Ad Exchanger

Thursday, June 28, 2018

Marketing Finds Its Voice

The rise of voice interfaces has the potential to be a highly disruptive trend in consumer technology. About a quarter of US broadband households own at least one smart home device, and 50% will accommodate smart speakers alone by 2021, according to Parks Associates.

From the article "Marketing Finds Its Voice" by Ryan Joe.

Tuesday, January 24, 2017

How Tubi TV Plans To Take On The AVOD Market

Tubi TV knows that not everyone wants to pay for premium content.

“We see a strong desire among viewers who want free content, whether they’re viewers in search of value or subscription viewers who can’t find the content they want on their SVOD [subscription video on demand] service,” said Thomas Ahn Hicks, co-founder and head of strategy for Tubi TV.

Tubi has 9.7 million monthly mobile users on iOS and Android devices alone apart from its smart TV streams, according to ...read more

Monday, June 22, 2015

As Privacy Debate Rages, Is The Ad Industry Fresh Out Of Ideas?

Good business practice means providing consumers the means to opt out. Yet, consumers often don’t, either because they don’t know how or don’t even know it’s an option.

In 2010, the Digital Advertising Alliance launched the AdChoices icon, designed to give consumers greater visibility into when they were encountering targeted ads. But Parks Associates research found that the AdChoices icon was only recognizable by 6% of survey participants in 2013, up from 5% in 2011.

Fr ...read more

Thursday, January 30, 2014

Programmatic Driving Down Ad Prices; Google Paying For Patent Troubles

AdChoice Awareness

Although the advertising industry is relying on self-regulation when it comes to privacy and data collection, the efforts don’t extend far enough to the public, according to research from Parks Associates. In 2013 only 6% of respondents reported seeing the AdChoices icon, versus 5% in 2011. Parks Associates suggests deploying opt-in options rather than opt-out options, especially ones that include incentives such as personalized content or discounts.

F ...read more

Thursday, December 06, 2012

2012 Review: RTB Gained Ground Thanks to Major Brand Participation

Another research firm, Parks Associates, forecast that RTB will be slightly more aggressive in its takeover of display advertising, rising to 50% of all display ads by 2017. However, the company predicts that RTB will make $7 billion in North America that year as well.

“There are so many different variables that go into their rate of adoption,” said Heather Way, research analyst with Parks Associates, in an August 2012 interview with Ad Exchanger. However, she added, “RTB wi ...read more

Tuesday, September 04, 2012

Human Demand’s Schwartz: It’s Not Too Early To Focus On Mobile RTB

Online ad researcher eMarketer projects mobile ad spending in the U.S. will hit $2.3 billion in 2012. That’s nearly double 2011?s tally, but when it comes to overall spending, it’s still a complement to larger campaigns happening elsewhere. Meanwhile, Parks Associates’ predicts RTB revenues for display advertising will be $1.6 billion this year, rising to $6.8 billion within five years (AdExchanger story). Until the industry gets to that point, it will rely on a number of startu ...read more

Tuesday, August 07, 2012

Analyst: RTB Will Be 34% of Display Revenues in Five Years

A new report from Parks Associates concludes RTB tech will support approximately 50% of North America display ad volume five years from now. From a revenue standpoint, the forecast is somewhat less dramatic: RTB revenues flowing to display advertising will rise from $1.6 billion in 2012 to $6.8 billion in 2017. Expressed as a percentage of total display ad spending, that’s a rise of 22 percentage points, from 12% of this year’s estimated $14 billion to 34% of 2017?s estimated $2 ...read more

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