In a bid to do its part for the future of publishing, and to create a better web for users, Google has recently announced new tools for publishers, as well as a roll-out of a pseudo ad-blocking tool to stop ads showing on websites that are not compliant with the Better Ads Standards, an initiative developed by the Coalition for Better Ads. ExchangeWire delves into the details of this news and what it [...]
All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers.
Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year's Mobile Marketing Association (MMA) Forum in Singapore.
During a panel discussion at about the region's programmatic landscape, focus inevitably centred on [...]
The signs are innocuous: a slow network connection, a requested password update, a strange email from a colleague. The effects, however, have profound impacts on people, businesses, and governments alike. This month, ExchangeWire’s Now & Next explores the methods and motivations behind cyber attacks, and how (or if) they can be mitigated.
Throwing your hat into the ring
Before we tar all hackers with the same brush, it is important to say that this [...]
In the face of the Google and Facebook duopoly and squeezed margins, which models will survive?
If you believe every ad tech naysayer in the industry, you will think ad tech is on its last legs. Many people see Facebook and Google growing disproportionately to the rest of the industry and, as a result, think they are ultimately unstoppable. It’s a fair point. Their growth cannot be denied, but on closer examination it’s [...]
With the brand safety scandal raging on since March, one term that keeps cropping up as a potential solution is ‘whitelisting’. ExchangeWire delves into whether whitelisting really is the white knight the industry needs to fend off the bad guys. What is whitelisting? As you’d expect, it’s the opposite of blacklisting. Rather than building a list of disapproved URLs, your campaign targeting is based on a list of approved URLs to help keep brands [...]
Think you might be obsessed with gaming on your mobile? You’re not alone.
- In 2016, 53% of South Korean mobile gamers spent between 30 and 120 minutes playing mobile games every day
- By 2020, it is predicted that 77% of the American mobile population will be mobile gamers
- This year, in India, 43% of smartphone users will download a new game on a weekly basis, with 16% downloading one daily.
Whether it’s [...]
There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.
This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.
In this Q&A with ExchangeWire, [...]
Fake news is a hot topic across the globe. The concept of fake news is particularly pertinent and discussions focus on genuinely falsified news and genuine news that is claimed to be fake for personal or company gains. This issue of ExchangeWire’s Now & Next looks at the problems fake news is creating for media professionals, and what (if anything) needs to be done to address them. The prevalence of fake news Fake news is affecting a large proportion [...]
Today, content marketing is a £5bn industry, in the UK alone. The discipline has become increasingly popular over the last five years, inline with the growth of content sharing platforms Facebook, Instagram, Pinterest, and Snapchat. However, the relationship between artificial intelligence (AI) and content marketing is something that has existed under the radar for some time. In this piece, ExchangeWire speak with Kuba Wieczorek, co founder, Eve Sleep, and Tom Graham, Codec [...]
Consultancies have been busy acquiring creative agencies and leveraging their existing end-to-end relationship with clients to build market share in digital marketing. Deloitte, IBM, Accenture, and McKinsey are all building internal capabilities to attract more business from brand marketers.
Creative seems to be a focus for much of their activity thus far – where, presumably, fat consultancy fees can be charged to clients. Media buying has not really had a lot of interest for ad [...]