Lindsay Rowntree
Head of Content
Articles by Lindsay
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Making the Most of Martech: Lessons Learnt from the Ad Tech Evolution
We’ve come a long way since the first RTB ad was placed in 2010. Evolution has been rapid and developments in technology even faster. Challenges haven’t come sparingly to marketers, and approaches have had to change along the way, writes Chuck Moran, VP marketing, RhythmOne.
As programmatic and social began to take off, marketers too faced growing ad fraud, non-viewable impressions, a rise in bots, and increased uptake in ad-blocking technology. According to the IAB, 22% of British adults now use [...]
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Hindsight is 20/20: Examining the Unintended Consequences of Containers
The proliferation of header bidding sparked a need among publishers to adopt new technology to ease the technical load of managing these partners, or risk losing control of their revenue optimisation. At least, writes Jason Fairchild, CRO and co-founder, OpenX, this is what most publishers were led to believe as they began integrating one variety of containers or another to manage their programmatic revenue. Given the problems containers promise to solve, this evolution seems logical on the surface.
But the [...]
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Will Geolocation Really Fuel the Future?
Personalisation is on the tip of every marketer’s tongue – cited by almost half (42%) as a top priority – and they’re increasingly looking to geolocation data for the insight needed to achieve it, writes Paul Maraviglia, general manager, Europe, MaxPoint, exclusively for ExchangeWire.
This isn’t surprising: the ability to pinpoint and trace an individual’s location can provide a valuable window into consumer activities, preferences and, crucially, their shopping habits.
But, while the utility of geolocation data as a basis [...]
TagsLocation
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To Successfully Implement Ad Tech & Martech, Management Basics Are Critical: Q&A with Tommy Foo, Grab
In the second of a series of interviews with APAC marketers in the run up to ATS Singapore next month, Wendy Hogan, marketing transformation and strategy director, APAC, Oracle, speaks with Tommy Foo (both pictured), who heads up driver marketing campaigns and operations regionally at Grab, Southeast Asia’s leading ride-hailing and mobile payments platform. Grab solves critical transportation challenges to make transport freedom a reality for 620 million people in Southeast Asia. Its core product platform includes transport solutions for drivers [...]
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Preparing for Cannes Lions 2017: Advice from the Veteran Visitors
Temperatures are soaring and tech specialists from across the globe are descending on the French Riviera; it’s Cannes Lions time again. To avoid wilting in the heat and make the most of this colossal networking opportunity, all visitors – especially first-timers – would do well to take some advice from some seasoned Cannes veterans.
Set yourself up for the day…With meetings, networking, and what will seem like endless traipsing from one location to another (and back again), you’ll need to make [...]
TagsCannes Lions
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Time to Turn on the Lights: Ad Tech’s Need for Radical Transparency
If you can’t measure it, you can’t manage it. This concept is pretty basal when it comes to organisational strategy. Unfortunately, when you apply this logic to the digital media supply chain, it becomes clear the entire system has become virtually unmanageable, writes Michael Barrett, president and CEO, Rubicon Project, exclusively for ExchangeWire.
We see this in the growing frustration among marketers and advertisers. We see it in the public call for digital publishers to be more accountable for the [...]
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How to Scale & Discover the Land of Ad Tech Opportunity
The US market might be proving difficult to crack for dodgy Baywatch remakes, but for ad tech CEOs it’s a clear winner. That was one of the major takeaways from FastPay’s breakfast roundtable event, ‘Scaling a Digital Media Business’. As access to capital becomes increasingly difficult, financial management for ad tech and martech businesses needs a rethink. This is why we decided to bring together a selection of ad tech founders, with one VC thrown in for good measure, to [...]
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5 Ways Holistic Will Change Video Advertising Globally
As audience viewing preferences continue to shift towards watching video anytime and anywhere, and platforms and devices continue to multiply, the media industry is seeing video advertising evolve into a more robust format that can reach viewers whenever and wherever they are watching. Writing for ExchangeWire, Paula Minardi, head of content strategy, Ooyala, explains that, with this evolution to multi-screen experiences, premium video publishers and broadcasters across the globe have been increasingly prioritising programmatic video advertising – automated, data-driven video ad [...]
TagsVideo
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Upper Funnel vs Lower Funnel: Banner Ads Do Work, They're Just Being Measured Incorrectly
Measuring the success of online display advertising is a well-known industry challenge. The industry tends to focus on measuring direct response online ads by conversion metrics, but has failed to come up with a consistent means to measure the effectiveness of brand marketing. Writing exclusively for ExchangeWire, Martin Pavey (pictured below), UK country director, Flashtalking, outlines the steps required to create a cleaner dataset for attribution models.
When putting together your online marketing strategy, I’d be stating the obvious if [...]
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Breathing New Life into Digital Advertising
Have we lost the art of advertising in digital? Elliott Clayton (pictured below), vice president of media UK, Conversant, believes the basic principles of marketing are being ignored, in favour of conversion chasing. Writing exclusively for ExchangeWire, Clayton explains why personalisation needs to take a step forward.
Today, consumers are more likely to skip, block, or avoid ads that are put forward to them than ever before. But this was not always the case. There was a time when good-looking adverts [...]
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