Publisher
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APAC Firms Rank Brand Damage a Top Risk; China & Japan to Fuel Luxury Ad Spend
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC firms rank brand damage a top risk; China & Japan to fuel luxury ad spend; MobAir eye China app market; comScore launch MMX Multi-Platform in India; AdAsia open up in Japan & China; and Executive appointments at WPP China & Dentsu Korea.
APAC firms rank brand damage top riskBusinesses in Asia-Pacific deem damage to reputation or brand [...]
TagsAd SpendAd TechAdvertiserAgencyAnalyticsAPACBehavioural TargetingBrand SafetyChinaJapanMarketerMobileProgrammaticPublisherSoutheast Asia
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Publishers Will Be Judged on Their Ability to Connect Buyers with Sellers: Q&A with John Potter, Purch
Publishers are under pressure to continuously monetise their own inventory, as well as help advertisers justify their ad spend. ExchangeWire speak with John Potter, Chief Technology Officer, Purch, about how pubtech solutions can solve this problem and keep publishers ahead of the game.
ExchangeWire: How do Purch help customers connect content and commerce?John Potter: By combining trusted content, product reviews, and services across our 25 brands, Purch enable purchasing decisions amongst our audience of buyers in both consumer and small- [...]
TagsPublisher
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Second Place is Just First Loser: Why It’s Time to Readdress the First-Price Auction Debate
Amid the chaos and confusion surrounding the recent brand safety issues in programmatic advertising, another debate has been slowly building momentum among those on both the buy and sell sides of the industry: the first-price auction model, writes independent ad tech consultant, Paul Gubbins (pictured below).
This debate is moving beyond the water cooler chat of yield analysts to the mainstream press for two main reasons. Firstly, recent high-profile catalysts, including the announcement from the Guardian that they are taking market-leading [...]
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APAC Publishers Gain Control with Header Bidding, but Must Mind the Pitfalls
Header bidding offers publishers in Asia-Pacific the ability to regain control over ad-decisioning and enables them to provide access to scaled programmatic inventory. There are, however, challenges unique to certain markets in the region that publishers need to look out for. In this industry byliner, PubMatic’s Asia-Pacific director of marketing, Nigel Kwan (pictured below), explains what these are.
Whilst it may seem to lurch from one existential crisis to another – spanning ad fraud, viewability, and walled gardens, to name a [...]
TagsAd TechAd ViewabilityAdvertiserAPACAustraliaHeader BiddingIndiaMarketerMedia BuyingMobileProgrammaticPublisher
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Succeeding in Today's Digital Publishing World: How to Set Up a Data Strategy
How does a publisher set up a data strategy that takes today’s always-on environment into consideration? In the latest chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, Emma Newman, UK country manager, PubMatic explains.
The change in consumers’ content consumption – what they consume, when, and how – means that we’ve seen the last of the days when publishers could simply plug [...]
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The Nordics Contribute Heavily to Overall Video Growth: Q&A with Stephen Byrne, SpotX
They may be small in size, but the Nordic markets pack a punch when it comes to their digital savvy, relative to other European markets. Their size makes them agile when it comes to digital advertising and technology, with advertisers and publishers seeking innovation in their approach to digital strategy. ExchangeWire speak with Stephen Byrne, recently appointed as senior business development director, Nordics, at SpotX about programmatic trends and challenges in the region, as well as plans for [...]
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5 Asian Cities Among Top Ad Growth Drivers; AU Advertisers Not Seeing Full Returns
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Five Asian cities among top ad growth drivers; AU advertisers not seeing full returns; IAB AU join global industry group; Outbrain trial publisher revenue tracker in Singapore; Dentsu tap Vietnam JV to boost digital support; and VML open Singapore centre of excellence
Five Asian cities among top ad growth driversTen cities are expected to contribute 11% of [...]
TagsAd SpendAd TechAd ViewabilityAdvertiserAgencyAPACAustraliaChinaJapanMedia BuyingMobileNew ZealandProgrammaticPublisherSingaporeSoutheast Asia
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DigiTrust Levels the Playing Field for Publishers: Q&A with Dan Larden, Infectious Media
Since 2014, DigiTrust have been encouraging publishers and ad tech platforms to get involved and become part of an industry measurement revolution. Infectious Media, an early member, recently held a forum to outline the benefits of DigiTrust to the end-users, the industry and, more specifically, the publishers. ExchangeWire speak with Dan Larden (pictured below), global strategic partnerships director, Infectious Media, about DigiTrust and the key takeaways from the forum.
ExchangeWire: Infectious Media recently hosted a DigiTrust Publisher Forum – for those [...] -
Ad Views Increasing; Marketers Not Confident They’ve Sussed Mobile
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Ad views increasing; Marketers not confident they’ve sussed mobile; Older shoppers fear tomorrow’s robot-run high street; and Digital publishers optimistic for the year ahead.
Ad views increasingTotal video content views rose by 26% from the previous year, finds FreeWheel’s ‘Video Monetisation Report’. Ad views are up by 24%, making [...]
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Key Pitfalls APAC Marketers Should Avoid as Programmatic Grows
So, programmatic has garnered growing interest from marketers in this region, but how should they begin their journey and are they approaching it the right way? In this week’s industry piece, Vincent Niou, Essence’s Asia-Pacific senior programmatic and partnerships director, highlights the potholes media buyers here need to avoid and explains why it is important to also know from whom they are buying.
Programmatic in Southeast Asia is primed for major growth. According to projections from Magna Global, programmatic [...]
TagsAd SpendAd TechAdvertiserAPACAudience BuyingDataMarketermeasurementMedia BuyingProgrammaticPublisher
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