Lindsay Rowntree
Head of Content
Articles by Lindsay
The Promise of Programmatic: Q&A with Steve Wing, Rubicon Project
In this Q&A, Steve Wing (pictured below), managing director, UK, Ireland and Nordics at Rubicon Project, industry veteran, and runner up for Ad Tech Personality of the Year 2018, speaks with ExchangeWire about his role, his hopes for the industry, and whether programmatic is fulfilling its potential. ExchangeWire: Has the ‘promise of programmatic’ played out the way you expected? Steve Wing: I guess that promise will be different for different stakeholders, but broadly speaking, programmatic advertising used to be associated with low [...]
TagsProgrammatic
Automation, its Impact on People & our Collective Responsibility
Automation in advertising has scaled so quickly over the past decade, that in many cases, it has caused a disconnnect between the automation specialists and their leaders. In this exclusive piece for ExchangeWire, Jonas Jaanimagi (pictured below), technology lead, IAB Australia explains why this can cause significant strain, and how the launch of their new Mentorship Program aims to address this. Advertising businesses of all types have been experiencing rampant change over the past decade or so, much of it operationally [...]
Cadreon/UM Malaysia Lead the Nominations at The Wires APAC Awards
The shortlist for The Wires APAC inaugural awards has been announced and Cadreon/UM Malaysia led the finalists, with four nominations across the categories. Celebrating businesses and their use of technology, expertise and innovation within ad tech and martech, The Wires is now in its third year globally, launching for the first time in APAC, to recognise the best the region has to offer. Cadreon/UM Malaysia are up for Best Digital Campaign, Best Mobile Campaign and Best Video Campaign for their work with [...]
ExchangeWire Hires New Editor
Today (17 April) ExchangeWire have announced the appointment of Mathew Broughton (pictured) as editor. Broughton joins the growing ExchangeWire team to take on responsibility for ExchangeWire’s global editorial offering. Broughton joins ExchangeWire from a content management role in telecoms and tourism, to apply his technical and editorial experience to analysing the burgeoning advertising and marketing technology industries. In his position as editor, Broughton will focus on curating and developing content for ExchangeWire globally, placing a lens on the evolving industry and [...]
TagsDisplay
As the Cookie Crumbles, What's on the Horizon for Identity Data?
Cookies have been the backbone of digital advertising since its inception and, until recently, they have powered almost every technology, product, and business model within the ecosystem, writes Nick Halstead (pictured below), founder and chief executive officer, InfoSum, in this piece for ExchangeWire. With browsers such as Safari and Firefox blocking third-party cookies, more publishers are beginning to look for new ways to utilise their rich customer data, enabling them to deliver the same level of targeting that Facebook and Google [...]
6 Reasons to Switch from A/B Testing to Always-On Experimentation
Experimentation is the tool of choice when trying to learn about outcomes of actions that cannot be calculated or forecasted. In digital marketing the most obvious use cases for experimentation are: 1) exploring new channels or trends, like new social media platforms, publishers or formats; 2) optimising campaigns by gaining a better understanding of which combinations of campaign elements, personalisation, and audiences work best; 3) testing new products, strategies, business models, or pricing strategies with smaller audiences before rolling them out [...]
Game of Advertising: Creating Mutual Business Value & Outcomes
Advertising is a game. How do you play to win? Daniel Henriksen (pictured below), head of outcome media planning, Xaxis Asia Pacific, explains why using outcomes-based media should be a tactic. In any business relationship, the sustainability and success of the relationship is the value created jointly by customers and suppliers, and where the co-operative business relationship takes input from the customer’s perspective and the supplier’s perspective, finding an equilibrium where both are satisfied with the outcome of the relationship. In [...]
International Women's Day 2019: What It Is to Be A Woman in Tech
For International Women’s Day 2019, ExchangeWire speaks with senior women in ad tech and martech, from data scientists, to heads of marketing, to founders and CEOs, who are paving the way for the future generations of female leaders. They share their personal experiences in the industry; views on the frustrations and successes with gender diversity; and advice for achieving a thriving career in technology. Women shouldn’t have to make a choice “Unfortunately, the presence of women in the technology sector has not [...]
Everything Old Is New Again: Standards as Solutions Enabling Programmatic's Next Evolution
Every year is a big year for the digital ad industry, but 2019 really is gearing up to be a particularly significant year with, as ever, a healthy dose of the new. However, it’s been the recent upgrading of two very well-established technical standards really generating some genuine excitement amongst digital ad product specialists, writes Jonas Jaanimagi (pictured below), technology lead, IAB Australia, in this piece exclusively for ExchangeWire. The first is the OpenRTB protocols, which underpin programmatic operationally and were [...]
How Should Digital Ad Effectiveness Be Measured?
IAB UK recently launched National Anti Click-Through Rate Day to highlight the industry’s over reliance on vanity metrics for measuring digital ad effectiveness. This lighthearted message underlines a more serious need for advertisers to move away from CTR, which only provides a very narrow view on campaign success. To support this message, the IAB released a Measurement Toolkit to help support advertisers as they transition to more robust effectiveness metrics. The IAB Measurement Toolkit consolidates current best practices and provides guidance [...]
TagsDataMeasurement
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