-
The Echo Chamber: The New Agency Programmatic Strategy Revealed... in Two Handy Visuals
As reported by ExchangeWire this week, Publicis is re-organising some of its programmatic trading functions within the group with internal agencies now spearheading programmatic buying. Vivaki’s role is now more consultative, working in tandem with the media planning function within the likes of Starcom and Zenith. The purpose is clear: to keep programmatic within the agencies, and curtail the outsourcing of the function to third parties.
It all seems very convoluted, so in this week’s Echo Chamber we have broken [...]
-
Kimberly-Clark Eyes Data Insights From Programmatic, Mobile in APAC
For a well-established global brand like Kimberly-Clark, programmatic not only offers the ability to optimise media buys and improve consumer targeting, it provides critical data that is the backbone of the CPG company’s marketing vision.
In this Q&A profile, Mayur Gupta, Kimberly-Clark’s global head of marketing technology and innovation, underscores the importance of its DMP strategy while emphasising the need to ensure a “connected omni-channel experience”. He also explains why Asia-Pacific seems to be lagging in terms of programmatic adoption, [...]
-
Why Agencies, Marketers & Publishers Should Look Beyond The 'Single Customer View'
In a new role, heading up strategic development for AppNexus across Europe, Nigel Gilbert has been looking at the key market indicators that could drive (and also hinder) the growth of programmatic. Here he discusses the notion of a level playing field within the agency and marketer relationship, and the notion that a ‘single customer view’ is not the only way.
The huge potential of programmatic should be a source of significant excitement for the industry. Publishers, agencies, advertisers and consumers [...]
-
The Evolution of the ATD & What it Means for Holding Groups
Stephan Beringer, Vivaki, CEO has confirmed the company is sending 120 of its US traders to individual agencies within the wider Publicis Groupe fold, in a move signalling the evolution of the entities formerly know as ‘agency trading desks’.
In an interview with Ad Age last week, Beringer said the Publicis outfit is implementing the restructure in the US (the changes are also taking place here in the UK, but no numbers have been [...]
Tags Ad ExchangeAd TradingAdvertiserAgencyAgency Trading DeskDataDigital MarketingMarketerMarketing TechnologyMedia Buyingself-service platformTrading Desktransparency
-
The Burden of 'Old Media'
Gareth Davies, AdBrain, CEO, and ExchangeWire columnist, reflects on some of the latest quarterly results from some of the digital advertising industry’s biggest names, and explores what they tell us about the contemporary ad tech landscape.
The industry’s biggest names have released their latest quarterly earnings, and the ad/martech land is collectively scratching its head wondering what it all means?
The universally welcome answer to that question is that tech is officially hot! We need only look at Apple, which recently announced [...]
Tags appleBig DataCross-ChannelDataFacebookgoogleMobilePublisher
-
TraderTalkTV: Managing Walled Gardens In Programmatic
Wayne Blodwell, iProspect, head of programmatic, talks to Ciaran O’Kane, ExchangeWire, CEO, on the rise of walled gardens, and the potential threat they pose to the agency landscape.
The digital advertising landscape has seen the rise of ‘walled gardens’ rich with first-party data, but still fundamentally closed advertising eco-systems.
This trend is far from abating, with Facebook widely expected to launch a DSP, loaded with social data this quarter, adding to a host of data-driven bidders from retailers such as Amazon [...]
Tags AgencyTraderTalk TV
-
ExchangeWire European Weekly Round-up
ExchangeWire rounds up some of the biggest stories taking place over the last seven days, and in this week’s edition: WPP takes a chunk of comScore; AOL results prompt mixed response; SpotXchange moves into the Netherlands, and more.
WPP takes 15% stake in ComScore
Advertising giant WPP this week announced a “strategic alliance” with analyst house comScore via its data investment management division, Kantar, including the acquisition of a 15% of the measurement company.
The alliance will see the companies establish a [...]
-
ExchangeWire Asia-Pacific Weekly Round-Up
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: Indonesia tuning into programmatic video ads; IAB Australia sets up advisory council; Dentsu Aegis shuffles Singapore management team.
Indonesia tuning into programmatic video ads
Programmatic video are seeing the fastest growth rate in Indonesia, where the ad platform clocked a whopping 607 percent increase last year.
Video ads available through RTB in the country doubled for two consecutive [...]
Tags Ad NetworkAdvertiserAgencyAPACAudioAustraliaMobileOnline videoSingaporeSoutheast AsiaVideo
-
How Can We Fix 'Viewability'?
The IAB Europe has published a white paper laying down further guidelines on viewable ad impressions to stakeholders in the digital advertising sector across the continent. However leading figures in the publishing industry are making the case to advance the conversations by applying unique metrics to different ad formats.
The white paper, based on a survey of over 700 industry stakeholders, found that over three-quarter of respondents (84%), and brand advertisers in particular, are urging a move towards using ‘viewable impressions’ [...]
Tags Ad ViewabilityAd VisibilityAdvertiserAnalyticsDisplayEuropemeasurementMedia BuyingPublisher
-
Asia still lacks programmatic talent, knowledge
Marketers in Asia do not have access to the necessary skills to deploy programmatic and still hold misconceived notion that this advertising model carries risks to brand safety.
According to industry veteran Matt Harty, who is about to start a new stint as Asia-Pacific senior vice president at The Trade Desk, the lack of available talent remains a key barrier for companies looking to adopt programmatic.
Noting that the benefits they can gain from doing so are obvious in terms of productivity [...]
Tags Ad NetworkAd TradingAdvertiserAgencyAgency Trading DeskAPACChinaCross-ChannelMedia BuyingPerformance MarketingProgrammaticRTBSingaporeSoutheast Asia
