Holistic yield management: a popular solution for publishers to be able to effectively monetise their offering, yet still considered a distant mirage for many. ExchangeWire speak with Charles Yardley (pictured below), chief operational executive, City A.M., about their move into automated guaranteed, and how the fact that programmatic is no longer only referring to remnant inventory allows for improved management of yield.
City A.M. recently announced a partnership with Ad Eye to allow direct buyers access to their inventory through the Ad [...]
Tagsautomated yield managementholistic yieldholistic yield managementonline publishersPublisherpublisherpublisher monetisationpublisher monetizationpublisher technologypublisher yieldpublishersyield management platformYield Optimisation
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: IAB UK Ad Spend report; Appointments at The Trade Desk and Plista; StickyADS.tv tackles fraud; and Adform launches header bidding solution.
UK ad spend tops £8.6bn
New record ad spend in the UK: the IAB UK Digital Adspend report has found that advertisers spent £8.61bn on digital advertising in 2015, in the UK alone. [...]
Tagsad fraudAd SpendAd TradingDemand Side PlatformEuropefraudMiddle EastMobileOnline videoPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic VideoPublisherPublisher ExchangeStacktransparencyVideoYield Optimisation
A recent report by RadiumOne has found that high-value users drive 85% of app revenue, yet represent just 17% of the user base. The ‘State of Mobile Acquisition’ report uncovered activities of high-value users within apps, which are users who have generated revenue in the last 30 days.
The data was derived from in-app events and ad engagement across third-party apps for more than 100 million devices. The report showed that marketers have a huge opportunity to acquire more high-value users via [...]
Last Friday (19 February) Google appeared to surreptitiously remove all ads from the right hand side of the search engine results page (SERP). At the same time, they bumped up the number of ads that appear at the top of the page, above organic listings from three to four.
Aside from the desktop SERP looking incredibly sparse now, the change has raised questions from advertisers as to what this means for the original programmatic advertising channel.
A quick search on Google (pictured [...]
On Friday (19 February) the mobile network operator (MNO) Three delivered the news that, in partnership with Shine Technologies, it would introduce network-level ad blocking to all customers in the UK and Italy. Cue gasps and shaking of heads across Europe – except from Shine Technologies and Three Mobile (investor-by-proxy of Shine Technologies through Li Ka-shing, owner of Three’s parent company Hutchison-Whampoa).
This significant move by one of Europe’s biggest MNOs left the industry asking many questions, but mostly: “Why do Three Mobile think [...]
Tagsad blockersad blockingad fraudAd NetworkAd VerificationAdvertiserDisplayin-app mobile advertisingitalyMobilemobilemobile ad networksmobile advertisingmobile monetizationmobile publishersmobile yield optimisationonline mobile advertisingUKYield Optimisation
Following OpenX’s successful launch of its School of Programmatic initiative last month (a series of workshops designed to fill the knowledge gaps and supply the skills and know-how to make the most of programmatic), Tuesday [16 February] saw the release of the second workshop, titled ‘Programmatic on the Go’. This workshop covers the world of mobile programmatic, including planning for cross-device campaigns, building apps into your media mix, and mobile measurability.
ExchangeWire gained [...]
Tagsad blockingAd Fraudin-app mobile advertisingMobilemobilemobile ad netowrkMobile Displaymobile monetizationmobile publishersMobile RTBmobile yield optimisationonline mobile advertisingPublisherYield Optimisation
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Sky and DataXu partner; AppNexus launches PriceCheck; Facebook adds mobile web to Audience Network; WPP’s multi-billion ad spend on Google; Alliance between Rubicon Project and AdMore; and ISBA’s Bob Wootton to step down.
Strategic investment into DataXu by Sky
UK-based pay-TV provider Sky has made a USD$10m (£7m) investment in analytics provider DataXu. “This investment will help us develop a [...]
TagsAd NetworkAd SpendAudience Buyingautomated guaranteedDigital MarketingEuropeFacebookMobileMobile Ad NetworkNative AdvertisingProgrammaticProgrammatic Guaranteedprogrammatic tvPublisherRTBStrategic InvestmenttransparencyViewabilityYield Optimisation
Concerns over the placement of ads, whether or not they are actually seen by humans, plus a lack of quality ad formats, has stalled brands’ willingness to divest their brand advertising budgets away from TV and into online video, using programmatic media-buying. However, a recently published paper from Tremor Video goes on to note how these concerns are not only over-played, but increasingly held as untrue among advertisers.
Video-on-demand (VoD) is widely touted as the growth sector of programmatic ad spend [...]
The emergence of publisher consortia was underlined in recent weeks as UK publishers began to band together en masse. A month ahead of ATS Paris, ExchangeWire examines the French market, where publishers there were early to adopt this approach, exploring the intricacies of the co-op offering, and asks if it makes sense to have dual offerings in a single market?
Premium publishers the world over are under pressure to retain ad spend, particularly when they come up against the hugely scaled [...]
TagsAd TradingAd VisibilityAdvertiserAudience BuyingDigital MarketingDisplayEuropeFranceMedia BuyingPerformance MarketingPremiumPrivate marketplaceProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskSSPtrading modelstransparencyYield Optimisation
AppNexus has confirmed its purchase of publisher forecasting and programmatic-direct company Yieldex, in a deal rumored to be valued at $100m, as the ad tech firm continues its acquisition spree, and prepares for the rise of programmatic-direct.
The integration of Yieldex into the AppNexus platform supports the ad tech company’s vision of offering an integrated, full-stack publisher solution – this deal comes just five months after AppNexus bought Open AdStream (OAS) from WPP – and also positions the company to create [...]
TagsAd TradingContent verificationContextDataDisplayMarketerMedia BuyingMedia ValuationOnline MarketingPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRTBStackStrategic InvestmentYield Optimisation