The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things adtech, martech and programmatic.
Germany has two conferences focused exclusively on programmatic – one of which is a joint venture between ExchangeWire and Adzine, for full disclosure. Both have been going now for nearly five years. It’s quite incredible really given how slow the market has been in the area of automated buying and selling during that time, in Germany.
The volumes of inventory being traded this way remain [...]
Tags Ad TradingAdvertiserAgencyAgency Trading DeskAudience BuyingBrandDigital MarketingDisplayEuropeFacebookGerman Sales HouseGermanygoogleMarketerMarketing TechnologyMedia BuyingMedia ValuationProgrammaticRTBStackStrategic Investment
Catherine Williams, Chief Data Scientist at AppNexus, speaks to ExchangeWire about the launch of APB and how it is helping marketers find “a third way” to optimise their ad spend through their use of their data.
EW: Some people have described the launch of your latest APB, as a ‘bidder in a box’. Could you explain a bit more, and what kind of problems it will help solve?
CW: The primary problem that this is solving is that you have two [...]
China’s Great Firewall presents special challenges that impact the way RTB operates in the country, so market players will need to set up a separate infrastructure to resolve these issues, advises Tim Koschella, CEO and co-founder of AppLift.
In this Q&A with ExchangeWire, Koschella dishes out some interesting insights on the different challenges market players such as AppLift face in Asia-Pacific, how DSPs should address the region, and why Facebook should create an open platform for data access.
EW: Let’s start with [...]
Tags Ad ExchangeAd NetworkAd TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAPACAttributionAudience BuyingBehavioural TargetingBrandChinaDemand Side PlatformDSPFacebookFragmentationMarketerMedia BuyingMobileMobileMobile RTBPerformance MarketingProgrammaticRegulationRetargetingRTBSingaporeSoutheast AsiaSSPTrading Desktransparency
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Nielsen brings Digital Ad Ratings to China; AppLift buys Singapore mobile DSP; AdNear looks towards Europe expansion; and Dentsu Aegis Network appoints new APAC CEO.
Nielsen brings Digital Ad Ratings to China
The market researcher has announced a new partnership with China’s Tencent to offer its online and mobile audience metrics for the first time in the Chinese market. [...]
Tags Ad ExchangeAd NetworkAdvertiserAgencyAnalyticsAPACBehavioural TargetingBig DataBrandChinaDataData Management PlatformDemand Side PlatformDigital MarketingDSPEuropeIndiaJapanMarketermeasurementMobileMobile RTBProgrammaticRTBSingaporeSoutheast Asia
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 [...]
The industry is largely agreed upon the weaknesses of last-click attribution, yet it remains in common use. Below, Rafael Garcia-Navarro, Experian Marketing Services, head of analytics, discusses overcoming the challenges of finding out what marketing activities do and don’t work.
While the rest of the digital arena has advanced at a rapid pace over recent years, attribution is one area that has stayed relatively static. Despite all the hype in the industry around attribution, and the inadequacy of the models currently [...]
Tags AdvertiserAnalyticsAttributionAudience BuyingClick FraudContextCross-ChannelDataDigital MarketingDisplayKeywordsMarketerMobileOnline MarketingPerformance MarketingProgrammaticProspectingRTBSkillsThe PostViewtrading modelstransparencyViewability
The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things ad tech, martech, and programmatic.
Advertising technology is dead, don’t you know? A recent post in Techcrunch told us excitedly that ad tech has had its day, and that we are now all marketing technology. This in the week TechCrunch parent AOL was gobbled up in a $4.4 billion [...]
TubeMogul-Site Tour Deal Integrates Out-Of-Home, Video Ads; Most HK Advertisers Unhappy with Cross-Channel Campaigns
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: TubeMogul-Site Tour deal integrates out-of-home, video ads; Most HK advertisers unhappy with cross-channel campaigns; Shoppers want omni-channel, multi-screen experience;
TubeMogul-Site Tour deal integrates out-of-home, video ads
TubeMogul has inked a partnership with out-of-home ad exchange Site Tour, which will allow advertisers to programmatically purchase video ads on billboards, kiosks, and elevator screens in Australia.
The video ad services [...]
Tags Ad ExchangeAd TradingAdvertiserAnalyticsAPACAudience BuyingAustraliaBrandCross-ChannelDataDigital MarketingDisplayMarketerMarketing TechnologymeasurementMedia BuyingMobileMobileOnline videoProgrammaticRTBSoutheast AsiaTrading DeskVideo
In this week’s feature, guest writer Sujen Selva, Asia commercial director at SpotXchange, highlights key industry trends publishers and advertisers need to look out for as programmatic buying continues to see growing adoption in the Asia-Pacific region.
In Western markets, digital ad spend has started to eat into traditional media spend and video is beginning to chip away at the TV dollar. These trends, however, are still in their infancy in Asia – a market where the potential for video [...]
Brands that are looking to adopt programmatic buying also need to consider a different approach to advertising and think about the processes needed to support the platform, according to Hannelore Grams, Nestle’s head of digital marketing and social media for Greater China.
Nestle has not adopted programmatic to a great extent, but it is mulling over how – and if – it can be further integrated into the company’s media buying strategy this year. While there have been plenty of discussions [...]