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

• Aggregating European Premium Supply: Publicitas Announces Premium "Sales Side Platform" Initiative

  13 years ago News

  

  In an effort to aggregate premium supply across Europe, Publicitas launched a new pan-Euro sell-side initiative yesterday at its Digital Forum 2012. Publicitas, one of Europe's biggest sales houses, held the event as a statement of intent to the European [...]

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• The Click Isn't Dead: Why We Should Embrace CTR 2.0 As The Next Great Online Campaign KPI

  13 years ago News

  

  Petteri Vainikka, Founding Partner & VP Marketing, Enreach. In the third part of his three-part series for ExchnageWire Vainikka explains why collapsing click through rates should not be blamed on the CTR metric itself, but on the way click-based campaigns [...]

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• No Longer Just A Supermarket: Why Tesco Is Evolving The Retail Model With Its Digital Strategy

  13 years ago News

  

  Tesco is no longer a supermarket selling milk, bread and tins of beans. It is a media and data company. Yes, the home staples will never be replaced in the new digital economy, but the pivots being shown by the [...]

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• Is Manual Bidding Killing The RTB Promise? Why The Algorithm Can Lead To Smarter Optimisation...

  13 years ago News

  

  Dominic Trigg is Managing Director Europe at Rocket Fuel. Here Trigg discusses the evolution of real-time bidding and why it is slowly changing the fundamentals of the media buying world. The online ad marketplace has evolved from an industry dominated by [...]

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• DoubleClick Digital Marketing: Jason Bigler Discusses The DDM Suite, Why An End-To-End Stack Is Necessary For The Market And How DDM Offers A True Cross-Optimisation Solution

  13 years ago News

  

  Jason Bigler is Director, Product Management at Google. In an interview with ExchangeWire, Bigler gives the full run down on the capabilities of the new DoubleClick Digital Marketing (DDM) suite, and what it will mean for agencies and advertisers. He [...]

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• Display Is Missing The ‘Killer Application’ It Needs To Capture Branding Dollars

  13 years ago News

  

  Petteri Vainikka, Founding Partner & VP Marketing, Enreach. In the second part of his three-part series he explains where the current display offering is going wrong, and what factors will convince brand advertisers to move more spend into display advertising. [...]

  Display

• The Facebook Exchange: Is This An Opportunity For Genuine Cross-Platform Optimisation, Or An Invitation For The Great Facebook Arb

  13 years ago News

  

  Facebook’s recent announcement (and you have to use the word announcement lightly) about the launch of its “exchange” could be interpreted in different ways. Below are some of the initial reaction thoughts from ExchangeWire: - Does it finally provide the industry [...]

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• Enter The Brand Trading Desk (BTD): Why Brands Will Build Ad Businesses Leveraging Their Own Intent Data

  13 years ago News

  

  In a recent post we explored how Amazon could (and most probably will) launch a new ad solution that would make it one of the dominant media owners in the entertainment ad sector. The concept of brands becoming media owners [...]

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• Industry Reaction To Google's Buy-Side Stack Play: The DoubleClick Digital Marketing Suite

  13 years ago News

  

  Last week at Google's client advisory board session hosted in LA, we saw the announcement of the update that has been on the cards since the acquisition of Invite Media: the assembly of the Doubleclick Digital Marketing suite. It is the [...]

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• eBay's JJ Eastwood Discusses The Roll-Out Of geoTribes In Australia, And How The New Solution Will Help Australian Advertisers

  13 years ago News

  

  eBay Australia’s JJ Eastwood discusses the implementation of geoTribes, a new geo-demographic segmentation tool, that the company claims brings offline segmentation to online audiences for the first time. Can you explain what eBay has done with the rollout of geoTribes for [...]

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