Enterprise

  • Video Advertising is an Untapped Opportunity for B2B Companies

    Video advertising is growing at a fair rate of knots, with it being applauded as a high-engagement medium across many industries; but what about it’s effectiveness in the B2B realms? ExchangeWire speak with Amay Velu (pictured below), head of operations, Videobeat Networks, about how B2B firms are turning to the unlikely medium of video advertising to maximise their return.

    Traditional image display advertising has become a large part of online advertising. As an add-on to a large scale campaign, [...]

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  • The Real Reason Vista Bought Marketo

    Last week (31 May) Vista Equity Partners added Marketo, Inc. (NASDAQ: MKTO), to their stable of marketing automation, CRM, eCommerce and advertising software technology. In this piece, we delve beneath the surface of Vista’s acquisition strategy and unveil the potential to view end-to-end media buying and selling both on and offline. We also speak exclusively to Julie Langley, partner at Results International.  

    Vista Equity Partners (‘Vista’) paid USD$1.79bn (£1.24bn) for Marketo; shareholders will receive USD$35.25 (£24.43) in cash per share, representing a 64% premium [...]

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  • Martech is The New Ad Tech: The Reality of Ad Blocking

    The worlds of ad tech and martech have long been on a collision course. The lines between the two are becoming more blurred with a cross-pollination of capabilities within both company sectors. However, there is resistance between them operating in an integrated way. ExchangeWire speaks to Sanjay Dholakia (pictured below), CMO, Marketo about how ad blocking is helping to unite the two worlds of ad tech and martech.

    Advertising spend has been going through a period of high growth. In the UK [...]

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  • The Impending Commoditisation of Marketing Technologies

    In this post, Wayne Blodwell, head of programmatic at iProspect shares his views exclusively with ExchangeWire about how the marketing industry will mature over the coming years. 

    Every major industry that has embraced a technological revolution, such as the assembly line, the combustion engine, investment banking, and so on, has found that many of the technologies that revolutionised their industry quickly became a low value commodity. This was due to the rapid rate of innovation this technology required with new players [...]

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  • Marketers Need the Freedom to Choose Technology That Best Meets Their Needs

    There is an immense amount of consolidation and diversification in the technology marketplace. Neil Nguyen, President and CEO, Sizmek, speaks exclusively to ExchangeWire about what these changes mean for marketers and how their roles are impacted. 

    Neil Nguyen: As the ad tech industry matures, many of the larger players are looking to expand their digital advertising offering through acquisition, rather than spending time developing technologies that already exist. This will benefit marketers looking to build, target, serve, optimise and measure ads [...]

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  • comScore & TubeMogul Partnership to Offer APAC Audience Verification; Dentsu Aegis Network Acquires Thailand's Flexmedia

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: comScore & TubeMogul partner to offer APAC audience verification; Dentsu Aegis Network acquires Thailand’s Flexmedia; Publicis buys out Match Media in Australia; JWT, H&K unit joint venture to focus on content marketing; and AdNear picks up Southeast Asia head.

    comScore & TubeMogul partner to offer APAC audience verification

    The two partners have inked an agreement to offer

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  • ExchangeWire Asia-Pacific Weekly Roundup

    In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: ZenithOptimedia revises global ad spend forecast on slower China growth; Growing APAC demand for B2B audience; Google probes AdWords debacle in Malaysia, Singapore; Sojern opens offices in Singapore, Dubai; and AppLift announces new offices in Beijing, Tokyo, Delhi.

    ZenithOptimedia revises global ad spend forecast on slower China growth

    The Publicis Groupe-owned agency lowered its global ad spend forecast [...]

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  • 10 Reasons Why Ad-Tech Will Collide With Mar-Tech

    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 [...]

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  • Ad Tech's Dilemma: Fragmentation vs. Consolidation

    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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  • Do Marketing Clouds Mean Stormy Weather Ahead For Ad Tech?

     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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