Is RTB Dead in the water? Part 1: The Consent Game
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 [...]
Industry Progress Needs Collaboration, Innovation, and Engagement
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 [...]
Publisher Monetisation in the Privacy Era: Q&A with Rivr
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 [...]
The Value of Creativity in the Cookie-Less World
Writing exclusively for ExchangeWire, Yasin Dabhelia (pictured below), senior partnerships manager at A Million Ads, discusses how creativity should not be ignored in shaping effective and dynamic programmatic advertising in the chaotic ‘post-cookie-pocalypse’ landscape. In an industry filled with what seems to be doom and gloom around data and privacy; creativity and innovation in a cookie-less ad-world could be the light at the end of the tunnel. The following stats always strikes me; David Trott (Campaign) identified that 4% of ads [...]
Supply-Chain Management Grows the Programmatic Market for Everyone
Writing exclusively for ExchangeWire ahead of ATS London 2019, Ashley MacKenzie (pictured below), CEO and founder, Fenestra, discusses the current drawbacks associated with the programmatic supply chain, and how proper management and disclosure of these processes can grow the market for all participants. Programmatic advertising gets a great deal of coverage, but remains difficult to describe and explain to the uninitiated. In days gone by, a media buyer would phone a media owner on behalf of their client, the advertiser, and [...]
Making Programmatic Work in the Privacy-First World
In this preview to their panel discussion at ATS London 2019, ‘How Can we Make Programmatic Work in the Privacy First Era’, Mathieu Roche, CEO and co-founder at ID5; Richard Lloyd, chief data officer at GroupM; and Matt Prohaska, CEO and principal at Prohaska Consulting, join ExchangeWire to share their thoughts on how the challenges facing programmatic today can be overcome. Preventing access to user-level data a death sentence for media Advertising technology, the foundation of most premium publishers’ business model, is [...]
"Programmatic Will Be the Way All Media is Traded"
While programmatic trading has become the dominant form of advertising in display environments, its uptake across other platforms has been less prolific. However, with programmatic techniques being used increasingly for premium media, and its developing effectiveness in other channels, this is set to change. In this exclusive article for ExchangeWire, Danielle Stewart (pictured below), senior programmatic consultant at The Programmatic Advisory, details how all media may be set to be traded through this mechanism. The use of programmatic is quickly thrown [...]
The Italian Programmatic & Martech Industry in 2019: Predictions & Reflections
Advertising: a truly global industry. Whether this is at a form comprising of hastily-scrawled posters attached to telephone poles, or the totality of links within the complex programmatic supply chain serving countless ads across the world each second. Despite this, it can be easy to adopt a national status quo bias by focusing only on what other companies are doing in your own market, thus accidentally negating the chance of identifying potential opportunities stemming from technology, innovations and ideas from [...]
Yield Management in a First-Price Auction World
Following the announcement earlier in the year that Google Ad Exchange traffic will transition to a first-price auction model by late August to early September, the industry has been awash with queries as to how this will affect optimisation, and the effect of bid shading tactics. In this exclusive article for ExchangeWire, Benjamin Hansz (pictured below), vice president of strategy at Simplaex, dispels three of the myths surrounding first-price auctions, and what yield management will look like in these environments. There has [...]
Why the Move to First-Price Programmatic Auctions Will Benefit APAC Publishers and Advertisers
Writing on an exclusive basis for ExchangeWire, Deepti Phatak (pictured below), sales project and program lead at Verizon Media, explains how both publishers and advertisers can benefit through the promotion of unambiguous bidding via the transition to first-price auctions. Ever since the creation of programmatic advertising, there has been the need to improve transparency to benefit all players in the market. After all, according to the Boston Consulting Group, this is now a USD$7bn (£5.62bn) industry in APAC alone, while eMarketer [...]
