• Customisation: The Salvation of Ad Tech Players

    In a sea of tiny logos, so tightly packed together it’s nearly impossible to tell them apart, there’s no better illustration than the display LUMAscape to prove why standing out in ad tech is tough, writes Andreas Reiffen, CEO, Crealytics. Exclusively for ExchangeWire, Reiffen explains why differentiation is vital for the smaller players in the industry, to get out of the shadow of the duopoly.

    Although the digital ad spend pot grows every year, the ever-increasing number of players [...]

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  • APAC Marketers Shouldn't Regard Data As a Panacea

    While data can drive campaign goals, marketers sometimes just need to rely on good intuition and judgement, tapping analytics instead to help them make better decisions.

    They also should practise some restraint when deciding the types of tools to deploy, according to Elissa Fink, chief marketing officer of Tableau Software, which specialised in developing data visualisation and business intelligence tools.

    “With all the possibilities technology enables us to do these days, some companies get so wrapped up in trying to make it [...]

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  • Marketo Engagement Platform Offers Choice Vs Captivity: Q&A with Chandar Pattabhiram, Marketo

    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 [...]

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  • 5G Is Set to Change the World, But What Will It Do for Marketers?

    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 [...]

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  • Now & Next: Mobile Gaming

    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 [...]

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  • Break Out of the Walled Garden

    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 [...]

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  • Incoming Earthquake? The Possible Implications of Google's Ad Blocker

    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 [...]

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  • How Mobile is Helping Brands Connect Their Online & Offline Journeys

    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 [...]

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  • Rise of the Robots: How Artificial Intelligence & Machine Learning Will Reshape Entire Industries

    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, [...]

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  • Why RTB Will Enable More Advertisers to Embrace Mobile Video

    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 [...]

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