• It’s Time for Advertisers to Abandon Desktop Buying Technology

    Mobile advertising consumption has been growing exponentially every year. For advertisers to properly engage consumers by using the latest capabilities available, they need to be using the best technology to make that happen. Writing exclusively for ExchangeWire, Renaud Biet (pictured below), CEO and co-founder, TabMo, talks about the differences between mobile and desktop advertising, and the challenges marketers face using outdated desktop technology when wanting to take advantage of the latest in mobile advertising.

    To call mobile media a [...]

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  • Ad Tech Dominates: Looking Back at dmexco & Forward to the Future

    With another highlight of the programmatic calendar done and dusted, Anton Kooijman (pictured below), managing director Northern Europe, Rubicon Project, looks at the behemoth of a trade show that dmexco has become and the key trends coming out of this year’s conference – outside of the Debate Hall.

    Ad tech now dominates

    No longer is it confined to a certain Hall – ad tech is now the accepted norm. Giants like Facebook, Amazon, and Google sit amongst DSPs, SSPs, exchanges, retargeters, and [...]

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  • Ad Industry Concerned Over Safari’s New Cookie-Blocking Feature

    Yesterday, 19 September, Apple released the new iOS 11 update with significant changes to Safari, affecting the advertising community. The new feature will block cookies in the browser, which could hurt advertiser targeting and change the economic model of the current internet. The leading advertising groups in the industry have blasted Apple for this move and ExchangeWire have reached out to these experts to get their take on the matter.

    One of the new features in Apple’s new iOS 11 [...]

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  • Bringing Blockchain to Programmatic – Q&A with Zheng Zhang, CEO & Co-Founder, EnvisionX

    Everyone is talking about ‘blockchain’ – but why? In this Q&A with ExchangeWire, Zheng Zhang, CEO and co-founder of EnvisionX, anticipates that the industry will very quickly move into blockchain technology to, ultimately, address the transparency and fraud issues – and why they’ve been a ‘headache’ for a long time now.

    ExchangeWire: You co-founded EnvisionX in 2014, what was your reason for starting the business?

    Zheng Zhan: The idea for EnvisionX was born when my co-founder Vlad Kushka and I felt that [...]

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  • All Advertising Will Be Native, or Non-Interruptive; Q&A with Gilad de Vries, Outbrain

    Native advertising isn’t new, but as an opportunity to seamlessly get in front of customers in the context they are already familiar with, the channel continues to grow as marketers are seeing true value. Gilad de Vries (pictured below), SVP Strategy, Outbrain, talks about the benefits of native advertising and how a marketer’s content can drive users to engage with their brand.

    ExchangeWire: What are the benefits for brands/agencies, and what have been the main growth factors of [...]

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  • GDPR-Compliance Is an Opportunity for Data Usage: Q&A with Themer Abourayan, Product Director, Platform161

    It may look like an inconvenience, having to prepare for GDPR, yet apart from the threats connected with the implementation of new regulation, there are also opportunities. In this Q&A, Themer Abourayan (pictured below), product director, Platform161, talks about the impact of the GDPR on advertisers and media agencies.

    What are the biggest opportunities & threats around GDPR?

    The European General Data Protection Regulation (GDPR) will come into effect on May 25, 2018. And it will have a huge impact on the [...]

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  • Kargo: Don't Over-Rely on Open Exchanges

    To mitigate the risk of ad fraud and bots, marketers in Asia-Pacific should not be too dependent on programmatic open exchanges and must combine technology with human oversight.

    Advertisers should practise caution against relying solely on automation, advised Rob Leach, Kargo’s Asia-Pacific general manager, who pointed to a The&Partnership study that revealed nearly 30% spent on open exchanges last year was on invalid traffic. He further underscored the need to assert more human control to ensure quality, rather than quantity, ad [...]

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  • Beyond Viewability: The Hygiene Factor the Ad Industry Just Can’t Shake

    Every marketing campaign needs to deliver impact. Regardless of whether it’s entirely OOH or mobile-only, a marketing campaign without measurable impact is of little value. But deciding what constitutes ‘impact’ is a topic of ongoing debate, particularly in the complex and nuanced digital world, as explains Alex Timbs, head of data and attribution, Oath, writing exclusively for ExchangeWire.

    Brands and agencies have long debated what metrics should be counted when it comes to assessing a campaign’s performance. After years of post-recession budget [...]

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  • 42% Win Business with AI Products: Perceptions of AI at dmexco 2017

    With artificial intelligence (AI) the talk of the town over the past few months, it was unsurprisingly expected that this would be no different at dmexco this year. Industry Index and Wise PR carried out some custom research on the ground in the Koelnmesse, exclusively for ExchangeWire, to understand the changing perceptions of AI in the advertising industry.

    Some interesting statistics were derived from the research, with one of the most interesting findings that, of the companies with AI [...]

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  • ‘Amazonification’ Is Here: Get Used to It

    The term ‘Amazonification’ is the latest buzzword doing the rounds in the press, as Amazon yet again makes headlines – this time for using catwalk trends to take on the high street. Writing exclusively for ExchangeWire, Ray Fowler, director, Transform, explains why Amazon is set to transform the advertising industry, as well as every other industry that crosses its path.

    The stream of market takeover stories has been constant, but none of them have been random or illogical. Rather, Amazon takes [...]

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