ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: IAS in-app protection solution integrated by The Trade Desk, DoubleClick, Oath, AppNexus, etc.; ID5 raises €1m in seed funding round; TAG steps up activity in Europe; Protected Media supplies cyber protection tools for Smaato; Triton Digital integrates with FUSIO; and JustPremium expands in UK and Germany. IAS In-App Protection Solution Integrated by Trade Desk, DoubleClick, Oath, AppNexus, etc. Measurement and analytics provider Integral Ad Science has launched a new [...]

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To establish reliable results from multiple retargeting campaigns, marketers in Asia-Pacific should compare platforms using the same metrics, attribution models, and data sources. Running multiple retargeting tools will encourage a ‘tug-of-war’ between competing vendors and drive more effective marketing activities in the future, says RTB House’s Asia-Pacific managing director Jakub Ratajczak. However, this means marketers will need to set up the same parameters and goals across all tech providers to better compare results and impact, he adds. In this Q&A with ExchangeWire, [...]

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RhythmOne has reached the final stages of their acquisition of YuMe. In this Q&A, ExchangeWire speaks with Dan Slivjanovski, chief marketing officer, RhythmOne, about the vision for RhythmOne post-acquisition, how the company will leverage its end-to-end offering, and about the state of consolidation of the ad tech industry. ExchangeWire: With the acquisition of YuMe now concluded, what is your strategy going forward? Dan Slivjanovski: The combination of YuMe and RhythmOne will bring together demand-side and supply-side strengths in the fast-growing areas [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: PowerLinks Receives Funding; Weve Launches Locate; Bitposter Adds New Buyers to OOH platform; and Survey of Native Ad Formats. Series A funding for PowerLinks Following a year of expansion with significant revenue growth, PowerLinks announces new capital from their Series A funding round. The new investment, to the value of £4.58m, comes from Foresight Group, as well as angel investors and PowerLinks management. The [...]

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Addressability has continued to be front-and-centre for any marketer’s strategy, but they are still facing challenges across the industry. Writing exclusively for ExchangeWire, David Dowhan (pictured below), CEO and founder, TruSignal, talks about the future of addressability within platforms, display, and TV, and what changes need to take place to finally appease marketers. Addressability (reaching specific members of a broader audience) is improving, but it’s not yet in the place most marketers want it to be. Here’s what’s likely to [...]

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In this exclusive piece for ExchangeWire, Alex Wright, head of insights, Blis, explores the relationship between data and efficiency and how this differs from the relationship between data and increased spend.  Retail marketing teams in the UK are engaged in a pitched battle for consumers’ attention. According to eMarketer, retailers are the UK’s biggest digital advertising spenders, accounting for 12.4% of total spend in 2017, or £1.04bn. In 2018 they’ll spend even more. More than two-thirds of that spend was in mobile, which [...]

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Targeting in the age of programmatic is not about demographics anymore. It is about the consumer’s passions, interests, and habits. In this opinion piece, John Snyder (pictured below), CEO, Grapeshot, looks at personalisation and how the GDPR will make a positive impact on marketer-consumer relationships in the future. In the realm of broadcast TV, we were all once relatively simple, rigid audiences pigeonholed into clear and predefined silos of content. However, the internet is, of course, an entirely different experience. There [...]

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In a mobile-driven world, users want to have shopping experiences that are relevant and targeted. IP geolocation technology is the technology that makes personalised shopping experiences on-the-go possible. Talking exclusively to ExchangeWire, Kate Owen (pictured below), VP Northern Europe, Digital Element, talks about the benefits of IP geolocation technology for advertising and as a tool to battle payment fraud. ExchangeWire: What are the benefits of IP geolocation technology for advertising? Kate Owen: IP geolocation technology is ubiquitous to digital advertising – if [...]

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As the capabilities exist for marketers to target audiences one-to-one, there are certain roadblocks that limit the ability to grow these strategies worldwide. Writing exclusively for ExchangeWire, Keith Petri (pictured below), CSO, Screen6, explains the importance of a probabilistic data approach in this new world of GDPR and future regulations, in order to achieve highly accurate results, while still addressing consumer privacy concerns. There are dual forces at work in the world of digital marketing. One is the growing capability [...]

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With GDPR around the corner, is first- and third-party data going to struggle? Kai Henniges (pictured below), CEO and co-founder of Swiss mobile video SSP video intelligence, believes that native is the way forward, as it works with existing page content, rather than relying on data. Quietly creeping up on us for years, native video has emerged as a dominant force in digital advertising. The reason is a collision of factors – with video consumption habits and GDPR the final pieces [...]

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