In this week’s ExchangeWire Weekly European Roundup: ExchangeWire Research debut; ADTRADER Berlin; Cxense acquires Maxifier; Xaxis launches Light Reaction; Rubicon Project beds down in native.ExchangeWire Research debutThe majority of marketers believe believe programmatic advertising adds value to their campaigns, but there remains underlying concerns about marketplace quality, according to ExchangeWire Research’s debut study. The study, which surveyed 183 senior advertising staff, revealed 94% of respondents believe programmatic advertising delivered value for money, with 65% claiming it does not pose [...]

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China’s Great Firewall presents special challenges that impact the way RTB operates in the country, so market players will need to set up a separate infrastructure to resolve these issues, advises Tim Koschella, CEO and co-founder of AppLift. In this Q&A with ExchangeWire, Koschella dishes out some interesting insights on the different challenges market players such as AppLift face in Asia-Pacific, how DSPs should address the region, and why Facebook should create an open platform for data access. EW: Let’s start with [...]

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Third-party data can be months outdated and irrelevant to the actual target audience, but brands in the Asia-Pacific still turn to these datasets religiously, when they should be working with first-party data instead. In this week’s Q&A, ExchangeWire chats with Jonathan Hardy, Adara’s vice president of sales for Asia-Pacific, who discusses why some markets in the region remain hesitant to accept first-party data and how the travel data provider handles the more conservative Asian community. EW: How does the Asia-Pacific market [...]

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In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: TubeMogul-Site Tour deal integrates out-of-home, video ads; Most HK advertisers unhappy with cross-channel campaigns; Shoppers want omni-channel, multi-screen experience; TubeMogul-Site Tour deal integrates out-of-home, video ads TubeMogul has inked a partnership with out-of-home ad exchange Site Tour, which will allow advertisers to programmatically purchase video ads on billboards, kiosks, and elevator screens in Australia. The video ad services [...]

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Improving the accuracy of location data not only provides for better campaigns, it can also offer richer insights into buyer intent based on the places consumers visit. Most location-based marketing initiatives target consumers in real-time based on where they are during the duration of the campaigns. The real potential of location technology, however, is the insights that it can provide so marketers can gain better understanding of consumer behaviour, Regina Goh, BlisMedia’s Asia managing director, said in an interview with ExchangeWire. Goh [...]

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Data is fuelling the marketing industry’s shift from labour-intensive manual booking to more dynamic automated processes (in theory at least), but the success of this transition relies on the quality of the data at its disposal. ExchangeWire garners insights from last week’s big data conference I-COM, as well as recent industry debates to assess the market’s attitude towards this trend.Digital marketing, and the ad tech sector in particular, has become renowned for buzz phrases since its very inception, and ‘big [...]

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In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: comScore unveils ad metrics in APAC; Maxus launches social media monitoring centers in Asia; Amobee hires new ANZ head; and AdRoll eyes ANZ growth with transparency, cross-device. comScore unveils advertising metrics in 13 APAC markets The market researcher has released its Trust Profiles in 44 new markets, expanding the availability of its advertising metrics index beyond the US [...]

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ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: the delicate relationship between brands and their agencies; a current trend for in-housing programmatic, 75% of marketers plan to increase programmatic brand spend and advertisers’ online performance marketing (OPM) ROI increases 6% to £15 per £1 spent, while four in five Britons online have used a website employing OPM techniques. ANA [...]

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Denmark-based Adform has established itself as one of the leading European ad tech firms on the market, with the company today (27 April) announcing the launch of its Programmatic Publisher Ad Server (PPAS), the first solution in its planned Publisher Edge Solution suite. ExchangeWire caught up with Martin Stockfleth Larsen, Adform, CMO, and regular ExchangeWire contributor, to learn more about the outfit’s latest offering.Adform has announced the launch of a new ad server for publishers – PPAS – claiming the latest addition [...]

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Zuzanna Gierlinska, Oracle Marketing Cloud, director data management platforms (DMP), EMEA, reflects on the recent spate of publisher consortium announcements including Pangaea, and the AOP collective, and the challenges the individual members face including: consolidating their respective data sets into one platform and building out this data with third-party data sets.It’s no secret that the media giants like Google and Facebook are locking down their data. Google’s blocking of DMP pixels is a predictive first step to maintain better control [...]

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