Writing exclusively for ExchangeWire, Giovanni Stocchi (pictured below), CEO of ADmantX, dives into the ongoing trend for publishers closely managing their own first-party data, and how they can further refine their approach in creating detailed audience segments. GDPR has been the push publishers needed to take back control of their first-party data to offer advertisers custom-fit audiences and propensity modelling. Publishers know they have not always guarded their audience data closely enough to ensure that they profit from it, rather than third-parties. [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: InfoSum launches first-party data platform; Smart expands to UK market; VIOOH research: 2020 to be year programmatic digital OOH goes mainstream; ConversionWorks and Datalicious Korea to merge with MightyHive; and The Ozone Project signs The Stylist Group as its newest publisher. InfoSum launches first-party data platform InfoSum has announced the launch of its Discovery platform, which enables media owners to [...]

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As definitive strategies and tactical solutions begin to emerge from the post-cookie fallout, Mike O’Sullivan (pictured below), VP product, identity and data at Index Exchange, discusses what approaches publishers in the German and wider global market can take to capitalise on nascent opportunities. This September, Firefox became another falling domino in the post-cookie revolution. Following Safari’s lead, Mozilla’s browser released a feature automatically blocking third-party cookies for 100% of their user base. As one of the most popular browsers in Germany [...]

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Speaking exclusively to ExchangeWire on the ground at this year’s DMEXCO, Benjamin Hansz (pictured below), vice president of strategy, Rivr, discussed how publishers could optimise yield following privacy constrictions and browser developments. What are the key options available for publishers to increase yield? There are two main options, they can either buy it or they can build it. Many are in the habit of using analytics packages to understand what is going on, then making calls manually, however what we prefer at [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: IAB Tech Lab releases proposal for consumer pivacy solution; Teads unveils Teads for Publishers; DoubleVerify launches Semantic Science division; News UK partners with ADmantX; and Centro expands into UK and LatAm. IAB Tech Lab Releases Proposal for Consumer Privacy Solution IAB Teach Lab has released its Proposal for Enhanced Accountability which, among other things, outlines three ideas from our industry [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Up to 65% of location targeting ad spend is wasted; The Ozone Project selects Improve Digital as first European ad tech partner; PubMatic receives compliance certification for IAB Tech Lab’s Open Measurement SDK; MGID launches Smart Widget for accelerated mobile pages; and MediaMath names Konrad Gerszke as president. Up to 65% of location targeting ad spend is wasted Despite strong [...]

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Writing exclusively for ExchangeWire, Marcin Ekiert (pictured below), CEO and co-founder of Yieldbird, closely examines the potential implications of Google’s transition to a first-price model, and how technological solutions can be used by publishers to mitigate its impact. Google’s decision to change auctions on the Ad Manager platform to a first-price model created a lot of questions from the ad tech industry in the first half of 2019. Although most of the other major platforms already operate in this environment, both [...]

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Advertising: a truly global industry. Whether this is at a form comprising of hastily-scrawled posters attached to telephone poles, or the totality of links within the complex programmatic supply chain serving countless ads across the world each second. Despite this, it can be easy to adopt a national status quo bias by focusing only on what other companies are doing in your own market, thus accidentally negating the chance of identifying potential opportunities stemming from technology, innovations and ideas from [...]

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UK ad spend increased by 4.2% year on year to hit £6.0bn in the first quarter of 2019, according to the latest Advertising Association/WARC Expenditure Report, released today Tuesday 30th July. Growth for the overall year is forecast to reach 4.6% to £24.6bn. Report HighlightsOverall growth for 2020 is predicted to reach 5.3%. Total online display, which includes broadcaster video-on-demand, saw growth of 16.6%. Online radio advertising expenditure grew by 26.5% year-on-year. Growth is predicted for the majority of advertising formats across 2019, with [...]

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Writing on an exclusive basis for ExchangeWire, Deepti Phatak (pictured below), sales project and program lead at Verizon Media, explains how both publishers and advertisers can benefit through the promotion of unambiguous bidding via the transition to first-price auctions. Ever since the creation of programmatic advertising, there has been the need to improve transparency to benefit all players in the market. After all, according to the Boston Consulting Group, this is now a USD$7bn (£5.62bn) industry in APAC alone, while eMarketer [...]

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