Exchange Brief: Improve Digital Ad Trading Event In London; Metrics In Mobile Advertising

Improve Digital Trading Event In London

Improve Digital is teaming up with the AOP for an event on Feb 23. The event, entitled “New Rules of Revenue”, will focus on the changing display advertising landscape, and what publishers will need to do to take advantage of new trading opportunities on automated platforms. Improve Digital is bringing together panellists from both the buy and the supply side of the exchange ecosystem here in Europe, including:

- Mark Mannino, VP of Supply and Data, MediaMath
- Nick Burcher, Head of VNC UK & Products / Partnerships EMEA, Vivaki
- Tom Bowman, VP Global Ad Strategy & Operations, BBC Worldwide
- Kimon Zorbas, VP of IAB Europe
- Steve Dorey, Head of Business Development, Criteo
- Stuart Coleman, MD, Audience Science
- Abeed Jan Mohamed, Head of Agency Sales ESPN Digital Media

ExchangeWire will also be appearing on one of the afternoon panels, and is looking forward to some lively discussion on the future of ad trading in the European market. Click here for more information and here to register for the event.

Metrics In Mobile Advertising

In attempt to get more brands to spend money mobile, the industry has launched a new census-level solution for mobile media reporting. The new initiative is a partnership between GSMA, comScore, Inc., and UK operators O2, Vodafone, Orange, T-Mobile and 3UK. Rob Conway, CEO and Member of the Board of the GSMA, sees it as a necessary move for the industry and expects the new census model to go international in the coming months:

On behalf of our operator partners, comScore and the GSMA, we are excited to be launching Mobile Media Metrics in the UK, our first market, and we anticipate that it will accelerate growth in the mobile advertising market. The underlying principle of Mobile Media Metrics is to deliver valuable and actionable reporting tools to the media industry, while respecting the privacy of individuals. Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium, and Mobile Media Metrics is a critical element in advancing this process.