Ahead of next week’s ATS London keynote speaker and marketing technologist Scott Brinker shares his opinions on how marketing cloud technology is set to further disrupt ad tech.Marketing is moving from being in the business of communications to being in the business of customer experiences. The culture war between inbound marketing and outbound marketing will escalate. Respect in the C-suite for marketing (as a broad category) is growing. Respect in the C-suite for advertising has largely remained unchanged or is shrinking. The massive expansion [...]
One of ExchangeWire’s ‘inside sources’ shares their views on how the fragmented LUMAscape means media teams cannot possibly evaluate suppliers in every category, plus the commonality of the history of ad tech and the rail network, including how consolidation under large media owners, or ‘cloud’ providers, could have a similar affect to nationalisation.
There’s no denying that the online advertising landscape has become increasingly fragmented over the past 10 years. Arguably, it is within programmatic buying that we [...]
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This year’s ATS London will focus on some of the emerging trends in the contemporary ad tech space, as well as gaze into the near and distant future in an attempt to forecast the challenges facing the ‘traditional’ ad tech players.
Multiple ExchangeWire sources note how the emergence of large enterprise software companies (read ‘enterprise’, or ‘marketing cloud’ players) will affect companies that have previously solely offered advertising services.
One of the key panel discussions at this year’s
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John Were, CEO and co-founder of Xelsion, discusses the agency trading desks and compensation models, as well as how the entry of enterprise players such as Accenture and IBM is bringing pressure to bear on some of the accepted norms of trading.
Salesforce has been on a M&A tear over the past 12-24 months in the enterprise marketing space. Having acquired Buddy Media for north of $700 million last year, it outbid rivals to buy email marketing provider, Exact Target, for $2.5 billion. These are not insignificant bets here. Salesforce is clearly looking to dominate this part of the enterprise world. But it’s not the only company eyeing the space eagerly. Adobe only last week dropped [...]
The Yahoo! acquisition of Tumblr has occupied the attention of every digital media blogger and wannabe trade journalist over the past few weeks. We were subjected to endless pieces on the reasons for the deal: Social. Mobile. Millennials. Native. Porn. The list goes on. $1.1 billion dollars is a lot of money – and those journos and professional observers, who will never truly understand the mechanics of this deal, ultimately demand satisfaction.
ExchangeWire is not here to second-guess [...]
There are a lot of ad technology sleeping giants out there. Facebook. Amazon. Ebay. Twitter. Most of these usually pop up in breathless op-ed pieces about future dominating vendors. All have unique data sets, and all have their owned and operated inventory – but all are effectively media companies, now battling to capture agency/marketer budget. It’s interesting that the enterprise players, who are now encroaching onto ad technology’s traditional territory, are rarely ever spoken about. The [...]