Programmatic is transitioning from the latest buzzword to becoming a dominant force in mainstream media buying, but to successfully move forward the industry must first look back at lessons learned, argues Tim Webster, The Exchange Lab, co-founder and CSO.
Programmatic adoption is evolving rapidly and the UK’s first programmatic market study predicted that nearly half (47%) of display advertising would be traded programmatically in 2014, almost doubling from 28% in 2013. As the programmatic marketplace matures it has shaken its early [...]
Tags Ad TradingAdvertiserAgency Trading DeskBig DataBrandDataDemand Side PlatformDigital MarketingDisplayDSPEuropeIndependent Trading DeskLocalMarketerMedia BuyingOnline MarketingOnline videoPlatformPrivate marketplaceProgrammaticProgrammatic Premium
ExchangeWire rounds up some of the biggest stories in the European ad tech landscape over the last seven days. In this week’s edition: Facebook extends LiveRail to mobile apps; AOP strikes publisher alliance powered by AppNexus; Digital strikes parity with offline spend in the UK; Programmatic accounts for 45% of display; StickyADS appoints EMEA chief.
Facebook extends LiveRail to include in-app mobile display Facebook has opened another front with Google with the extension of its LiveRail video supply-side platform (SSP) to support [...]
Tags Ad NetworkAd TradingAdvertiserAnalyticsAudience BuyingCross-ChannelDataDemand Side PlatformDigital MarketingDisplayDSPEuropeExchange NewsFacebookFacebook DisplayFBXMedia BuyingMobileNative AdvertisingOnline MarketingOnline videoProgrammaticProgrammatic PremiumProgrammatic VideoPublisherPublisher ExchangeresearchSocial TargetingSSPStackTrade bodies
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: HK ad spend up 17% during CNY; WPP subsidiary inks ecommerce partnership in China; WeChat Moments ads popping up too often; and Maxus China launches content division.
HK ad spend climbs 17% during CNY
Advertisers in Hong Kong spent HK$3.3bn (US$424.5m) during the Chinese New Year month of February 2015, up 17% from the same month last year. [...]
ExchangeWire Research’s weekly round up brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis (pictured). In this week’s edition: growth in the mobile advertising marketplace as reported by MoPub; eMarketer finds that smart TV adoption in the UK has got off to a slow start and Rocket Fuel’s report creative performance trends in banner adverts.
Tags AdvertiserAudience BuyingBrandConnected TVCross-ChannelDataDigital MarketingDisplayEuropeMedia BuyingMobileMobile Ad ExchangeOnline MarketingOnline videoPerformance MarketingProgrammatic VideoresearchTV
Snug and comfortable with how things have always operated, the TV industry will soon face an inflection point where it will need to turn to programmatic to ensure its viability.
Chris Dobson executive chairman of The Exchange Lab, believes this impetus for change is driven by the lack of rich datasets and an erosion of ad revenue as the digital evolution continues to sweep across all media forms.
Despite the apparent resistance to change, TV and digital, in fact, shared several similarities, [...]
Martin Stockfleth Larsen, Adform, CMO, uses insights from the company’s latest quarterly European report to reveal that programmatic media buying is more than a direct response mechanism.
Adform recently released its European RTB Trend Report for Q4 2014. The report provides some insightful (and some surprising) stats about RTB activity. The most obvious takeaway is the extent to which brand marketers are embracing creativity and automation through brand solutions (rich media ad formats) and programmatic trading– and to think just a [...]
Click fraud currently costs the advertising industry upwards of $6bn a year, according to the US-based Association of National Advertisers, and it’s prevalence in the programmatic media buying sector is regularly cited as a major reason not to invest in such technologies.
Earlier this month, both Shell and Nestle – a company that spends upwards of $3bn a year on advertising – outlined their insistence on quality ad traffic at the IAB UK’s programmatic advertising conference. This comes in close proximity [...]
Audience data is undeniably an important ingredient in any ad campaign, but some marketers are misusing such data to achieve easy success.
ExchangeWire spoke with Bryan Melmed, global vice president of insights at Exponential Interactive, who championed the use of data intelligence and analytics to support advertising efforts and ad targeting campaigns.
But how are marketers wrongly using data? According to Melmed, brands are missing the point when it comes to understanding their baseline or the audience they should be focusing [...]
Tim Faircliff, AOP, chairman, discusses the mechanics of the recently announced premium publisher alliance – or co-op – that is to be powered by AppNexus, which has several of the UK’s tier-one publishers as founding members.
EW: What does the new set-up look like, and what publishers are in the alliance? TF: At launch, the AOP Premium Publisher Alliance will include inventory and audience data from Telegraph Media Group, Time Inc., Haymarket Media Group, Dennis Publishing Ltd, Auto Trader, Future Plc, Sift [...]
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The Association of Online Publishers (AOP) has lifted the lid on its publisher cooperative powered by AppNexus, with several tier-one publishers including Telegraph Media Group, Time Inc, and Bauer Media among the names to sign up to the venture at its inception. A sign that premium publishers see strength in numbers to combat internet players such as Facebook and Google.
The AOP’s publisher ‘alliance’ includes audience targeting data, and inventory from: Telegraph Media Group, Time Inc., Haymarket Media Group, Dennis Publishing [...]