Publisher
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Dentsu Aegis Network Acquires in India & AU; Indonesian Publisher Goes Programmatic with SpotX
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Dentsu Aegis Network acquires in India & AU; Indonesian publisher goes programmatic with SpotX; AU performance firm secures funds for US expansion; WPP introduces government practice in Singapore; and Carat China gets new CEO.
Dentsu Aegis Network acquires in India & AU
The Japanese agency group has made two acquisitions in India and Australia, as it looks to further [...]
Tags Ad TechAdvertiserAgencyAPACAustraliaChinaIndiaJapanOnline videoPerformance MarketingProgrammaticProgrammatic VideoPublisherSingaporeSoutheast Asia
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AdBlock Plus Launches SSP; New Targeting Options for Snapchat
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: AdBlock Plus goes SSP; Snapchat introduces new targeting capabilities; TVadSync expands to Europe; Optimove receives funding; and Adform and ADmantX partner up.
AdBlock Plus enters the ad sales game
From ad blocker to SSP: AdBlock Plus moves on from whitelisting and now wants to officially sell approved ads. With an ad sales platform of their own, Eyeo is cashing in on their previous sales model: selected [...]
Tags ad blockingAd ExchangeAd NetworkAd TechAd TradingAdvertiserCross-deviceDataDisplayEuropeMarketermarketing cloudProgrammaticprogrammatic tvPublisherRetargetingRTBSecond screenSSP
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Why Real-Time Guaranteed Will Release Publishers from the Programmatic Trade-Off
Real-time guaranteed has entered the mix to remove the need for publishers to compromise between RTB and guaranteed deals. For all the talk in the industry about real-time guaranteed, and its benefits to publishers, do we really know what it is and how it can help? Writing exclusively for ExchangeWire, Andrew Buckman (pictured below), MD EMEA, OpenX, takes it back to basics, explaining how and why real-time guaranteed releases publishers from the programmatic trade-off.
Compromise may [...]
Tags automated guaranteedautomated guaranteedDisplayProgrammatic Guaranteedprogrammatic guaranteedPublisherpublisher monetisationreal time guaranteed
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APAC Publishers Losing Sight of Their Business
Struggling to evolve into a more agile model based on impressions, publishers in Asia-Pacific have farmed out the responsibility of increasing yield to intermediaries. As a result, many have lost valuable insight into their own businesses.
At the same time, legacy desktop publishers find it tough to keep pace with the region’s changing ad tech landscape, in which users have moved on to mobile devices, observes Sonal Patel (pictured below), Asia-Pacific managing director at AppNexus. She underscores the need for publishers [...]
Tags Ad TechAd ViewabilityAdvertiserAPACCross-deviceHeader BiddingMarketerMedia BuyingMobileProgrammaticPublisherSoutheast Asia
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Do Go Chasing Waterfalls – As Long As They're Automated
The waterfall is a dependable, yet seemingly outdated, technique allowing publishers to optimise their yield. But the waterfall isn’t dead yet: according to Alex Bornyakov (pictured below), CEO, VertaMedia, it needs to become automated to maintain its relevance. Writing exclusively for ExchangeWire, Bornyakov explains, when it comes to video advertising, waterfalls are an important and ever-present part of the buying and selling process and the automation of them will help to iron out the negatives.
Waterfalls [...]
Tags ProgrammaticprogrammaticPublisherpublisherUSAVideovideowaterfall
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EU Wants Google/Facebook to Pay Publishers; Ligatus Buys LiquidM
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Publishers strengthened by EU proposal; Ligatus acquires LiquidM; Lower ad fraud rates for Media iQ; New Finnish publisher alliance uses Adform platform; and The Trade Desk appoints new CMO.
EU Proposes that Google/Facebook Pay Publishers
The EU is stepping into the breach for publishers. According to a report by the Guardian, the EU is proposing new rules which [...]
Tags Ad Exchangead fraudAdvertiserAnalyticsautomated guaranteedBrand SafetyDigital MarketingEuropeFacebookGermanygoogleMarketerMarketing TechnologymeasurementNative AdvertisingProgrammaticProgrammatic GuaranteedPublisherPublisher ExchangetransparencyUK
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TubeMogul: China Marketers Misguided by Local DSP Players
With DSPs in China wearing multiple hats and operating key functions across the ad stack, local brands often end up unaware about where, or how, their dollars are being spent.
Amid this environment, company executives from TubeMogul are urging marketers in the country to better understand what programmatic can do for them and the need for transparency.
The ad tech vendor last week officially announced its presence in China, where it operated a sales outfit in Shanghai as well as an engineering [...]
Tags Ad TechAd TradingAdvertiserBrandChinaDemand Side PlatformmeasurementMedia BuyingProgrammaticPublishertransparency
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It's R.I.P for SSPs: Here's Why
SSPs are considered a necessary, and even vital, part of the digital ecosystem, providing a valuable link between publisher inventory and the DSPs and exchanges fielding its demand, allowing publishers to achieve maximum yield. However, argues Scott Braley (pictured below), GM of advertising platforms, Ooyala, there’s no real reason why publishers can’t access that demand directly. Braley believes the standalone SSP is dead and here he explains why.
Looking at the ad tech landscape, I cannot help but be struck by [...]
Tags Publisherpublisher monetisationpublisher technologypublisher yieldSSPsspSupply Side Platformvideo ssp
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IAB SG Want Marketers to Look Past Cost-Per-Click; Dentsu Reports 11.5% APAC Profit Growth
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: IAB SG want marketers to look past cost-per-click; Dentsu reports 11.5% profit growth in APAC; Nine launches audience data products; GumGum adds AU publishers to visual ad platform; Amobee snags former Millennial Media MD; and Mindshare gets new APAC data & tech head.
IAB SG want marketers to look past cost-per-click
Tags Ad TechAdvertiserAgencyAnalyticsAPACAustraliaBehavioural TargetingDataJapanmeasurementMobilePublisherSingaporeSoutheast AsiaTV
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Facebook Goes Anti-Ad Blockers; AppNexus Launches Enterprise PreBid
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Facebook want to combat ad blockers; Enterprise header bidding solution by AppNexus; Less ad blocking in Germany; Solid quarter for YuMe; and Pixalate partners with MobFox.
Facebook take anti-ad-block measures
Facebook want to protect their ad revenue, at the risk of putting off their users. The social network is planning to make ads look indistinguishable from user content in a bid to hamper ad-blocking technology.
The network, thus, [...]
Tags ad blockingAd Exchangead fraudAd ServerDemand Side PlatformDigital MarketingDisplayEuropeFacebookFacebook DisplayfraudGermanymeasurementMobileProgrammaticPublisher
Weekly roundups
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Fewer Silos & Better Adaptation: A Recipe to Realise the Programmatic Promise?
