Mike Harty, PowerLinks, COO, and ExchangeWire columnist, breaks down one of the ‘geekier’ insertions in the programmatic industry’s ‘glossary of terms’, and explains in layman’s terms why OpenRTB 2.3 is so important for native advertising.
The topic of ‘OpenRTB protocol, version 2.3‘, and it’s implications for the real-time bidding (RTB) space, might be one that will turn all but the programmatic purists off, but for those in the native advertising [...]
In this week’s TraderTalkTV, Rubicon Project International GM, Jay Stevens gives us a walkthrough of the XAPI offering.
XAPI looks to work with regional and global ad server solution providers to help them with holistic yield management, giving publishers access to programmatic demand.
Google has its “dynamic allocation” offering where it allows publishers to yield manage Google’s programmatic demand (AdX), thirty-party demand and its own direct-demand across all available supply.
Google’s DFP remains the premier in mature markets, but its footprint is not [...]
In this week’s ExchangeWire Weekly European Roundup: Adblock Plus secures second German court victory in quick succession; Separate studies show mobile ads surge, but desktop still vindicated; Twitter promises advertisers enhanced data insights to bolster further spend; Teads adds Le Monde publisher to roster, and hires mobile industry veteran.
Adblock Plus cleared again
Adblock Plus-owner Eyeo this week scored a second victory in the German courts this week, with a case brought against it by German publishers RTL Interactive and ProSiebenSat1, deemed [...]
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: APAC preferences in brand engagement differ; Singapore IAB ropes in brand marketers as advisors; Korea’s YDM acquires Singapore’s Gushcloud
APAC preferences in brand engagement differ
Consumers in the Asia-Pacific region engage brands through multiple platforms and seek a cross-channel experience, according to the second instalment of Waggener Edstrom Communications’ [...]
Opinions in the industry may differ on whether first-party data is more reliable than third-party data. For Eyeota CEO Kevin Tan, both offers its own value, and efforts should instead be channelled towards improving data quality and transparency. In this week’s byliner, he highlights the growing expenditure in audience data in Asia-Pacific and the questions brands need to ask their data providers.
It is an industry myth that first-party data is better than third-party data. People don’t realise that [...]
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: the Neuroscience behind interactive ad formats; the state of European retargeting; what makes a good native ad.
Neuroscience reveals the value of interactivity over standard digital display ads
A new research study has demonstrated that innovative display ad formats deliver more effective interactivity, emotional response and dwell time with consumers than the industry [...]
Verizon Wireless’ purchase, or merger, with AOL stands out as one of the ad tech stories of 2015. This is not only for its multi-billion price-tag, but also how it symbolises the attempted re-emergence of telco operators in the digital advertising game; which is valued at $600bn per year. ExchangeWire analyses how the worlds of telecoms and ad tech are starting to collide; as well as previewing some of the conflicts this may cause, as advertisers look to take their [...]
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The industry is largely agreed upon the weaknesses of last-click attribution, yet it remains in common use. Below, Rafael Garcia-Navarro, Experian Marketing Services, head of analytics, discusses overcoming the challenges of finding out what marketing activities do and don’t work.
While the rest of the digital arena has advanced at a rapid pace over recent years, attribution is one area that has stayed relatively static. Despite all the hype in the industry around attribution, and the inadequacy of the models currently [...]
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Senior Agency Exec, Anthony Rhind, Leaving Carat to Join Adform As CSO; Why European Ad Tech Can't Sell at a Premium
In this week’s ExchangeWire Weekly European Roundup: Rhind heads to ad tech; another European bargain bucket ad tech sale; mobile carriers look to “poison the well” with Shine hook-up; BidSwitch enables programmatic buying across native; and why ad tech is far from dead.
Anthony Rhind Leaving Carat To Join Adform As CSO
Anthony Rhind, currently Global Chief Digital Officer at Carat, is leaving to join Adform, a leading European ad tech provider.
Adform, a profitable ad tech company (that’s right, US readers, a [...]
As programmatic buying and selling explodes in growth, some pain points are beginning to emerge in the eco-system around managing integrations and connecting a growing number of disparate supply and demand sources.
In this week’s TraderTalkTV episode Bob Walczak, GM of BidSwitch at IPONWEB, discusses the distinct problems BidSwitch addresses – particularly the integrations which can often be a huge cost for buyers and sellers.
BidSwitch does not operate an auction, and [...]