Verizon Wireless’ purchase, or merger, with AOL stands out as one of the ad tech stories of 2015. This is not only for its multi-billion price-tag, but also how it symbolises the attempted re-emergence of telco operators in the digital advertising game; which is valued at $600bn per year. ExchangeWire analyses how the worlds of telecoms and ad tech are starting to collide; as well as previewing some of the conflicts this may cause, as advertisers look to take their [...]
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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 [...]
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Video is tipped to buoy the value of the overall programmatic media-buying market in France in the years to come, as media owners embrace the technology, with ad tech vendors also hoping their wares will tap into lucrative TV budgets. Ahead of ATS Paris 2015, ExchangeWire explores the prospects, including if the market is a more dynamic one than the UK?
Competition in the French programmatic video advertising space is rife, making it one of the most buoyant sectors in Europe, [...]
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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 [...]
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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 [...]
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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 rounds up some of the biggest stories in the European ad tech landscape over the last seven days. In this week’s edition: Facebook extends LiveRail to mobile apps; AOP strikes publisher alliance powered by AppNexus; Digital strikes parity with offline spend in the UK; Programmatic accounts for 45% of display; StickyADS appoints EMEA chief.
Facebook extends LiveRail to include in-app mobile display Facebook has opened another front with Google with the extension of its LiveRail video supply-side platform (SSP) to support [...]
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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 [...]
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The Association of Online Publishers (AOP) has lifted the lid on its publisher cooperative powered by AppNexus, with several tier-one publishers including Telegraph Media Group, Time Inc, and Bauer Media among the names to sign up to the venture at its inception. A sign that premium publishers see strength in numbers to combat internet players such as Facebook and Google.
The AOP’s publisher ‘alliance’ includes audience targeting data, and inventory from: Telegraph Media Group, Time Inc., Haymarket Media Group, Dennis Publishing [...]
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 [...]
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