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 [...]
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAgencyAudience BuyingBehavioral TargetingDemand Side PlatformDigital MarketingExchange NewsIndependent Trading DeskMarketerMarketing TechnologyMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile DisplayMobile RTBNative AdvertisingOnline MarketingPremiumProgrammaticProgrammatic PremiumPublisherPublisher ExchangePublisher Trading DeskRetargetingRTBYield Optimisation
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
Sources indicate that data will be one of the hot topics of 2014, particularly as the French regulator begins to bear its teeth and advertisers begin to demand enhanced transparency. In short, the terms ‘privacy’ and ‘transparency’ could soon become as synonymous with France as its national rallying cry: ‘Liberté, Egalité, Fraternité’.
In the second instalment of a two-part examination of the French programmatic trading market, ExchangeWire consults sources who offer their opinions of [...]
Tags Ad ExchangeAd NetworkAd ServerAd TradingAdvertiserAgencyAgency Trading DeskAnalyticsAudience BuyingBehavioral TargetingBehavioural TargetingBig DataBrandDataData ExchangeData Management Platformdata modellingData OptimisationData StrategyData visualisationDemand Side NetworkDemand Side PlatformDigital MarketingDisplayDSPFranceIndependent Trading DeskMarketerMarketing TechnologyMedia BuyingOnline MarketingPrivacyPublisherRetargetingRTBViewabilityYield Optimisation
In the first of a two-part look at the French programmatic market in 2014, insiders have told ExchangeWire the programmatic trading sector provided one of the few ‘good news’ stories in the French advertising market last year, which was described as “stable at best” by one source.
These sources also forecast the programmatic trading market will grow further in 2014, with some adding that market consolidation is a likely outcome if the sector is to continue to meet the needs [...]
AppNexus’ deal with UIM (United Internet Media) will see the pair build a private marketplace letting advertisers bid on inventory on websites such as GMX and WEB.DE, in a move that could see the German programmatic ad market double in 2014.
The collaboration is currently being tested and will kick off in earnest in January 2014. This will offer advertisers both premium transparent media buys, as well as more scalable blind purchases across UIM’s [...]
Tags Ad ExchangeAd ServerAd TradingAdvertiserAgencyAgency Trading DeskBehavioral TargetingBehavioural TargetingGerman Sales HouseGermanyMedia BuyingOnline MarketingPremiumPrivate ExchangeProgrammaticPublisherPublisher ExchangePublisher Trading DeskRTBYield Optimisation
'Programmatic has no borders,' Ana Garcia, SpotXchange, business development director, on why she's bullish about the Spanish programmatic market
The market in Spain for programmatic media trading is bucking the trend despite the Spanish recession, as publishers there look beyond their own borders for extra revenue, and technology adoption within video is fuelling this trend.
Tags Ad ExchangeAd TradingAdvertiserAudience BuyingContextExchange NewsLATAMMarketing TechnologyProgrammaticProgrammatic VideoPublisherPublisher ExchangePublisher Trading DeskSpainVendorVideoYield Optimisation
It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.
It is clear that our industry is [...]
Tags Ad ExchangeAd NetworkAd ServerAdvertiserAgencyAgency Trading DeskAnalyticsAttributionBehavioural TargetingBeneluxBidderBig DataBrandCEECreativeDemand Side PlatformDisplayDynamic Ad OptimisationFranceGermanyIndependent Trading DeskItalyMarketerMobileMobile Ad ExchangeMobile DisplayMobile RTBNetherlandsNordicsPolandPortugalPrivacyPrivate ExchangeProspectingPublisherPublisher Trading DeskRich MediaRTBRussiaScandinaviaSearchSemantic TargetingSocial TargetingSpainSSPStackTrading DeskVideoYield Optimisation
Over the last 12 months, we’ve seen the rise of the ‘stack’. Google, Appnexus, et al are all on their way to developing end-to-end solutions. However, smart collaborations and partnerships now may provide alternatives to those previously unable (or unwilling) to develop one stack.