There is a dearth of large volumes of quality inventory in Southeast Asia and India, and this is preventing programmatic buyers from scaling their campaigns and reaching the audience they want. This, however, is set to change as publishers in the region are pragmatic and will want to have the ability to trade programmatically at scale, according to Jason Barnes, PubMatic’s Asia-Pacific vice president. In this Q&A with ExchangeWire, Barnes discusses the challenges and opportunities publishers in the region face, and how [...]
Never present a clock as a gift to someone in China, and don’t leave tips for service staff in Japan. Insights into these cultural differences can go a long way in arming brands with the right knowledge to roll out effective marketing campaigns; which definitely should not include Chinese ads promoting clocks as housewarming gifts.
In this week’s industry byliner, Eyeota CEO Kevin Tan returns with a post that discusses the importance of factoring cultural differences in the collection and [...]
'Fast-track Asia' Main Driver of Global Ad Spend; Blismedia Working to Add "3rd Dimension" to Location Data
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: ‘Fast-track Asia’ main driver of global ad spend; Blismedia working to add ‘third dimension’ to location data; BrightRoll Marketplace rolls into Hong Kong data centre; and King Content opens Hong Kong office.
‘Fast-track Asia’ main driver of global ad spend
Global ad spend is projected to grow 4.2% to hit US$531bn in 2015, climbing by another 5% in 2016, [...]
Tags AdvertiserAgencyAnalyticsAPACBehavioural TargetingBidderBig DataChinaDemand Side PlatformDigital MarketingMedia BuyingMobileMobileOnline videoProgrammaticprogrammatic tvProgrammatic VideoPublisherSingaporeSoutheast AsiaTVVideo
AppNexus has outlined its intention to be considered as one of the forces to be reckoned with in ad tech, with the purchase of RealMedia Latin America (RMLA), according to its president Michael Rubenstein.
In this piece, he speaks to Gabriela Stripoli, ExchangeWire, editor, LATAM, over how the purchase brings it into direct contention with Google in the region, plus how its increased Latin American footprint means it will eclipse other ad tech providers there.
AppNexus announced the news of its purchase [...]
AppNexus is to purchase Brazil-based RealMedia Latin America (RMLA) for an undisclosed fee – bringing its acquisition-count to five in the last year – in a bid to further its share of the regional market; which is forecast to undergo triple-digit growth in the coming years. ExchangeWire assesses the local market’s potential for growth, with original reporting by Gabriela Stripoli.
Rubicon Project is furthering its automated guaranteed push, post the purchase of iSocket and Shiny Ads, with the dual announcement of its Guaranteed Orders UK launch, plus the appointment ex-Guardian and CBS Interactive executive Steve Wing to head it up.
Rubicon first launched Guaranteed Orders in the US earlier this year, following the purchase of both Shiny Ads and iSocket for an estimated $30m late last year, and has since secured 20 premium publishers as partners, including: Condé Nast, Daily Mail, [...]
In this week’s ExchangeWire Weekly European Roundup: ExchangeWire Research debut; ADTRADER Berlin; Cxense acquires Maxifier; Xaxis launches Light Reaction; Rubicon Project beds down in native.
ExchangeWire Research debut
The majority of marketers believe believe programmatic advertising adds value to their campaigns, but there remains underlying concerns about marketplace quality, according to ExchangeWire Research’s debut study.
Tags Ad NetworkAd TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskATSClick FraudContent verificationCross-ChannelDataDisplayEuropeExchangeWire ResearchGerman Sales HouseGermanyMedia BuyingMobileNative AdvertisingNordicsOnline MarketingOnline videoProgrammaticPublisherStrategic Investment
The sale of Berlin-based Fyber to RNTS Media last year for $190m was touted as one of the biggest exits for a European ad tech company, demonstrating that Silicon Valley is not the sole domain for tech innovation. ExchangeWire caught up with Janis Zech, Fyber co-founder and chief revenue officer, to discuss the company’s transition since then, plus the prospects for programmatic advertising in Europe’s biggest advertising market.
EW: In light of the recent acquisition of Falk Realtime, it has been [...]
Despite being the largest advertising market in Europe by total ad spend, Germany’s media business is still widely regarded as cautious when it comes to embracing the programmatic media-buying revolution.
However, the ADTRADER Berlin Conference hosted today (2 June) will see hundreds of the industry’s delegates assemble to debate ways to spur the market further. This will involve addressing key themes including: yield optimisation; transparency; and taking programmatic beyond display.
Tags Ad TradingAd ViewabilityAd VisibilityAdvertiserATSBrandClick FraudDataDisplayEuropeFacebookGerman Sales HouseLocalmeasurementMedia BuyingPrivacyProgrammaticprogrammatic tvPublishertrading modelstransparency
Mike Harty, PowerLinks, COO, and ExchangeWire columnist, breaks down one of the ‘geekier’ insertions in the programmatic industry’s ‘glossary of terms’, and explains in layman’s terms why OpenRTB 2.3 is so important for native advertising.
The topic of ‘OpenRTB protocol, version 2.3‘, and it’s implications for the real-time bidding (RTB) space, might be one that will turn all but the programmatic purists off, but for those in the native advertising [...]