Mathew Broughton
Editor
Articles by Mathew
IAB Europe Releases TCF v2.0: Google Set to Adopt Framework
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: IAB Europe releases TCF v2.0: Google set to adopt updated framework; PubMatic Q2 report signals growing focus on combating advertising fraud; Bidstack launches in-game ads plugin in collaboration with Epic Games’ Unreal Engine; Singular releases Android Install Validation; and Mere Mortals, Kindred and Wilderness Agency pledge their support to the Conscious Advertising Network IAB Europe releases TCF v2.0: Google [...]
Balancing Performance Marketing with Agency Spend
As part of a drive to modernise its marketing spend, US FMCG giant Procter & Gamble (P&G) recently announced a shift in priority, moving away from traditional mass marketing methods towards performance marketing channels, as well as reducing ‘agency compensation’ through automation. In this exclusive analysis for ExchangeWire, Hannah King (pictured below), media planning director at agenda21, discusses the potential advantages, and pitfalls, of brands moving to targeted marketing approaches, alongside how existing agency relationships should be maintained. Procter & Gamble’s bold [...]
Animoca Brands Enters Mutual Investment with Versus Systems; Zee5 Partners with LuLu & EUROSTAR Group
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: Animoca Brands enters mutual investment with Versus Systems; Zee5 partners with LuLu and the EUROSTAR Group; and Mindtree celebrates 20 years. Animoca Brands enters mutual investment with Versus Systems Animoca Brands has entered a mutual investment agreement with Versus Systems Inc. Under the Agreement, Animoca Brands and Versus Systems will transfer to each other fully paid ordinary shares of [...]
"Programmatic Will Be the Way All Media is Traded"
While programmatic trading has become the dominant form of advertising in display environments, its uptake across other platforms has been less prolific. However, with programmatic techniques being used increasingly for premium media, and its developing effectiveness in other channels, this is set to change. In this exclusive article for ExchangeWire, Danielle Stewart (pictured below), senior programmatic consultant at The Programmatic Advisory, details how all media may be set to be traded through this mechanism. The use of programmatic is quickly thrown [...]
TagsProgrammatic
Cookieless Targeting: Not Shooting Blind, but Shooting Smart
In this exclusive article for ExchangeWire, Peter Mason (pictured below), co-founder of Illuma Technology, argues that change is long overdue for ad tech and that it shouldn’t necessarily be something to fear; cookie-less targeting can be the next evolution. Ad tech has had a rocky summer. One year after GDPR came into effect in the UK, the Information Commissioner’s Office (ICO) has put the ad tech industry on notice, deeming that it appears ‘immature’ in its understanding of data protection requirements [...]
MediaMonks Merges with IMA; Bauer Instream Relaunches
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: MediaMonks merges with IMA; Bauer Instream relaunches; Triton Digital receives IAB Tech Lab Podcast Measurement Seal of Compliance; Teads signs exclusive UK partnership with TI Media; and Marketing Town launches new brand identity as it celebrates five years. MediaMonks merges with IMA S4Capital, the digital advertising and marketing services company, has announced that its digital global content arm MediaMonks has [...]
Categorising Cookies for Transparency: Q&A with The AOP & The Media Trust
The programmatic industry, and the use of cookies, has for many years been a systemically opaque business, which has led to concern for publishers as their sites are populated by a range of unknown cookies. To that end, earlier this year the Association of Online Publishers (AOP) launched its Protocol, the second phase of its Cookie Consortium programme, in conjunction with The Media Trust, to accurately identify and categorise cookies. ExchangeWire speaks to Richard Reeves, managing director, AOP; along with Matt [...]
Sixty-Two Percent of Consumers Report Better Online Ad Experience; 4C Launches Source-of-Truth Attribution
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: 62 percent of consumers report a better experience with online ads than a year ago; 4C launches solution to optimise ad campaigns and measure business outcomes more effectively; Equifax DDM expands partnership with audience tech platform into US. 62 percent of consumers report a better experience with online ads than a year ago dataxu, a leading global software provider [...]
The Potential of Performance Marketing: Q&A with Ken Leren, Marketing Town
Writing exclusively for ExchangeWire, Ken Leren, founder at Marketing Town discusses the misconceptions that surround performance marketing, the advantages of spending through these channels, and how emerging technologies will build upon the sector’s successes. What are the main benefits of performance marketing campaigns over alternative forms of digital advertising? What are the perceived drawbacks? Performance marketing is one of the most successful forms of digital marketing, and it’s gaining popularity. Yet to be truly successful, performance marketing should be based on a [...]
TagsPerformance
How Marketers Can Benefit From the Digital Out-of-Home Revolution
In this article for ExchangeWire, Hannah Thompson, programmatic account director at Tug, espouses the virtues of DOOH, how marketers can remain on the correct side of regulations, and how ads should be correctly contextualised. No more dirty old billboards plastered with beige ads aimed at unengaged consumers: digital out-of-home advertising (DOOH) brightens up our cities, bringing cutting-edge tech to pavements, escalators, and even taxis near you. The promise of DOOH is huge, offering innovative and actionable content for consumers – and better [...]
TagsDOOH
Latest Posts
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IAB Europe Releases TCF v2.0: Google Set to Adopt Framework -
Balancing Performance Marketing with Agency Spend -
Animoca Brands Enters Mutual Investment with Versus Systems; Zee5 Partners with LuLu & EUROSTAR Group -
"Programmatic Will Be the Way All Media is Traded" -
Cookieless Targeting: Not Shooting Blind, but Shooting Smart