ChannelDigital MarketingDisplaymeasurementMedia BuyingOnline MarketingOnline videoPerformance MarketingPremiumPrivate marketplaceProgrammaticProgrammatic Premiumprogrammatic tvProgrammatic VideotransparencyTVVideoViewability
Mike Harty, PowerLinks, co-founder, and ExchangeWire columnist, examines the latest IAB ad spend figures and the history of programmatic advertising, to demonstrate how publishers are leveraging native advertising to re-address the power dynamic between the buy- and the sell-side.
Earlier this month, the Interactive Advertising Bureau (IAB) released figures demonstrating that advertisers’ spend on content and native advertising formats topped the half-a-billion pound mark (£509m) in the UK during the last calendar year. This represents a pivotal moment in the evolution [...]
Tags Ad TradingAdvertiserDigital MarketingDisplayEuropeLocalMarketerMedia BuyingMedia ValuationMobileNative AdvertisingOnline MarketingPerformance MarketingPremiumProgrammaticPublisherresearchTrade bodies
ATS Paris is only two weeks away, where luminaries from the French market will meet to discuss some of the key challenges facing them in the year ahead. ExchangeWire peruses the agenda and highlights some of the key topics of debate, including: programmatic trading models; the dynamism of France’s video space in Europe; plus what the future holds for publisher consortia. ATS Paris takes place on 22 April, and the agenda for the event is now live, with three [...]
Tags Ad ServerAd TradingAdvertiserAgencyATSAudience BuyingBidderBroadcasterDigital MarketingDisplayEuropeFrancemeasurementMedia BuyingOnline MarketingOnline videoPoint SolutionPremiumPrivate ExchangePrivate marketplaceProgrammaticProgrammatic GuaranteedProgrammatic PremiumProgrammatic VideoPublisherPublisher ExchangePublisher Trading DeskRich MediaSSPStackStrategic InvestmentTrading Desktrading models
The emergence of publisher consortia was underlined in recent weeks as UK publishers began to band together en masse. A month ahead of ATS Paris, ExchangeWire examines the French market, where publishers there were early to adopt this approach, exploring the intricacies of the co-op offering, and asks if it makes sense to have dual offerings in a single market?
Premium publishers the world over are under pressure to retain ad spend, particularly when they come up against the hugely scaled [...]
Tags Ad TradingAd VisibilityAdvertiserAudience BuyingDigital MarketingDisplayEuropeFranceMedia BuyingPerformance MarketingPremiumPrivate marketplaceProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskSSPtrading modelstransparencyYield Optimisation
Tim Faircliff, AOP, chairman, discusses the mechanics of the recently announced premium publisher alliance – or co-op – that is to be powered by AppNexus, which has several of the UK’s tier-one publishers as founding members.
EW: What does the new set-up look like, and what publishers are in the alliance? TF: At launch, the AOP Premium Publisher Alliance will include inventory and audience data from Telegraph Media Group, Time Inc., Haymarket Media Group, Dennis Publishing Ltd, Auto Trader, Future Plc, Sift [...]
Tags Ad ExchangeAd TradingAudience BuyingBig DataDataDigital MarketingDisplayEuropeExchange NewsMedia BuyingOnline MarketingPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangeSSPtrading models
AppNexus has confirmed its purchase of publisher forecasting and programmatic-direct company Yieldex, in a deal rumored to be valued at $100m, as the ad tech firm continues its acquisition spree, and prepares for the rise of programmatic-direct.
The integration of Yieldex into the AppNexus platform supports the ad tech company’s vision of offering an integrated, full-stack publisher solution – this deal comes just five months after AppNexus bought Open AdStream (OAS) from WPP – and also positions the company to create [...]
Tags Ad TradingContent verificationContextDataDisplayMarketerMedia BuyingMedia ValuationOnline MarketingPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRTBStackStrategic InvestmentYield Optimisation