2016 has truly shown how dynamic an ecosystem the digital advertising industry is. There have been highs and lows, but it has certainly been memorable. In a series of features reflecting on the past year and looking ahead to what we can expect in 2017, ExchangeWire invite over 100 thought leaders from across the industry to share their views. In the latest series instalment, experts predict how publishers will maximise revenue generation in 2017.Publishers need to maximise data [...]
Publishers face big choices as they seek to maximise revenues from their video content in 2017. In this ExchangeWire exclusive, Ryan Afshar (pictured below), VP of media partnerships, Videology outlines five key areas.
Publishers have been having a hard time. As consumer behaviour transforms for the digital age, they find themselves playing technology catch-up with their advertiser and agency customers. The publishers are under-armed and facing better-equipped rivals.
The scale of competition from Google and Facebook is unprecedented, together these ‘new’ market [...]
Publishers Need to be Mobile Ready – Whether They Like It or Not: Q&A with Phil Barrett, SVP & GM, Purch
Publishers don’t have an easy ride; and with so much to navigate in a constantly changing digital environment, the challenges they face become greater and more pronounced. How can publishers win in a world where Facebook and mobile apps seem to rule the roost? ExchangeWire speak with Phil Barrett (pictured below), SVP & GM, Purch, about where publishers should place their focus to achieve success in the long term.ExchangeWire: How should publishers approach their relationships with walled gardens, such as Facebook? [...]
At ATS New York, Natrian Maxwell (pictured below), director of demand services, OpenX, delivered a keynote speech on header bidding and the road to success through programmatic direct. ExchangeWire caught up with Maxwell after the event to delve into the detail of the keynote.ExchangeWire: Header bidding has put the industry in a situation where the publisher’s ad server is responsible for programmatic decisioning – what challenges does this present?
Natrian Maxwell: This shift in programmatic decisioning really identifies some of the [...]
At IAB Engage in October, the IAB’s Display Trading Council released their latest programmatic handbook, featuring trends and insights from experts across the programmatic industry, providing an update to how the industry has evolved since IAB UK launched the previous handbook in 2014. ExchangeWire are serialising the content, kicking off with an overview of the size of the sell-side market from Gareth Shaw, VP programmatic operations EMEA, Pulsepoint, featuring comment from Rubicon Project, Amobee, and Guardian News & Media.
Prior to programmatic, [...]
Each market has a different approach to programmatic buying and selling and markets less often heard about, such as Italy and Spain, have very different methods from the UK or France when it comes to publisher monetisation. Marco Guglielmin (pictured below), chief revenue officer, Zodiak Advertising, explains the publisher trends he is seeing in Southern Europe, the rise of the publisher co-op and the growth of the multi-SSP approach.ExchangeWire: What growth journey have Zodiak been on since starting in Italy four [...]
The UK’s media industry is at a precarious crossroads. There are regular reports in the press about the deterioration of ad revenues and the increasing dominance of the duopoly of Facebook and Google in the digital market. The News Media Association (NMA), have recently asked the government to help in the matter stating: “The value chain of digital news has become wildly out of step with the contribution that each player makes and this is not sustainable.” As [...]
How does socialisation affect news consumption? Are publishers ready to adapt to these changing trends, or is their only option to quietly accept the fact that news production will forever languish behind social media? How can publishers thrive, despite the socialisation of news? Stephanie Himoff (pictured below), MD Northern Europe, Outbrain, writing exclusively for ExchangeWire, provides the main points publishers must consider to continue operating in this changing market.
In January 2009, US Airways Flight 1549 was carrying 155 passengers and [...]
Everyone, Especially the Publisher, Wants to Retain Control: Q&A with Massimo de Magistris, GM EMEA, StickyADS.tv
How has the rise of video changed the way publishers operate? Are they prepared for the ongoing developments in this space? Speaking with ExchangeWire, Massimo de Magistris (pictured below), GM EMEA, StickyADS.tv, explains how publishers are evolving to meet the growing demands of advertisers, but there is still a long road ahead.
ExchangeWire: There are significant technological advances in programmatic video as a platform. It is evolving all the time – are publishers paying enough attention to these advances?
Real-time guaranteed has entered the mix to remove the need for publishers to compromise between RTB and guaranteed deals. For all the talk in the industry about real-time guaranteed, and its benefits to publishers, do we really know what it is and how it can help? Writing exclusively for ExchangeWire, Andrew Buckman (pictured below), MD EMEA, OpenX, takes it back to basics, explaining how and why real-time guaranteed releases publishers from the programmatic trade-off.
Compromise may be “the shared hypotenuse of [...]