The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands and clients. As a solutions architect, Fay Koo support and collaborates with the sales team at dataxu in Sydney, Australia.
Brands have tapped data-driven personalisation to drive effective marketing plans, but this opportunity remains largely untapped by agencies and advertisers in Asia-Pacific. In this industry byliner, James Sampson, dataxu’s Asia-Pacific Vice President and General Manager, explains why brands in this region need to focus on interpreting user behaviour.
Connected TV provides an option beyond the internet giants for accessing the reach of traditional TV format but with greater accuracy, according to dataxu's APAC General Manager.
If you watch Connected TV—whether through an internet-enabled device like a Roku, on your mobile phone or a smart TV set—you’re not alone. In fact, last year 168 million Americans, or about half of all U.S. consumers, accessed traditional television content over the internet, according to eMarketer. But despite that massive audience, agencies and advertisers have been slow to adapt to Connected TV.
The latest news and views on business and the world of personal finance with Sean Farrington and Mickey Clark. Tune in to hear dataxu VP, EMEA Mike Shaw on the 26th April program, discussing GDPR at the 21:30 mark.
IAB Europe and the IAB Tech Lab released on Wednesday a commercial version of the Transparency and Consent Framework, a new publishing standard meant to reconcile ad tech with GDPR regulations.
Big tech companies gain while smaller online ad firms are squeezed under the European Union’s GDPR, which takes effect in May.
“It is paradoxical,” said Bill Simmons, co-founder and chief technology officer of Dataxu, a Boston-based company that helps buy targeted ads. “The GDPR is actually consolidating the control of consumer data onto these tech giants.”
Dataxu has today (April 17) announced the launch of an audience targeting service that will let advertisers target viewers of addressable, connected and linear TV services from a single platform which it claims will improve yield for media owners, increase efficiency for advertisers as well as reduce ad load time.
In this guest post, dataxu’s ANZ country manager, Matthew Joyce argues adland and marketers are failing to keep pace with the rapid changes in television’s tech offerings.
UK-based media agencies predict that their primary focus will shift from media buying and management to strategic and creative work. The findings come from a survey of 100 UK media agencies and 100 advertiser respondents by dataxu with Sapio research, aiming to explore the expected transformation of agencies in the next five years, as client demands evolve.
For a direction that the industry is inextricably headed towards, the level of confusion around what native advertising is remains a persistent concern. For the record, it is not click bait, it is not just about content aggregators like Outbrain or Taboola, and it is not to be confused with content marketing though the two are similar yet very different platforms. Content marketing refers to a larger practice of advertising and content distribution as a whole, writes dataxu GM, APAC, James Sampson.
Sandro Catanzaro is Co-Founder and Chief Innovation Officer of dataxu, a company which specializes in the application of data to advertising on TV and other platforms, and which among other things last year launched a self-serve platform for audience-based buying of connected-TV inventory, as well as an attribution solution for OTT devices.
In this recorded interview with ITVT Editor-in-Chief, Tracy Swedlow, Catanzaro discusses dataxu's solutions for data-driven TV advertising
As the ability to identify and target television audiences across devices becomes ever more precise, it’s changing the way advertisers perceive both quality and the prices they are willing to pay. “There is a return to premium media from an advertiser perspective, an appreciation and a willingness to pay actually a premium price,” says Sandro Catanzaro, Co-Founder & Chief Innovation Officer of dataxu.
Currently, around 43% of media agencies view their primary duty as buying media on Google and Facebook, something they do not see themselves doing in five years, a recent study found.
These results were based on a survey of 100 media agencies and 101 advertisers in the UK conducted by dataxu in February and March of this year.
2018 is set to be a year of disruption for the advertising industry. While fighting against fake news, invalid traffic, and a lack of transparency, the industry has another challenge to address: GDPR. Brands and agencies are coming together to understand the implications of the new regulation and how to comply with it; frameworks like the IAB’s GDPR transparency consent framework have been published. But how are technology partners gearing up for the change? In this collective Q&A, dataxu, Rubicon Project, Sizmek, Adform, Quantcast, and AppNexus are sharing their plans and preparations for GDPR, with a focus on finding out how companies expect GDPR to affect availability of data for advertising.