ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: The Trade Desk prepares for IPO; Anti-Fraud Certificate by JICWEBS; Google goes anti-pop-up ad; The Independent’s digital-only success; New market transparency tools by AppNexus; Adelphic and Grapeshot integrate; Sizmek and Fuisz work on ‘hot spots’; and Index Exchange powers Time Inc. header bidding.
The Trade Desk goes public
Demand-side platform provider The Trade Desk is preparing for their IPO. In the course of admission to listing, [...]
Tags Ad Exchangead fraudAd NetworkAd ServerAd SpendAd TechAd VerificationAdvertiserAgencyBrandBrand SafetyContextDataData StrategyDemand Side PlatformDSPEuropefraudHeader BiddingMarketing AutomationMarketing TechnologyMedia ValuationOmni-ChannelPlatformProgrammaticRTBTechnologyUKVideoViewability
Much has been written about the impending death of the agency and the role programmatic will purportedly play in the killing. But, far from eliminating creatives’ jobs, technology could actually be creating new ones. In this piece, Hugo Gersanois, Chief Strategy Officer, AppLift (pictured below), addresses the need for agencies to learn how to create more high-quality work at scale without inflating prices. For when they do – they will be able to grab a larger market share.
The better we [...]
14 June, 2016, it was announced that Impact Radius, the marketing and affiliate solutions platform, had acquired ad fraud detection and prevention platform, Forensiq, for an undisclosed sum, in a bid to offer a unique market proposition. According to the press release at the time, no company before had combined algorithmic attribution of consumer journey touchpoints with cutting-edge ad fraud detection to reveal insights that are not polluted by fraudulent data. Keen to understand more about the acquisition, the [...]
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: UK not ready for smart tech lifestyle; Mobile and the customer purchasing journey; VR and AR increasing popularity in gaming.
UK not ready for smart tech lifestyle
The UK is not yet ready to fully adopt a smart technology lifestyle, reveals Harris [...]
With so much data at a digital marketer’s disposal, programmatic is changing. With this change comes a need to remove the silos that exist between digital advertising data and customer data. As Michael Greene (pictured below), vice president of product strategy, AudienceScience explains to ExchangeWire, CRM can play a valuable role in digital marketing and, if used intelligently, can render technology such as DMPs largely useless.
The growth in programmatic, as it evolves to handle media buying across an increasing number [...]
What’s the deal with rules and regulations surrounding anonymous data in the new EU GDPR? Prof Dr Christoph Bauer and Dr Frank Eickmeier (both pictured), ePrivacy GmbH explain for ExchangeWire what the GDPR states and how it can be interpreted and implemented within the online marketing industry.
The EU GDPR contains numerous provisions that have practical ramifications for online marketing companies across Europe, as well as for companies outside of the EU. Under the existing law, many [...]
Commanding objects with the power of speech would have been perceived by many to be reserved for futuristic sci-fi films just a decade ago, but today, voice search is part of our everyday lives. However, are marketers taking advantage of the meteoric rise of voice search and considering it in their marketing strategies? Simon Schnieders (pictured below), founder and CEO of SEO consultancy and agency, Blue Array Ltd, believes there are certain [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Chinese investors acquire Media.net for £687m; AU online ad spend hits £3.9bn; TubeMogul aims to educate China ad industry; AU small firms need help with marketing; Smartology unveils new Singapore hire; and Targetbase AU rebrands to The Walk Agency.
Chinese investors acquire Media.net for £687m
Are marketers doing enough to maximise the value they could garner from downloads of their apps? Not only do they hold a wealth of user data, but also an opportunity to reengage and immerse people into their brands. Cristina Constandache (pictured below), managing director EMEA, Cheetah Ad Platform tells ExchangeWire that brands need to refine their mobile communication strategies, and CRM via mobile apps is a great way to do that.
Of all the time we [...]
Dynamic Creative Optimisation (DCO) is a powerful tool that actually allows programmatic targeting to be as impactful as possible, with the right creative for the right person. However, the data that is fed in to deliver the perfect creative execution is as important as the creative output itself. Alex Rahaman (pictured below), VP programmatic, StrikeAd, Sizmek explains to ExchangeWire that extraneous factors, such as time, location, or past behaviour must be factored into dynamic creative to drive maximum performance and avoid [...]