While attending this year’s Marketo Marketing Nation Summit, you could feel the excitement throughout the conference. Not only from new and long-time users of the Marketo platform, but from marketers excited about their launch into the world of martech and big data. ExchangeWire speak with Chandar Pattabhiram (pictured below), CMO, Marketo, on their vision to offer deeper integrations, simplicity and agility with The Marketo Engagement Platform, to drive true innovation for marketers.ExchangeWire: Why have Marketo chosen to move to [...]
It may not exist yet, but 5G is already tipped to be the biggest technological evolution since the advent of the internet. Writing exclusively for ExchangeWire, Andrew Morsy, UK managing director, Sizmek delves into what opportunities 5G will bring to mobile advertising.
By 2025, it’s estimated there will be 1.1 billion 5G connections. By 2035, 5G-powered mobile technology is due to fuel USD$12.3tr (£9.45tr) in global sales across multiple industries, from retail to transportation. And, in the space of less [...]
Think you might be obsessed with gaming on your mobile? You’re not alone.
- In 2016, 53% of South Korean mobile gamers spent between 30 and 120 minutes playing mobile games every day
- By 2020, it is predicted that 77% of the American mobile population will be mobile gamers
- This year, in India, 43% of smartphone users will download a new game on a weekly basis, with 16% downloading one daily.
Whether it’s [...]
One of the most striking differences between the development of the desktop web and the mobile web is the insularity of the mobile web. Writing exclusively for ExchangeWire, Alex Moss, VP Sales, Europe, YouAppi, explains why, despite the convenience of the walled garden, your advertising performance depends on you broadening your horizons.
Despite Google’s dominance of the desktop web, users still spend a relatively small percentage of their web browsing time on Google-owned websites.
Compare that with the mobile web, and [...]
The rumours about a built-in ad blocker for Chrome have travelled far and wide since The Wall Street Journal reported it three weeks ago, raising many questions about the future of the publishing, advertising, and ad-blocking worlds. Writing exclusively for ExchangeWire, Gal Glikman (pictured below), CEO, Uponit, outlines the reasons for Google’s contemplated move and the possible implications for the publishing ecosystem.
We’ve all read the recent speculations that Google are planning to add a built-in ad [...]
With Facebook and Google practically pinning their futures on it, marketers really can’t afford to ignore mobile advertising. In this piece, Matthew Phelan (pictured below), CEO of 4Ps, part of NetBooster Group, discusses how critical connecting online and offline customer journeys is to avoid becoming the next brand failure cliché.
In 2016, digital formats dominated once again, with internet ad spend up 13.4% to £10.3bn, according to the Advertising Association and Warc. In fact, mobile accounted for 99% of this growth, with ad spend for [...]
As the rise of massively distributed computing power, decreased cost of data storage, and a proliferation of open-source frameworks turn conventional computing paradigms on their head, new and lucrative opportunities are being created to develop innovative artificial intelligence applications, writes Ed Chater, COO, Adbrain.
Research from Accenture suggests that AI technologies could double the economic growth rate in 12 developed countries and boost labor productivity up to 40% by 2035. The increasing importance of AI, [...]
RTB is an excellent way to test formats because it allows you to evaluate, iterate, and optimise without a large minimum spend per campaign and placement. In this piece, Tim Koschella (pictured below), CEO, AppLift, breaks down its benefits to advertisers, and why he predicts an overdue surge in mobile video spend.
Mobile video real-time bidding is about to take off; and that means good things for publishers and advertisers alike.
RTB empowers advertisers because it gives them more control over [...]
There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.
This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.
In this Q&A with ExchangeWire, [...]
Today (17 May), PubMatic have released their latest Quarterly Mobile Index (QMI) report, providing insight into the mobile advertising industry for both publishers and advertisers in Q1 2017. The report identified six key trends from activity in the last quarter, relating to header bidding; mobile video eCPMs; monetised mobile private marketplaces (PMPs); mobile web versus mobile app; Android share; and programmatic opportunity in mobile.1. Mobile channels highly conducive for header bidding