Traditional media may still dominate in India, but this will evolve and ad tech companies have to start creating products and metrics that work across multiple screens. Advertisers in India were projected to spend most of their budget on traditional media, [...]

ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: UK ad viewability rates on the rise; Ads.txt filtering on Adform’s SSP; SpotX expands presence to Belgium; New members for MMA Germany; [...]

In this Q&A with ExchangeWire, Andy Evans (pictured below), CMO, Sovrn, suggests measures to be taken against ad fraud which go beyond mere ads.txt implementation, and among other things discusses the impact of publisher whitelists on mid- to long-tail publishers. ExchangeWire: Why [...]

ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Hugh Williams, senior data analyst, ExchangeWire. In this week’s edition: B2B marketers embracing programmatic in 2018; Value chain transparency must improve; and [...]

ExchangeWire talks to Maggie Mesa (pictured below), VP mobile business development, OpenX about the different strategies for desktop and in-app advertising, how ad fraud affects mobile apps, viewability measurement in in-app environments, and where mobile advertising is heading in the [...]

Viewability remains a hot topic in the ad tech community. With ad fraud continuing to loom over digital advertising, new viewability metrics are being discussed and implemented by some of the players. Ignasi Prat (pictured below), CMO, Tappx, believes that [...]

As brand and performance advertising continue to converge, issues like viewability, verification, and brand safety, are still some of the hot topics that need to be addressed across the industry. Dan Slivjanovski (pictured below), CMO, RhythmOne, talks about how they [...]

The furore around viewability measurement is starting to subside, but it was still a hot talking point of 2017. Should advertisers be treating viewability as a KPI, or as a hygiene factor, standardised across any digital marketing campaign? In a series [...]

With media buyers seeking out more efficient paths to supply and demanding greater transparency in fees and auctions, it is time for DSPs to be more than automated workflow tools. DSPs have not evolved much from when they were built during [...]

Ask any brand for its optimum viewability target and the chances are the answer will be 100%. This is an understandable goal, given viewability is a prerequisite for engagement – an impression has no opportunity to engage if it can’t [...]