Viewability
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 [...]
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 [...]
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 [...]
Why Blockchain Addresses Transparency Issues in Programmatic Advertising
In today’s world, the ability to trade securely, and with complete control over where budget is being invested, is critical to success in any given industry. However, concerns over a lack of transparency in spend have long plagued the global digital advertising industry and continue to have a huge impact on the trading experiences of advertisers and publishers alike. In this exclusive piece for ExchangeWire, Zheng Zhang (pictured below), CEO and co-founder, EnvisionX, argues in favour of blockchain technology to [...]
Proving Brand Value: Why Advertisers Need to Rethink the Metrics They Are Using
With overall digital ad spend reaching £10.89bn by the end of 2017, up 11% from 2016, according to eMarketer, the digital advertising market continues to show exceptional growth as marketers recognise digital’s unique ability to reach large audiences and connect with them in a highly targeted, relevant, and cost-effective manner. Nick King (pictured below), UK managing director, Exponential, looks at different trading metrics and how the market is experiencing a shift towards buying on the basis of vCPM and CPE only. Mobile [...]
'APAC Telcos Sitting on Valuable Audience Data' Q&A with Soumita Roy Choudhury, Asia-Pacific Head, Mobilewalla
Telcos hold a wealth of high-quality data that can not only help mobile marketers better understand their audience, but also has the potential to be as valuable as those monopolised by Facebook and Google. Telecom data-as-a-service will see emerge as a key industry trend this year, according to Soumita Roy Choudhury (pictured below), Asia-Pacific head, Mobilewalla, which provides mobile customer data intelligence tools. Mobile marketers also will be looking to tap artificial intelligence and machine learning to help identify anomalies [...]
India Needs Standardised Metrics for Digital
Traditional media may still dominate in India, but this will evolve and ad tech companies have to start creating products and metrics that work across multiple screens. Advertisers in India were projected to spend most of their budget on traditional media, with TV accounting for 39.3% of overall ad spend last year, according to eMarketer. This, however, would change and ad tech companies would have to develop products and metrics for multi-screen environments, said Shamsuddin Jasani, managing director for Isobar India. In [...]
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