Mathew Broughton
Editor, TheGamingEconomy
Articles by Mathew
FLoC, ATT, and Core Web Vitals: The Opportunities for Independents
Advertising technology has always been somewhat difficult to explain to those not in the industry. “What do you really do? What the heck is a programmatic?” Questions we have all had to field. The last couple of months will surely have intensified such queries when, over the dining tables and hastily-purchased desks of the ad tech home-office, loved ones have witnessed an outbreak of “FLoC”. A single word to convince partners and housemates that we have finally lost purchase from [...]
Are Brand Partnerships the Answer to an Increasingly "Ad-less" World?
In this article written exclusively for ExchangeWire, Lawrence Dodds, Client Director at UM London, discusses why agencies should be embracing strategic brand partnerships to complement media campaigns and ensure consumer attention in an increasingly digitised advertising environment. Digital acceleration has ensured that consumers have more options than ever, as a myriad of services and media channels compete for share of time. It is clear that this is having an impact on the attention spans of audiences, as more information being fed [...]
IPA Bellwether Report Q1 2021: Positive Sentiment Returns
The IPA Bellwether Report Q1 2021, released today 15th April 2021, has revealed a net balance of 11.5% of UK marketers reporting a contraction in available adspend, down from 24.0% last quarter. Confidence is returning to the market, with a net balance of firms expressing optimism over the coming three months up to 26.2%, the most positive measure of sentiment since the close of 2015 from 5.8%. Report highlights – Concerns over the ongoing coronavirus pandemic, as well as indirect effects of [...]
The Japan & APAC Cookieless Future: Q&A with Alfonso Asensio, Oracle
Following the detailed discussions at the recent MadTech Japan event, ExchangeWire speaks to Alfonso Asensio, Regional Director – Japan, Oracle Advertising, to discuss alternative forms of marketing and the role of technology providers in JAPAC markets as we enter the cookieless future. What are the key alternative targeting solutions for JAPAC marketers going forward in the absence of third-party cookies? What are the respective advantages and disadvantages of these? What we are seeing now is not a cookie versus no cookie situation [...]
BVOD, Data & the Role of Agencies: Q&A with Jonathan Harrison, the7stars
Following their recent partnership with TSB and Channel4, the7stars‘ Digital Strategy and Innovation Lead Jonathan Harrison spoke to ExchangeWire on unrealised opportunities in CTV and BVOD advertising, and the role agencies are set to play in the privacy-first era. What is the role of agencies in helping brands and publishers navigate the new privacy-focused environment? In the new cookieless, privacy-first world, things can become unnecessarily complicated very quickly. Agencies are ideally placed to advise across the full ecosystem and to support their [...]
User Privacy, Bigger Scale, Better Relevance? The Cookieless Future Looks Bright
In this article written exclusively for ExchangeWire, Ricardo Honing, global client lead at Dentsu, details how AI-powered contextual advertising solutions can be used as an effective replacement for third-party cookies. How to solve the cookie conundrum? Many in the advertising industry have been looking to identity as the best shot at a like-for-like replacement. At least they were until Google nixed that idea at the start of March, kicking up a storm in the process. Of course, it’s not the death knell [...]
InMobi Contemplating USD$1bn IPO; 6sense Raises USD$125m
In today’s ExchangeWire News Digest: InMobi contemplating USD$1bn (£726m) IPO; 6sense raises USD$125m (£90.8m); and data integration provider Striim secures USD$50m (£36m) in Series C funding. InMobi contemplating USD$1bn (£726m) IPO Executives at Bengaluru-based mobile advertising platform InMobi are contemplating an IPO on the Nasdaq stock exchange by the close of 2021, potentially netting the firm up to USD$1bn (£726m) at a valuation of USD$12bn-USD$15bn (£8.7bn-£11bn), according to a report published by Bloomberg. Should the offering go ahead as outlined the startup, [...]
Google Begins FLoC Testing; IAB Releases Buy-Side Tech Specs for Comment
In today’s ExchangeWire news digest: Google begins FLoC testing; IAB releases buy-side tech specs for comment; and GroundTruth acquires Addy. Google begins FLoC testing Google has announced that its third-party cookie alternative for the Chrome browser, Federated Learning of Cohorts (FLoC), has been released for initial testing in American and APAC markets, namely Australia; Brazil; Canada; India; Indonesia; Japan; Mexico; New Zealand; Philippines; and the USA. The limited roll-out comes after Google engineer Michael Kleber disclosed that FLoC would not be made [...]
IDFA, Anti-Competition, and the Refocusing of Ad Tech
Shortly before Google sounded the death knell for the third-party cookie, Apple revealed that the long-mooted deprecation of its Identifier for Advertisers (IDFA) would take place in the Spring as part of an iOS 14 beta release. As part of the wide-ranging changes, Apple also announced that it would be implementing a privacy protection framework, dubbed App Tracking Transparency (ATT), whereby users will be offered the choice of whether or not they wish to be tracked across third-party apps. Initial turbulence and [...]
The Next-Generation Service Layer
The concept of a digital-first agency is hardly a new one, indeed most of the major groups have such agencies within them. From Essence under the wing of GroupM, to the likes of Merkle (Dentsu Aegis Network); Epsilon (Publicis); and Hearts and Science (Omnicom). Despite this, S4C and MightyHive have been able to get a leg-up and massively disrupt the model once more. Now, with the pandemic accelerating change, we are witnessing yet another type of independent service layer provider emerge [...]
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