Lindsay Rowntree
Head of Content
Articles by Lindsay
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
Out-Stream Is an Ad Exchange with a Spin on It: Q&A with Kai Henniges, Video Intelligence
Video is the holy grail of sight, sound, and motion; but what impact does ad format have on its ability to engage users? ExchangeWire speaks with Kai Henniges (pictured below), CEO and co-founder, Video Intelligence, who explains why video advertising must be in a contextual environment to create trust between users and publishers. ExchangeWire: What is the importance of contextual video and creating the best video environment for the end user? Kai Henniges: The digital media space needs to learn from past [...]
TagsVideo
DMPs & CDPs Are Not Meant to Replace One Another: Q&A with Umberto Torrielli, SBDS
So, you’ve invested in a data technology platform. Now what? Speaking exclusively with ExchangeWire, Umberto Torrielli (pictured below), co-founder and managing partner, SBDS, explains the many business considerations for data technology investment, and why he and his partner founded a company to help from start to finish. ExchangeWire: Why did you create a consultancy focusing on data technology platforms? Umberto Torrielli: SBDS came from the realisation that there’s a clear skillset gap in the market around helping publishers, marketers, and technology companies [...]
The Next Gaming Giants: What We Can Learn from Recent Mobile Acquisitions
In the span of five years, mobile gaming has grown from the smallest segment of the gaming market to a USD$70bn (£61.6bn) industry. It’s unsurprising then, that the past couple of years have been huge for mobile gaming acquisitions, from Zynga buying Gram Games to Niantic adding VR-focused Seismic Games. In this piece, Simon Spaull (pictured below), MD EMEA, AppLovin, charts the most significant acquisitions in the mobile gaming space of late and what they signal for the future of the [...]
UK Advertising Benefits from a Virtuous Circle: Q&A with Fredrik Borestrom, IAA UK Chapter
Speaking exclusively with ExchangeWire, Fredrik Borestrom (pictured below), president of the IAA, UK chapter, dares to speak about the word most people in ad tech are purposely avoiding: Brexit. Borestrom also discusses diversity in the British advertising ecosystem, and encouraging homegrown talent. ExchangeWire: How do you think Brexit will impact the advertising industry in the short and long term? Fredrik Borestrom: Upon writing this, Brexit remains undefined – and, subsequently, so does its impact. Like every other sector, the advertising industry is [...]
Latest Posts
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As the Cookie Crumbles, What's on the Horizon for Identity Data? -
AppNexus to Grow Workforce Across UK & Europe; House of Lords Calls for New Regulatory Framework -
In Digital Media We Are All the Same -
6 Reasons to Switch from A/B Testing to Always-On Experimentation -
Game of Advertising: Creating Mutual Business Value & Outcomes