MoPub native ads leave the niche; Google integrates Comscore measurement into DoubleClick
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: MoPub native ads leave the niche; Google integrates Comscore measurement into DoubleClick; Smartclip goes tech in Berlin; Adsquare appoints a new VP, and Fyber strengthens its leadership team.
First insights into Twitter’s MoPub native ad stats
Native ads have seen rapid growth in MoPub over the past 15 months, concludes Twitter in its first ever insight into how native ads sell on MoPub. The seamlessly integrated native ads are performing well: for the period between June 2014 and June 2015, MoPub records that the number of apps using native ads has increased eightfold.
This has also had an impact on the prices for native ads. According to Twitter, average eCPM has grown by 73 percent year-on-year. Overall, spending on native ads has increased by 387 percent.
“With more than twice as many DSPs buying native ads inventory and almost five times the amount of spend as last June, it’s clear that native ads have become much more than a niche ad format”, said MoPub’s Elain Szu on the Twitter blog.
Native ads for Twitter’s app advertisers have been availlable since autumn 2014.
DoubleClick expands deal with ComScore
Earlier in the month Google’s DoubleClick expanded their deal with ComScore. ComScore’s measurement solution Campaign Essentials has been made available for US customers of DoubleClick. This is a significant first for Google: ComScore’s system for measuring audience delivery is the first external, independent measuring solution to be integrated into the ad server.
“Collaborations like this one with comScore help us give our advertisers and publishers the actionable insights they need to connect with their audiences across screens”, says Neil Mohan, Google’s Video & Display Advertising VP. Serge Matta, President and CEO of comScore adds, “With comScore’s independent measurement directly integrated into DoubleClick, we’re streamlining clients’ workflows and giving them the data they need in near real-time, right in the tools they use to manage campaigns.”
Through the integration of Campaign Essentials, media buyers and sellers are given near-real time access to audience delivery metrics such as reach, GRP and frequency, thus facilitating direct comparison with TV or other advertising campaigns. In short: media sellers receive data insights into actual ad hits, potentially increasing the value of their ad units.
smartclip aims for “tech hub” in Berlin
German video ad tech company smartclip is expanding. The Hamburg-based provider of the “SmartX” SSP has recently opened a new office in Berlin. Billed as their own “tech hub”, smartclip has staffed their offices in the German capital with a team of HbbTV developers, led by Product Director Björn Münchau. Münchau reports directly to smartclip’s CTO Thomas Servatius.
Next on the list for smartclip: enhancing their addressable TV technology. “A white-label portal that is custom-tailored to HbbTV technology will give TV stations a simple, cost- effective, customizable way to provide their TV viewers with additional services, such as catch up TV, on demand video and other offerings, e.g. wealther through the HbbTV technology with additional monetization possibilities”, says smartclip-CEO Jean-Pierre Fumagalli.
Adsquare appoints new VP Demand Partnerships
German mobile audience data provider Adsquare has appointed a new vice president. Vincent Tessier will be heading the platform’s international operations and be responsible for demand partnerships, focussing on agency and trading desk relations in EMEA.
“The mobile market is expected to hit $100 billion by 2016 according to emarketer, yet the lack of third party data in mobile programmatic has become a real issue” says Tessier. “I’m really excited to join an incredibly talented team and to help strengthen relationships with all demand partners throughout EMEA.”
Tessier is moving to Adsquare from a previous position as Head of Mobile at La Place Media. Adsquare recently also announced their membership of IAB France.
Two new “C”s for Fyber
Mobile advertising monetization platform Fyber has expanded its leadership team. Jim Schinella and Henrik Basten join Fyber as CBO and CTO, respectively, underlining the company’s commitment to further accelerating Fyber’s technology development and extension of commercial partnerships.
Schinella will lead Fyber’s global business from the company’s San Francisco hub. “Fyber is already a strong contender in the mobile monetization industry, and I look forward to working with the rest of the executive team to ensure that Fyber continues to grow and enhance our global commercial footprint”, the ex-Yahoo manager said.
Basten replaces current Fyber CTO Markus Knoke. In his new position as CTO Basten will be heading the engineering and technology management of Fyber, a role he comes equipped for with previous experience as Head of Technology and Operations at Experian, and as CTO and MD at United Mail Solutions.
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