In his weekly missive, Ciaran O’Kane, ExchangeWire, CEO explains how Facebook’s increasing forays into the ad tech sector is where ‘the rubber meets the road’ for the social network’s masses of data on its billion-plus users.
Advertising technology is the blood and guts of content monetisation on the internet. For most, it is unglamorous and bereft of the perceived sexiness of high-level agency machinations – the antithesis to the celebrity-type news cannon fodder that permeates the mainstream trades.
For those [...]
Tags Ad ExchangeAd NetworkAd ServerAd TradingAudience BuyingBehavioural TargetingBig DataCross-ChannelDataDigital MarketingDisplayDSPFacebookFacebook DisplayFBXgooglemeasurementMedia BuyingMobilePublisherSocial TargetingSSPStackStrategic Investment
ExchangeWire rounds up some of the biggest stories in the European digital advertising space, and in this week’s edition: Germany’s Fyber sells to RNTS Media; ExchangeWire begins ATS New York countdown; UK digital spend valued at £7bn a year; Ebuzzing adopts the French brand Teads.
German ad tech firm Fyber sells to RNTS Media
Germany-based Fyber had announced its sale to publicly-listed media tittle RNTS Media with reports valuing the transaction at €150m, although the exact [...]
Tags Ad ServerAd TradingAdvertiserAgencyAgency Trading DeskAnalyticsATSAudience BuyingBehavioural TargetingCross-ChannelDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyDisplayEuropeFacebookGermanyMarketerMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBNative AdvertisingOnline videoProgrammaticRich MediaSSPStackStrategic InvestmentTrade bodiesTrading DeskVideo
Millennial Media has agreed to acquire mobile supply-side platform (SSP) Nexage in a deal worth $107.5m, in the latest round a period of unprecedented M&A activity in the programmatic advertising sector.
The deal announced today (23 September) will see the publicly-listed Millennial acquire Boston-based Nexage for $107.5m in cash and stock, with Michael Barrett, Millennial Media, CEO and president, claiming the purchase formed part of his ambition to offer a “full-stack solution” to advertisers, as well as [...]
Why Agencies & Intermederies Must Evolve With The Shift To Closed Ad Ecosystems And Marketing Automation
Walled gardens. Big media companies love walled gardens. Amazon, which was asked to speak at ATS London but predictably declined, has been aggressively pushing its data-driven bidder to most of the big trading desks globally.
The new self-serve solution will be enthusiastically used by the agencies, as they look to leverage all that Amazon first party data. The catch here though is that inventory and data within the Amazon domain can only be accessed through its own bidder – no outside integrations [...]
Ciaran O’Kane, ExchangeWire, global editor, muses over the potential impact of WPP’s GroupM arm apparently halting the purchase of ad inventory from open exchanges. In this piece, he also speculates on whether or not Xaxis pivots to become the holding group’s supply-side exchange.
Tags Ad ExchangeAd NetworkAd TradingAgencyAgency Trading DeskAudience BuyingBehavioural TargetingDataData Management PlatformDemand Side PlatformDigital MarketingDisplayDSPIndependent Trading DeskMedia BuyingOnline MarketingPremiumPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBself-service platformSSPStack
ExchangeWire rounds up some of the biggest stories in the European digital advertising space.
1. Facebook acquires LiveRail
The big news this week was Facebook’s purchase of video SSP LiveRail for an undisclosed sum with the pairing of the two indicating the social network’s desire to invest further into video and mobile.
Brian Boland, Facebook,VP of ads product marketing and Atlas, made the announcement via a
Tags Ad ExchangeAdvertiserAnalyticsBehavioural TargetingBidderBig DataBrandData Management Platformdata modellingData StrategyDenmarkDigital MarketingDisplayDSPEuropeFacebookFacebook DisplayFragmentationMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeNordicsOnline MarketingOnline videoPremiumPrivacyProgrammaticProgrammatic VideoPublisherRetargetingRich MediaRTBSSPVideo
Researchers have tipped the UK mobile advertising expenditure to pass the £2bn mark this year as companies including Twitter, and mobile operator joint venture Weve aim to challenge the hegemony of Facebook and Google in the sector.
UK mobile ad spend continues to soar and is expected to rise 96% this year to just over £2bn, up from more than £1.03bn last year, although this is amidst an overall slowdown in the digital ad market, according to eMarketer estimates published this [...]
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAnalyticsAudience BuyingBehavioural TargetingBidderBig DataBrandDatadata modellingData OptimisationData StrategyEuropeFacebookFacebook DisplayFragmentationMarketerMedia BuyingMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBOnline MarketingPrivacyProgrammaticProspectingRetargetingRich MediaRTBSearchSSPStack
Singapore-based travel Wego has today (25 June) announced the launch of a private marketplace that lets global digital agencies and brand trading desks to bid on premium media placements based on insights gleaned from its Audience Engagement Platform. The launch of Wego Private Marketplace comes just two weeks ahead of the second annual ATS Singapore event, taking place on 7 July, where Rick Mulia, Wego, chief advertising and sales officer, is set to share insights on programmatic publisher solutions [...]
Tags Ad TradingAdvertiserAgency Trading DeskAnalyticsAPACATSAudience BuyingAustraliaBidderBig DataDataData OptimisationDigital MarketingIndependent Trading DeskLocalMarketerMedia BuyingMiddle EastOnline MarketingPremiumProgrammaticProgrammatic PremiumRetargetingSearchSingaporeSoutheast AsiaSSPStack
The announcement of Global’s Digital Audio Exchange (dax) offering inventory from over 30 traditional UK radio stations and streaming services, is just the latest in a series of industry manoeuvres indicating that all media will eventually be bought programmatically.
Global’s announcement of dax means advertisers will be able to buy in-stream ad units across a host of stations within is portfolio (which include Capital, Heart and Classic FM), plus a host of premium third-party services including Spotify, Blinkbox, Mixcloud, [...]
Tags Ad ExchangeAd TradingAdvertiserAgency Trading DeskAudience BuyingAudioBehavioral TargetingBroadcasterExchange NewsLocalMarketing TechnologyMedia BuyingOnline MarketingProgrammaticPublisher ExchangeRetargetingRTBSSPYield Optimisation
Microsoft is seeking to lay down a marker in its ongoing battle with Google, having secured a sponsorship deal giving it the moniker of ‘official technology innovation partner’ of the Cannes Lions advertising festival taking place this week, with programmatic playing a key role in its campaign messaging.
Microsoft’s three-year deal with Cannes Lions has placed its suite of products, such as its surface tablets, etc, front and centre of the conference agenda and speaking with ExchangeWire from its grand seafront cabana, [...]