In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: China consumers more willing to give data for personalised service; Smartphones make up 72% of APAC impressions; Lowe Profero to set up Thai office; and AU digital media veteran joins APD.
China consumers more willing to give data for personalised service
New research from Microsoft revealed that 90% of Chinese consumers would tap IT tools to filter [...]
eBay Advertising has announced the creation of a ‘channel agnostic’ agency sales team offering increased scope for automated media buying following lessons learned during its ‘Programmatic Only Week’. This comes just a day after AppNexus revealed it bought Yieldex to facilitate the rise of programmatic direct.
The online retail giant’s advertising arm today (19 March) announced plans to change the focus of its agency sales team offering media buyers a more flexible way to purchase its inventory, and will be headed [...]
Tags Ad TradingAdvertiserAudience BuyingBehavioral TargetingBehavioural TargetingContextDataDigital MarketingDisplayEuropeExchange NewsMarketing TechnologyMedia BuyingOnline MarketingPublisherPublisher Exchangeself-service platformStrategic Investmenttrading models
ExchangeWire Research’s weekly round up brings you up-to-date research findings from around the world, with insight from Rebecca Muir, head of research and analysis at ExchangeWire.
In this week’s edition: eMarketer’s curation of its latest coverage of issues affecting marketers seeking to engage with consumers as they traverse across multiple devices during their path-to-conversion. The Media Insight Project — a collaboration of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research — exploring the online content consumption [...]
If traditional media are expected to make-good when they fail to deliver, should marketers expect the likes of Facebook and Google also to be held accountable? Delegates at a recent agency event debated the merits of this rather interesting proposition, observed ExchangeWire APAC contributing editor, Wendy Hogan, who attended WPP’s Stream Asia. Here, she summed up the key highlights and discussion points at the event, which billed itself as a “(un)conference”.
Stream Asia [...]
AppNexus has confirmed its purchase of publisher forecasting and programmatic-direct company Yieldex, in a deal rumored to be valued at $100m, as the ad tech firm continues its acquisition spree, and prepares for the rise of programmatic-direct.
The integration of Yieldex into the AppNexus platform supports the ad tech company’s vision of offering an integrated, full-stack publisher solution – this deal comes just five months after AppNexus bought Open AdStream (OAS) from WPP – and also positions the company to create [...]
Tags Ad TradingContent verificationContextDataDisplayMarketerMedia BuyingMedia ValuationOnline MarketingPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRTBStackStrategic InvestmentYield Optimisation
Four of the world’s top premium publishers are taking the fight to the industry’s internet behemoths when it comes to ad dollars, by pooling their resources and forming a global publisher collective called Pangaea, that will let advertisers access audiences on their combined properties at scale. CNN International, the Guardian, the Economist, the Financial Times, and Reuters have announced they are all to work with Rubicon Project to let brands access their inventory at scale using the supply-side platform’s (SSP) technology.
Mike Harty, PowerLinks co-founder and ExchangeWire columnist, accepts the need for regulation in the native advertising space, but argues that a line must be drawn somewhere to maintain the unique value of the offering.
Last month, the AOP, IAB, ISBA (representing publishers, ad tech firms, and brands respectively) issued guidelines on how to label native ad formats to their constituents, bringing the practice in line with the Advertising Standards Authority’s (ASA) CAP code.
The UK trade bodies advise that advertisers and publishers [...]
Viewability. It’s one of they key issues facing the online advertising industry, as brands – wary of getting scammed – ask for ever-increasing levels of transparency; with oil giant Shell now asking for FIVE TIMES the industry standard before it pays for online ad space. The IAB has attempted to lead the way, brokering an ‘industry-wide consensus’ that a viewable ad is one where 50% of the creative was served on screen for one second.
However, one of the world’s most recognisable [...]
Tags Ad TradingAd VerificationAd ViewabilityAd VisibilityAdvertiserAnalyticsAudience BuyingBrandClick FraudContent verificationDigital MarketingDisplayEuropeFragmentationmeasurementMedia BuyingMedia ValuationOnline MarketingProgrammaticPublisherSSPTrade bodiestransparency
The worlds of ad tech and martech are increasingly colliding, which poses marketers with many questions to ask themselves about how they conduct their business from day-to-day, including where their roles fit within an organisation, and whether or not they should break historic ties, in favour of new relationships with companies offering the latest technologies. Scott Brinker, Chiefmartech.com, editor, speaks with ExchangeWire about how these trends are disrupting the industry.
EW: There is a lot of talk about the rise of [...]
Tags AdvertiserAgencyBig DataDataData Management Platformdata modellingData OptimisationData StrategyDemand Side PlatformDigital MarketingDSPEuropeMarketermarketing cloudMarketing TechnologyMedia BuyingOnline MarketingProgrammaticStack
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech across Europe, and in this week’s edition: SpotXchange steps-up Euro operations; Advertisers united in calls for transparency; Microsoft finds consumers demand more privacy; Key appointments in UK digital industry.
SpotXchange steps up Euro operations
A little over a year after its part-purchase of video ad exchange SpotXchange, pan-European broadcaster RTL this week announced it has launched its Benelux operation in the Netherlands, plus the appointment of a new [...]