Ciaran O'Kane

Ciaran O'Kane

CEO


Ciaran O’Kane is the CEO of ExchangeWire, the leading global digital advertising trade publication and research firm.  He has worked in digital advertising over the last ten 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


  • Why 2016 Was The Beginning of The End of The Current Ad Tech Cycle

    There was a lot of M&A this year in advertising technology. According to Eric Franchi’s ad tech M&A tracker, there were eighteen acquisitions in excess of USD$100m (£68.4m) in 2016 – with a combined total of nearly USD$10bn (£6.8bn). This obviously should be viewed as a positive for the industry. Ad tech clearly still plays a crucial part in the monetisation and execution strategies of publishers, agencies and brands.

    Despite the M&A frenzy this year there is a sense in [...]

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  • Why Telcos Are Going to Smash the Google/Facebook Ad Duopoly

    The Yahoo saga is finally over. After the most protracted sales process of recent times, Verizon acquired Yahoo’s core assets (content properties, email, search, and an assortment of ad technology) for nearly USD$5bn (£3.8bn). It is likely that Mayer will disappear into the sunset with a considerable payoff – and Verizon has, at last, added a critical piece to its overall offering, which will help it take on the growing Google/Facebook hegemony.

    From my high-level perspective, this is a fantastic deal. Verizon will scale, adding several [...]

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  • King: Testing New Reward Video Ad Format to Monetise 400+ Million Users

    King is rumoured to be launching a media business later this year to help build revenue around its incredibly sticky global audience of 463 million monthly active users.

    The gaming giant has already made a number of key hires in the new part of the business – most notably Lucia Mastromauro, poached from Google, to be King’s UK MD.

    King needs to steer away from interruptive advertising, as it has been proven that this negatively affects in-app purchases. The game-playing experience is [...]

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  • Why Mobile Is Primed For Ad Tech Innovation – And That Emoji Ad Network

    It’s the mobile industry’s big week – when thousands of opinion formers, C-level execs, and journalists from the mobile industry flock to Barcelona to discuss all things mobile for a full week.

    Amid the blizzard of hardware launches and high-level keynotes from industry leaders (Zuckerberg is keynoting again!), ad tech will again play its bit part at the show – occupying the fringes instead of rightly being prime time.

    Despite its ‘minor’ role at MWC, ad tech is playing a vital part [...]

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  • Marketing Tech Bellwether Posts Decent Q4 As Potential Suitors Line Up

    Marketing technology remains the hot area for digital marketing right now – with increased M&A and investment in the space. Marketo is the public market bellweather for the martech space, given its complete focus on automated marketing. It posted its Q1 earnings late last night much in line with Wall Street estimates, sending the stock higher in after hours trading.

    Highlights of fourth quarter of 2015:

    – Revenue for the quarter was $58.30 million, an increase of 37.6% on a year-over-year basis – [...]

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  • Yahoo Cuts 15% of Staff in Anaemic Fourth Quarter

    Yahoo’s big news to Wall Street, in its Q4 earnings, was the announcement that it is cutting 15% of its workforce; and looking to reduce costs by USD$400m (£277.6m) by the end of the year. Its Q4 results were in line with Wall Street analysts’ expectations. The company posted fourth-quarter earnings of USD$1.27bn (£881.5m) in revenue; but reported a full year loss of USD$4.44bn (£3.05bn) due to a goodwill impairment – mostly coming from the write-down of the lame duck [...]

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  • Telenor Acquires Tapad For USD$360M As Telco Ad Tech Stack Race Continues

    Telenor, a leading telco in APAC and Europe, has acquired Tapad for USD$360m (£252m). Tapad is a leading device graph company.

    The device graph is the hottest point solution in ad tech right now, with continued M&A speculation around remaining players in this space like Drawbridge, Screen6 and AdBrain.

    What’s the rationale behind this deal? The thinking from Telenor is simple: to monetise hundreds of millions of its existing user data.

    What Tapad offers is a means to take specific [...]

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  • 80% Of Facebook's USD$5bn Quarterly Ad Revenue Comes From Mobile

    Facebook strengthened its position as the leader in mobile display after delivering a strong Q4. The company announced in earnings that it is now making over USD$5bn (£3.49bn) in digital advertising revenue. Eighty percent of that is now coming from mobile.

    Financial Highlights for 2015

    – Revenue for the full year 2015 was USD$17.93bn (£12.53bn), an increase of 44% year-over-year – Income from operations for the full year 2015 was USD$6.23bn (£4.35bn) – Net income for the full year 2015 was USD$3.69bn (£2.58bn) – [...]

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  • Could You Excuse Me? My Fridge Is Talking to Me.

    It is CES week, and everything in your home is becoming ‘smart’. You have intelligent washing machines, telling you when your washing is done. You have cerebral thermometers, adjusting heat to your preferred selection via an app on your phone. And you now have fridges that inform when you have run out of your favourite cheddar cheese.

    These IoT advances might appear a little faddish, but for programmatic it potentially offers a huge opportunity.

    The new IoT data supply

    It is perplexing [...]

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  • Why the Existential Crisis of Ad Tech is Overblown

    This is not a prediction piece. It is not even a listicle of half-baked predictions – cleverly disguised as a post – based on either some patchy M&A conversations I overheard in a bar, or my ‘expert’ insight.

    I am not going to tell you who will acquire whom because, like everyone else in this space, I have no idea. There are enough of those speculative pieces floating around, popping up on the trade sites and clogging up my LinkedIn newsfeed.

    No, this [...]

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