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Indian Marketers Can Solve Content Challenge with Machine Learning
Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues.
These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet’s chief revenue officer. They enable marketers to determine the best time and format to roll out and optimise communication with consumers, he explains in this Q&A with ExchangeWire.
ExchangeWire: Last we spoke, you said Times Internet’s use of programmatic was still limited, with single-digit [...] -
Shared Responsibility Needed to Make APAC Programmatic
All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers.
Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year's Mobile Marketing Association (MMA) Forum in Singapore.
During a panel discussion at about the region's programmatic landscape, focus inevitably centred on [...]
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Hindsight is 20/20: Examining the Unintended Consequences of Containers
The proliferation of header bidding sparked a need among publishers to adopt new technology to ease the technical load of managing these partners, or risk losing control of their revenue optimisation. At least, writes Jason Fairchild, CRO and co-founder, OpenX, this is what most publishers were led to believe as they began integrating one variety of containers or another to manage their programmatic revenue. Given the problems containers promise to solve, this evolution seems logical on the surface.
But the [...]
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Personalised Feed Experience Comes to the Open Web: Q&A with Adam Singolda, Taboola
Viewing advertisements across can be a disorganised experience. Publishers are trying to grow their revenue by selling space, no matter where that space may be, and brands are also trying to find the safest and best environments to advertise, which can lead to lost messaging and increased costs if not addressed. Adam Singolda (pictured below), founder and CEO, Taboola explains how utilising a familiar social feed structure can help solve some of these issues for both publishers and advertisers.
ExchangeWire: What [...] -
Ad Networks That Compete on Price Won't Last in China
An intense price war has been waging between performance ad networks in China; but competing based on price is unsustainable and will not prevent advertisers from jumping ship.
Richard O’Connell, general manager of MobAir’s China operations, observes that some ad networks in the country have been willing to lose money on deals in a bid to win big deals and reflect a positive showing for investors. However, with investor capital drying up, networks that have depended primarily on a price strategy [...]
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Publishers: Start Thinking About Direct Sales As a Subset of Programmatic
Publishers need innovative thinking to run their businesses in such a dynamic and competitive space; but keeping the buyer’s needs in forefront of their minds is proving to need just as much attention. Writing exclusively for ExchangeWire, Erik Requidan (pictured below), VP sales and programmatic Strategy, Intermarkets, talks about the importance of the buyer/seller relationship and the technology that needs to be aligned to support the overall strategy.
It’s clear the role of the publisher in the programmatic era [...]
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Unlockd Secure £17.9m for Asian Expansion; Havas Acquire Indian Wellness Ad Agency
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Unlockd secure £17.9m for Asian expansion; Havas acquire Indian wellness ad agency; News Corp unveil media-buying tool for Queensland; Eyeota join hands with Treasure Data; Sard Verbinnen open Hong Kong office; and AMAA unveil new board.
Unlockd secure £17.9m for Asian expansionThe Australian mobile ad platform have raised USD$23m (£17.95m) in Series B funding led by the [...]
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Monetising a Mobile Audience: What You Need to Know Today, So You Don't Lose Your Audience Tomorrow
It’s no secret that mobile is where the audience is. But what options are there to monetise that audience. Writing exclusively for ExchangeWire, André Baden-Semper, VP sales and marketing Europe, Purch provides the best practices to follow that will allow you to release the full potential of your mobile audience. First and foremost, programmatic is where it’s at right now in the publishing world. Over the past 12 months there has been a significant increase in mobile programmatic [...]
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AU Agencies Want Programmatic Trust; SEA Advertisers Concern Over Lack of Programmatic Processes
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU agencies want programmatic trust; SEA advertisers concern over lack of programmatic processes; AU sees growing demand for new video formats; Dentsu open VR lab in Shanghai; Tencent clock 47% growth in online ad revenue; Wunderman launch data-activation platform in India; and YouAppi opens up in Indonesia.
AU agencies urge need for programmatic trustAgencies in Australia believe programmatic [...]
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Mobile Header Bidding eCPMs Jumped 55% YOY
Today (17 May), PubMatic have released their latest Quarterly Mobile Index (QMI) report, providing insight into the mobile advertising industry for both publishers and advertisers in Q1 2017. The report identified six key trends from activity in the last quarter, relating to header bidding; mobile video eCPMs; monetised mobile private marketplaces (PMPs); mobile web versus mobile app; Android share; and programmatic opportunity in mobile.
1. Mobile channels highly conducive for header bidding
