• Second Place is Just First Loser: Why It’s Time to Readdress the First-Price Auction Debate

    Amid the chaos and confusion surrounding the recent brand safety issues in programmatic advertising, another debate has been slowly building momentum among those on both the buy and sell sides of the industry: the first-price auction model, writes independent ad tech consultant, Paul Gubbins (pictured below).

    This debate is moving beyond the water cooler chat of yield analysts to the mainstream press for two main reasons. Firstly, recent high-profile catalysts, including the announcement from the Guardian that they are taking market-leading [...]

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  • APAC CMOs Must Take Lead in Defining Metrics

    Marketers in Asia-Pacific lack confidence in programmatic because too many different metrics are being thrown around and they are sceptical over which one actually works.

    Rather than blame their agencies, however, marketers in this region need to take the lead and define their measures of success, says Liz Miller, CMO Council’s senior vice president of marketing.

    In a Q&A with ExchangeWire, Miller explains why CMOs are struggling over a lack of focus on critical analytics and how they need to rethink the [...]

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  • Vertical Video Has Outgrown Snapchat, Now a Premier Mobile Ad Format: Q&A with Ryan Griffin, AdColony

    Two years ago, Snapchat launched vertical video ads; a year later, Facebook and Instagram followed. Now a slew of non-social mobile publishers – from Gaming to News and Entertainment – are adopting the format. ExchangeWire speak with Ryan Griffin (pictured below), SVP, Strategy, AdColony, to weigh in on the vertical video trend.

    ExchangeWire: There’s a lot of hype around the vertical video format, but outside of social platforms, it’s not yet as prevalent as you would expect. What do you attribute [...]

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  • 2016 UK Digital Ad Spend: Mobile Now 51% of Total Display

    The IAB UK and PwC released the 2016 UK Digital Ad Spend Report last week, with the news that the UK digital market grew 17.3% in 2016, with a total value of £10.3bn. The vast majority of growth was driven by mobile, which saw a 50.8% increase year-on-year and accounted for a whopping 99% of all digital growth. Of that, mobile video has seen significant growth of 103%. In other news, 72% of display advertising was traded programmatically in [...]

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  • 3 Reasons Brands Should Pay Attention to Predictive Intelligence

    Predictive intelligence, artificial intelligence (AI), or machine learning – call it what you want, but chances are you have already heard one of these terms in any future-gazing discussion. In this piece, Michelle Huff (pictured below), chief marketing officer, Act-On, discusses the result for companies who engage with predictive intelligence: delighted customers who feel as if the brand has connected with them in meaningful and relevant ways, which will ultimately translate into better business outcomes, like higher win rates and [...]

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  • Bid Enrichment: What's in It for You?

    Ahead of taking the stage at ATS Paris next week, to discuss machine learning, Cécile Douillard (pictured below), commercial director EMEA, IPONWEB, explains for ExchangeWire how to make the most of bid enrichment.

    Everybody wants data: advertisers, to accurately identify their consumers, and media owners, to sell audiences and price their inventory fairly. Data is everywhere, largely accessible through existing walled gardens, data management platforms (DMPs), and direct integrations; yet the most valuable audiences are not always there when you [...]

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  • A Futures Exchange for Digital Advertising: Q&A with Lou Severine & Richard Bush, NYIAX

    In a special episode of TraderTalk TV, coming from New York City, ExchangeWire CEO Ciaran O’Kane speaks with Lou Severine, CEO, and Richard Bush, chief product and technology officer, of NYIAX (New York Interactive Advertising Exchange) – a new exchange combining financial trading and advertising technology in one platform. Developed in partnership with Nasdaq, the platform will help advertisers and publishers buy, sell, and re-trade premium inventory.

    In this episode you will hear:

    – Why advertising needs a futures exchange, including the [...]

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  • 4 Reasons Marketers Should Invest in Programmatic Audio

    It’s no secret that audio content stirs our emotions. All it takes are a few notes of a song for our memories to come alive. Considering how audio, especially music and storytelling, captures our attention, it becomes clear why advertisers have always been drawn to the format. In this piece, Tim Sims (pictured below), VP of inventory partnerships, The Trade Desk, explains why the time has come to include audio in your programmatic campaign. It’s no longer a question of [...]

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  • Mobile Video: The Revolution That's Just Getting Started

    Mobile video is booming, but with so many formats and creative specifications, how is video differentiated from traditional mobile formats and what steps are helping to move the industry along? ExchangeWire speak with Maggie Mesa (pictured below), VP Mobile Business Development, OpenX, who explains how publishers and advertisers are getting ready for the revolution.

    ExchangeWire: Is there an identity crisis with mobile video and the numerous creative specifications? With the likes of MRAID, VPAID, and VAST across mobile, in-app, how is video [...]

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  • Vertical Video Goes Viral, but Will Vertical Ad Units Follow?

    It’s not news that the mobile screen is where we spend most of our time. But, what is new, is how people hold their devices when they view content. A new perspective has emerged, explains Roni Anavi-Fass (pictured below), VP product, Inneractive – vertical videos and photos.

    According to MOVR’s Mobile Overview Report, smartphone users now hold their phones vertically around 94% of the time, and Mary Meeker’s Internet Trends reported that vertical viewing accounted for [...]

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