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 Selina Wong, vice president, marketing, iClick Interactive, in the latest instalment from the China Expert series.
Many in the industry see local standards [...]
Singapore Has Lowest Video Viewability in Region; Lack of Cross-Device View Distorting SEA Attribution Data
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore has lowest video viewability in region; Lack of cross-device view distorting SEA attribution data; AdAsia secure £9.66m in Series A; Havas set up joint venture in Shanghai; Expedia unveil Singapore research lab; and data-driven marketing platform opens in Myanmar.Singapore has lowest video viewability in region
At just 35%, Singapore has the lowest video ad viewability in Southeast [...]
What is a cost-per-second buying model and what value can time-based buying offer an advertiser? ExchangeWire speak with Paul Kelly (pictured below), recently appointed as commercial director, UK and EMEA, Parsec Media, about his new role and the growth and the trajectory of growth for time-based buying, as the industry continues to battle with viewability challenges.You were recently hired as commercial director, UK and EMEA – what does your role entail?
Right now my role is [...]
The digital ad space will continue to grow and prosper in 2017, but so will certain risks. There will be more opportunities for ad placements within mobile apps and mobile messaging programs, but, as Asaf Greiner, Founder and CEO of Protected Media explains to ExchangeWire, at the same time there will be the risk that only a low percentage of the ads will be viewable.
As a result of this risk, currency has switched from a served impression to [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Methbot controversy; Native advertising grows rapidly; Nielsen acquires Gracenote; TubeMogul becomes Instagram Partner member; and Blis partners with Moat.Methbot controversy
A recent news story first broken on Adexchanger has been discussed controversially this last week. Following the disclosure by fraud detection company WhiteOps that a Russian botnet is syphoning off millions of dollars from advertisers every day, reactions to the piece [...]
Wherever you sit in the digital advertising ecosystem, viewability matters. For brands, it’s a marker of high quality ads; for publishers, it’s the basis of inventory appeal; and for technology providers, it’s the currency everyone wants to trade on. But what makes ads viewable — and how can this be tracked when deals are automated?
These were the issues explored at the last OpenX School of Programmatic session for 2016. Taking a look at everything from mobile and video-specific challenges, to [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Consumers only seriously consider two brands; AOV increasing on smartphones; UK leads Christmas shopping despite Brexit; and Attention spans on the rise.
Consumers only seriously consider two brands
Though aware of many brands, consumers enter the journey to purchase with a very limited shortlist of brands they are considering, research by [...]
Social & Email Marketing Top APAC Priorities; AU Consumers Will Turn Off Ad Blockers for Right Reasons
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Social & email marketing top APAC priorities; AU consumers will turn off ad blockers for right reasons; South Korea has world’s highest viewable completion; AsiaMX go live in Thailand, eye new Asian offices; RTB House open up in Singapore; and Rakuten merchants gain access to AdRoll.Social & email marketing top APAC priorities
Social media integration, email marketing, [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Facebook updates metrics and reporting; LiveRamp buys Arbor and Circulate; IAB and ISBA cooperate on mobile buying handbook; Snapchat IPO is coming; More lift with Rich Media; Spotify and WPP announce partnership; Widespace’s new ad platform; Protected Media’s anti-ad-fraud solution; and European viewable completion rates analysed by TubeMogul.Facebook update on metrics and reporting
Criticism on Facebook’s lack of transparency has prompted the company to [...]
TagsAd ServerAd SpendAd TechAd TradingAd ViewabilityAdvertiserAnalyticsautomated guaranteedDigital MarketingDisplayEuropeFacebookfraudMarketermeasurementMedia BuyingMobileProgrammaticPublisherRich MediaTechnologyViewability
A growing number of advertisers and their agencies are looking for 100% guaranteed viewability, as latest research confirms millions of pounds-worth of ad spend is being wasted because less than half of online ads in the UK are viewable. But, as Attila Jakab (pictured below), managing director, Infectious Media writes, those brands most effectively overcoming the viewability challenge are doing so through subtler and more innovative strategic thinking.
According to IAB recommendations, an ad is viewable when 50% of that ad is [...]