Why it’s Time to Break Down the Barriers Between Brand and Performance
Marketing efforts in recent years have tended towards the quantitative measure of performance. How many people could have seen the ad, how many people have clicked it, and how many people have bought a product after clicking the ad. However, this approach has somewhat led to the neglect of brand-building efforts, and the quality of interaction with brands beyond the simple click. In the post-GDPR landscape, this could leave many in the media landscape rather short-changed. In this exclusive article for [...]
PubMatic Releases Independent Omnichannel Wrapper Solution; DoubleVerify Partners with Snapchat
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: PubMatic releases industry-first independent omnichannel wrapper solution; DoubleVerify partners with Snapchat to authenticate media quality; AdPushup releases new publisher dashboard; Adobe brings Photoshop-inspired functionality to customer journey analysis; and AppLovin launches MAX in-app bidding monetisation solution. PubMatic releases industry-first independent omnichannel wrapper solution Premium digital advertising technology company, PubMatic, has announced that it is expanding OpenWrap, a first Prebid-based enterprise [...]
UK Viewability Reaches Over 70% for the First Time; ADmantX Boosts its Brand Care Offering
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: UK viewability reaches over 70% for the first time; ADmantX boosts its brand care offering; 1plusX expands into France; Outbrain Integrates with Google Display & Video 360; and Xandr launches selling platform: Xandr Monetize. UK viewability reaches over 70% for the first time Integral Ad Science (IAS), a global market leader in digital ad verification, has released its Media Quality [...]
Mobile Ad Fraud Cost USD$2.3bn (£1.89bn) in H1 2019; Sizmek Finalises Peer39 Sale
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Mobile ad fraud cost marketers over USD$2.3bn (£1.89bn) in H1 2019; 79% of UK marketers acknowledge cross-channel video advertising wave; Centro enforces app-ads.txt to automatically target authorised and validated sellers; Teads offers 100% viewability on VCPM and CPCV buys; and Merkle launches data-driven planning methodology, Pando Planning, in the UK. Mobile ad fraud cost marketers over USD$2.3bn (£1.89bn) in [...]
Why Your Viewability Percentage Doesn't Matter
The topic of viewability in programmatic has been discussed ad nauseam in recent years, so why, you might ask, do we need another article on this subject? Writing exclusively for ExchangeWire, Joey Henderson, commercial director, Avocet, explains why the conversation needs to continue, but that it shouldn’t be about viewability percentages. I believe that, unfortunately, for much of that time we’ve been focusing on the wrong type of viewability measurement. While countless media dollars and development hours have been spent on measuring, targeting, and optimising [...]
Ad Blocking Rates Decreasing; Vista Buys Majority Stake in Integral Ad Science
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Ad Blocking Rates on the Decrease Since 2016; New Majority Stakeholder for Integral Ad Science; Outbrain Acquires AdNgin; Fyber Supplies FairBid Mechanism to Facebook Audience Network; Video Study: Longform Video Ads Keep Users Engaged; and Amobee Integrates with ownerIQ. Ad Blocking Rates on the Decrease Since 2016 Monitoring ad blocking activities for the past two years, a two-year ad blocking audit among the members [...]
Viewability Record in UK; IAB Tech Lab Acquires DigiTrust
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: New Viewability Record in UK; IAB Tech Lab Acquires DigiTrust; MetaX Releases adChain Whitelist; USD$8m (£5.7m) Funding for Appodeal; and Fraudlogix & PubNative Partnership. New Viewability Record in UK Ad-viewability rates in the UK have reached new heights, according to the latest quarterly benchmark report by Meetrics. In the first quarter of 2018, viewability rates increased from 56% to 59% with a view time of [...]
IAB Releases GDPR Framework; OpenX Removes Video Ad Format
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: IAB Releases GDPR Framework: Call for Feedback; OpenX Bans 300×250 Video; Improve Digital Offers First-Price Auction Option; New Custom Bid Algorithms at Amobee; and Rubicon Project Opens Its Exchange for Third-Party DSPs. IAB Releases GDPR Framework: Call for Feedback With the release of the draft technical specifications for its GDPR Transparency & Consent Framework, the IAB is now asking industry participants for feedback on their attempts at [...]
Vietnam May Turn to Mobile Ad Blockers As Awareness Climbs; Online Drives Car Ads in China
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Vietnam May Turn to Mobile Ad Blockers As Awareness Climbs; Online Drives Car Ads in China; Dentsu Acquires Polish Marketing Group; IAB AU Offers Guides on Ad Tech Buys; AppNexus Turns on Ads.txt & Streamlines Refunds on Invalid Traffic; Burson-Marsteller to Merge With Cohn & Wolfe; and Appier Links to Google Ad Platforms. Vietnam May Turn to [...]
Mobile Viewability Matters: Peering into the World of In-App Measurement
According to eMarketer, adults in the UK will spend 2 hours and 7 minutes on their smartphone in 2018 – 37% more than the average time spent on desktops and laptops. Within this context, apps account for 82% of total time spent on mobile devices. Writing exclusively for ExchangeWire, Stephen Upstone (pictured below), CEO, LoopMe explains that, in 2018, brands will have not one, but two challenges on the mobile frontier: harnessing the true value of mobile, and ensuring that ad [...]
