If marketers could equate the single customer view to a number, it would be 42: the answer to life, the universe, and everything, writes Lindsay McEwan (pictured below), VP and managing director, EMEA at Tealium, exclusively for ExchangeWire. Since the dawn of digital, achieving unified customer understanding has been the primary industry obsession; but as only 20% of marketers have done so, it seems this is a mission that will never be completed.

Or is it?

While the cry [...]

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Localisation and working alongside walled gardens may be key to survival in China’s tough ad-tech landscape. Although, this does not mean brands should stop demanding more transparency.

Lured by the country’s sizeable market potential, numerous foreign players have attempted to grab a piece of the pie, but few could claim success. A big part of this was due to their lack of local knowledge, according to Albert Sim, Miaozhen China’s vice president of Miaozhen systems, who is based in Beijing.

While [...]

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While they may not always capture user attention completely, mobile and in-app ads still offer better audience engagement and targeting.

In fact, the proliferation of data and smartphones in Asia-Pacific over the past couple of years had significantly changed the way marketers approached mobile, said Pokkt’s founder and CEO Rohit Sharma.

Video, in particular, was the biggest driver of mobile ads today, while banners were losing traction, he said in an interview with ExchangeWire. With operations in India and Southeast Asia, [...]

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If you’re aware of cryptocurrency mining, you might not be aware that it’s giving rise to the malicious use of browsers by cybercriminals. Mathieu Derval (pictured below), product manager, AdSecure, explains why this is a growing trend, and how the industry can protect consumers against it. 

Mathieu Derval: AdSecure developed this feature in response to seeing an upward trend in instances of malvertising being used by cybercriminals to use unsuspecting user’s browsers [...]

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In a bid to do its part for the future of publishing, and to create a better web for users, Google announced back in June some new tools for publishers, as well as a roll-out of a pseudo ad-blocking tool to stop ads showing on websites that are not compliant with the Better Ads Standards, an initiative developed by the Coalition for Better Ads. ExchangeWire delves into the details of this news and what it could do to the [...]

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A first price hike since 2015 meant that Netflix turned in lower earnings per share than Wall Street estimated, despite smashing subscriber growth targets for the second consecutive quarter.

The company estimated that it would see international subscriber growth of 3.65 million for Q3. However, the results were significantly higher than this, with 5.3 million new subscribers. Netflix now has approximately 109.3 million subscribers globally, and put the growth in its subscriber base down to a “strong appetite for our original [...]

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ExchangeWire rounds up some of the biggest stories in the US/Canadian digital advertising space. In this week’s edition: ContentAI added to Marketo product suite; New CTO at OpenX; Horizon Media launches Audience Mapping Platform; Trade Associations ask CBA to improve user experience; Taykey launches Smart Whitelist; and FastPay acquires AnchorOps.

Martech and engagement software company, Marketo, has launched Marketo ContentAI to their product suite. The new artificial-intelligence-powered solution engages each customer with the [...]

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There’s growing excitement – admittedly, at times, borderline hype – about what artificial intelligence can, and will, do for businesses. While speculation abounds among pundits, journalists, and ‘thought leaders’ surrounding the impact that AI will have on jobs (CBInsights predicts 10 million jobs are at risk in the next 5-10 years), there’s relatively little analysis of the tangible effect AI will have on marketer’s day-to-day work, and the opportunity to ‘upskill’ us all. Writing exclusively for ExchangeWire, Gareth Davies [...]