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: Programmatic grew over 100% in Europe in 2015; Double-digit billions in monetary losses due to ad blocking; Apps generate more revenue than mobile web; and Cross-channel analytics on the rise.
Triple-digit growth for programmatic in Europe
Looking back at 2015, programmatic trading in Europe experienced triple-digit growth over the last year, a
Tags ad blockingAd SpendAdvertiserAgencyAppsAttributionDataData StrategyDigital MarketingEastern EuropeEuropeMarketerMarketing TechnologymeasurementMobileMobilePrivate marketplaceProgrammaticPublisherresearchRTBUKViewability
Programmatic is the tool of choice for busy advertisers, helping us deal with moment-to-moment interactions. There’s a place and purpose for all tools; but it shouldn’t replace the human touch all together. In this piece, Rich Kahn, CEO, eZanga.com (pictured below), explains why the lack of personal touch is harming everyone, except the bots.
Do you remember as a child, thumbing through a rest-stop display rack, trying to find your name on a keychain or license plate? We got excited seeing [...]
The term ‘moment marketing’ is common parlance among ad tech vendors and advertisers wanting to capture consumer attention at a specific moment in time, where something within the offline environment triggers an online action. As TVTY, which originally coined the phrase, put it in a recently released moment marketing whitepaper: “[It] instantly connects online advertising to what’s going on in the offline world. It’s about connecting with people at the key moments when [...]
In our latest piece from the IAB’s Display Trading Council, Lewis Sherlock (pictured below), head of enterprise strategy, AOL International, discusses the broader applications of programmatic.
Originally, when trading of digital display inventory began through ad networks, it was a way for publishers to electronically monetise unsold remnant inventory, giving agencies the opportunity to target these impressions with intelligent data sets on behalf of their client base. Now, the quality and scale of the inventory that flows programmatically has greatly increased. [...]
Tags CreativeDataData OptimisationDigital MarketingDisplaydisplayIABProgrammaticprogrammaticprogrammatic buyingprogrammatic displayProgrammatic Mobileprogrammatic tradingprogrammatic tvprogrammatic TVProgrammatic VideoRTBTechnology
The programmatic sector has seen strong growth in the Nordic markets over the last three years. As the region is set to mature, guaranteed solutions are on the rise, as well as demand for header bidding solutions. An operator in a space where markets are small and people have done business with each other for a long time, Netric find private deals gaining bigger traction in the Nordic markets than in other parts of Europe. ExchangeWire spoke to Daniel Ahlbert, [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Sky and DataXu partner; AppNexus launches PriceCheck; Facebook adds mobile web to Audience Network; WPP’s multi-billion ad spend on Google; Alliance between Rubicon Project and AdMore; and ISBA’s Bob Wootton to step down.
Strategic investment into DataXu by Sky
UK-based pay-TV provider Sky has made a USD$10m (£7m) investment in analytics provider DataXu. “This investment will help us develop a [...]
Tags Ad NetworkAd SpendAudience Buyingautomated guaranteedDigital MarketingEuropeFacebookMobileMobileMobile Ad NetworkNative AdvertisingProgrammaticProgrammatic Guaranteedprogrammatic tvPublisherRTBStrategic InvestmenttransparencyViewabilityYield Optimisation
Today (26 January) OpenX unveils Real-Time Guaranteed, the first programmatic marketplace to transact guaranteed deals with programmatic technology. Tim Cadogan (pictured below), CEO, OpenX talks exclusively with ExchangeWire about how this new solution will deliver on the true promise of programmatic technology: real-time, guaranteed.
ExchangeWire: Tell us about OpenX’s real-time guaranteed (RTG) offering.
Tim Cadogan: Real-time guaranteed (RTG) is a new model for buying and selling digital advertising. RTG combines the guaranteed terms of direct-sold deals with the [...]
Now & Next is a feature written by the ExchangeWire Research team. Every three weeks, we review the latest research, provide impartial insight and analysis of current trends and provide predictions for the future of advertising and marketing technology. This feature focuses on Software Development Kits (SDKs).
When researching this piece, I asked many people from the online ad tech industry what their understanding of SDK use was and, like me before I wrote this piece, the overwhelming majority knew of [...]
Since pioneering the technology several years ago, header bidding has been on the rise, with smart publishers looking to increase revenue by introducing more competition for their inventory.
In an interview with ExchangeWire, Tim Cadogan, CEO at OpenX (pictured below), believes that header bidding will continue to evolve in 2016 and drive significant growth in revenue and innovation across the industry.
ExchangeWire: The rise of header bidding, and its effect on inventory monetisation, was a big trend in 2015. Outside of pushing [...]
It is CES week, and everything in your home is becoming ‘smart’. You have intelligent washing machines, telling you when your washing is done. You have cerebral thermometers, adjusting heat to your preferred selection via an app on your phone. And you now have fridges that inform when you have run out of your favourite cheddar cheese.
These IoT advances might appear a little faddish, but for programmatic [...]