Lindsay Rowntree
Head of Content
Articles by Lindsay
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Interaction with Information: Making Data More Relevant, Affordable & Scalable
There’s data everywhere, no doubt about that. However, how useful is this data to marketers and are they making the most of what it can offer them? Colin Grieves, managing director, digital marketing and media services, Experian, believes 2017 signals change for the way information is used. Writing exclusively for ExchangeWire, Grieves explains why data at the point of interaction is the future.
The connected world we live in today brings exciting opportunities. The next few years will be pivotal to [...]
TagsAdvertiserData
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Media iQ Announces Significant Investment Round from ECI Partners
Today (19 July) global analytics technology company, Media iQ, has announced a significant investment round from private equity firm ECI Partners, for an undisclosed sum. The deal will see ECI take a minority stake in Media iQ to drive accelerated growth across the company’s three core areas of focus: commercial, product, and people. ExchangeWire spoke exclusively with Media iQ co-founders, Gurman Hundal and Lee Puri about the announcement, why they felt this was the right move for their business, [...]
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What is SPO & Why is Everybody Talking About It?
If you work for an agency trading desk, programmatic buying unit, or client trading desk you are already doing it; if you work for an SSP, you will be responding to RFPs about it; if you are a publisher, you are asking what impact this is going to have on increasing yields and fill. So what is supply path optimisation (SPO) and why is this new acronym going to feature heavily on ad tech panels in the coming months? Writing [...]
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The Value of Data: It's Not All Doom & Gloom on the High Street
It’s been a difficult 2017 so far for the retail sector: Jaeger collapsed into administration, Rue 21 closed stores, and Debenhams is closing stores to focus on a more digital approach. Many retailers are failing to meet consumer expectations by realigning their approach to a more digitally focused marketing strategy that ensures the retention and growth of their customer base. Digital has revolutionised where and how we can connect with our consumers. This should be a dream come true [...]
TagsDataTechnology
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The New ROI: Return on Influence
Brands are fast discovering the power and opportunity of influencer marketing. They’re realising that they can boost online visibility and acquire customers for a fraction of the cost of traditional approaches like radio, print, and TV, while achieving longer-lasting impact and stickiness. Many experts predict that influencer marketing is the future of marketing. Yet there is still a lot of speculation about what’s in store for this burgeoning industry, writes Victor Ricci, founder and CEO, Trend Pie, exclusively for [...]
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Marketing in the Time of Brexit & Trump: Which Path Should Brands Take?
How does the political landscape impact marketing? Maria Pousa, CMO, Integral Ad Science, explores the fundamentals brands must keep front-of-mind during changing political times and argues that, ultimately, brand values and context shouldn’t really change in the short term.
In periods of turmoil, it can be hard for marketers to find their feet – and to call these times ‘divisive’ would be an understatement. The ad tech industry has weathered gender and diversity concerns, Facebook’s measurement scandal and, more recently, P&G’s call to [...]
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Technology-Driven Creative: Five Mobile Takeaways from Cannes
Given the criticism that has been leveled at the mobile marketing industry for its lack of creativity over the years, the presence of mobile technology at the premier advertising event celebrating creativity was an auspicious sign that the industry understands that we need to marry creativity with data and technology, writes Alex Moss, VP sales europe, YouAppi, exclusively for ExchangeWire.
After viewing the winning mobile campaigns at Cannes, I was pleasantly surprised by the smart, technology-driven creative. Yet, when I look at [...]
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What’s Next for Native Advertising in Mobile?
It has been more than just a few years since the seismic shift in users’ browsing preferences from desktop to mobile. During that time there has been some serious investment behind the mobile environment, both in technology and formats. Mobile display advertising, firmly rooted within the marketing mix, is considered to be the modern equivalent of more contemporary methods of advertising. Display advertising has a very healthy organic model, which many think will become bigger than SEO. [...]
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The Walled Castles & the Rise of the Customer Data Platform
The face of the industry is changing, and data is playing a key role in its transformation, but match rates still pose a huge problem for marketers. Writing exclusively for ExchangeWire, Gareth Davies (pictured below), founder and CEO, Adbrain, argues that continued consolidation between ad tech and martech will give rise to customer data platforms to aid the match rate challenge. However, with more and more data sitting within walled gardens, what impact will this on startups’ opportunity to scale?
Consolidation [...]
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From Gogglebox to Googlebox: Understanding TV Triggers for Mobile Search
Watching TV with a mobile in your hand is what marketers have commonly referred to as ‘second screening‘. We like to think of it more as second nature, writes Tom Smith, head of biddable media, mporium. Whether you’re trying to untangle your Ethelreds from the Ethelbergs in The Last Kingdom, or leaping to text vote for this year’s top act on Britain’s Got Talent, mobiles rarely leave our hands when we’re parked in front of the box.
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