2019’s coming to a close, and with it ends a decade of innovation. In 2010, the iPhone outsold Blackberry for the first time, changing the way people accessed the internet and revolutionising the advertising industry. Since then we’ve seen Facebook become more than a social network, as it established its dominance on the advertising industry alongside Google. We’ve seen changes in the way personal data is used, with the GDPR and CCPA setting the rules for how advertisers engage with [...]

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As the decade draws to a close, ExchangeWire has invited thought leaders from across the industry to share their predictions and insight into what 2020 will hold for the ad tech and martech industries. Under the spotlight today is privacy. The topic dominated 2019, following the release of the ICO’s update report on ad tech and real-time bidding in June, and is set to continue at the forefront of industry conversation in 2020 with the implementation of the California Consumer [...]

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It is that time of year again; yes it’s prediction time. The year 2020 is going to be pivotal for digital marketing. There is a confluence of trends happening right now, that will shape the next twelve months ahead, which hasn’t been seen in over a decade. And it will have broad consequences for everyone. Below are my 20 predictions for the year ahead. 1. The PIE (programmatic-is-everything) doctrine takes hold 2020 will see a re-think of ‘programmatic’. For over a decade [...]

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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: Programmatic spend to exceed USD$100bn (£77.7m) in 2019; Global releases DAX Cross Device; ad-supported hyper-casual games proliferate by 170%; ad standards organisations urge broader ID adoption; Vibenomics closes USD$5m (£3.9m) in seed funding. Programmatic spend to exceed USD$100bn (£77.7m) in 2019 In 2020, 69% of all digital media will trade programmatically, up from 65% this year, according to Zenith’s Programmatic [...]

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In June this year, The Information Commissioner’s Office (ICO) released its Update Report into Adtech and Real-Time Bidding, which highlighted “systemic concerns” surrounding the compliance of RTB in upholding consumer privacy. Ahead of the fact-finding briefing to be held today, Tuesday 19th November, as the six-month window of engagement with the DPA draws to a close, ExchangeWire spoke with Simon McDougall (pictured below), executive director for technology and innovation at the ICO, to discuss where progress has been made from the [...]

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In part one of this exclusive series written by Lloyd Greenfield (pictured below), senior client partner at The Programmatic Advisory, we looked at the IAB’s Transparency and Consent Framework and how organisations could be incentivised to improve the way consent is gathered and passed through the ecosystem. In this article, the impact on the ecosystem if most rigorous consent standards are met is examined – will it be the death of the RTB ecosystem as we know it? The end of focused [...]

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As one of the key emerging channels for advertising, debate has coursed through the industry on how programmatic practices can be implemented within digital out-of-home (DOOH), and whether it is a truly effective solution for the medium. Writing exclusively for ExchangeWire, Adam Green (pictured below), SVP and GM of Broadsign Reach, discusses the respective roles of each player within the industry in reaching the goal of successful programmatic DOOH. Programmatic is the best way for advertisers to deliver engaging, relevant ads [...]

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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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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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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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