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 [...]

In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape. Programmatic had levelled the playing field and created a space in which even [...]

There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics. This obsession over clicks has resulted [...]

All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers. Together, this would ensure consumer experience is optimal and [...]

Brand safety is hugely important in the current climate of suspicion towards digital advertising. Frances McCann (pictured below), partner manager, Blis, discusses the three key pillars of brand safety which must be considered to minimise the risk to advertisers and ensure ads [...]

Ad fraud and brand safety issues associated with programmatic do exist, so ad-tech vendors need to step up and help Asia-Pacific marketers deal with it, instead of simply peddling their tools. According to a CMO Council study, 72% of brand [...]

ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Programmatic video monetisation in Europe grows; Commitment to DOOH brand charter by JCDecaux; Triton Digital partners with Anghami; Marketo launches AI-powered engagement [...]

Every marketing campaign needs to deliver impact. Regardless of whether it’s entirely OOH or mobile-only, a marketing campaign without measurable impact is of little value. But deciding what constitutes ‘impact’ is a topic of ongoing debate, particularly in the complex [...]

Collaboration. It’s a simple concept, but it seems to be one we take for granted. In a professional environment, at least, collaboration is a concept that could definitely be worked on and developed. Collaborating with potential industry competitors may not [...]

This week the IPA issued a direct call to action to Google's YouTube and Facebook to clean up safety, measurement, and viewability of online video on their platforms. ExchangeWire asks experts to weigh in on whether this was the right [...]