We’ve all heard the projections; global mobile ad spend is set to triple to $37bn by 2017, accounting for half of total US digital ad budgets. The driver; programmatic buying – set to reach more than 50% of US display spend by 2017 – and the surging adoption of mobile RTB is paving the way for a new array of mobile and multi-screen strategies, based on a unique, mobile specific array of data insights.
A year or so ago, [...]
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WireColumn: 'Without Service, the Best Technologies Might Be Worthless', by Delphine Fabre-Hernoux, Global Product Marketing Manager, Weborama
A successful digital marketing strategy cannot rely only on technologies. Today buyers and sellers invest much more on technologies than on expertise and knowledge, assuming that implementing a solution will help them make the difference. This is such an unfortunate assessment which motivates me to share my point of view on how service is so important in the advertising technology industry.
Let’s make an analogy to illustrate how important it is not to neglect the service. Imagine you [...]
Petteri Vainikka is CMO of Enreach.
Call me crazy, but I believe the biggest problem premium publishers face in better monetising their digital content is that they don’t know what business they are in. In other words, they are selling the wrong product.
Allow me to explain.
Since 2011, all conversation on publisher ad revenue and yield management has revolved around RTB. Only very recently has anyone dared to remind the ad tech seminar loyalists that, in fact, [...]
The Rise of the Machines Humans Ashton Carter. Ever heard of him? Nope, me neither. We should’ve though. As US Deputy Defense Secretary, he has just signed a new policy directive aimed at ensuring, in a world of increasing numbers and reliance on military drones, robots aren’t able to decide themselves whether to pull the trigger on humans. This is something we should all be thankful for because, although they might be the works of fiction, Terminator, The [...]
Advertising is about one thing: persuasion. You put an ad in front of a person, they see it, a desire is created and an action engendered. What’s odd is that this isn’t what our corner of the advertising industry is focused on these days. The industry is currently obsessed, not with great content and persuasive creatives, but instead with the latest and greatest software. That’s perfectly sensible, but I can’t see that [...]
Sylvain Deffay is Country Manager, France at Infectious Media
As 2013 kicked off with the e-marketing conference in Paris, it seems that the importance of measuring online advertising viewability has impacted the French programmatic market. I was presenting along with several of my peers on the possibilities of viewability and where the technology is going, whilst Alenty presented jointly with AppNexus about their latest viewability app.
To date, viewability has been associated more with branding campaigns than performance, for obvious reasons. [...]
We are all well aware that the retargeting model is broken. Still, three years into an RTB world, advertisers are frequency spamming the same users over and over again.
Whilst there are some positive innovations in the prospecting space, the reality of first-party data integration is still nascent and will never scale to the same level as the US.
My view is that the next evolution required is a new model for [...]
ExchangeWire is pleased to announce the launch of the WireColumn, a new column written by a crack team of thought leaders from across Europe and APAC. ExchangeWire recognises it does not have all the answers and the introduction of the WireColumn is designed to provide a platform for increased learning and education.
Simon Halstead is Director, Microsoft Advertising Exchange and Scale Display, EMEA, Microsoft Advertising
Disclosure – I have worked for agencies, sales house, networks and now work for one of [...]