Viewing entries tagged
digital advertising

Comment

Web Summit - almost there!

The countdown is almost over. We are so proud to have been included on Web Summit’s list of the world’s top 50 most promising startups. It is the biggest summit of its kind in the world, in that it brings together some of the world’s leading thinkers in technology as well as startups. It’s not just about leading tech startups and tech companies, however, it is about the most exciting businesses of all sizes and industries, who are impacted by new technologies. We are looking forward to meeting with our fellow startups as well as tech giants, and gaining insights into what’s going on in their businesses and indeed industry. This year over 22,000 attendees will be making their way to Dublin from all corners of the globe to hear insights from over 300 speakers across dozens of stages and roundtables. We are looking forward to those pivotal conversations.

 

So what are we doing there?

As part of the Alpha Class 50 most promising startups, we are going to be using this opportunity to exhibit ourselves to fellow selectees on the list, as well as investors, the media and fellow entrepreneurs. We are really looking forward to networking with the other companies that are all using different technologies to disrupt the industries they operate in as we are all passionate about making consumers lives easier.

 

One of the main highlights of Web Summit is the impressive list of noteworthy speakers, who will be present at the event to share their unique perspectives and insights. The event attracts some of the biggest names in technology but these are a few of the most anticipated talks of the summit.  

 

Mike Krieger, co-founder of Instagram

Krieger will be talking about his vision for Instagram, which recently overtook Twitter with over 400 million users worldwide in September 2015, making it the largest social media platform, second only to Facebook. Instagram is an invaluable tool to advertisers, not only because it offers increased reach and enhanced engagement, but because of the power it affords in terms of the ability to carry out native advertising - one possible solution to AdBlockers. Given that we operate in the AdTech industry, we are particularly excited for this talk.

 

Stewart Butterfield, co-founder of Flickr and Slack

Butterfield is the co-founder of photo-sharing website Flickr and the team messaging application Slack. His talk will focus on how Slack may one day make e-mail obsolete, which is in itself quite a bold statement. After all, it’s hard for any of us to imagine a world without e-mail. However, the fact that applications like Slack exist to challenge the status of e-mail as one of the main means of communication is again testament to the true extent of digitalisation. Indeed, nothing is immune to change or disruption. As we consider ourselves part of the digital disruption, it would be incredibly interesting to gain some insights from a fellow digital disrupter.

 

Nico Sell, CEO of wickr

As the CEO of the ‘most trusted mobile messenger in the world’, Nico Sell takes privacy very seriously. Her vision is to allow people to communicate safely and anonymously, whilst being able to control what information is retained on the other end. Wickr encrypts messages from device to device, meaning that they don’t even know don’t know who their users are, who they’re talking to or what they’re saying. With the internet giving us unprecedented access to information, and endless stories of hacking and data leakages, it is refreshing that a company is trying to be the safest messenger in the world.

 

4 days until Web Summit! See you there!

 

 

Comment

Comment

THE DIGITAL ADVERTISING ECOSYSTEM

Most of us are aware of the huge evolution from traditional mass media advertising to digital advertising. However, what few of us realise is that, even within the digital advertising landscape, there have been some drastic shifts.

 

Traditional model

However, the rapid digitalisation of advertising as a whole has resulted in the formation of numerous different companies, each one offering a unique product or service that adds value to the link between the publisher and advertiser. Hence, the digital advertising ecosystem has had to evolve significantly from the much simpler model of days gone by, in order to take into account the new players in the ecosystem. This has meant that a much more complex model.

 

According to the IAB, “The digital environment that connects websites that live on the Internet together, and with people, is done with such precision that to map it out for people makes it look like something bright, blinking and living, and straight out of a sci-fi movie.”

 

To make things simpler, here is our own simplified diagram to help you.

 

Today’s model

DigitalAdvertisingEcosystem.PNG

 

These are some simple definitions to help you understand each player in the ecosystem.

 

Media buyers

Media buyers negotiate, purchase and monitor advertising space and airtime on behalf of their clients.

 

Trading Desks

A Trading Desk, as we’ve mentioned before, is a service committed to helping advertisers and agencies buy online advertising. This is done through real-time bidding (RTB), enhanced with data. An example of this is The Media Trader.  

 

Ad Networks

An online advertising service provider often with proprietary technology, that helps marketers run display advertising campaigns across various sources of online inventory, for example Google, Yahoo.

 

Demand-Side Platforms (DSPs)

A DSP is a tech platform that enables buyers to evaluate and bid for online media using RTB, for example MediaMath, Turn, Data XU.

 

Data Management Platforms or DMPs, as we’ve already mentioned, are platforms that allow marketers to manage and understand the vast amounts of data that is constantly being generated by consumers, who are digitalising at a ridiculous pace, for example Krux.

 

Ad Exchanges

Ad Exchanges are online auction marketplaces that facilitate the buying and selling of inventory across multiple ad networks and demand-side platforms (DSPs), for example Doubleclick (by Google, Right Media, Facebook Exchange, OpenX).

 

Supply-Side Platform (SSP)

SSPs are tech platforms that help publishers to maximise ad revenues when managing and selling inventory on ad exchanges and networks, for example Rubicon and PubMatic.

 

It is important to note that, although the lines that separate the various functions appear to be clearly drawn, in reality this might actually be far from the case. This blurring of the lines is largely due to the ongoing consolidation in the AdTech industry, a trend that experts like Ciaran O’Kane have identified.

 

First of all, there is a rise in the number of market makers, who work for both the buy-side and the sell-side. Krux is an example of such a company, working with publishers, marketers, agencies, DMPs, as well as SSPs. Additionally, many companies are starting to offer their clients an integrated solution. For example, Rocket Fuel has a Programmatic Marketing Platform, providing its clients with both a DMP and a DSP.

 

The Media Trader is an independent trading desk and we are specialised in programmatic buying, using RTB and enhanced with data. We know the digital advertising system may seem like a complex place, but we are here to simplify this for our clients. We thrive in the ecosystem and can help clients to navigate it as it evolves.  

 

7 days to Web Summit! See you there!

 

 

 

 

Comment