In The News

Apr 17, 2014

ExchangeWire - ExchangeWire European Weekly Round-Up

Axonix will offer in-app inventory at launch, although it is looking to make mobile web inventory available after a period of testing “brand safety” tools, and is preparing to go up against similar, an more established, mobile ad exchanges such as Nexage.

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Apr 16, 2014

BrandRepublic - Brand protection and enhanced creative in mobile

We are a culture of brands: personal brands being built and nurtured through social media, "selfies", and documenting life's every moment. It's become quite personal.

Companies live in the same dynamic. They build, nurture, and socialize brands in any number of ways – from traditional corporate activities to intentional memes. Brand advertisers are no exception, as they seek continuous engagement with consumers throughout the day and across channels.

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Apr 9, 2014

MediaPost - Nexage Adds Ex-Adelphic CRO Colwell To Team

Nexage on Wednesday announced the appointment of Ray Colwell as senior vice president of global business development. He will work from the company’s Boston headquarters.

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Apr 9, 2014

BBJ - Nexage appoints former Adelphic CRO as SVP of global business development

Mobile advertising technology firm Nexage announced Wednesday it has appointedRay Colwell as senior vice president of global business development.  

Colwell was previously chief revenue officer at Adelphic Mobile, a Waltham mobile ad-targeting technology startup.

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Apr 2, 2014

BrandRepublic - Going private to go forward

Over the past few months, Nexage has held a series of industry roundtables in San Francisco, New York, and London. These have brought together publishers, buyers, agencies, trading desks, and advertisers to discuss how best to make mobile advertising a growth engine for their respective businesses.

We often level-set the discussion with analytics from the advertising market; analytics that are both expected and jarring. For example, that mobile has become the consumers’ primary screen and will soon become the majority digital channel.

As the new digital reality, it’s essential that industry players put initial mobile strategies in place. Whether that’s the publisher’s monetization strategy to run integrated direct and indirect channels while supporting and protecting their brand—or the advertiser’s strategy on how to reach and engage premium audience at scale.

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Mar 26, 2014

BrandRepublic - Benefits of programmatic mobile advertising

The digital advertising market is undergoing fundamental structural changes driven by two dynamics. The first is consumers' shift to all things mobile. The second is the increasing role technology plays in nearly all aspects of our lives and in virtually every industry on the planet.

Before we jump into what these changes mean to digital advertising, it is worth considering them in a broader sense. Both are easily observable by anyone walking down the street; and yet despite their ubiquity, they are extraordinary in their impact.

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Mar 23, 2014

DailyDOOH - Digital Caddies Makes Agreement With Nexage

Scottsdale, Arizona-based Digital Caddies has made yet another agreement: this time with Nexage which will help maximize inventory fill rates by delivering rich media advertising onto The Player’s Network and maximize eCPM through the delivery of highly targeted premium location-based ads.

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Mar 20, 2014

AdExchanger - Why Mobile And Cross-Screen Strategies Clash (And How To Fix Them)

At first blush, there are two strategic imperatives in digital advertising that appear to conflict.

First, marketers are catching up to the massive consumer shift to all things mobile. Second, there is a strategic emphasis on cross-screen to create a holistic and powerful experience as consumers move among devices throughout their day.

 

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Mar 17, 2014

BBJ - Adtech firm Nexage launches Series C fundraising round following significant growth

Mobile advertising technology firm Nexage is seeking a Series C fundraising round following the company's "aggressive" growth with revenue in the tens of millions last year,  CEO Ernie Cormier said.

Nexage offers an exchange for buying and selling mobile advertising and much of its growth has been attributed to the firm's real-time bidding system, or "programmatic" buying.

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Mar 3, 2014

Mobile Marketer - Bad mobile ads damage brand perception and performance

“One of the more important changes underway is the investment in the mobile creative,” said Victor Milligan, chief marketing officer at Nexage, Boston. “Gone is the belief that slamming online ads into mobile will work; we have entered a time frame where the strategic value of mobile will, in part, be expressed with a strategic investment in the mobile creative.

“As case in point, we expect that rich media and video ad units will become the majority ad unit on the Nexage Exchange by end of year 2015,” he said.

“The accelerating growth of rich media and video helps to further fuel the growing brand spend – creating the necessary creative canvass to move consumers through the funnel.”

 

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Feb 21, 2014

MobileMarketing - Nexage Launches Brand Protection for Mobile Ads

Nexage has announced a closed beta test of its Protect platform, which provides a rigorous set of controls for publishers and brands advertising on mobile.

For publishers, Nexage Protect offers block lists of specified advertisers, malware detection and ad screening for risky ads with one-click blocking. For advertisers, the platform gives impression-level transparency of spots where their ad will be placed, contextual data about linked content and privacy data to ensure compliance with opt-out requests.

 

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Feb 20, 2014

ADOTAS - Nexage Protect Touted As Mobile’s First Complete Brand Safety Solution

Nexage, the leading premium mobile advertising exchange, announced yesterday the closed beta launch of Nexage Protect, the most complete and robust brand safety solution in mobile advertising. Nexage Protectprovides a rigorous set of controls that enable premium publishers and advertisers to aggressively grow their mobile business while vigilantly protecting their brand.

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Feb 20, 2014

MediaPost - Nexage Gives Publishers More Control, Protection

Mobile ad exchange Nexage this week announced the closed beta launch of Nexage Protect, a product for mobile publishers meant to help them better control their inventory in a programmatic environment.

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Feb 20, 2014

ExchangeWire - Engineering the Mobile Revolution

Concerns over brand safety and buying ads via programmatic channels are hardly unique to the mobile sector, but the aforementioned fragmentation of the sector only adds to the complexity (and hence risk) of potentially embarrassing and risk to brand equity.

So much so, that mobile ad exchange specialist Nexage (a company that also forms part of the IAB Mobile Programmatic Working Group) this week unveiled a closed beta launch of Nexage Protect.

The suite of tools consists of a number of services to provide media buyers with transparency at the impression level so they can determine how well the site, app, or page aligns with the advertiser’s brand. Also included are “block lists” that preclude specific buyers, advertisers, and ad placements, as well as malware detection which identifies fraudulent ads and misdirects.

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Feb 19, 2014

The Channel - Mobile advertising

As an average 15% of digital budgets is allocated to mobile in 2014, mobile is rapidly becoming a strategic channel for advertisers and programmatic is rapidly becoming the technical foundation for the majority of transactions. In its Analytics Report, mobile advertising exchange Nexage indicates that this trend is well underway, creating some important markers in the industry.

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Feb 19, 2014

Business Insider - How The Mail Online Is Protecting Itself From Lousy Mobile Practices

MailOnline is working with the mobile advertising exchange Nexage to give itself and its peers a third choice, one that comes in the form of a new product to give them greater control over the ads they run. This way, when a company tries to cheat the system, publishers can block the specific unwanted ads from appearing without turning off the ad exchange spigot. 

The product, called Nexage Protect, is currently in beta testing, and serves as the mobile advertising industry's latest attempt to crack down on fraud that places premium publishers beside shady advertisements, and vice versa.

 

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Feb 10, 2014

Mobile Marketer - Retail spend on local campaigns up 433pc during holidays: Nexage

In the fourth quarter, retailers increased spend on local, mobile campaigns during the holidays by 433 percent for those based on ZIP code and 142 percent for those based on latitude or longitude, according to a recent report from Nexage.

The “Nexage Analytics Report: Brand Spend Takes Flight” report found that 46 percent of marketers and agencies thought that mobile was important as an advertising vehicle and 85 percent think it will be important in three years. Nexage claims that since more consumers have shifted to mobile, marketers and agencies are now playing catch-up.

 

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Feb 10, 2014

ExchangeWire - Brands Told To Shape Up Their ‘Inert’ Mobile Advertising

Ad Tech providers and publishers including AOL, Google, Conde Nast and Forbes, have jointly told advertisers: “It’s time to improve your mobile advertising,” calling on them to back the HTML5 web standard.

The call was made today (10 February) via an open letter published to coincide with the IAB Annual Leadership Meeting in the US, and forms part of a wider industry movement encouraging brands to adequately invest in their mobile advertising strategies.

The document reads: “We’ll just say it: It’s time to improve your mobile advertising. In a medium that’s all about movement, your ads are inert.

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Jan 20, 2014

New Media Knowledge - 2014 Mobile Predictions

Ah, the New Year. It’s a time of reflection and prediction: reflecting on how mobile advertising has progressed and evolved, and predicting what is in store for 2014. By Victor Milligan.

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Jan 20, 2014

Mobile Marketing - The Best 2014 Prediction Pieces

It might be hard to believe, but we’re only two full working weeks into 2014.

With that in mind, we thought we’d round off the week by collecting together the 2014 predictions guest column pieces, from a wide range of mobile experts, which we originally ran over the Christmas break. But for anyone who was stuffing their face with turkey instead of checking the site, we’re giving you another chance to catch up.

The mobile advertising industry is heading into its acceleration phase, according to Nexage CMO Victor Milligan. He explains what means, where programmatic fits in, and where that leads creative.

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Case Study

Enflick Enflick
Challenge:

Enflick builds apps that help people stay closer with their friends and family with two core products, TextNow and Touch, which are used by millions worldwide. 

The growing popularity of these two apps presented a tremendous revenue opportunity for Enflick, and they required a mobile advertising partner whose technology and service could help them capitalize on that opportunity. 

Solution:

Enflick selected Nexage as a partner to accelerate mobile advertising revenue performance. By integrating with the Nexage Exchange, Enflick maximizes the demand for its ad inventory with access to more than 220 demand sources, including ad networks, DSPs, and agency trading desks. 

With the Nexage Exchange, Enflick: 

  • Strengthens CPM and revenue performance through the delivery of relevant mobile advertising 
  • Takes advantage of a robust yet easy-to-use reporting system, which gives insights into business results 
  • Benefits from a seasoned publisher services manager who helps with day-to-day decisions as well as proactive account planning. 

“Nexage is spot-on with customer service,” said Byron Carlisle, vice president of sales at Enflick. 

“They understand our business goals, provide us ongoing guidance and best practices, and are quick to respond to issues should they arise.” 

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