At ExchangeWire Live in New York, a panel of experts came together to discuss how the world of TV buying is changing, as a result of increased media fragmentation. Following The Trade Desk chief client [...]
In a special edition of TraderTalk TV, coming from the Cannes Lions festival, Martin Hill, director of solutions engineering, IPONWEB, talks about the challenges facing publishers and how the future is evolving for them.
– The key challenges facing publishers today
– How auction dynamics are impacting publishers
– The evolving role of the ad server and the SSP and how they will impact publishers’ future
– The support publishers need from the industry
– The dynamics of premium [...]
In this episode of TraderTalk TV, filmed aboard Adform’s boat at Cannes, ExchangeWire’s CEO, Ciaran O’Kane speaks to: Gustav Mellentin, co-founder and CEO at Adform; Oli Whitten, COO; and Jay Stevens, CRO.
O’Kane describes Adform as a ‘hidden gem’, citing their full-stack and their independence from media (meaning there is no conflict of interest) as reasons.The ad tech luminaries discuss other key factors that have led to such an accolade, including:
– Transfer of knowledge, specifically Stevens’ and Whitten’s transition from sell- (Rubicon) to buy-side
– Transition from [...]
Earlier this year, ExchangeWire hosted ATS New York. The day started with a fireside chat between ExchangeWire’s CEO, Ciaran O’Kane and Michael Rubenstein, president, AppNexus. The discussion focussed on the future of independent ad tech companies, how publishers are fighting back against media giants and how on earth we ended up with ad blockers being commonplace.
Consolidation is driving change in the ad tech industry. Certainly in the US, VC companies are not investing in new ad tech companies the way [...]
In this week’s TraderTalkTV, Rubicon Project International GM, Jay Stevens gives us a walkthrough of the XAPI offering.
XAPI looks to work with regional and global ad server solution providers to help them with holistic yield management, giving publishers access to programmatic demand.
Google has its “dynamic allocation” offering where it allows publishers to yield manage Google’s programmatic demand (AdX), thirty-party demand and its own direct-demand across all available supply.
Google’s DFP remains the premier in mature markets, but its footprint is not [...]
In the second part of our TraderTalkTV special, we invite Caspar Schlickum, Zuzanna Gierlinska and Gareth Davies to roll out their predictions for 2015.
We look at a number of subjects during this discussion. Some of the key take-aways include:
– Closed ecosystems and who is best placed to execute on this? – Is a ‘data war’ inevitable, as Boris Mouzykantskii alluded to in his keynote at ATS London? – Agencies are heading into enterprise marketing; how will they build their proposition around this? – [...]
What happened in 2014? Well, a lot.
Mass consolidation in ad tech. The rise of Facebook in ad tech. In-housing. Agency trading desk strategy. Fraud. Viewability. The move to compete with Google in ad tech – and the rationale behind the big investments of 2014.
That event that posed the biggest question of the year: why would anyone invest £25 million in an Israeli ad network?
We discussed it all in our end-of-year TraderTalkTV episode.
In this special round table discussion (filmed in front [...]
#TraderTalkTV: OpenX's Jason Fairchild Explains How Various Demand Classes Can Be Merged Into One Auction
How do you merge all demand classes – particularly RTB and network demand – into one big huge auction? OpenX is launching new functionality on its SSP solution to address this problem on the supply side.
Here Jason Fairchild gives us a deep dive on how the process works via the medium of the #TraderTalkTV whiteboard – and how publishers can now bundle all these demand sources into one buying channel.
#TraderTalkTV: Jason Bigler Gives Some Insight Into Google's Customisable RTB Toollkit, "Open Bidder"
Customisation is the buzzword around the RTB eco-system at the minute. Customised bid logic. Customised algos. Off-the-shelf solutions are not enough for the cutting-edge trading companies in the space. A lot of the buy-side solution providers are gravitating in this direction – including Google. In this week’s #TraderTalkTV Jason Bigler, Director, Product Management at Google, whiteboards the concept of “Open Bidder“, how it works, where it sits in the Google infrastructure and who might use [...]
Gavin Deadman, Digital Marketing Manager for PKR, discusses how his perspective on ad technology has changed since he made the switch from agency to client-side. He maps out how an internal trading desks operate in the broader remit of business — answering how FBX, Paid Search and DSPs function underneath the CMO, and how the flow of huge amounts of data is managed across the CTO and CMO’s teams to optimise campaigns and mitigate wastage. Deadman wraps-up by breaking down [...]
This week’s #TraderTalkTV goes into detail on the role being played by the DMP. What is it? Where does it fit into general ad tech mix? We invite Robin Davies, Country Manager UK at Mediaplex to discuss the DMP, and how it will evolve, especially in on-loading offline data into ad targeting.