Native advertising sold programmatically for first time

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A new partnership claims it will deliver the industry’s first global programmatic platform for native advertising – enabling brands to increase their audience exposure. It will initially be launched in the US and UK and roll out to other markets later.

The partnership brings together Xaxis, the world’s largest programmatic media and technology platform, and Disqus, the web’s largest network of discussion communities. The new platform will enable Xaxis...

Yahoo bulks up on video after $640-million Brightroll acquisition

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Programmatic video ad platform Brightroll has been purchased by Yahoo in a $640 million cash deal.

News of the acquisition broke on Yahoo’s Tumblr account where CEO Marissa Meyer talked up the deal by describing video advertising as the next evolution in display marketing technology.

“Video is display 2.0,” she said. “It’s what brand advertisers love. It’s a format that elegantly and easily transitions from broadcast television to PC to mobile and even to

By Simon Holland, 12 November 2014, 0 comments. Categories: Advertising, Mergers and acquisitions, Programmatic, Video & Audio Marketing.

Ad fraud targeted by AppNexus-led certification

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Online advertising technology company AppNexus has partnered with a host of industry big hitters to create a new classification standard that the group of businesses hope will eradicate fraud.

DoubleVerify, Integral Ad Science, Microsoft, PubMatic and Xaxis have all joined forces with AppNexus to create a standard that will identify safe and trusted inventory on the internet.

Fraudulent ad impressions mostly stems from bot traffic where computers hijacked by viruses mimic human...

By Simon Holland, 10 November 2014, 0 comments. Categories: Advertising, Campaigns, Programmatic.

Adbrain hires Tim Abraham to improve data platform offering

Adbrain has appointed Xaxis EMEA director of data and audience Tim Abraham to take the reins of the multi-channel ad firm’s data solutions.

It’s further proof – if any were needed – about the power of data at marketers’ fingertips as campaigns become more integrated. Abraham joins Adbrain having previously progressed through the AOL machine as head of’s analytical services division.

Adbrain CEO and co-founder Gareth Davies called Abraham “a hugely...

By James Bourne, 08 July 2014, 0 comments. Categories: Advertising, Programmatic.

The social media sentiment at the World Cup gathers pace

As more than 40% of tweets sent in the evening relate to television according to Twitter statistics, and given kick off times in the World Cup are between 5pm and 2am for UK viewers, it’s no surprise that the biggest football tournament on the planet is getting some serious buzz on the micro-blogging network.

So much so that Twitter itself has issued a series of stats pre-tournament; specifically, nine in 10 UK Twitter...

By James Bourne, 16 June 2014, 0 comments. Categories: Programmatic, Social Media Marketing.

What are the key trends for video advertising in 2014?

MarketingTech has examined the benefits, challenges and opportunities within video advertising and marketing in 2013 – but what does the future hold?

Christmas, of course, brings out all the big names in video marketing, with John Lewis’ ‘The Bear and The Hare’ Christmas ad ranking second in the UK’s best adverts of the year according to YouTube – even though it only launched in...

By James Bourne, 19 December 2013, 0 comments. Categories: Advertising, Programmatic, Video & Audio Marketing.

Real time bidding mobile ad spend up 275% says Adform

These days, just putting up an advert and expecting it to do the business and bring the clicks in isn’t enough. From rich media to cost per action and real time bidding (RTB), these more innovative advertising methods continue to fragment the marketplace.

And according to Adform’s latest RTB report, the amount spent on real time bidding advertising solutions went up to an all time high. This is particularly impressive given the traditional post Christmas slump of January and February, with March...

By James Bourne, 14 June 2013, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Programmatic.

Global mobile ad impression report shows 'two horse race'

Apple and Samsung are locked in a two horse race to dominate the smartphone advertising market, with nine of the top ten devices in terms of mobile ad impressions attributed to the two manufacturers.

Adfonic, which serves over 100 billion global ad impressions a month, drew the data from its global ad network, and claims in its latest Global AdMetrics report that both firms increased their market share over Q3.

Apple and Samsung devices accounted for nine of the top ten by share of ad impressions, and the...

By Matt Henkes, 19 November 2012, 0 comments. Categories: Advertising, Programmatic.

Visitor segmentation: A data model for the digital world

The most sophisticated of today's enterprise marketing organisations should have the basic infrastructure in place to effectively measure the customer journey.

As customer information is assembled across multiple communication channels, organisations have discovered that having the full customer journey and understanding it are two entirely different things. However an organisation's data is ultimately structured, to use it effectively it must be modelled to be understood.

What organisations need to create is a data...

By Gary Angel, 10 August 2012, 0 comments. Categories: Data-driven marketing, Programmatic.

How to harness the latest display ad technology

The online advertising market in Europe has risen to a total value of €20.9 billion annually with a year-on-year growth of 14.5 per cent[1]. It’s growing fast, but it could be growing faster. All of us in the online display advertising industry will tell you the same; as innovation within display continues to evolve at such a rate of...

By Gustav Mellentin, 09 July 2012, 0 comments. Categories: Advertising, Programmatic.