In this edition of TraderTalk TV, Gavin Sitrrat, StrikeAd, COO, explains how the emergence of data management platform (DMPs) is adds to the complexity of using cookies to address audiences on mobile devices.
Over the last 12-24 months DMPs have become a very important piece of technology. Although, there is a misconception that DMPs are a catch-all solution for the capture and management of data to execute ad campaigns across all channels, but the reality is a lot different.
ExchangeWire rounds up some of the biggest developments in the ad tech space in the last week, and in this week’s edition: WPP drills down on attribution, EU presses Google further, Ad misplacement rears its ugly head in tabloid investigation, Matomy continues acquisition trail, Millennial partners with AudienceScience.
WPP launches attribution consultancy, buys Medialets
Holding group WPP this week made two moves in the attribution space underlining its growing importance in the sector, with the launch of consultancy Gain Theory, plus the [...]
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: Singapore broadcaster establishes native advertising unit; AOL Platforms turns on in Southeast Asia; UK startup inks mobile video advertising deals in China; Australia’s ADMA, Zuni to offer training courses for marketers; New accelerator scheme aims to help Singapore media startups
Singapore broadcaster establishes native advertising unit
MediaCorp has set up a business unit, called Brand Studio, to [...]
The UK TV advertising market is in rude health, with the industry topping the £4.91bn mark last year – the fifth consecutive year of growth – and online formats playing a buoyant role within that statistic, according to figures complied by Thinkbox. However, the sector is poised for disruption with the advent of programmatic TV buying, ExchangeWire explores the prospect further.
The latest IAB digital ad spend figures point towards marketers using digital display ad units to help build brand awareness – historically [...]
Nicolas Schueller, Adomik, CEO and founder, reflects on how premium publishers have histrocially struggled with the transition to becoming digital first businesses; from increasingly relying on social networks for traffic referrals, and ceding control of their user data, he also points to the potential solution whereby they can pool resources with companies undergoing similar challenges.
Co-ops appear to be a smart move for premium publishers. Premium publishers have (understandably) struggled with knowledge, insight, and tools as a result of the rapid [...]
Brands that are new to Asia-Pacific, or keen to push out their programmatic plans in the region but don’t know where to start, will find this week’s feature handy. James Sampson, DataXu’s Asia-Pacific vice president and general manager, dishes out a selection of top tips to help brands find success with programmatic marketing in this part of the globe.
DataXu entered the Asia-Pacific market last year upon the request of numerous multinational brands that were keen to deploy programmatic marketing in [...]
Tags Ad TradingAdvertiserAgencyAnalyticsAPACAudience BuyingBehavioral TargetingBehavioural TargetingChinaDataDigital MarketingJapanMarketerMedia BuyingProgrammaticPublisherRetargetingRTBSingaporeSoutheast Asia
Mike Harty, PowerLinks, co-founder, and ExchangeWire columnist, examines the latest IAB ad spend figures and the history of programmatic advertising, to demonstrate how publishers are leveraging native advertising to re-address the power dynamic between the buy- and the sell-side.
Earlier this month, the Interactive Advertising Bureau (IAB) released figures demonstrating that advertisers’ spend on content and native advertising formats topped the half-a-billion pound mark (£509m) in the UK during the last calendar year. This represents a pivotal moment in the evolution [...]
Tags Ad TradingAdvertiserDigital MarketingDisplayEuropeLocalMarketerMedia BuyingMedia ValuationMobileNative AdvertisingOnline MarketingPerformance MarketingPremiumProgrammaticPublisherresearchTrade bodies
‘Last-click’ remains the prevalent method for advertisers to reward third parties on their media plan, despite mounting voices to the contrary. ExchangeWire explores how tracking campaign performance remains largely unsatisfactory to many in the era of cross-screen campaigns.
The latest IAB ad spend figures are just the most recent in a long line of empirical studies demonstrating how the emergence of consumer mobile media consumption means we are well and truly in the cross-screen era.
Mobile now accounts for almost [...]
Mobile advertising, and the application of programmatic media-buying technologies on the channel, is one of the key challenges facing the contemporary marketer. A week ahead of ATS Paris, ExchangeWire previews one of the event’s stand-out panels that will debate this challenge.
A recent benchmark study conducted by the IAB’s French chapter identified competency in mobile advertising as one of the [...]
The Echo Chamber is a regular column, penned by Ciaran O’Kane, on all things adtech, mar tech and programmatic.
Having attended the MarTech conference last week in San Francisco, a few things struck me about the two-day conference on the nascent marketing technology sector: first, how granular the conference is in content and technology focus; and secondly, how very few ad tech vendors were present at the marketer-heavy show.
The latter was very surprising given [...]