At ATS New York on 3 November, ExchangeWire’s head of content, Lindsay Rowntree moderated a discussion between Julian Baring, general manager – North America, Adform and Erica Schmidt, managing director, North America, Cadreon on the topic of [...]
In this episode Jourdain-Alexander Casale, VP strategy, Index Exchange, explains video header bidding to Ciaran O’Kane, CEO, ExchangeWire, in the first-ever TraderTalk TV to be filmed outside!
Header bidding relied on open RTB protocol and leverages a website’s header to send bid requests which reduces latency and increases yield for publishers. The concept is broadly adopted and being engineered to include not just banner ads, but video ads too.
Video header bidding works largely the same way as conventional header bidding; the [...]
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 [...]
Filmed at ATS New York, this episode of TraderTalkTV features Jana Jakovljevic, head of programmatic solutions at Spotify. Here she gives a rare keynote presentation about the music streaming company’s role in the online ad industry and spoke for the first time about their programmatic ads business.
Despite reaching 75 millions users across the globe, programmatic didn’t make sense for Spotify until recently for three reasons: firstly, because a lot of Spotify’s traffic came from desktop app meaning no web [...]
Programmatic TV is a hot topic at the minute; particularly with recent announcements from big media owners like Sky and Channel 4 around their strategies to sell TV inventory programmatically.
But how does it work? And what are the challenges of making TV impressions RTB-enabled?
One of the more interesting moves has been from Dish Network, a US direct-broadcast satellite service provider with 13.93 million television and 595,000 broadband subscribers.
Dish Network decided to opt-out of using a third-party solution and instead partnered [...]
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: AudienceScience's Mark Connolly Explains the SaaS Model Versus the Traditional Media Buying Model
In this week’s #TraderTalkTV, Mark Connolly, MD Europe & APAC for AudienceScience, explains the SaaS (Software as a Service) model versus the traditional media-buying model. Explaining the work flow of a typical media buy, Connolly argues that much of the spend gets lost in the “Lumascape” vortex. A 100 million budget earmarked for media spend, Connolly points out, could easily end up being just 60 or 50 million in actual media buys – after intermediaries take [...]
#TraderTalk TV: Ego-System or Eco-System? Pubmatic's Gareth Holmes Calls for a New Publisher Approach
In this week’s #TraderTalkTV, Gareth Holmes, UK Publisher Director at PubMatic, discusses the evolution of the SSP model in today’s market into a “Strategic Selling Platform”, allowing the publisher to focus on content-creation to engage users. Gareth breaks down the current CPM-driven ‘ego-system’, based on old assumptions, and its untenable position as a forward-thinking proposition.
In this week’s #TraderTalkTV, SpotXchange‘s Alex Merwin addresses the problems with lack of transparency in the ecosystem, the issues with multi-bid and the problems with floor pricing. He further explains how publishers are currently seeing a tiny fraction of the total demand for their video inventory, and how they could leverage RTB more efficiently in the future via ‘multi-bid’.
Medyanet is a massive European sales house based in Istanbul with O&O – as well as represented – interests across traditional publishing, TV, radio and digital media (currently representing about 10 billion Turkish impressions per month). In true European sales house fashion, the company has also got a proprietary ad server (Adserver+), which their development team has built in-house over the past three years.
Here Dogus Yildirim, Business Development Manager at DOL gives both an overview of [...]
TraderTalk: Neal Richter, Chief Scientist at the Rubicon Project, Discusses Scaling RTB, The DealID And Why Internal Auctions Are Truncating Liquidity For Sellers
We love a proper tech debate at ExchangeWire. On this edition of TraderTalk we speak to Neal Richter, Chief Scientist at the Rubicon Project.
Here he discusses the infrastructure required to scale RTB globally, how Rubicon knitted together its recent acquisitions into present offering – and the problems with internal bidding within bidders in terms of how the “internal auction” practice is not giving sellers full liquidity.
Richter also goes into detail on standardisation, particularly OpenRTB, and how DealID works [...]