• What Does 2018 Hold for the Fight Against Ad Fraud? Experts Comment

    The battle against ad fraud has raged on in 2017, but there is much to be positive about in industry developments that have been made. In a series of features reflecting on the past year and looking ahead to what we can expect in 2018, ExchangeWire invites over 100 thought leaders from across the industry to share their views. In the latest installment of the series, experts predict how the fight against ad [...]

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  • Podcast Advertising Charts a Course Following OTT

    Radio and advertising have always gone hand in hand. And with newer audio mediums like podcasts gaining in popularity, it has been primed to be as effective as OTT. Writing exclusively for ExchangeWire, Tara DeZao (pictured below), director, content marketing, Oracle Data Cloud, Oracle, talks about the advantages of advertising in the digital audio space, the challenges the industry faces programmatically, and how technology will put audio advertising on the same path as OTT.

    Some in the advertising industry continue to [...]

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  • The End of Dark Posts will Grow Social Media Advertising: Q&A with Lux Narayan, CEO, Unmetric

    Dark posts – essentially micro-targeting within a black box environment on social media – have been a huge boon to platforms like Facebook, as well as advertisers. But as the call for transparency gets louder, the future of this dark form of social media advertising hangs in the balance, with Facebook announcing it will end the practice. So what does this mean for social media platforms and advertisers alike, and what are the alternatives? ExchangeWire speaks exclusively with Lux Narayan, [...]

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  • ATS London 2017: What Tech Strategy Will Win Out On the Buy Side

    At ATS London 2017, ad tech industry experts came together to discuss the future of buy-side technology and how the buy side can strategise technology adoption.

    Moderator: – Matt Prohaska, CEO and Principal, Prohaska Consulting Panellists: – Ari Paparo, CEO, Beeswax – Jay Stevens, Chief Revenue Officer, Adform – Nick Reid, EMEA Head of Agency, Adobe Advertising Cloud, Adobe – Sacha Berlik, Managing Director EMEA, The Trade Desk

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  • ExchangeWire's Hugh Williams Presents Findings on BidSwitch Research: Demystifying Deal ID

    ExchangeWire recently published a research report, in association with BidSwitch, aiming to understand whether the deal ID is the future of programmatic trading. To mark the launch, BidSwitch hosted an event, to uncover and discuss some of the key findings of the research report.

    In the second of three videos, ExchangeWire’s senior analyst, Hugh Williams presents the findings of the research report.

    The full research report, ‘Demystifying Deal ID: The Future of Programmatic Trading’, is available to download here.

    The first video [...]

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  • Marketing AI Needs to Change to Live Up to the Hype: Q&A with Brett House, Nielsen Marketing Cloud

    Artificial Intelligence (AI) is everywhere these days. But is it just new marketing lingo added to something that been around for years, or is it truly something new that can make a difference in how marketing is performed? Brett House (pictured below), VP of global product marketing, Nielsen Marketing Cloud, talks about the hype, the reality, and the potential of AI solutions in marketing and advertising.

    ExchangeWire: How do you define marketing AI?

    Brett House: AI is a loaded term – [...]

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  • The Future is Bright for Media Agencies That Go Back to the Basics

    This Autumn was a challenging time for some of the world’s biggest advertising companies, with WPP, Publicis, Omnicom, and Interpublic all reporting declines in third quarter revenue, writes Irisini Davis, EMEA marketing director, Marin Software, exclusively for ExchangeWire.

    Yet, the news shouldn’t have come as a complete surprise. This year’s Cannes Lions festival highlighted just how much the advertising industry has changed. In the past, Cannes has always been ruled by the big agencies; however, this year’s event was dubbed [...]

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  • BidSwitch's Julian Savitch-Lee Explains the History of the Deal ID

    ExchangeWire recently published a research report, in association with BidSwitch, aiming to understand whether the deal ID is the future of programmatic trading. To mark the launch, BidSwitch hosted an event, to uncover and discuss some of the key findings of the research report.

    In the first of three videos, Julian Savitch-Lee, director of client services at BidSwitch, presents the evolution of the bid request and the history of the deal ID, as well as sharing statistics of deal ID usage [...]

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  • Measurement Remains a Challenge: Q&A with Noelia Amoedo, mediasmart

    Ad fraud has found its way into the world of mobile. In Europe, three-quarters of mobile app marketers cite ad fraud as their top concern, followed closely by attribution. In this Q&A with ExchangeWire, Noelia Amoedo (pictured below), CEO, mediasmart, discusses measurement and attribution in the mobile ecosystem, arguing for transparency as a way to control attribution and as a protection against fraud.

    Where are we at with mobile measurement?

    Measurement still remains a challenge for our industry. On one hand many media [...]

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  • IAB AU Insists Ads.txt Gaining Traction

    It has been touted as a simple and effective way to combat ad fraud; but ads.txt has reportedly hit some speed bumps in terms of adoption and deployment. Its lead campaigner IAB, however, says it will limit unhealthy industry practices and marketers recognise its necessity.

    An August 2017 report from GetIntent had indicated a slow start for the IAB-developed text file a month after its launch, with just 13 websites adopting ads.txt to their root directory.

    There also were reports [...]

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