Mathew Broughton
Editor
Articles by Mathew
Pinterest IPO: Prospects for Advertisers
2019 has long promised to be a bumper year for IPOs, with Lyft going public earlier in the year (28 March), reportedly due to be followed by companies such as Zoom, Slack, Global Switch, and the much-hyped Uber. One IPO, which is of particular interest to advertisers, is the upcoming flotation of social media platform Pinterest on the New York Stock Exchange (NYSE). In terms of the financials, even before launching there has been a shift in the initial price, with [...]
TagsSocial Media
IPA Bellwether Report Q1 2019: Rising Budgets & Negative Prospects
Marketing budgets have been upwardly revised to highest level in over a year, however forecasts and financial prospects are increasingly negative, reveals the Q1 2019 IPA Bellwether Report, released Wednesday 17 April. Report HighlightsTotal marketing budgets upwardly revised to +8.7%, their highest rise since Q3 2017 Rising uncertainty leading to increased efforts to protect brands Forecasts for the year ahead at their most subdued since 2009 Financial prospects at the company level turn more negative Ad spend growth to be modest in 2019, with improvement [...]
TagsAdvertising
Managing Publisher Challenges: Q&A with Rhys Denny, RedBud
The current digital ecosystem can be a harsh place for publishers with squeezed margins, tectonic shifts in government regulation, and untrustworthy vendors, among other challenges. However, with preparation, appropriate organisation, and optimisation, there are still plenty of opportunities to be had in the world of content. ExchangeWire speaks to Rhys Denny (pictured below), co-founder, business development of consultancy service and tool provider, Redbud, to shine some light on common issues with publisher sites and how they can manage their organisations effectively [...]
TagsPublisher
Blockchain in Digital Marketing: Q&A with Jack Smith, GroupM
Since the astonishing rise of cryptocurrency Bitcoin over the past decade, ‘blockchain’ has become a huge buzzword in several tech industries, ranging from security to healthcare. However, despite distributed ledger technology (DLT) being billed by some as the future of both payment and data-management systems, its potential applications within the ad tech industry remain unclear. To that end, on Wednesday 27 March, GroupM released their report into the use of blockchain technologies within digital marketing. Here are some of the key [...]
Copyright Law & Global Data Policies: Q&A with Finn Raben, ESOMAR
2019, thus far, has been a tumultuous year within the European advertising ecosystem with wide-reaching copyright directives and the looming, yet turgid, prospect of Brexit. There are also uncertain times ahead within global data policy, with the upcoming EU ePrivacy Regulation coupled with remaining uncertainty within organisations as to who is responsible for data protection. ExchangeWire speaks with Finn Raben (pictured below), director general of ESOMAR, for insight into how organisations can navigate through these turbulent waters. ExchangeWire: As alluded to in [...]
Fraternité Is the Main Message of ATS Paris 2019
On Wednesday 3 April, ExchangeWire presented ATS Paris 2019 in front of some of the finest minds within the French digital advertising industry. Whilst the range of vendors, agencies, and publishers was highly diverse, a few core themes began to make themselves present over the course of the day. The proposal for a single, or at least a select few, standard(s) for user identification was suggested throughout several of the panels. Whilst this raises obvious questions surrounding privacy, the context of [...]
Nearly Half of Global Travel Marketers Are Not Planning to Advertise on Snapchat This Year
Snapchat burst onto the scene earlier in the decade, and has remained an independent social media platform, despite several competitors being absorbed by Facebook or fizzling out into obscurity. Yet, as discussed below, it remains a lesser-picked platform by travel marketers, despite increasing digital ad spending in the industry. Writing exclusively for ExchangeWire, Chris Blaine (pictured below), VP EMEA at Sojern discusses the reasons why travel marketers are unconvinced by Snapchat’s offering, eschewing it in favour of alternative platforms. It’s been [...]
Collaboration Can Make 2019 the Year of the Unified ID
The dominance of Facebook & Google is well documented and is in part due to their ability to use a single user ID. The 20% do not experience the benefit of this and instead have to rely on an inconsistent mess of mismatched cookie data. Dave Castell (pictured below), general manager EMEA – inventory & partnerships, The Trade Desk, explores the problem caused by low ID match rates and the feasibility of using unified solutions to solve this issue. The problem [...]
As Programmatic Moves from Adolescence to Adulthood, What’s the Role of Private Marketplaces?
Private marketplaces (PMPs) have played a key role in the programmatic industry thus far, ensuring brand safety for publishers whilst taking advantage of the growing market. However, with increasing trust in the open market and regulatory maturity, will PMPs retain their status going forward? In this piece for ExchangeWire, Moti Tal (pictured below), CTO & co-founder at Simplaex, discusses the position of private marketplaces in today’s programmatic environment and how the ad-tech market of the future may be shaped. PMPs in [...]
5 Parallels Between Brexit & Business Transformation
Brexit: the sluggish juggernaut of ongoing news, parliamentary faff, and constant debate. However, there is a general consensus on both sides of the leave/remain argument that something needed to change in terms of the relationship between the UK and the EU. Digital transformation echos these traits in that businesses are aware that changes need to be made, but are uncertain of how to proceed. In this exclusive piece for ExchangeWire, Shula Sinclair (pictured below), global head of strategy at Spark Foundry [...]
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Teads Signs Exclusive UK & EEA Partnership with Guardian News & Media; Artefact’s International Trading Desk Partners with mediasmart -
The Pivot Back to the Ad-Funded Model -
Pinterest IPO: Prospects for Advertisers -
IPA Bellwether Report Q1 2019: Rising Budgets & Negative Prospects -
ExchangeWire Hires New Editor