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How Can B2B Marketers Successfully Drive Customer Experience?
The explosion of new marketing technology over the past decade has not only led to organisations improving their customer experience, but has also led to an expectation from customers to have a good experience. With B2C leading the way, in most cases, customers expect that same experience across all buying journeys. In this piece, Sylvia Jensen (pictured below), senior director EMEA marketing, Oracle Marketing Cloud, explains how B2B marketers can be successful in driving customer experience by tapping into their existing [...]
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Looking Ahead to Ad Tech’s Monster Week in Europe
For one week every year the global ad tech community descends on London and Cologne to feast on product releases, ad tech rumour, and granular content.
This year, it all starts in London on Monday, 11 September, with the world’s most-respected and longest-running programmatic event, ATS London, now in its ninth year and almost sold out!
Next comes dmexco, the biggest ad tech exhibition in the world. This two-day extravaganza takes place in Cologne and is described by [...]
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The Rise of AI in Programmatic Advertising
Elon Musk is all for it, Mark Zuckerberg warns of its dangers – and, as if to prove the point, Facebook recently had to shut down parts of their AI experiment after chatbots had become too clever and invented their own way of communicating. But science-fiction-fuelled horror scenarios of a future ruled by artificial intelligence aside, how does AI benefit programmatic advertising? Ignasi Prat (pictured below), CMO, Tappx, discusses what AI is contributing to the ad tech industry – and [...]
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The Rise of Programmatic E-Commerce
Retargeting has always been used as an efficient tactic for e-commerce campaigns, but can brands use programmatic to replicate retargeting success for prospecting and user-acquisition? Writing exclusively for ExchangeWire, George Levin, CEO and co-founder, GetIntent, explains the advantages of using programmatic for e-commerce and the importance of bringing these tools in-house for the best success.
Marketing for e-commerce has been always been performance-oriented, while success has been measured and driven by very strict metrics that historically have included: ‘cost per order’, [...]
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Innovation Will Always Find a Home
Based on reactions to recent acquisition news in the ad-tech space, the glass for startups is either half empty or half full. As Keith Petri, chief strategy officer, Screen6, writing exclusively for ExchangeWire, explains, some have said that recent consolidation is the sign of an ‘Ad Tech Apocalypse’; and others see how innovative companies are finding their rightful place amongst the larger ad-tech stacks – able to meet market challenges and provide value in ways that the established ad-tech [...]
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The Vast Number of Technologies for Marketers Has Created a Paradox
Amidst a shift of focus from being a marketing attribution solution to a marketing intelligence solution, with an emphasis on people-based marketing, Visual IQ has recently partnered with data management platform (DMP), Lotame. ExchangeWire speaks with Ryan Rolf, vice president of data solutions at Lotame and Phil Gross, vice president of product management at Visual IQ to find about more about this shift of business focus and Lotame’s role in helping to achieve that.
ExchangeWire: What will the partnership between Visual [...] -
The Ongoing Search For Quality: Q&A with Dominic Trigg, OpenX
ExchangeWire speaks with ad tech industry veteran, Dominic Trigg, about his role as vice president EMEA at OpenX; the industry changes he’s seen throughout his time; along with the key challenges the industry is still tackling.
ExchangeWire: You recently joined OpenX as Vice President, EMEA – what attracted you to the company and what are you looking to accomplish in your new role?Dominic Trigg: As the senior vice president of Rocket Fuel’s international business, I oversaw the purchase of hundreds of [...]
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IPA Calls on Google & Facebook to Clean Up Video Measurement
This week the IPA issued a direct call to action to Google’s YouTube and Facebook to clean up safety, measurement, and viewability of online video on their platforms. ExchangeWire asks experts to weigh in on whether this was the right move that will force Google and Facebook to step in line.
IPA director general Paul Bainsfair issued the letter to the digital duopoly, outlining three urgent action points required to ensure global standards in ad verification and video measurement.
The IPA is requesting [...]
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Mobile Web Header Bidding Impressions Grew 285% YOY
Yesterday (15 August), PubMatic released its second Quarterly Mobile Index (QMI) report of 2017, providing insight into the mobile advertising industry for both publishers and advertisers in Q2 2017. The main highlight from the report was that header bidding in mobile channels is thriving, both in terms of monetised impression volume growth and mobile web header bidding eCPMs.
Six key trends were identified in the report, through analysis of the flow of digital impressions through PubMatic’s platform, SEVEN. As well [...]
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A Brand Safety SLA Really Must Execute to 99.999% Reliability: Q&A with John Snyder, CEO, Grapeshot
Whilst ‘context’ has been sidelined in the past, it is experiencing a renaissance and now finds itself right at the centre of brand safety and agency concerns, as John Snyder, CEO and co-founder, Grapeshot, explains. Speaking exclusively with ExchangeWire, Snyder highlights why context in audience targeting needs to get back in the driver’s seat.
ExchangeWire: What has the evolution of the contextual targeting market been, and what does Grapeshot do for brands and agencies?John Snyder: Context has always been the mother [...]
