King is rumoured to be launching a media business later this year to help build revenue around its incredibly sticky global audience of 400 million monthly active users.
The gaming giant has already made a number of key hires in the new part of the business – most notably Lucia Mastromauro, poached from Google, to be King’s global MD.
King needs to steer away from interruptive advertising, as it has been proven that this negatively affects in-app purchases. The game-playing experience is [...]
Programmatic TV is still a very small proportion of total TV expenditure, but it’s growing, as advertisers understand how it can help their strategies. Mauricio Leon (pictured below), commercial director, TubeMogul, tells ExchangeWire that programmatic TV can do so much for marketers and is a powerful tool for engaging consumers.
Last year, TubeMogul ran a poll to determine consumer attitudes towards paying the BBC licence fee, and the results were surprising. Almost 60% of the population said that they no longer [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Adblock Plus faces defeat in another court case against Springer; Facebook Shutters FBX; Three UK announces ad blocking trial run; ADventori opens London office; and StickyADS announces programmatic guaranteed.
Impending defeat for Adblock Plus?
In the last twelve months, Eyeo has been victorious in Germany with regards to four lawsuits by publishers against ad blocking software Adblock Plus. Now things are not looking good for the Cologne-based developers. [...]
Tags ad blockingAd ExchangeAd ServerAd TechAd TradingAdvertiserautomated guaranteedBroadcasterdata privacyDigital MarketingEuropeFacebookFBXFranceGermanyMarketerMedia BuyingMobileMobileMobile Ad ExchangePremiumProgrammaticProgrammatic GuaranteedProgrammatic VideoPublisherRegulationUKVideo
In February 2016, ExchangeWire published a feature that analysed Gartner’s latest Magic Quadrant for Digital Marketing Hubs. Four months later (May 2016), Gartner has just released its Magic Quadrant for Multichannel Campaign Management.
In this feature, we aim to discover: Is there objectivity in Gartner’s Magic Quadrants? What is the difference between a ‘Digital Marketing Hub’ and ‘Multichannel Campaign Management’? Does arbitrary categorisation help buyers? Seeing beyond ‘smoke and mirrors’, and what buyers should be focussing on as they navigate the [...]
Mobile monetisation for premium publishers has been an ongoing topic of controversy, due to the fragmentation of content consumption, lack of mobile-first technology, limited understanding of the mobile infrastructure, and how mobile is generally consumed. However, technology has moved on, and the opportunities are there for premium publishers to get the most out of their mobile audience. Paul Gubbins (pictured below), UK country manager, PubMatic, tells ExchangeWire how premium publisher reticence towards mobile monetisation came about, and how it can be overcome.
Tags in-app mobile advertisingMobilemobile advertisingmobile monetizationmobile publishersmobile yield optimisationpremium publisherpremium publishingProgrammatic MobilePublisherpublisher monetisationpublisher monetization
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Programmatic grew over 100% in Europe in 2015; Double-digit billions in monetary losses due to ad blocking; Apps generate more revenue than mobile web; and Cross-channel analytics on the rise.
Triple-digit growth for programmatic in Europe
Looking back at 2015, programmatic trading in Europe experienced triple-digit growth over the last year, a
Tags ad blockingAd SpendAdvertiserAgencyAppsAttributionDataData StrategyDigital MarketingEastern EuropeEuropeMarketerMarketing TechnologymeasurementMobileMobilePrivate marketplaceProgrammaticPublisherresearchRTBUKViewability
Native has opened an exciting new space in advertising. As the appetite for traditional advertising have been continuously decreasing for a few years, Native looks to be ‘the new black’ on which agencies, brands, and publishers are keen to position themselves. But, beyond the buzzword, what is Native advertising, really? ExchangeWire invites Philippe Besnard (pictured below), CEO and co-founder of Quantum Advertising, the European leader in Programmatic Native advertising, to clarify the [...]
China's Programmatic Buying Small But Growing; Most Agree AU Digital Ad Trading Should Be More Transparent
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China’s programmatic buying small, but growing; Most agree AU digital ad trading should be more transparent; Kiosked invests in APAC expansion; Dentsu Aegis Network inks partnership with York Butter Factory; and Amobee lures Asia exec from Millennial Media.
China’s programmatic buying small, but growing
Spend on online display ads in China will hit USD$14bn (£9.9bn) this year, with [...]
Founded in May 2014, K Wizdom is hoping its integrated ad+platform offering will allow brands to better manage different marketing channels, specifically social media, to gain valuable consumer insights.
The Singapore-based startup taps artificial intelligence (AI) as well as tracks ad spend and performance metrics to deliver more robust targeting capabilities, according to K Wizdom CTO Sun Wenting. In this Q&A with ExchangeWire, Sun explains how the ad+platform aims to fill a dearth of tools to help marketers make sense [...]
Last week (18 May), UK law firm Kemp Little held their annual conference, ‘The Fourth Industrial Revolution… or Evolution’. In this piece, we explore how Artificial Intelligence (AI) increases the scalability of knowledge and legal liability for programmatic advertising.
Dynamic scalability of knowledge
The concept of ‘dynamic scalability of knowledge’ can be explained by looking at what happens when a human and a driverless car are in a collision. Following the accident, both parties will [...]