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Posted 9 hours ago in ExchangeWire APAC

ATS Sydney Welcomes Eleven Additional Speakers

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spacer We are delighted to announce another eleven speakers for ATS Sydney on March 13. The event is fast approaching and preparations are in full-swing. The addition of the following new speakers promises to make this perhaps the best ATS yet, and a superb inaugural event in Australia. Read below for more about our new speakers and check out the event page for full bios, an updated agenda and how to book tickets.

That new ATS Sydney speaker list in full…

Stuart Spiteri, Chief Operating Officer, News Digital Media

Stuart Spiteri joined News Digital Media in December 2011 from Google’s Singapore office, where he was head of platforms across the Japan and Asia-Pacific region. In addition to leading the growth and direction of News Digital Media’s portfolio of standalone businesses, Spiteri works closely with News Limited’s divisional leadership teams to develop and grow News’ newspaper and magazine websites, tablet applications and mobile sites.

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Posted 3 days ago in ExchangeWire EMEA 3 Comments

How "Real-Time" Is Your RTB Platform?

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spacer Brian O’Kelley is CEO of AppNexus. Here he discusses cache update cycles, how shorter cycles are critical for buyers using real-time platforms, and why traders should be placing greater importance on it.

Last week, Right Media posted a blog entry stating that it has “slashed” their cache update cycle to 45 minutes. This is a great excuse for the industry to take a closer look at trafficking update cycles and understand why they’re so important.

A real-time ad platform is built around a trafficking database which stores all the campaigns, creatives and other targeting information. It also has thousands of servers in multiple datacentres which store an efficient representation, or “cache”, of this database. The cache update cycle is the amount of time it takes for a change you make in the primary trafficking database – for instance, a new creative – to be syndicated out to each of the servers. When the change is out on every server, we consider the cache update complete.

A cache update cycle of 30 to 45 minutes doesn’t sound very long (and in fact, I think it’s better than the industry average). However, in the world of ad exchanges and real-time bidding, it’s an eternity. In the blog post Right Media says that it serves 11 billion transactions a day. We can assume this has a peak volume of around 200,000 transactions per second. That means that in the 45 minutes that a cache update cycle takes, around 550 million transactions will occur.

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Ad Trading, Demand Side Platform, Online Advertising, RTB

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Posted 4 days ago in ExchangeWire EMEA

Euro Round Up: Opera Shores Up Mobile Ad Business; Vodafone Picks Tagman; Tribal Fusion Launches AdChoices; And OpenX In Profit

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spacer Opera Acquires Mobile Theory and 4th Screen Advertising To Beef Up Mobile Ad Business

Norwegian-based browser powerhouse, Opera, announced it is acquiring Mobile Theory for $18m and 4th Screen for $8m, with potential earn-outs bringing in an additional $32m and $6.5m respectively in 2013 and 2014. The move comes at the same time Opera announced its latest quarterly earnings, in which revenues were up by 31 per cent to 253.1m Norwegian Kronor ($44m).

Mobile Theory and 4th Screen, which focus on rich-media advertising solutions, will help expand Opera’s existing mobile advertising business. Opera already offers a range of mobile ad services across many smartphone and feature-phone mobile platforms, which generated $200m in revenue for publisher partners last year. Opera reports 160 million monthly active users and 100 billion monthly page views, so it’s no surprise that it is making moves like this to better monetise that base.

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Ad Exchange, Ad Network, Ad Server, Ad Trading, Analytics, Attribution, Mobile Ad Network, Mobile Display, Mobile RTB, Online Advertising

15 February 2012 in ExchangeWire EMEA 1 Comment

Jason Bigler Discusses Google's Bespoke Approach In Europe, The Cross-Channel Opportunity And How We Get To $200 Billion In Display

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spacer Jason Bigler is Director, Product Management at Google and is the point man for all of the company’s display products in Europe. Here he discusses Google’s European display strategy, the bespoke approach that is required, the cross-channel opportunity, and how we get to that $200 billion figure.

We hear lots about Google’s display strategy in the US. Can you give some overview on the approach to Europe’s fragmented display market?

Our general approach actually isn’t very different on the core issues. Publishers look to us to help them maximise the value of every ad impression while advertisers look to us to help them achieve the best ROI on their advertising spend. If we aren’t delivering on either of those core concepts then we don’t have a business in any market.

However in Europe, as you point out, the market is more fragmented and each country can be in a different phase of product adoption. You really have to apply a country-specific lense when examining the best approach. As an example, we are seeing tremendous growth on the DoubleClick Ad Exchange in Europe. Spend has increased more than 130% year on year and the number of buyers and sellers has increased more than twofold over last year. This is going to be a big year for programmatic buying across most of the region. But is it exactly the same in every country across Europe? Not a chance. So in some countries we’re in full commercialisation mode and in others we’re still in the evangelising phase.

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Ad Exchange, Ad Network, Ad Server, Ad Trading, Agency, Agency Trading Desk, Brand, CEE, Demand Side Platform, France, Germany, Netherlands, Online Advertising, Publisher, RTB, Scandinavia

14 February 2012 in ExchangeWire APAC

Vicki Lyon, Managing Director SpotXchange Asia-Pacific, On Online Video - To Bid Or Not To Bid?

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Vicki Lyon, Managing Director SpotXchange Asia-Pacific on why real-time bidding is a win-win for advertisers and publishers.

It is not surprising that advertisers are moving more of their ad dollars into Online Video, with Frost and Sullivan predicting Australian video expenditure to increase from $33m to $350m in three years and we are also seeing publishers looking to cash in.

Real-Time Bidding (RTB) for video is gaining traction in Australia and Asia-Pacific. Publishers, and in particularly Advertisers, are becoming more aware of the effectiveness and convenience that RTB offers. Just like RTB for display, it will revolutionise the way online video inventory is bought.

RTB: A win for advertisers and a win for publishers.

Online video offers an engaging experience for consumers that translates into the potential for high-quality advertising impressions from desirable audiences that can be delivered at scale.

RTB helps advertisers eliminate waste, increase performance and simplify the media trading process. Advertisers can enjoy real-time control over executing targeted campaigns and more efficient buys. Demand for RTB-enabled video is growing exponentially and this will continue as agencies, their trading desks and DSPs all look to adopt programmatic buying beyond just display.

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advertisers, APAC, Australia, exchangewire apac, online advertising, online video, publishers, real time bidding, RTB, spotXchange, vicki lyon, video, video advertising

14 February 2012 in ExchangeWire EMEA 3 Comments

Edgar Baudin Discusses The Gamned Model, Real-Time Media Buying In France. The Generalist Versus Specialist Argument And The Sapin Law

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spacer Edgar Baudin is Co-Founder & Managing Director at Gamned. Here he discusses the Gamned offering, the state of the French exchange marketplace, the generalist versus specialist argument and the effect of Sapin legislation on real-time media buying in France.

Is much of the data-driven ad spend in the French market still coming from DR budgets and are brands still avoiding automated channels?

Most of the spending in France is still related to DR campaigns, i.e. acquisition and retargeting. The first group to adopt this technology was composed of merchants who focused on ROI, and that explains why they drive the biggest parts of the investments.

Now that brands have access to transparency and ad verification, they’ve started to switch part of their budget over to RTB campaigns. There’s still a lot of work to be done, informing and educating marketers, for them to increase their budgets and go from the test campaign phase to long-term RTB integration in their media plans. Branding campaigns will need a strong increase in data offering which is a must-have for audience and targeting setups.

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Ad Exchange, Ad Network, Ad Server, Ad Trading, Ad Verification, Agency, Agency Trading Desk, Behavioral Targeting, Brand, Data Exchange, Data Management Platform, Data Strategy, France, Online Advertising, Private Exchange, Publisher, Publisher Trading Desk, RTB

14 February 2012 in ExchangeWire EMEA

Euro Round Up: Criteo To Hit $400 Million In Revenue This Year; StrikeAd Informs On Mobile Ad Tracking; Hi-Media UK Inks New Deal With Thomas Cook

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spacer Criteo To Hit $400 Million In Revenue This Year

Criteo has become a colossus in the European ad tech space. The French company, founded by Jean-Baptiste Rudelle in 2005, has a client list which includes some of the biggest names in e-commerce (Office.co.uk, Zoopla, Glasses Direct, Boden, among others).

Last year the company generated $200m in turnover, compared with $60m in 2010 and $9m in 2009. If the trend continues, Criteo could double its revenues in 2012. There are already plans to hire 250 people this year, bringing the workforce to 750 employees. At this rate, Criteo could possibly become the largest Internet company in France.

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Ad Exchange, Ad Network, Ad Trading, Agency, Agency Trading Desk, Behavioral Targeting, Mobile Display, Mobile RTB, Online Advertising, Private Exchange, Publisher, RTB

13 February 2012 in ExchangeWire APAC

James Zipeure, Chief Operating Officer for VeNA, Asks If The Rapid Growth In Online Video Means TV Has Lost Its Ability To Deliver Both Audience & Cost Effectiveness

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spacer James Zipeure, Chief Operating Officer for VeNA (Video and Entertainment Network Asia) discusses how  online video is now worth $1.5B + across Asia Pacific region, and with the likes of Sony investing in IPTV and telcos decreasing barriers to entry via pre-paid, faster downloads and video advertising platform based technology now makes video real contender to TV.  Zipeure puts forward how greater emphasis must be placed on real-time analytics and fast tracking the shift in buying patterns through real-time optimization and deep transparency across ads, content, viewers and performance and goes onto discuss whether there is way TV and video advertising can work hand in hand.

Once upon a time when TV advertising first started, it signified a new era for brands.  TV delivered an incredibly effective way of getting a message out to a load of people really quickly.  TV soon became a must have for marketers and advertisers alike.  Now, 80 years on TV is still going strong – the global TV advertising market is worth $169B and increasing with the Asia Pacific market is now worth roughly $62B.  Over the past decade though we have seen extraordinary growth in new communications channels – in particular online – and more recently online video which has fuelled the arguments that TV is losing its ability to deliver both audience and cost effectiveness due to the divergence of consumer media consumption and in particular viewing habits.

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advertisers, analytics, APAC, asia pacific, online advertising, online video, TV Advertising, video advertising

13 February 2012 in ExchangeWire EMEA

Sorosh Tavakoli Discusses The Videoplaza Solution, The Recent Series B Fund Raise, And Trends In The Video Ad Market

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spacer Sorosh Tavakoli is the founder and CEO of Videoplaza. Here he discusses the recent the Videoplaza solution, the recent series B fund raise, and trends in the video ad market.

For those unaware of the Videoplaza proposition, can you give an overview of your solution?

We position Videoplaza as a sell side ad management platform for the New IP-delivered TV. This means that we empower broadcasters and publishers to maximise their advertising revenues from their IP-delivered videos, regardless of where and how that content has been consumed.

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Ad Server, Ad Trading, Brand, Online Advertising, Publisher, Video Display

9 February 2012 in ExchangeWire EMEA 4 Comments

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