Publisher Trading Desk
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 [...]
Wendy Hogan, ExchangeWire, APAC contributing editor, profiles the digital ambitions of India’s largest media and entertainment group, Times of India Group, and how programmatic advertising is playing a crucial role with its digital venture Times Internet (TIL).
The TIL reaches over 70 million monthly visitors and serves over 12 billion ad impressions per month across its owned properties. ExchangeWire recently caught up with Swapnil Shrivastav, TIL, VP ad tech to talk about their ad tech stack and publisher trading desk ambitions.
Emarketer Predicts Huge Growth In Programmatic - But Are Buyers & Sellers Really Ready For The Shift?
A sharp rise in marketers’ willingness to buy mobile ad formats, plus media owners’ increased willingness to experiment with a wider range of auction models will spur the US programmatic advertising sector to double in value between this year and 2016, when it will be worth $20.41bn.
The figures were published recently in an eMarketer report that values the US ad tech sector at $10.1bn, up 137%, from last year, accounting [...]
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Ben Crain, Improve Digital, CSO, says publishers looking to increase their RTB revenues using a First Look media trading model can seriously impact upon their bottom line.
There are a number of very important considerations when undertaking any kind of exclusive or preferred ‘First Look’ relationship with a buying partner. While buyers that request First Look offer aggressive pricing, they have their reasons. Most importantly, in many cases, the pricing only seems aggressive. In reality giving a buyer First Look will usually [...]
Gareth Davies, Adbrain, CEO, and ExchangeWire columnist, discusses the benefits of establishing an industry standard way of targeting audiences in a mobile-first world, as well as an alternative scenario where the industry is controlled by a few vested interests.
Programmatic players are enjoying their time in the industry spotlight as they continue to attract large investment rounds, or eye potentially lucrative public listings. But this quest for investment returns means that every tier of the market must attempt to alter the [...]
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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. And in this week’s edition: Amazon’s videogame move; Facebook tweeks ad offering; IPONWEB buys in Europe; Rubicon Project partners with Future; Alibaba and WPP’s telling filings.
Amazon stomps into video ad group with $1bn buy
Amazon this week agreed to acquire videogame-streaming site Twitch Interactive in a deal purported to be worth $1bn, as the ecommerce giant further attempts to shore-up its premium advertising revenues.
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The web has presented legacy publishers with a monetisation challenge they have yet to master, and the emergence of media consumption on handheld devices has posed them with an even more difficult quandary as they now compete with Silicon Valley giants, games publishers, and now even utility app providers (such as those making flashlight providers) for a finite amount of ad revenue.
This is a topic that will be debated at this year’s ATS London, where panelists [...]
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Ciaran O’Kane, ExchangeWire, global editor, muses over the potential impact of WPP’s GroupM arm apparently halting the purchase of ad inventory from open exchanges. In this piece, he also speculates on whether or not Xaxis pivots to become the holding group’s supply-side exchange.
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Martin Stockfleth Larsen, Adform, CMO, looks at the numbers from the latest Adform RTB Trend Report Europe, Q1, 2014, and argues that publishers need to embrace programmatic more than ever before.
In this piece, he demonstrates how publishers can earn up to four times as much as they are already seeing by employing rich media ad formats and applying the targeting capabilities of programmatic channels.
One ExchangeWire source revisits the heady predictions of 2011, compared to market reality in 2014, and ultimately concludes that media spend is still allocated, by and large, the same way as it was in three years ago.
Back in the dizzy heights of 2011 there were some interesting discussions on what a typical media plan might look like in the future – there were even had specific panels geared around this at ATS.
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