Turkey isn’t a market you often hear or speak of when it comes to ad tech, but according to Hulya Altunbas (pictured below), CFO, ReklamStore, it’s a market that is full of opportunities and is experiencing significant growth. Here, Altunbas speaks with ExchangeWire about how Turkey’s young market makes social and mobile an exciting prospect for ad tech.
ExchangeWire: For those of us not familiar with ReklamStore, please tell us about your company and core offering.
Hulya Altunbas: ReklamStore is the leading digital advertising [...]
Native is often touted as the solution to combatting ad blocking, particularly in the mobile space; but does it really work? ExchangeWire speaks with Rakhee Jogia (pictured below), regional director of Rakuten Display Europe, Rakuten Marketing, about what brands need to consider before going all-in on a native mobile strategy.
Native ad formats have been around for a long time, but the growth of mobile has catalysed their adoption among marketers to become the new normal. Given the concerns raised by [...]
In-app advertising is big business and is expected to reach over USD$29bn (£20.3bn) in ad spend in 2016. App install ads are an important part of this, with 224 billion apps predicted to be installed this year. With such high competition, how do advertisers create a unique point of difference when encouraging users to download their apps? Jeff Marshall (pictured below), [...]
Ahead of his participation in a panel discussion on making data the key to programmatic success at ATS Paris tomorrow, ExchangeWire hears from Benoît Cochet (pictured below), director EMEA audience advertising & programmatic sales, Yahoo, who explains that marketers can’t be effective without a mobile strategy and describes how Yahoo is trying to help marketers achieve their cross-device goals.
The booming use of mobile transforms the customer experience and conversion funnel. To improve performance, advertising campaigns should increasingly be cross-device. This is [...]
Cookie-based modelling is going further out of favour, due to its limitations in accuracy and cross-device targeting capabilities. People-based marketing is fast becoming the targeting method of choice; but, while often talked about, industry understanding seems to be limited. Katie Field (pictured below), UK managing director, Viant, speaks with ExchangeWire about how in a mobile-first world, people-based marketing is the only viable option.
ExchangeWire: People-based marketing is a buzz phrase, which rarely gets defined. What does it actually mean?
Katie Field: Today, [...]
Location-based marketing is becoming a crucial tool for marketers to remain competitive and ensure they can deliver a tailored, personalised brand message to engage consumers at that key point in time.
A new report released by Forbes Insights, in association with xAd, entitled Location: a Strategic Marketing Imperative, finds that location-based mobile advertising is a competitive differentiator, with mobile surpassing desktop as the most essential tool for making a purchasing decision. [...]
With viewability continuing to be the talk of the town, an increasing number of products are being developed to help advertisers achieve their viewability goals. ExchangeWire speaks with Adrian McDonald (pictured below), chief product officer, Widespace, about effectively measuring viewability in the mobile space.
ExchangeWire: Last year, Widespace launched a viewability offering. What does it entail?
Adrian McDonald: Widespace Viewability is exactly what it sounds like. It means that all bought impressions are viewable and shown to actual people. But that’s not [...]
On Monday (19 February), Ciaran O’Kane, CEO, ExchangeWire published a piece as a precursor to the biggest mobile event of the year, Mobile World Congress. As well as touching upon the device graph and the rise of programmatic native, O’Kane shared with the world a solution to monetising the plethora of emojis that exist globally.
Not ones for duplicating content, but such was its popularity, ExchangeWire are delving into this idea in more detail, just in case somebody out there [...]
Tags Ad Networkad networkad networksad techAudience BuyingBehavioral TargetingBehavioural TargetingDatadata driven displayData Management PlatformData Optimisationin-app mobile advertisingmobile ad networksmobile advertisingmobile appsmobile display
It’s MWC week, so naturally, the spotlight is firmly planted on mobile and in this piece, mobile measurements. Despite common beliefs, the technology required to measure the return on a mobile ad investment (particularly within apps) is fairly robust nowadays. A wide range of suppliers can now measure any action taken by the user on a mobile device after seeing an ad. And yet, mobile measurement remains a challenge for the industry. Noelia Amoedo (pictured below), CEO, Mediasmart tells ExchangeWire that the [...]
Tags Displayin-app mobile advertisingmeasurementMobilemobilemobile ad campaignsMobile Ad ExchangeMobile Ad Networkmobile ad networksmobile advertisingMobile Displaymobile monetizationMobile RTBmobile yield optimisationProgrammatic
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 [...]
Tags ad blockersad blockingad blockingad fraudAd NetworkAd VerificationAdvertiserDisplayin-app mobile advertisingitalyMobilemobilemobile ad networksmobile advertisingmobile monetizationmobile publishersmobile yield optimisationonline mobile advertisingUKUKYield Optimisation