Gareth Davies, Adbrain, CEO, and ExchangeWire columnist, discusses the benefits of establishing an industry standard way of targeting audiences in a mobile-first world, as well as an alternative scenario where the industry is controlled by a few vested interests.
Programmatic players are enjoying their time in the industry spotlight as they continue to attract large investment rounds, or eye potentially lucrative public listings. But this quest for investment returns means that every tier of the market must attempt to alter the [...]
Tags Ad ExchangeAd TradingATSAudience BuyingBehavioural TargetingBig DataBrandCross-ChannelDataData ExchangeData Management PlatformData OptimisationData StrategyDigital MarketingDisplayFacebookIndependent Trading DeskMarketerMarketing TechnologyMedia BuyingMobileOnline MarketingPrivate ExchangeProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRTBSecond screenStackTrading DeskYield Optimisation
Stu Spiteri, Krux, managing director, Asia Pacific, talks about his participation at next week’s ATS Singapore event, and explains his opinions on why companies adopting a copy-and-paste approach from strategies implemented elsewhere won’t succeed in APAC. In this piece, he also explains how the global market is likely to ask why the ‘other’ markets have failed to keep pace with the rampant innovation led by Asia, in five or 10 years time.
Tags AdvertiserAnalyticsAPACATSAustraliaBehavioral TargetingBehavioural TargetingBig DataChinaCross-ChannelDataData Management Platformdata modellingData OptimisationData StrategyDigital MarketingLocalMarketerMarketing TechnologyOnline MarketingSingaporeSoutheast AsiaYield Optimisation
The announcement of Global’s Digital Audio Exchange (dax) offering inventory from over 30 traditional UK radio stations and streaming services, is just the latest in a series of industry manoeuvres indicating that all media will eventually be bought programmatically.
Global’s announcement of dax means advertisers will be able to buy in-stream ad units across a host of stations within is portfolio (which include Capital, Heart and Classic FM), plus a host of premium third-party services including Spotify, Blinkbox, Mixcloud, [...]
Tags Ad ExchangeAd TradingAdvertiserAgency Trading DeskAudience BuyingAudioBehavioral TargetingBroadcasterExchange NewsLocalMarketing TechnologyMedia BuyingOnline MarketingProgrammaticPublisher ExchangeRetargetingRTBSSPYield Optimisation
In the second part of a two-part interview with ExchangeWire, Brian O’Kelley, AppNexus co-founder and CEO, explains some of his thoughts on how the ad tech sector can move unilaterally to address some of the more complex issues with programmatic media trading.
In this Q&A he addresses the lack of a global trade body to represent the needs of ‘the most innovate part of the advertising industry’, plus answers traders’ questions on some of the latest AppNexus product launches.
Tags Ad ExchangeAd ServerAd TradingAd VerificationAdvertiserAgencyAnalyticsAttributionAudience BuyingBidderContextDataDigital MarketingDisplayDSPMarketerMedia BuyingMedia ValuationPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRTBSSPTag ManagementTrading DeskVendorYield Optimisation
One ExchangeWire source revisits the heady predictions of 2011, compared to market reality in 2014, and ultimately concludes that media spend is still allocated, by and large, the same way as it was in three years ago.
Back in the dizzy heights of 2011 there were some interesting discussions on what a typical media plan might look like in the future – there were even had specific panels geared around this at ATS.
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAgency Trading DeskATSAudience BuyingContextDataDisplayExchange NewsIndependent Trading DeskMarketermarketing cloudMarketing TechnologyMedia BuyingOnline MarketingPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisher Trading DeskRetargetingRTBTrading DeskYield Optimisation
New research from YuMe indicates that the TV is losing its prominence in terms of media consumption, but continues to dominate ad spend, pointing to a failure of the digital media industry to keep apace with its own innovations. Charting recent developments in the programmatic video sector, ExchangeWire asks what hope the ad tech sector has in taking its place at the top table of advertising platforms, when it’s still so difficult to track and attribute value to [...]
Tags Ad ServerAd TradingAd ViewabilityAd VisibilityAdvertiserAttributionAudience BuyingConnected TVCross-ChannelDataDigital MarketingLive StreamMarketerMarketing TechnologyMedia BuyingMobileMobile RTBOnline MarketingOnline videoProgrammatic PremiumProgrammatic VideoSecond screenTVVideoViewabilityYield Optimisation
Native ad exchanges are a nascent sector in programmatic, with mobile specialists providing the next phase of growth in the specialism. ExchangeWire examines both the drivers of the trend, plus the (legitimate) reasons holding it back.
Yahoo is the latest Silicon Valley-based digital behemoth to nail its colours to the mobile and native advertising bandwagons with an Ad Age article this week revealing that it is attempting to emulate Facebook’s success [...]
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Why The ‘Good Internet’ And Programmatic Premium Will Cut Out The Rotten Core Of Digital Advertising
Ciaran O’Kane, ExchangeWire global editor, reflects on how a ‘good’, or brand safe, internet can help advertisers and publishers reap the rewards of programmatic-buying, and tackles rampant inertia over click fraud, plus the lurking threats to the agency model status quo.
As I disappear into the ether for three weeks without phone, laptop, or internet. I thought I’d lay bare some of the observations I’ve had around some critical problems that continue to plague and indeed jeopardise [...]
Tags Ad TradingAd ViewabilityAdvertiserAgencyAgency Trading DeskAudience BuyingBig DataBrandDataDemand Side NetworkDemand Side PlatformDigital MarketingDisplayDSPExchange NewsMarketerMarketing TechnologyMedia BuyingMedia ValuationOnline MarketingProgrammaticProgrammatic PremiumPublisherSocial TargetingSSPYield Optimisation
Google’s recent financial results were nothing short of exceptional, despite reporting decreases in its average cost-per-click- (CPC) it was still able to post double-digit increases in revenues. It takes a special kind of company to do so.
There has been a stream of positive white papers and industry reports highlighting the growth of the programmatic ad market, and indeed the future outlook for the sector is largely positive, but are there signs in Google’s numbers that a big change is [...]
Tags Ad ExchangeAd NetworkAd TradingAd ViewabilityAdvertiserAnalyticsAudience BuyingBig DataBrandCross-ChannelDigital MarketingDSPKeywordsMarketerMarketing TechnologyMedia BuyingMedia ValuationMobileMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBOnline MarketingPerformance MarketingPremiumPrivate ExchangePublisherRetargetingRTBSearchStackYield Optimisation
As global regions go, APAC is perhaps the most diverse of them all, both in terms of cultures and economies – and by extension, in media and ad marketplaces, writes Stuart Bartram, Rubicon Project MD, APAC.
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAgencyAPACAustraliaBehavioral TargetingBehavioural TargetingDigital MarketingDisplayDynamic Ad OptimisationJapanMedia BuyingMobileNew ZealandOnline MarketingPremiumProgrammaticPublisherPublisher ExchangePublisher Trading DeskSingaporeSSPStackYield Optimisation