The squeezed middle: mid-sized agencies looking to retain a position of strength in a challenging environment. How are they standing up against the increasing competition from larger agencies in an increasingly fragmented marketplace? ExchangeWire speak with Chris Le May (pictured below), managing director, EMEA and emerging markets, DataXu, who explains how mid-sized agencies are reinventing themselves with programmatic at their core.
In last month’s budget, the country’s ‘squeezed middle’ were treated to a £500 tax cut and were reversed out of [...]
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, [...]
Tagscampaign optimisationdigital strategyDisplaydisplay advertisingdisplay campaign optimisationmarketing strategymedia optimisationoptimisationoptimizationPerformance MarketingprogrammaticProgrammaticprogrammatic buyingprogrammatic displaytime-based advertising
Programmatic is much more than a tool to sell remnant inventory — with a firmer grasp of the technology, publishers can enhance scale and revenue, consistently meet demand, and maintain agility in a dynamic digital marketplace.
Publishers are aware of the opportunity programmatic presents to expand reach and relevance; yet a lack of understanding is preventing them from doing so. A recent OpenX study found limited knowledge of the technology is the second biggest inhibitor to implementation. What’s more, 20% [...]
In our latest piece from the IAB’s Display Trading Council, council members provide their views on programmatic as a dominant trading mechanism.
The last few days have been like research Christmas at the IAB with our flagship Ad spend report showing continued double-digit growth in digital and, for the first time, PwC have undertaken the annual MOST research – tracking the scale of programmatic use in the UK – alongside ad spend. The key stat is that, in 2015, 60% [...]
A few weeks ago, Google removed ads from the right-hand side of the search results page, causing confusion and rumours to flourish about what this means for the future of search and advertisers’ search strategies. ExchangeWire gauged the industry reaction at the time, and now there is questioning of Google’s motive behind the change, with talk about it being the start of a long journey for Google on the road to infinite scrolling. However, before any of that, ExchangeWire wanted to [...]
Transparency within programmatic advertising is generally considered to be very widely talked about, but not very widely achieved. Ahead of the Index Exchange Digital Techfront being hosted at the IAB on 14 March on the topic of transparency, ExchangeWire speaks to James Prudhomme (pictured below), Managing Director EMEA, Index Exchange about how header tag bidding is bringing transparency to the programmatic transaction and that the industry needs to make moves towards creating a fully transparent marketplace.
Defining transparency in programmatic advertising [...]
TagsAd Serverautomated guaranteeddisplayDisplayheader biddingprice transparencyProgrammaticprogrammaticprogrammatic displayprogrammatic guaranteedProgrammatic Guaranteedprogrammatic tradingtransparency
Programmatic TV is arguably a complete reinvention of the TV ecosystem and, in the US at least, is a market of scale. In the UK, it’s a slightly different picture; but with companies like Sky investing heavily in their addressable offering and a continual demand from advertisers to better understand their TV audiences, programmatic TV is surging. Dwight Ringdahl (pictured below), senior vice president, technology, RhythmOne, spoke to ExchangeWire about the advances in the US programmatic TV market and what the UK can learn [...]
In our latest piece from the IAB’s Display Trading Council, Lewis Sherlock (pictured below), head of enterprise strategy, AOL International, discusses the broader applications of programmatic.
Originally, when trading of digital display inventory began through ad networks, it was a way for publishers to electronically monetise unsold remnant inventory, giving agencies the opportunity to target these impressions with intelligent data sets on behalf of their client base. Now, the quality and scale of the inventory that flows programmatically has greatly increased. [...]
TagsCreativeDataData OptimisationDigital MarketingDisplaydisplayIABProgrammaticprogrammaticprogrammatic buyingprogrammatic displayProgrammatic Mobileprogrammatic tradingprogrammatic tvprogrammatic TVProgrammatic VideoRTBTechnology
With minimal barriers to entry, publishers and buyers alike can realise revenue benefits through programmatic advertising; but only with a rigid understanding of the technology and an effective commercial and pricing strategy.
As programmatic continues its rapid evolution, the skills gap for publishers trying to keep pace with the technology is widening, according to research by programmatic marketplace provider OpenX. All respondents to its survey – 23% of whom were publishers – said they needed further education to reap [...]
This week, we bring the following LATAM Roundup stories: numbers of the display inventory in Brazil compiled by Publya; CENP, Brazilian regulator of media trading, recommends companies to invest in ad tech — as long as they follow the rules, obviously; and Cazamba announces a platform that will enable the digital agency to trade programmatically.