Ciaran O'Kane
President & CSO
Ciaran O’Kane is the CEO of 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
Breaking Down Apple's (Potentially $30 Billion) Ad Ecosystem
In this week’s MadTech Sketch, Ciaran O’Kane cuts to the core of Apple’s ad opportunities, and looks at how the tech giant can best grow its offering. Apple is the bête noire of ad tech. Having spent the last three [...]
The Incredible Fragmentation Of Data-Driven Media & Marketing
In this latest edition of The MadTech Sketch, Ciarán O'Kane gives an overview of the fragmented state of the data-driven media and marketing landscape. Most of the coverage of this industry remains a reductive exercise. The mantra of duopoly and triopoly [...]
The MadTech Sketch: Why The Ad Network Will Flourish Again
In this week's MadTech Sketch, Ciarán O'Kane explains why, contrary to common belief, the ad network model is bigger than ever before. Industry people generally have a negative view of ad networks and the value proposition. The very words conjure up bad [...]
The MadTech Sketch: Making Sense Of The Addressable TV Market
In this week's MadTech Sketch, Ciarán O'Kane takes on an issue more tangled than a bag of old cables; the non-US addressable TV market. CTV continues to be the mantra for ad tech, as US viewers “cut the cord”. Outside the [...]
The MadTech Sketch: Chrome's Insane Addressability Problem
In this week's MadTech Sketch, Ciaran O'Kane illustrates Google Chrome's addressability issue, and discusses why it's a major problem for the industry. Last week Google announced it was pushing its timeline for deprecating third-party cookies in its Chrome browser. The cookie [...]
The MadTech Sketch: how to break up Google
In our latest MadTech Sketch, Ciarán O’Kane imagines how the Google ad tech business could look if it is broken up due to impending regulation. Ever since the WSJ broke the story about Google potentially hiving off its ad tech business [...]
The MadTech Sketch: Uber’s DOOH opportunity
In this new series from ExchangeWire, Ciarán O’Kane explores a pressing industry issue and sketches out a potential solution. This week, he takes a look at the opportunity for Uber’s DOOH offering, and what their ad tech stack could look [...]
Ciarán O'Kane's 2022 MadTech Predictions
ATS London is moving from its traditional date in September to 14/15 June in 2022. ExchangeWire believes that this reflects a more expansive view for ad tech and martech. After all, why focus on a multibillion-dollar retargeting display segment, when you [...]
Retail Media: The Retailer Gameplan
Retail media is the biggest ‘green field' space in digital advertising. Online retailers and marketplaces are going to be the biggest beneficiaries, as trade budgets migrate online. Amazon remains the alpha walled garden, making USD$40bn in revenue from serving product ads [...]
Industry Review 2022: Moving Away from Legacy Infrastructure
Our industry is in a state of flux. From regulatory oversight, to increased platform privacy functionality, to the proliferation of the walled garden, the entire ecosystem is still trying to get to grips with a rapidly changing media and marketing [...]
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