2020 turned out to be a year like no other, and that was no less the case in the world of ad tech. Triggered by Google’s bombshell announcement that they would stop supporting third-party cookies on their Chrome browser by 2022, identity, and how to approach it, became a primary focus for many.  In our first in a series of prediction articles, figures from across the industry tells us what they think 2021 will hold for identity.   Universal identifiers will become the [...]

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In today’s ExchangeWire news digest: App Annie reports that 2020 saw the highest number of mobile app downloads on record; Essence launches a new solution for marketers names Essence Media Health Check; and Amazon shutters their Pantry offering to focus on building their core grocery services. Record 218 billion app downloads recorded in 2020 App stores saw 218 billion downloads in 2020, the highest volume ever recorded. This figure comes from App Annie’s annual “State of Mobile” report, which found that the [...]

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AlgoriX, a global independent media and technology company, has launched their mobile gaming division, AlgoriX Studios, which focuses on developing midcore to hyper-casual games for a range of user segments. Since casual games are free-to-play, these are designed with in-app advertising in mind that does not compromise user experience, playing to AlgoriX’s strength by complementing its in-app advertising and monetisation platform, AlgoriX Exchange, and user-acquisition platform AlgoriX Entregar. In addition to producing the company’s own games, AlgoriX Studios will also [...]

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Trust and transparency have long dogged the ad tech industry, with many welcoming the introduction of tighter data legislation and the overhaul of targeting infrastructure as steps towards achieving a more open and honest space. These changes are not a cure-all, however, and more needs to be done to resolve what is a deeply entrenched issue. In this exclusive article, Jonas Jaanimagi (pictured below), technology lead at IAB Australia, writes about how the industry can rebuild its foundations in order [...]

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In a year that has truly emphasised the value of a budget, finding media that is worth spending on has never been more imperative. With buyers forced to scrutinise their strategies and to recognise the value (or lack thereof) of each element, the pressure to streamline and optimise the supply path has been firmly raised. In this exclusive article, Seun Odeneye (pictured below), managing director of Matterkind UK & Ireland, writes about this heightened concern, and offers his advice on [...]

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There are lots of startups emerging from Europe that are addressing measurement and targeting in a privacy-first world. Below I profile 17 European ad tech companies that will have a big 2021, and why you, dear readers, need to keep an eye on them. The 17 cut across the sweet spots of ad tech right now: privacy, ID, context, measurement, emerging channels (gaming mostly), and shopping commerce.   1. Zeotap It’s been a stellar year for Zeotap. The company to date has done [...]

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As the walls close in on third-party cookies and regulators increasingly put data practices under the microscope, the ad tech industry has had to find and develop new ways to target audiences whilst upholding their right to privacy. One such solution which is still under development, is Google’s Privacy Sandbox, which will purportedly support targeting through the use of anonymised data. We spoke to David Folgueira (pictured below), deputy executive director at Prisma Media, to find out what he thinks [...]

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