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
The ad tech industry has become increasingly fragmented and has lost its focus of consumers over its failure to execute a cohesive user experience. It also needs to improve communication to achieve better transparency and build trust.
These were among the range of issues discussed at the Programmatic Summit held in Sydney this week, where keynote and panel speakers touched on opportunities and challenges facing the industry today; including [...]
Tags Ad NetworkAd TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAnalyticsAudience BuyingBehavioural TargetingBig DataBrandBroadcasterDataFragmentationmeasurementMedia BuyingMobileMobilePremiumPrivacyProgrammaticPublisherRTBTrading DesktransparencyViewability
Emarketer Predicts Huge Growth In Programmatic - But Are Buyers & Sellers Really Ready For The Shift?
A sharp rise in marketers’ willingness to buy mobile ad formats, plus media owners’ increased willingness to experiment with a wider range of auction models will spur the US programmatic advertising sector to double in value between this year and 2016, when it will be worth $20.41bn.
The figures were published recently in an eMarketer report that values the US ad tech sector at $10.1bn, up 137%, from last year, accounting [...]
Tags Ad TradingAdvertiserATSAudience BuyingCross-ChannelDataDisplayMobilePremiumPrivate ExchangePrivate marketplaceProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBStackUSA
The decline of free marketing opportunities on social media and search engines, plus the growing rivalry between Facebook and Google, as well as an increased demand for cross-screen ad campaigns are all spurring the programmatic display ad sector, according to ExchangeWire sources.
The IAB last week published figures valuing the UK’s digital advertising market at £3.5bn in the first six months of the year (an increase of 16.6% year-on-year), and in the first of a two-part look at indsutry dynamics driving [...]
Tags Ad TradingAdvertiserAttributionAudience BuyingBehavioural TargetingCross-ChannelDataDigital MarketingDisplayEuropeFacebookFacebook DisplayFBXgoogleKeywordsMarketerMarketing TechnologyMedia BuyingMobileOnline videoPerformance MarketingPremiumPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic PremiumProgrammatic VideoRetargetingRTBSearchSocial TargetingVideoViewability
Publicis Groupe has kicked off its Advertising Week, New York, activity announcing a six-year tie-up with AOL that will see the ad tech firm provide programmatic video and linear TV services to the France-based advertising behemoth, building on its Adobe deal announced earlier this month.
The announcement comes as programmatic technology is poised to take centre stage at Advertising Week, New York, and media reports claiming that AOL and Yahoo are being encouraged to merge by sections of the [...]
Tags Ad TradingAdvertiserAgencyAgency Trading DeskAudience BuyingConnected TVContextCross-ChannelDigital MarketingEuropeMarketing TechnologyMedia BuyingOnline MarketingOnline videoPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumProgrammatic VideoStackTVVideo
The results of Adform’s RTB Trend Report, Europe, Q2, 2014 point to a certain future: digital media acquisition will centre almost exclusively on programmatic trading. Martin Stockfleth Larsen, Adform CMO, reflects on how quickly this is happening, and points out some of the key trends evident in the data.
Private marketplaces attract premium advertisers and reward publishers
Data from the Adform RTB Trend Report, Europe, Q2, 2014, reveals that it [...]
Tags Ad TradingAudience BuyingCreativeCross-ChannelDigital MarketingEuropeMedia BuyingMobileMobile Ad ExchangeMobile RTBPremiumPrivacyPrivate ExchangePrivate marketplaceProgrammaticPublisherPublisher ExchangeRich Media
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.
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAgencyAgency Trading DeskAnalyticsAudience BuyingBehavioral TargetingBehavioural TargetingBidderBroadcasterCasual Social GamingCEEChinaCross-ChannelDataDemand Side PlatformDigital MarketingDisplayDSPEastern EuropeEuropeExchange NewsFacebookFacebook DisplayFBXFragmentationGamingGermanyLive StreamMarketerMarketing TechnologyMedia BuyingMedia ValuationMobileOnline MarketingOnline videoPlatformPremiumProgrammaticPublisherPublisher ExchangePublisher Trading DeskVideo
Gareth Davies, AdBrain, CEO, gives ExchangeWire his take on this week’s multimillion dollar purchase of Flurry, and how it’s the latest move in a Silicon Valley arms race, but also explains to his thoughts this can prove risky for brands’ own data.
Yahoo’s purchase of Flurry has dominated discussions in ad tech circles in the last day or so. There is still speculation over the cost of the transaction with estimates ranging from $300m to up to $1bn.
Most discussions [...]
Tags Ad ServerAd TradingAdvertiserAnalyticsATSAudience BuyingBehavioural TargetingBidderBig DataBrandDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDemand Side NetworkDigital MarketingDisplayDSPDynamic Ad OptimisationExchange NewsMarketerMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumProspectingRich MediaRTBself-service platform