• Ads.txt nur bei 2.5% der Domains; Tapad wächst in Deutschland

    ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: Ads.txt in Deutschland unterrepräsentiert; Tapad will in EMEA investieren; Adform enttarnt “Hyphbot”; und Fünf Fragen an Stefan Husemann, CEO, Advertising Alliance.

    Ads.txt in Deutschland unterrepräsentiert

    Das schwedische Adtech-Unternehmen adstxtlab untersucht in einer Studie die Verbreitung des Ads.txt-Mechanismus zur Bekämpfung von Ad Fraud. Die Umsetzung des IAB-abgesegneten Filterprojekts lässt in Deutschland jedoch noch zu wünschen übrig, so das Ergebnis der Studie. Bei einer [...]

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  • Adform Uncovers Hyphbot Scam; Audience Data Demand Increases

    ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Adform identifies massive Hyphbot scam; Increasing demand for audience data; New attribution product by Location Sciences; Ad blocking guide by AOP; Tapad invests in Device Graph for EMEA; and UK publishers launch The Verified Marketplace.

    Adform uncovers sophisticated bot scam

    Danish service provider Adform has discovered a major bot scam, used by fraudsters to advertise on fake websites. More than 34,000 domains are supposed [...]

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  • Agencies Have Struggled to Adapt to Programmatic; Programmatic Rules Digital Display

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Hugh Williams, senior data analyst, ExchangeWire. In this week’s edition: Agencies have struggled to adapt to programmatic; Programmatic rules digital display; and Digital strategy upheaval.

    Agencies have struggled to adapt to programmatic

    Nearly three-quarters (71%) of advertisers think agencies have struggled to adapt to programmatic, according to a study by Infectious Media. Respondents also say that there needs to be a radical [...]

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  • APAC Marketers Must Differentiate in Programmatic Landscape

    In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape.

    Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare’s Asia-Pacific chief digital officer.

    “To win in this scenario, you’ll need to have much better data strategies in [...]

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  • China Programmatic Ads to Hit £4bn; Tencent Online Ads Grow 48%

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China programmatic ads to hit £4bn; Tencent online ads grow 48% in 3Q; Advertisers want agencies to do better with programmatic; AdTiming aims to help US brands target China; and Wagawin opens in Singapore to tap SEA.

    China programmatic ads to hit £4bn

    China’s programmatic ads will generate USD$5.3bn (£4bn) this year, making the market the world’s second [...]

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  • Expertenbeirat für Programmatic-Zertifikat gewählt; wywy gehört zu TVSquared

    ExchangeWire bündelt die wichtigsten Nachrichten aus der Region DACH mit Schlaglicht-Interviews aus der deutschsprachigen Programmatic-Szene. Diese Woche: Nächster Schritt auf dem Weg zum Programmatic-Gütesiegel für Agenturen; TVSquared kauft wywy; Wagawin expandiert nach Asien; und Fünf Fragen an Marius Rausch, AppNexus.

    Expertenbeirat für Agentur-Gütesiegel steht

    Nach der Vorstellung des BVDW-Zertifikats Programmatic Advertising vor rund zwei Monaten ist der nächste Schritt auf dem Weg zur Agentur-Zertifizierung getan. Der BVDW stellt jetzt den Expertenbeirat vor, der die Bewertung der teilnehmenden Agenturen vornehmen soll. Eric Hall, [...]

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  • APAC Marketers Must Follow AI to Reach New Audiences

    With artificial intelligence (AI) and other technological developments creating more ways to engage consumers, brands in Asia-Pacific need to ensure they are ready to tap these new avenues.

    The emergence of autonomous vehicles and mobility as a service, for example, would open up new windows to engage an audience that would no longer need to focus on the road, said Tripti Lochan, VML’s Southeast Asia and India CEO.

    She believes that changes in the automotive industry will have a significant impact over [...]

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  • DigiTrust Gains Momentum; Advertisers Find Agencies Untrustworthy

    ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: DigiTrust reaches critical mass; Study finds advertisers hypercritical of agencies; TabMo partners with Adyoulike; Suggestv closes seed funding round; and TVSquared buys wywy.

    DigiTrust is gaining momentum

    DigiTrust, intended as a neutral, independent, nonprofit ID consortium with initially 20 tech partners on board, was only established last year. Since then, the initiative has pushed their standardised user token idea and is now gaining momentum [...]

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  • Addressable TV Bridges the Linear & Digital Worlds: Q&A with Damian Garbaccio, Nielsen

    With more and more people cutting the TV cord, figuring out the formula behind addressable and connected TV has quickly become top-of-mind for advertisers. But breaking through the old way of thinking around linear TV ad buying is still a challenge. ExchangeWire talks with Damian Garbaccio, EVP, Nielsen Marketing Cloud at Nielsen, about the advantages of addressable TV, the challenges the space still faces, and the value of connected TV for advertisers. ExchangeWire: With its history in TV, how has Nielsen [...]

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  • Better Mobile Metrics Can Help APAC Brands Get Over Numbers Obsession

    There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.

    This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.

    In this Q&A with ExchangeWire, Dadwal further highlights that security still [...]

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