This week the IPA issued a direct call to action to Google’s YouTube and Facebook to clean up safety, measurement, and viewability of online video on their platforms. ExchangeWire asks experts to weigh in on whether this was the right move that will force Google and Facebook to step in line.
IPA director general Paul Bainsfair issued the letter to the digital duopoly, outlining three urgent action points required to ensure global standards in ad verification and video measurement.
The IPA is requesting [...]
Whilst ‘context’ has been sidelined in the past, it is experiencing a renaissance and now finds itself right at the centre of brand safety and agency concerns, as John Snyder, CEO and co-founder, Grapeshot, explains. Speaking exclusively with ExchangeWire, Snyder highlights why context in audience targeting needs to get back in the driver’s seat.ExchangeWire: What has the evolution of the contextual targeting market been, and what does Grapeshot do for brands and agencies?
John Snyder: Context has always been the mother [...]
China Ad Tech Players Don't Always Respect Boundaries; Singapore Media Giants to Build Programmatic Marketplace
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China ad tech players don’t always respect boundaries; Singapore media giants to build programmatic marketplace; China 1Q online ad revenue fall to £7.78bn; AU radio network offers personalised ads; Amazon must localise to build SEA loyalty; and IAB AU offers video, audio, and mobile glossaries.China ad tech players don’t always respect boundaries
China’s ad tech landscape can be [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: SEA viewability close to US standards; Taptica acquires Japan mobile ad platform; WeChat user base to hit 494.3 million; Online video ad spend to climb 23%; and Dentsu signs ‘group-level’ membership with IAB SG.SEA viewability close to US standards
The average viewability rate in Southeast Asia is estimated to be 53%; which is close to standards laid out [...]
In order for publishers to be competitive and drive revenue for success, as well as for marketers to better engage with their consumers, viewability of high-quality, scalable advertising continues to be important to both. Dave Jacobs (pictured below), COO, 33Across, explains that while viewability standards in the industry are being addressed, there is more work to be done to include time in-view to drive the highest engagement for marketers.ExchangeWire: What does 33Across do and what are some of [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC leads global ad spend growth; Digital to consume largest share of APAC ad budget; Mobile also fuelling ad spend growth; Alibaba offers ad tools to target Chinese consumers; comScore unveils China mobile consumer panel; and Executive appointments at Dentsu, Grapeshot, and AdAsia.APAC leads global ad spend growth
Ad spend in Asia-Pacific is projected to climb USD$30bn (£23.49bn) [...]
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 [...]
An intense price war has been waging between performance ad networks in China; but competing based on price is unsustainable and will not prevent advertisers from jumping ship.
Richard O’Connell, general manager of MobAir’s China operations, observes that some ad networks in the country have been willing to lose money on deals in a bid to win big deals and reflect a positive showing for investors. However, with investor capital drying up, networks that have depended primarily on a price strategy [...]
Video advertising is becoming more and more of a preferred medium to advertise and engage with potential customers; but there are different rules for video compared to traditional display advertising. Tod Loofbourrow (pictured below), CEO, ViralGains, explains how much more than basic viewability data and measurement should go into a successful video campaign.ExchangeWire: How are people using video today that’s different than the past?
Tod Loofbourrow: Marketers have finally realised that video is a different ballgame than display [...]
With the digital landscape in China developing at lightning speed, many overseas advertisers have concerns about brand safety, fraudulent traffic, and viewability. China’s unique digital environment presents challenges that have often led to misconceptions for marketers preparing to spend advertising dollars, creating a need for the local marketers to provide transparency by establishing local standards, writes Kelly Leung, VP, agency business, iClick Interactive, in the latest instalment from the China Expert series.
Many in the industry see local standards [...]