Mathew Broughton
Editor
Articles by Mathew
Global Martech Market Hits USD$121.5bn (£94.6bn); AI Measures Emotional Response to Advertising
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Global martech market hits USD$121.5bn (£94.6bn); AI measures emotional response to advertising; Verizon Media accelerates premium native supply with Apple News and Stocks; Channel Factory continues expansion in the UK, Russia and Denmark; and Accenture Interactive announces intent to acquire French data marketing firm Sutter Mills. Global martech market hits USD$121.5bn (£94.6bn) The global marketing technology market is now valued [...]
Digital Growth Amid Uncertainty: The IAB Ad Spend and IPA Bellwether Reports
This week saw the release of two key industry reports, the Q3 2019 IPA Bellwether and the IAB & PwC Adspend Update H1 2019. Here ExchangeWire details the key findings of the studies, and receives expert insight from across the advertising industry. Key findings – IPA Bellwether Q3 2019 – UK companies revise total marketing budgets downwards for the fist time since 2012, with a net balance of 0.5% registering negative forecasts for marketing budget. – “Wait and see” approach brought about by [...]
Building a Next Generation Data Driven Marketing Business
In this exclusive article for ExchangeWire, Matthew Pepper (pictured below), managing director of Sub2 Technologies, outlines the key areas to consider when constructing a successful data driven marketing firm for the current era. Data driven marketing has been a growing discipline ever since the days of David Ogilvy in the 1950s. Online media and the big data revolution have only accelerated the growth. How data has been used in marketing has obviously been massively impacted by digital in the last twenty [...]
TagsDataOmnichannel
The ICO: Clarification & Engagement in the Late Summer
As the nights draw ever-closer and the memory of temperatures topping 38° degrees become a fantasy sought whilst huddled around the radiator, ExchangeWire takes a look back at a busy late summer for the ICO. Executives from the UK’s data protection authority took to the floor at several industry events to explain the rationale behind June’s Update Report into Ad Tech and RTB, as well as providing clarification on their “further industry review” which will take place in early 2020. Fostering respect Speaking [...]
Is RTB Dead in the Water? Part 2: The Impact on the RTB Ecosystem of More Rigorous Consent Gathering
In part one of this exclusive series written by Lloyd Greenfield (pictured below), senior client partner at The Programmatic Advisory, we looked at the IAB’s Transparency and Consent Framework and how organisations could be incentivised to improve the way consent is gathered and passed through the ecosystem. In this article, the impact on the ecosystem if most rigorous consent standards are met is examined – will it be the death of the RTB ecosystem as we know it? The end of focused [...]
TagsProgrammatic
The Programmatic Advisory Acquires Forge Group; Infectious Media Launches In-Housing Consultancy
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: The Programmatic Advisory acquires Forge Group; Infectious Media launches in-housing consultancy; Criteo partners with Pixalate; FreeWheel Council for Premium Video Europe releases latest study; Channel Factory reveals results of brand suitability survey; and Teads signs global partnership with GROUPE RENAULT via OMD The Programmatic Advisory acquires Forge Group The Programmatic Advisory has announced the acquisition of Forge Group, a North [...]
The Benefits of Implementing the Transparency & Consent Framework v2.0
Following an inclement few months, which included the Information Commissioner’s Office (ICO) releasing its Update Report into Ad Tech and Real-Time Bidding, IAB Europe has released the second iteration of the Transparency & Consent Framework (TCF). Notably, Google has announced that it will be integrating with the framework, with completion expected by the close of Q1 2020. To determine the potential impact of the updated policies, ExchangeWire spoke to various stakeholders to ascertain the benefits associated with adopting TCF v2.0, how [...]
TagsDataTransparency
Why Transparency Matters as DOOH Dives Deeper into Programmatic
As one of the key emerging channels for advertising, debate has coursed through the industry on how programmatic practices can be implemented within digital out-of-home (DOOH), and whether it is a truly effective solution for the medium. Writing exclusively for ExchangeWire, Adam Green (pictured below), SVP and GM of Broadsign Reach, discusses the respective roles of each player within the industry in reaching the goal of successful programmatic DOOH. Programmatic is the best way for advertisers to deliver engaging, relevant ads [...]
Messaging Apps: The New Browser
Following the discussion at ATS London 2019 on why brand marketers need to invest in mobile, ExchangeWire speaks to Cristina Constandache (pictured below), Chief Revenue Officer, Rakuten Viber, in this exclusive interview on how messaging apps can be used as an effective and brand safe environment for advertisers. What advantages do brands see by spending in messenger and super-utility apps? What can be done to ensure these ads are brand-safe, non-intrusive, and privacy-compliant? Industry stats show that users spend more time on [...]
Adjust to Expand APAC Presence with USD$227m (£184m) Investment; MiQ Announces New Analytics Solutions
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia Pacific region – in this edition: Adjust to expand APAC presence with USD$227m (£184m) investment; MiQ announces new suite of analytics solutions; and social media overtakes print to become the third-largest advertising channel. Adjust to expand APAC presence with USD$227m (£184m) investment Adjust, an industry leader in mobile measurement, fraud prevention and cybersecurity, has secured USD$227m (£184m) in funding to fuel its expansion into new [...]
Latest Posts
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Global Martech Market Hits USD$121.5bn (£94.6bn); AI Measures Emotional Response to Advertising -
Digital Growth Amid Uncertainty: The IAB Ad Spend and IPA Bellwether Reports -
Building a Next Generation Data Driven Marketing Business -
The ICO: Clarification & Engagement in the Late Summer -
Is RTB Dead in the Water? Part 2: The Impact on the RTB Ecosystem of More Rigorous Consent Gathering