Lindsay Rowntree
Head of Content
Articles by Lindsay
It's a Misconception that Blockchain Isn't Scaleable for Digital: Q&A with Ian Kane, Ternio
The London Media Exchange (LMX) announces it has entered into a partnership with Ternio, to provide verification and transparency into media costs. LMX, the first European forwards and options market, is partnering with the blockchain-based transparency solution for programmatic advertising to evaluate verification technology to bring full transparency into the costs associated with each layer and ad impression, and supply verified inventory to all advertisers. ExchangeWire speaks exclusively with Ian Kane (pictured below), Ternio’s co-founder, about how this will operate, and why [...]
97% of Targeting Strategies Have No Targeted Creative: Q&A with Oli Marlow Thomas, Ad-Lib Digital
A few years ago, the relationship (or lack thereof) between programmatic and creativity was one of the hot topics of digital advertising, as programmatic advertising started its steady rise. With recent, greater challenges having taken the fore, the creative-versus-programmatic debate has taken a backseat, but does that mean the situation has improved? ExchangeWire speaks exclusively with Oli Marlow Thomas, founder of Ad-Lib Digital, about why creative still needs to be part of the programmatic conversation. ExchangeWire: Why is there still such [...]
The Quest for a Better Bidder
As the complexity of media buying has grown proportionally to the explosion of available advertising inventory, there’s been a parallel evolution of advertising technology leading to the evolution of the demand-side platform or DSP, writes Mark Grether (pictured below), CEO, Sizmek, exclusively for ExchangeWire. eMarketer predicts programmatic media spending largely through DSPs could exceed USD$45bn (£31.6bn) by the year 2020. The DSP evolution evolved over three phases. The first phase saw the introduction of rudimentary DSPs, shifting power from the supply side [...]
In a Post-GDPR World, Who Will Be the Emission Cheaters of Ad Tech?
The GDPR will require ad tech companies to make substantial changes to their tech and business models. The question being asked by Maciej Zawadziński (pictured below), CEO of Clearcode, is will they comply, or will they follow in the footsteps of many car manufacturers and cheat the new regulation? Writing exclusively for ExchangeWire, Zawadziński makes an interesting comparison between the emissions scandal and the impending GDPR, as he questions whether ad tech vendors will play by the rules, or try to [...]
GDPR-Compliance Can Establish Trust with Customers: Q&A with Kory Willis, Impartner
The passage of GDPR requires that all U.S.-based media companies doing business in Europe reveal exactly with whom they’re sharing user information. Sites must ask users to opt in to having their data shared with all of these third-party tools. GDPR is going to open internet user’s eyes to where their information goes, and how to more responsibly control their online presence. Speaking with ExchangeWire, Kory Willis, senior director of IT, Impartner, explains about the cloaked networks of information-sharing that [...]
Replacing Pixel Tracking: Simple, Straightforward & Worth It
Most marketers know that pixel-based tracking faces increasing challenges as a measurement methodology. As some browsers implement third-party cookie management policies that impede or limit pixel-based tracking, and as more consumers periodically delete their cookies, there’s a growing and understandable sense across marketing that pixel-based measurement must eventually be replaced with a more reliable tracking methodology. Writing exclusively for ExchangeWire, Si Fung (pictured below), head of deployment, Performance Horizon, explains why API integrations may be the answer, and aren’t as complicated [...]
The Wires 2018: Now Open for Award Submissions
ExchangeWire’s awards programme, The Wires, is now open for entry and accepting submissions. Following a hugely successful launch last year, The Wires will return in 2018, with submissions now being accepted across 13 categories within the ad tech, martech, and programmatic sectors. The awards are open to everyone in ad tech, martech, and programmatic, globally, including advertising and marketing technology vendors, advertisers, agencies, trading desks, and publishers. Last year’s awards ceremony saw some very worthy winners, including The Telegraph for ‘Best New [...]
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Data Privacy & Transparency Is Giving Power Back to Consumers
As an internet user, you’ve doubtless felt as though you were being followed from site to site, haunted by the ghosts of shopping carts past. Many people are uncomfortable with the idea of their data, and the invisible crumbs left behind via their internet trawls, being bought by companies and used for targeting purposes. From a company’s perspective, however, these crumbs represent valuable insights that can be used to make ads more relevant for consumers and, thus, more effective – [...]
Quality & Brand Safety is Possible with Programmatic Native
As advertisers and publishers strive to understand the value of context, in the wake of quality and brand-safety concerns, does programmatic native advertising hold the answer? Ahead of his participation in a panel discussion at ATS Madrid, on the topic of how to maximise monetisation opportunities for publishers beyond the traditional routes, Alex McIlvenny (pictured below), VP sales Europe and country manager UK, Ligatus, explains why native is the key to achieving quality and brand safety in programmatic. The proliferation [...]
The Factors Driving Digital Dominance in Out-of-Home
If all the headlines are to be believed, the advertising industry is leaning in to a number of headwinds right now, from structural change and increased competition from consultancies to pressure on investment and issues of transparency. Amidst all these challenges, digital out-of-home’s star continues to rise, writes Dominic Murray, group creative account director, Kinetic Active. Figures released by Outsmart and PwC recently revealed that, for the first time, digital out-of-home (DOOH) has grown to account for 50% of total out-of-home [...]
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