A/B testing has been around for a few years now and is an optimisation strategy that seems to sit under the radar, quietly and studiously getting on with the task at hand, without creating any great fuss. Does the fact it’s not a glamorous head turner mean it’s not getting as much airtime as it deserves? Oren Cohen, head of mobile and personalisation, Optimizely, thinks that could be the case. Here, Cohen speaks with ExchangeWire about the journey of A/B testing [...]
Campaign measurement using time-based metrics is becoming increasingly popular; but is it still largely misunderstood? ExchangeWire speak with Perry Papadopoulos (pictured below), VP of engineering and product, Parsec, who explains why time-based advertising is so effective, and how to make a success of it.
You’d be hard-pressed in 2016 to find a more popular digital advertising metric than time, and for good reason. The amount of time that someone spends with an advertisement is likely the strongest indication of impact, relevance, [...]
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Peter Mycock, Managing Director, Criteo Australia Discusses Criteo’s Australian Expansion, Scalable Personalised Retargeting & Increasing Publisher’s Yield
Peter Mycock is Managing Director for Criteo Australia and is spearheading Criteo’s expansion into the Australian market. Here he discusses how Criteo’s personalised retargeting offering is really an expansion of search and how the integration with both Kenshoo and Marin allow advertisers to manage both search and acquisition through one interface.
He goes onto explain how Criteo increases publishers yield and says in some cases pays rates which compete with premium campaigns. He also forecasts video to become the largest [...]
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Ikon's Phil Cowlishaw And Andy Ellenthal, CEO of Peer39, Discuss The Brandscreen And Peer39 Partnership In APAC
Today Peer39 and Brandscreen announced a partnership to provide real-time semantic targeting to media buyers in the APAC region. Phil Cowlishaw, Performance Media Director of Ikon Communications, and Andy Ellenthal, CEO of Peer39, discuss page relevancy, brand safety and the plans to make the technology available in other APAC languages.
EW: You mentioned in bid decisions that gaining access to page level attributes ‘unlocks the true value and context of each available impression’, can you explain the impact [...]
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Brandscreen Partners With Peer39 To Offer Environmental Targeting To Boost Ad Safety And Effectiveness for Brands
Peer39 announced this morning a new partnership with the leading DSP in the APAC region, Brandscreen, to provide advertisers and agencies with page-level targeting. The offering is the first of its kind in the Asia Pacific market, and will give buyers the option of audience and semantic targeting for the first time. Peer39’s quality, safety and category attributes will now be available for the region’s media-buyers through Brandscreen, allowing them to leverage semantic-targeting in real-time.
TagsAd ExchangeAd ServerAd Trading DeskAdvertiseradvertisingAgencyAPACasia pacificAudience BuyingAustraliaBehavioural Targetingbrand safetyBrandscreenchinaDataDisplayDSPDynamic Ad OptimisationExchange NewsikonindiajapankoreaMedia Buyingmedia optimisationOnline Marketingpeer 39RTBSemantic TargetingSouth East Asia
Teresa Sperti Head of Marketing & Product, realestateVIEW.com On Growing Audiences & Balancing Brand And Performance
Teresa Sperti, Head of Marketing & Product for realestateVIEW.com talks about media buying and the importance of striking a balance between brand and performance. She adds with 50% of all Australians accessing online via their mobile it makes the channel a crucial part of their media mix. While Australians are one of the biggest consumers of online video in the world, the lack of inventory is constricting their growth.
Sperti also welcomes the efficiency the ad exchanges, DSPs and RTB [...]
TagsAd Exchangead exchangesAd TradingAdvertiserAgencyaudience attractionAudience Buyingaudience retentionAustraliaBehavioural TargetingBigPondBigPond MoneyDataDemand Side PlatformsDigital MarketingDisplaydisplay advertisingDSPExchange Newsmarketingmedia agenciesMedia Buyingmedia optimisationMobilemobile marketingonline inventoryOnline Marketingonline mediaOnline videoPublisherreal estatereal estate marketingrealestateVIEWRich MediaRTBsearch marketingTelstraTradingPostvideo advertising