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Articles by ExchangeWire
Gaming: The Media Industry’s £144bn Sleeping Giant
In this contributed article, Michael Clingham, account director and Oliver Wong, account manager at Spark Foundry UK discuss the untapped opportunities for marketers laden within the video games sector, and how brands are taking advantage of this cultural juggernaut today. Gaming [...]
Redefining Marketing Measurement with Incrementality
In this op-ed, Tingyan Han of Skeleton Key lays out the power of incrementality, and why last-click marketers need to evolve their approaches to thrive. North star KPIs deserve north star measurement DAU, revenue, margins - These are the goals around which [...]
The Future is Bright for Contextual Technologies
John Snyder, Grapeshot co-founder, joins us to discuss the future of contextual advertising, and how contextual tech solves some of the industry’s trickiest challenges. I was deeply saddened to hear that Oracle Data Cloud is closing its advertising data services, including [...]
The Retail Media Boom is Only the Beginning
The Mars Agency's Katrina Smart takes a look at how travel media networks could be the next evolution of retail. The last few years have truly cemented the fact that retail media is here to stay, and it’s hard to envisage [...]
Navigating the New Advertising Landscape
The long-awaited “cookie-pocalypse” has been delayed. Again. Harry Menear takes a took at the challenges and opportunities for the ad industry. Google announced on April 25th that it would be holding off on the deprecation of third-party cookies on Chrome due [...]
Click and Collect: Social Commerce and Data
Social commerce is nearing a critical inflection point in Western markets, while continuing its rapid climb in APAC. We take a look at the growth trajectory of this new commerce channel, as well as how brands can leverage a wealth [...]
Measuring Ad Campaign Emissions: an Industry Priority
After posing an interesting industry issue earlier this week, Emily Roberts, Senior Associate at PwC and Co-Founder of The Women in Programmatic Network, takes an in-depth look at the industry's responses, and why measuring ad industry emissions is a priority. It’s [...]
Experts Predict: The Future of the Agency in 2018
Over the years, the agency model has started to change, and the focus on performance has come to the forefront in 2017. In a series of features reflecting on the past year and looking ahead to what we can expect [...]
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