From the closing walls of the GAFA gardens, to declining trust, it is fair to say that the advertising industry is somewhat up against it. Ahead of their discussion at ATS London, ExchangeWire speaks to Ari Paparo, co-founder and CEO of Beeswax; Maria Flores Portillo, general manager of Amobee EMEA; Dominic Joseph, co-founder and CEO of Captify; and Brian Fitzpatrick, general manger Europe, IPONWEB, to determine how independent ad tech can solve these industry issues. Competing with the walled gardens a [...]

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Pierre Naggar (pictured below), SVP of global demand at AdsWizz, joins ExchangeWire to debunk some of the myths around audio, taking a deep dive into programmatic, and outlining how audio advertising isn’t simply another digital format, but rather, a true brand differentiator in this new era of audio streaming. 1. What is the state of the audio advertising industry? The proliferation of podcasts, the growing use of smart speakers, and the popularity of streaming services has brought voice to the forefront of [...]

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Ahead of ATS London 2019, Tiffany Kelly (pictured below), digital product manager at Lineup, reveals five key strategies which media companies can employ to further their effectiveness, diversify their offering, and increase revenue. Between industry blogs, podcasts and vendor outreach, there is no shortage of content highlighting the latest digital trends. But which trends have been proven to work well for leading media companies today? We review five recent strategies our customers have adopted to successfully drive digital revenue. 1. They are [...]

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Though it has never been a sector which stands still and watches the world pass it by, the ad tech industry has been undergoing tumultuous change in recent times. This is keenly felt by the service layer, with in-housing raising sheer challenges, but offering significant opportunity. Prior to their panel discussion at ATS London next week, Ruth Zohrer, global client lead at Mindshare, and Adam Ray, CEO of 59A, share a preview of their thoughts on the developing phenomenon of in-housing, [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Up to 65% of location targeting ad spend is wasted; The Ozone Project selects Improve Digital as first European ad tech partner; PubMatic receives compliance certification for IAB Tech Lab’s Open Measurement SDK; MGID launches Smart Widget for accelerated mobile pages; and MediaMath names Konrad Gerszke as president. Up to 65% of location targeting ad spend is wasted Despite strong [...]

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The 10th year of ATS London will take place on 9th September and, as is the case every year, it’s been an exciting, yet challenging time crafting our agenda and finding experts to join us on stage. The biggest challenge: diversity. Holding a mirror up to the industry Ad tech is far from diverse. Google’s tech positions are 74.3% male, and 74.1% of leadership positions are also held by men. Similarly, at Facebook, 77% of tech roles are held by men, with [...]

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Writing exclusively for ExchangeWire, Marcin Ekiert (pictured below), CEO and co-founder of Yieldbird, closely examines the potential implications of Google’s transition to a first-price model, and how technological solutions can be used by publishers to mitigate its impact. Google’s decision to change auctions on the Ad Manager platform to a first-price model created a lot of questions from the ad tech industry in the first half of 2019. Although most of the other major platforms already operate in this environment, both [...]

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Writing exclusively for ExchangeWire, Alex Mcilvenny (pictured below), country manager UK, Zeotap, discusses how people-based marketing in the post-cookie landscape can be used for relevant cross-device targeting. People-based marketing is about directly connecting real people with the right experience to ensure high engagement that delivers on business impact. The UK’s largest brands such as Kellogs, The Times, and Lee Jeans, to name a few, have all made significant shifts in their digital strategies and budget allocation to guarantee their market position [...]

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In this exclusive and wide-ranging interview with ExchangeWire, Janette Higginson (pictured below), buyer development director at Index Exchange, discusses a wide variety of industry topics focusing on APAC, ranging from the popularity of private marketplaces to the sell-side’s role in combating ad fraud. Why are private marketplaces so successful in APAC compared to other regions? Do you see their popularity being maintained in the coming year, or will alternative buying methods such as header bidding gain more of a foothold in [...]

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In the first of an exclusive two-part Q&A with ExchangeWire, Will Dorling (pictured below), head of UK brand sales at AdColony, discusses the opportunities and advantages to advertising within mobile environments. Given that large enterprise-level brands have embraced in-app advertising, what steps can smaller firms take to ensure that they are not left behind? In-app advertising is becoming more accessible for all brands whether large or small. The first job for any advertiser is to assess your potential partners thoroughly. Whether [...]

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