Ciaran O'Kane

Founder and Advisor

Ciaran O’Kane is the Founder and Advisor to WireCorp, the publishing holding group focused on the digital advertising, retail technology and gaming sectors.  He has worked in digital advertising over the last twenty years as a developer, digital marketer, ad operations provider, media monetisation specialist and senior sales executive.  He continues to write editorial for ExchangeWire on advertising technology, marketing technology and programmatic  - and acts as an advisor to a number of leading digital media companies in Europe.

Articles by Ciaran

• MadTech Sketch: How Data, AI & Custom Algos Are Redefining Programmatic Media Buying

  3 weeks ago News

  

  In his latest MadTech Sketch, Ciaran O'Kane fires up his trusted crayons to detail how custom algorithms and AI are revolutionising programmatic media buying. It’s been quite the week for media-related AI platform announcements. WPP Media launched Open Intelligence, its LLM [...]

  Agentic AIAIDataMadTech Sketch

• Data Distribution: Plumbing For Programmatic Activation

  2 months ago News

  

  In our latest MadTech Sketch, Ciaran O'Kane draws out the pipes for data distribution... The recent acquisition of Lotame by Publicis raised a few eyebrows in ad tech circles. I'm not sure why, as it was a perfectly logical piece of M&A. [...]

  Clean RoomsDataFirst-Party DataM&APrivacyPublisher

• The MadTech Sketch: How to Break Up Google

  3 months ago News

  

  After the latest antitrust ruling against Google, it seems like a good time to resurface Ciarán O’Kane's MadTech Sketch on how the Google ad tech business could look if it is broken up. First published July 2022 Ever since the WSJ broke [...]

  Ad NetworkAd TechGoogleMadTech SketchRegulation

• MadTech Sketch: The Rise of the Super Signal Aggregator

  4 months ago News

  

  Ciaran O'Kane turns his trusty pen to Scope3's new agentic advertising platform, and why it's all about signal and scaled sell-side curation... Many will be chatting about the Scope3 “pivot” after its announcement today. But I see it as an evolution, [...]

  AcquisitionAddressabilityAIDataFirst-Party DataSustainability

• MadTech Sketch: The Retail Media Stack

  8 months ago News

  

  Retail media continues to be the hottest category in ad tech right now. A new RMN (retail media network) is coming to market almost daily, driven by endemic advertising demand.  PayPal, for instance, announced its plans recently to launch an [...]

  attributionMadTech SketchRetail Media

• MadTech Sketch: The Future of Cookieless Measurement

  9 months ago News

  

  As a taster of our recent Deep Dive, we put together an example of some of the methodologies that can define the future of ad measurement In his latest MadTech Sketch, in association with Quantcast, Ciarán O'Kane takes a look at [...]

  CookielessCookiesIDIdentityMeasurementPost-CookieUniversal Identifiers

• MadTech Sketch: The Mechanics of Curation

  1 year ago News

  

  Curation; everyone in ad tech is talking about it, but what does it actually mean for the industry? In this Sketch, Ciaran O’Kane looks at the mechanics of curation. Curation can be split into two parts - demand generation and activation, [...]

  Ad NetworkCurationMadTech SketchPMPSSP

• The MadTech Sketch - The Revolut Ad Model: Everything is NOT an Ad Net

  1 year ago News

  

  In ExchangeWire's latest MadTech Sketch, following the news that Revolut is planning to monetise its transactional data through advertising, Ciarán O’Kane sheds light on their likely ad model, and how it's less ad net, more mini walled garden. Another new ad [...]

  Ad NetworkCommerce MediaMadTech SketchWalled Gardens

• Making Retail Media at Scale Possible

  1 year ago News

  

  In association with Kevel In the ever-evolving landscape of retail and ecommerce, one thing is quite clear: to compete with Amazon, the industry must embrace programmatic retail media (PRM). PRM holds the key to unlocking these unprecedented opportunities. At the heart [...]

  AmazonDisplayRetailRetail MediaRTB

• The MadTech Sketch: Curation vs the Open Marketplace

  2 years ago News

  

  In his latest MadTech Sketch, Ciaran O'Kane turns his attention to curation - an ad tech model that is gaining momentum and turning heads across the industry. Curation is one of ad tech's hottest topics. It has been around for some [...]

  CurationMadTech SketchOpen WebPublisher