Snug and comfortable with how things have always operated, the TV industry will soon face an inflection point where it will need to turn to programmatic to ensure its viability.
Chris Dobson executive chairman of The Exchange Lab, believes this impetus for change is driven by the lack of rich datasets and an erosion of ad revenue as the digital evolution continues to sweep across all media forms.
Despite the apparent resistance to change, TV and digital, in fact, shared several similarities, [...]
AppNexus has confirmed its purchase of publisher forecasting and programmatic-direct company Yieldex, in a deal rumored to be valued at $100m, as the ad tech firm continues its acquisition spree, and prepares for the rise of programmatic-direct.
The integration of Yieldex into the AppNexus platform supports the ad tech company’s vision of offering an integrated, full-stack publisher solution – this deal comes just five months after AppNexus bought Open AdStream (OAS) from WPP – and also positions the company to create [...]
Tags Ad TradingContent verificationContextDataDisplayMarketerMedia BuyingMedia ValuationOnline MarketingPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRTBStackStrategic InvestmentYield Optimisation
The ad tech industry has become increasingly fragmented and has lost its focus of consumers over its failure to execute a cohesive user experience. It also needs to improve communication to achieve better transparency and build trust.
These were among the range of issues discussed at the Programmatic Summit held in Sydney this week, where keynote and panel speakers touched on opportunities and challenges facing the industry today; including [...]
Tags Ad NetworkAd TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAnalyticsAudience BuyingBehavioural TargetingBig DataBrandBroadcasterDataFragmentationmeasurementMedia BuyingMobileMobilePremiumPrivacyProgrammaticPublisherRTBTrading DesktransparencyViewability
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: Indonesian JV launches RTB exchange; Singtel offers virtual, augmented reality for ads; Dentsu Isobar acquires Vietnam’s Emerald, sets up investment arm in China; and Mindshare sets up shop in New Zealand.
Indonesian JV launches RTB exchange
Ooredoo Group’s Indosat and Smaato have formed a joint venture to launch the new Indonesia Mobile Exchange (IMX), touted to be [...]
ExchangeWire rounds up some of the goings on in the world of ad tech during the last seven days, and in this week’s edition: Rubicon Project posts impressive gains; Europe’s OOH sector primed for programmatic disruption; European ad tech pairing join forces; and US firms man-up ahead of European expansion.
Rubicon Project posts strong gains
A little under a year after it first went public, and Rubicon Project this week posted impressive gains in its latest earnings call, with revenue ($41.8m) [...]
Tags Ad TradingAdvertiserAgencyDataDigital MarketingDisplayEuropeGermanyMarketerMedia BuyingProgrammaticProgrammatic GuaranteedProgrammatic PremiumProgrammatic VideoPublisherRTBStackStrategic Investment
eBay Advertising has just concluded its ‘Programmatic-Only Week’ in an attempt to galvanise the wider advertising ecosystem to wake up to the potential of trading media programmatically, with media buyers calling for further such experiments. ExchangeWire explores the week-long experiment, and talks to eBay Advertising on how it envisages its programmatic future.
The ecommerce giant concluded the trial – where
Tags Ad TradingAdvertiserAudience BuyingBidderCross-ChannelDisplayEuropeMobileNative AdvertisingPrivate marketplaceProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangeRich MediaRTB
Marketers in Asia do not have access to the necessary skills to deploy programmatic and still hold misconceived notion that this advertising model carries risks to brand safety.
According to industry veteran Matt Harty, who is about to start a new stint as Asia-Pacific senior vice president at The Trade Desk, the lack of available talent remains a key barrier for companies looking to adopt programmatic.
Noting that the benefits they can gain from doing so are obvious in terms of productivity [...]
ExchangeWire rounds up some of the top stories in the European ad tech scene, and in this week’s edition: WPP poised for Dunhumby swoop; ExchangeWire Research survey now live; IPONWEB appoints first GM for BidSwitch; Questions over Google’s viewability pledges, and Yahoo rumoured to unveil new mobile offering.
WPP to buy Dunhumby?
WPP is waiting in the wings to purchase data operations business Dunhumby from under-fire retail giant Tesco, according to reports, as the world’s largest advertising holding group continues to [...]
Tags Ad ServerAd TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAgencyAnalyticsAttributionAudience BuyingBig DataCross-ChannelDataData Management PlatformData StrategyDSPEuropegoogleMarketing TechnologyMedia BuyingMobileOnline MarketingProgrammaticRTBself-service platformtransparency
Careless retargeting executed by ad tech firms more interested in swelling their bottom lines, as opposed to performing a consumer service, are damaging their advertisers in the eyes of consumers that are becoming increasingly uncomfortable with just how much brands know about their online behaviour, according to research.
InSkin Media and Rapp Media today (23 October) published a study that shows 55% of consumers are put off buying an item they have previously expressed an interest in online, if they are [...]
Tags Ad TradingAd VisibilityAdvertiserAgencyAudience BuyingBehavioral TargetingBehavioural TargetingBrandDataDigital MarketingDisplayDSPMarketing TechnologyMedia BuyingOnline MarketingPerformance MarketingPrivacyProgrammaticRetargetingRTB
Emarketer Predicts Huge Growth In Programmatic - But Are Buyers & Sellers Really Ready For The Shift?
A sharp rise in marketers’ willingness to buy mobile ad formats, plus media owners’ increased willingness to experiment with a wider range of auction models will spur the US programmatic advertising sector to double in value between this year and 2016, when it will be worth $20.41bn.
The figures were published recently in an eMarketer report that values the US ad tech sector at $10.1bn, up 137%, from last year, accounting [...]
Tags Ad TradingAdvertiserATSAudience BuyingCross-ChannelDataDisplayMobilePremiumPrivate ExchangePrivate marketplaceProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBStackUSA