It’s easy to hold negative views about the state of the market right now. The third-party infrastructure that forms the basis of the digital marketing ecosystem is slowly being dismantled by regional privacy legislation and browser ITP initiatives. We are witnessing a shift to a first-party ad economy. It’s going to be a difficult transition. From the DPA’s subjective interpretations of the GDPR, to unpredictable browser ITP moves, it is difficult to read what will happen next. In this post I will [...]

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In this exclusive article for ExchangeWire, Jerome Underhill, SVP, Europe, Asia and Latin America, Xandr, discusses the focal talking points from key industry events, and details how a focus on transparency can build a sustainable advertising ecosystem in the post-GDPR age. Each year, leading ad tech executives convene in Germany to discuss prominent issues and the challenges they’re facing, as well as solutions, to contribute to an industry-wide roadmap for longevity and success. This year, DMEXCO and its preceding event [...]

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The General Data Protection Regulation (GDPR) and its impact on Real Time Bidding (RTB) in Europe has been a hot topic and will continue to be as the ecosystem evolves under the lens of recently invigorated market regulators. In this two-part article for ExchangeWire, Lloyd Greenfield (pictured below), senior client partner at The Programmatic Advisory, examines the impact of an increasingly rigorous consent interpretation on the Real Time Bidding (RTB) ecosystem. Firstly, in part one, the industry’s current approach to [...]

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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: Taboola and Outbrain merge; Ad Alliance Partners with 1plusX; Playground XYZ proves attention time drives better brand outcomes for mobile ads; Talon boosts out-of-home data intelligence with SafeGraph partnership; Samba TV acquires Wove. Taboola and Outbrain merge Taboola and Outbrain have announced that they have entered into an agreement to merge, subject to customary closing conditions. Both companies’ Boards of [...]

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Writing exclusively for ExchangeWire, Jonas Jaanimagi, technology lead, IAB Australia discusses why recent initiatives from IAB Tech Lab need to be adopted by all parties, in order to address the contemporary challenges facing the advertising industry. Many see the digital advertising market as currently going through difficult times, but to be honest I often feel that it ‘was ever thus’ and that the challenges (and opportunities) we face, whilst always critical at the time, are simply perpetually changing. Any businesses [...]

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As digital ad trading becomes a more fundamental aspect within the marketer’s toolset, and growth opportunities become evermore apparent, so to are the concerns arising as a result of the industry’s complexity. Viewability, brand safety, and the even the underlying relationship between vendors, publishers, and brands, are under increasing levels of scrutiny. In this exclusive interview with ExchangeWire, Laura Quigley, managing director South-East Asia, Integral Ad Science, examines each of these factors in turn, and how each are affecting levels of [...]

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In this article for ExchangeWire, Andreas Glänzer (pictured below), CCO of Adverity, discusses how augmented analytics platforms can be used to provide granular insight at pace, helping data scientists to bridge gaps between data and users. Data is more than a ‘nice-to-have’ for marketers; it’s the force that guides their every move. When asked which areas they expected to jump up the priority list this year, over half (55%) cited better use of data for targeting and segmentation, and two-fifths (42%) [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: Smaato’s New ‘NextGen SDK’ Built From the Ground Up by App Developers; CastingAsia Launches CPA and CPC Capabilities for Influencer Marketing; and Blockchain provider Aqilliz unveils first digital marketing products. Smaato’s New “NextGen SDK” Built From the Ground Up by App Developers Smaato, the global in-app advertising platform, has officially announced a new software development kit (SDK) for Android [...]

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Speaking exclusively to ExchangeWire on the ground at this year’s DMEXCO, Benjamin Hansz (pictured below), vice president of strategy, Rivr, discussed how publishers could optimise yield following privacy constrictions and browser developments. What are the key options available for publishers to increase yield? There are two main options, they can either buy it or they can build it. Many are in the habit of using analytics packages to understand what is going on, then making calls manually, however what we prefer at [...]

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The Gen Z and millennial generations now account for over 60% of the global population, and are seeing rapid increases in purchasing power. These demographic typically expects highly personalised brand experiences, forcing brands to leverage their marketing data like never before. In this exclusive interview with ExchangeWire, Kwame Bernard (pictured below), data engineer at The Tylt, dicusses how data science can draw out unique insights to help advertisers connect to the consumer. What are the most effective ways to leverage company data [...]

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