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 [...]
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% [...]
Programmatic has the potential to create the perfect market. If all supply and all demand could be brought together in one place, the true value of inventory could be established, and the optimum price could be achieved for each impression without the need for set-floor prices, or other constraints. But, in today’s opaque and fragmented ecosystem, the market is far from perfect. To realise the full potential of programmatic, providers on both the buy and sell sides must work better together [...]
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% [...]
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
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
Today (26 January) OpenX unveils Real-Time Guaranteed, the first programmatic marketplace to transact guaranteed deals with programmatic technology. Tim Cadogan (pictured below), CEO, OpenX talks exclusively with ExchangeWire about how this new solution will deliver on the true promise of programmatic technology: real-time, guaranteed.
ExchangeWire: Tell us about OpenX’s real-time guaranteed (RTG) offering.
Tim Cadogan: Real-time guaranteed (RTG) is a new model for buying and selling digital advertising. RTG combines the guaranteed terms of direct-sold deals with the [...]
Ad servers for publishers are a basic ingredient in digital advertising, but with significant advances in the online marketing ecosystem – including the rise of programmatic – some are questioning whether they are still relevant to today’s digital marketers. In this article, Tim Preston, Director, Ad Server Business Development EMEA at OpenX discusses how ad servers fit into the modern marketer’s toolkit.
Ad servers were originally designed to support manual, direct ad sales, with a heavy emphasis on features such as sales [...]
The IAB run a number of Trading Councils, covering a multitude of industry sectors, including ad ops, video, search, social, and display marketing. Council delegates are all senior executives who appreciate that the industry won’t mature without cohesion enabling progress to be made on projects. IAB Councils are seen as the voice of the industry. In this post, James Prudhomme, managing director EMEA for Index Exchange, (pictured left) offers his perspective on the Display Trading Council’s recent conversations about the complexities within [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: UK ad viewability falls below 50%; US programmatic spend reaches record $10.1bn; UK agencies see programmatic native as major opportunity; and majority of Brits want BBC license fee scrapped.
Ad viewability is declining in the UK
In the UK, online ad viewability fell to 49% in Q2 2015, a 7% decline from [...]