Happy to stick to the original media plans they have been using since day one, advertisers are unwilling to embrace new ways of doing things. In this byliner, Eyeota CEO Kevin Tan discusses how this inertia is holding back brands in Asia-Pacific from tapping third-party audience data.
When we first started Eyeota in 2010, programmatic buying of inventory was starting to take off, but there was a dire lack of third-party audience data. So, the company was born to fill this [...]
Isobar China Partners With UnionPay to Co-develop DMP & DSP; GroupM Galvanises AU Publishers to Improve Viewability
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Isobar China partners with UnionPay to develop DMP & DSP; GroupM galvanises AU publishers in bid to improve viewability; J. Walter Thompson & Mirum launches social unit in Singapore; 37% of AU mobile consumers will accept ads for rewards; Mindshare appoints APAC investment chief; and Taiwan’s Appier gets chief data scientist.
Isobar China partners UnionPay to develop DMP [...]
Tags Ad SpendAd ViewabilityAdvertiserAgencyAnalyticsAPACAustraliaBehavioural TargetingBig DataChinaDataData Management PlatformDemand Side PlatformfraudMarketerMobileProgrammaticPublisherSingaporeSocial MarketingSoutheast AsiaViewability
Can APAC firms dedicate resources to own and run their own DMPs? How much value will it bring to their business, and how will they make the platform available to any agency or activation channel? These are questions brands, publishers, and agencies should ask themselves before deciding if they should, and are ready to, build their own DMPs, according to Lotame Asia-Pacific Managing Director Alex Sibois. Noting that it involves a complex piece of technology, deploying a DMP will prove challenging unless [...]
The programmatic sector has seen strong growth in the Nordic markets over the last three years. As the region is set to mature, guaranteed solutions are on the rise, as well as demand for header bidding solutions. An operator in a space where markets are small and people have done business with each other for a long time, Netric find private deals gaining bigger traction in the Nordic markets than in other parts of Europe. ExchangeWire spoke to Daniel Ahlbert, [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Sky and DataXu partner; AppNexus launches PriceCheck; Facebook adds mobile web to Audience Network; WPP’s multi-billion ad spend on Google; Alliance between Rubicon Project and AdMore; and ISBA’s Bob Wootton to step down.
Strategic investment into DataXu by Sky
UK-based pay-TV provider Sky has made a USD$10m (£7m) investment in analytics provider DataXu. “This investment will help us develop a [...]
Tags Ad NetworkAd SpendAudience Buyingautomated guaranteedDigital MarketingEuropeFacebookMobileMobileMobile Ad NetworkNative AdvertisingProgrammaticProgrammatic Guaranteedprogrammatic tvPublisherRTBStrategic InvestmenttransparencyViewabilityYield Optimisation
While agencies may have moved on, some advertisers in Asia-Pacific have yet to transition from the ad network model and hold out-dated views about programmatic.
Matt Harty, Asia-Pacific senior vice president of The Trade Desk, explains in this Q&A with ExchangeWire that these advertisers believe programmatic deals with remnant inventory and avoid tapping this platform for their media buys. He adds that such misconceptions sometimes are linked to demands for antiquated models such as CPC.
Some ad tech vendors, too, look [...]
Email seems to be an unlikely channel for programmatic advertising, yet LiveIntent has seen significant growth recently. Maybe precisely because the ad tech community so far has overlooked the capabilities of email as a programmatic channel. In 2015, LiveIntent finalised a number of acquisitions and bagged a massive investment round. Now the email platform is appointing former Millennial Media president Jason Kelly to head up sales and marketing. ExchangeWire talked to Dave Hendricks, president and managing director LiveIntent UK, (pictured below) about [...]
With minimal barriers to entry, publishers and buyers alike can realise revenue benefits through programmatic advertising; but only with a rigid understanding of the technology and an effective commercial and pricing strategy.
As programmatic continues its rapid evolution, the skills gap for publishers trying to keep pace with the technology is widening, according to research by programmatic marketplace provider OpenX. All respondents to its survey – 23% of whom were publishers – said they [...]
Evolved out of traditional ad networks, most DSPs in China currently operate on a ‘markup model’ that is proving harmful to both advertisers and publishers.
This typically involves low-tier inventory bought in bulk at low CPMs, and later sold to advertisers at a high markup price, explains ReachMax COO Charlie Wang. He urges brands in the local market to demand total transparency and ensure their trading desks have auditing functions, so this current landscape can be rectified.
In this week’s [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Publicis wants a piece of Cheil; Google’s DoubleClick starts Programmatic Guaranteed; Flashtalking acquires Encore; MediaMath Launches Helix; and Series A funding for startup Vyking.
Publicis wants stake in Cheil
With a marketing budget that runs into the billions, Samsung is a big fish. No wonder that French advertising and PR company Publicis is eyeing a bid for a controlling stake in Cheil Worldwide, the agency [...]