Dark posts – essentially micro-targeting within a black box environment on social media – have been a huge boon to platforms like Facebook, as well as advertisers. But as the call for transparency gets louder, the future of this dark form of social media advertising hangs in the balance, with Facebook announcing it will end the practice. So what does this mean for social media platforms and advertisers alike, and what are the alternatives? ExchangeWire speaks exclusively with Lux Narayan, [...]
What is a ‘chief quality officer’ and why does ad tech need this new role? ExchangeWire speaks with Gorka Zarauz, recently promoted to the role of chief quality officer at Smart, about what his role entails and how the industry can achieve ‘quality’.ExchangeWire: You are one of the first people to get the title ‘chief quality officer’. Why is that title necessary, and what does it mean? Will we see more people with that title?
Gorka Zarauz: It means that, at [...]
With media buyers seeking out more efficient paths to supply and demanding greater transparency in fees and auctions, it is time for DSPs to be more than automated workflow tools.
DSPs have not evolved much from when they were built during the first decade of programmatic, said Sonal Patel, Singapore managing director for AppNexus, calling for an overhaul of demand-side platforms to better meet the needs of marketers today.
The ad tech vendor recently launched its AppNexus Programmable Platform (APP), touting it [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Hugh Williams, senior data analyst, ExchangeWire. In this week’s edition: Agencies have struggled to adapt to programmatic; Programmatic rules digital display; and Digital strategy upheaval.Agencies have struggled to adapt to programmatic
Nearly three-quarters (71%) of advertisers think agencies have struggled to adapt to programmatic, according to a study by Infectious Media. Respondents also say that there needs to be a radical [...]
Digital’s credibility has been put in doubt in recent months, mostly because of a domino effect that has driven advertisers around the world to review their advertising investments across platforms and publishers. This also applies to the Brazilian digital market, one of the fastest-growing in the world, achieving 26% year-on-year growth in 2016. Given the potential continued growth that exists in this market, it’s time to take a step back. Originally published on ExchangeWire Brazil on 6 June 2017.
Facebook’s revenue has surged to USD$10.3bn (£7.8bn), on the back of 47% growth year-on-year. However, its shares fell, as it announced its 2018 expense forecast.
The higher expenses for the coming year are mostly driven by expenditure on protecting the site from fake news and hate speech, which CEO Mark Zuckerberg says will mean higher costs.
He says: “Our community continues to grow and our business is doing well, but none of that matters if [...]
Marketers have been so focused on optimising customer experience across digital channels that they have neglected the need to be equally responsive on physical touchpoints.
A survey by CMO Council revealed that 78% of marketers believed they could respond or react to consumer feedback, requests, suggestions, or complaints specific to campaigns within two weeks – with 43% saying they could do so within 24 hours, according to the research, which polled 153 marketers in the US.
However, their responsiveness dipped [...]
The programmatic industry has been working towards more transparency by defining and implementing industry standards. However, there is more work to be done for a successful marketplace. Writing exclusively for ExchangeWire, Ryan Gauss (pictured below), EVP of Product, AerServ, explains that while the programmatic industry has been cleaning up their act around transparency, both buyers and industry organisations need to demand further clarity to continue to move the industry in the right direction.
The ad industry has been occupied [...]
The German programmatic market is in transition. While marketers are preferring the transparency offered by handling programmatic in-house, mobile attribution is thriving, with agencies to thank for good performance here. Although desktop is still taking a strong proportion of advertisers’ budgets, growth here is expected to stagnate in the next year, with spend on mobile web taking the bulk of the spare budget.Marketers finding greater transparency in-house
By far and away the primary reason marketers are, or would consider, [...]
In an effort to raise standards in digital advertising, and address key issues facing the industry, the IAB UK is launching the ‘IAB Gold Standard’ initiative, comprising three primary actions that media owners can take.
Initially, the Gold Standard has three fundamental aims:Reduce ad fraud by implementing the ads.txt initiative on all sites carrying ads Improve the digital advertising experience by adhering to LEAN principles, the Coalition for Better Advertising standards, and never using the 12 ‘bad’ [...]