Are western marketers making unfounded assumptions about the state of brand safety and ad fraud in China? In the first instalment of ‘The China Expert Series‘, in association with iClick Interactive, their head of agency sales, Southeast Asia and Europe, Darren Jacobs (pictured below) explains that, while strong awareness of the complexity of the Chinese market is imperative, it offers a wealth of opportunities for marketers.
Ad fraud, ad viewability, as well as brand safety, have been hot topics in [...]
The media and marketing sectors are in the midst of a fierce technology arms race against the malware and sophisticated machine learning driving ad fraud; unfortunately, it’s a battle our industries are currently losing. As Marco Ricci (pictured below), CEO, Adloox, writes, the key to staying one step ahead is industry collaboration.
You’ll probably be familiar with the most common types of ad fraud (botnets and fake domains), but it’s the newer types emanating from all around the world that are [...]
On 21 October, 2016, the internet faced its largest Distributed Denial of Service (DDoS) attack on record, with hackers knocking down dozens of the web’s top sites like Amazon, Twitter, Reddit, PayPal, Spotify, Netflix, Pinterest, GitHub, and many more, in one fell swoop in the now famous Dyn cyberattack. For those outside the marketing world, the Dyn attacks of 21 October were mostly just a major inconvenience to lose access to their favourite sites; but for advertisers, it meant [...]
Can publishers expect to rely on the same volumes of homepage traffic that they historically enjoyed? With readers discovering content in new ways, particularly through the likes of social media, is the traditional homepage on the decline? If this is true, and the evolution of content consumption continues to favour social over checking the daily news site, then how can publishers ensure they are still able to achieve the same reach? Rich Routman (pictured below), president, Minute Media, believes [...]
Women in technology; women in STEM fields; women in ad tech; women in advertising – whichever way you cut the numbers, they reflect a set of industries that remain remarkably male-dominated. The needle is moving and there is no shortage of women and men fighting the good fight, not only to encourage more women to enter the field, but to encourage them to take up senior positions. On International Women’s Day 2017, ExchangeWire ask how this is progressing.
What is a cost-per-second buying model and what value can time-based buying offer an advertiser? ExchangeWire speak with Paul Kelly (pictured below), recently appointed as commercial director, UK and EMEA, Parsec Media, about his new role and the growth and the trajectory of growth for time-based buying, as the industry continues to battle with viewability challenges.You were recently hired as commercial director, UK and EMEA – what does your role entail?
Right now my role is [...]
The roles of chief marketing officers (CMOs), as well as media agencies, have become more complex amid an evolving digital landscape. In this industry byliner, Rahul Vasudev, MediaMath’s Asia-Pacific managing director, highlights what marketers want from their agencies and how the latter can better support their clients’ business.
The role of the CMO has evolved significantly over the years. This change has further accelerated with consumers in Asia-Pacific increasingly demanding more personalised and relevant communication.
CMOs, and their agencies, today need deep [...]
Programmatic display advertising was tipped to generate ad spends of £2.5bn in the UK this year. Compared to 2013, the market will have grown by nearly 500%. Similarly aggressive trends are predicted pretty much all over the world. The single biggest driver of this lately has been programmatic direct. In the latest chapter of the serialisation of The Programmatic Handbook, published by the IAB UB, Alexander Reinhold, head of solutions, Sociomantic Labs, takes a closer look why.An abbreviated [...]
The top priority for publishers today is maximising revenue from their ad inventory. Techniques such as header bidding are making this possible; and while the concept itself isn’t brand new, adoption is on the rise as more publishers begin to realise its monetary potential and value, writes Nilesh Dhawale, senior product manager, RhythmOne.
Take The Telegraph as an example. The publisher has recently announced plans to quadruple their programmatic staff count, thanks to the success of header [...]
In a special edition of TraderTalk TV, ExchangeWire’s CEO, Ciaran O’Kane interviews Brian Lesser, CEO North America of GroupM. Lesser will be opening ExchangeWire Live in New York City on 22 March, discussing how the agency model remains relevant in a data-first world. Tickets are going fast.
In this episode of TraderTalk TV, Lesser discusses:
– The evolution in the media agency’s approach to technology
– How a data-first approach changes the leverage of agency buying power
– The development of [m]PLATFORM [...]