Whilst ‘big data’, ‘GDPR’, and ‘personalisation’ are now part of the common lexicon, a significant proportion of companies are still hesitant to adopt agile processes when it comes to managing their data. As Margaret Wagner (pictured below), EVP chief growth officer at Merkle EMEA, writes – companies should think ‘data agility’, and not merely be content with expanding their data assets without leveraging them for the benefit of both the business and the consumer. A recent Gartner study looking at the [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – and in this edition: News UK Launches The Fifth; Mindshare Launches Audience-first Customer Decisioning Tool, DX; and Bidooh Signs New Partner in South Africa to Roll Out 500 Screens. News UK launches The Fifth – A New Influencer Marketing Agency On Monday (18 March), News UK announced the launch of The Fifth, an independent full-service influencer marketing agency. It will tell authentic brand stories [...]

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On this week’s episode of The MadTech Podcast, ExchangeWire’s Ciaran O’Kane and Lindsay Rowntree are joined by Will King, commercial director, The Media Trust, to discuss the latest madtech news and trends. In this episode: – Google enters gaming with the launch of Stadia – The EU fines Google €1.49bn – Is there an argument for big tech not being broken up? – The Media Trust’s project with the AOP to help publishers understand their ecosystem

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Google has made its move on gaming with the announcement of streaming platform Stadia.  The news came on the second day of the Game Developers Conference in San Francisco; and it surely stands as one of the most significant gaming reveals in the industry’s history. Such a major player moving in with such an ambitious platform could radically impact the broad ecosystem of the industry, the makeup of audiences playing games, and the way the medium is consumed and designed. However, Stadia’s [...]

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Cookies have been the backbone of digital advertising since its inception and, until recently, they have powered almost every technology, product, and business model within the ecosystem, writes Nick Halstead (pictured below), founder and chief executive officer, InfoSum, in this piece for ExchangeWire. With browsers such as Safari and Firefox blocking third-party cookies, more publishers are beginning to look for new ways to utilise their rich customer data, enabling them to deliver the same level of targeting that Facebook and Google [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – and in this edition: AppNexus to Grow Workforce Across the UK & Europe; House of Lords Calls for New Regulatory Framework: Regulating in a Digital World; IAB Tech Lab Releases Final Version of App-Ads.Txt for Adoption; and Impact Secures £56 Million in Funding. AppNexus to Grow Workforce Across the UK & Europe AppNexus, a Xandr company, announced yesterday (14 March) that it has [...]

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In this week’s episode of The MadTech Podcast, ExchangeWire’s Rachel Smith and Lindsay Rowntree are joined by Gerhard Louw, head of international media management and transformation, Deutsche Telekom, to discuss the latest madtech news and trends. In this episode: – Sen. Elizabeth Warren’s presidential proposal to break up Google, Facebook, and Amazon – Interpretations of Mark Zuckerberg’s latest blog post, claiming Facebook will become a ‘privacy-focused platform’ – The direction of in-housing and remuneration models according to a recent WFA report

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ExchangeWire has been doing ‘proper’ European events for over ten years. All our events are done predominantly through the native language of the country in which we host events: French, Spanish, Swedish, or German. I have even given two French monologues to an audience of over 500 French men and women. It must have been laughable to hear me blunder my way through a ten-minute overview of the programmatic landscape. I thank those attendees for not walking out on both those [...]

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Experimentation is the tool of choice when trying to learn about outcomes of actions that cannot be calculated or forecasted. In digital marketing the most obvious use cases for experimentation are: 1) exploring new channels or trends, like new social media platforms, publishers or formats; 2) optimising campaigns by gaining a better understanding of which combinations of campaign elements, personalisation, and audiences work best; 3) testing new products, strategies, business models, or pricing strategies with smaller audiences before rolling them out [...]

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