Rachel Smith
COO
Articles by Rachel
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Gender Balance in Advertising & Marketing: It’s Time to Broaden the Conversation
We are pretty opinionated at ExchangeWire, and we encourage opinionated conversation from our readership. We consider ourselves a forum for the industry to debate issues of the day, connected to the business of advertising and marketing technology. However, there’s one topic that you don’t hear much from ExchangeWire on – and that’s gender balance.
I’m not saying we’re silent on the matter – Becca Muir wrote a great opinion piece on the issue in [...]
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The Power of Programmatic in Brand Building
In this guest piece for ExchangeWire from Richard Robinson, MD EMEA at Turn, Robinson argues that programmatic advertising is more than just an effective, performance-driven way of advertising. With a creative approach to programmatic, marketers can effectively build their brands – and reach new levels of performance and customer engagement.
For years, programmatic advertising has been synonymous with performance-driven marketing, offering real-time opportunities to drive customers through to the sharp end of the purchase cycle. But this efficiency and performance to drive sales has perhaps [...]
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Meeting Brands’ Expectations for Viewability in Programmatic Mobile
In our latest column from the IAB’s Display Trading Council, Paul Gubbins, head of programmatic, EMEA at Millennial Media explains the complexity of the challenge in measuring viewability on mobile and the collaborative efforts happening within the industry to address this. The IAB fosters and encourages this self-regulatory approach through initiatives like the DTC, which you can find out more about joining by contacting david@iabuk.net
Readers of ExchangeWire are all well-versed enough in the growth of programmatic, particularly [...]
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Rob Norman, GroupM Chief Digital Officer, Talks Programmatic Strategy, Ad Tech & How Agencies Remain Competitive
Rob Norman is the Chief Digital Officer of GroupM Worldwide, and leads a community of over five thousand digital specialists around the world.
Here Norman speaks to ExchangeWire’s Wendy Hogan on programmatic strategy, navigating ad tech and supply and how media optimisation will evolve within the WPP holding group.
How do you define programmatic at GroupM? How much of your business has shifted focus?
We define it like everyone else, that is, automation over time of the media buying and selling process. [...]
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Save the Date: ATS London Returns September 10 2013
Save the date, ATS London 2013 is returning Tuesday September 10.
ATS London 2013 signals evolution. We believe that the past three years have transformed the industry, from an advertising technology perspective. We also believe that the next phase of growth will come from the broader enterprise ecosystem, and we intend to take you along on that journey.
At its heart, ATS London has always embodied the theme ‘data-driven’. In 2013, we intend to widen the focus of the [...]
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IDG UK Talk Through Programmatic Strategies, as Both a Seller & a Buyer
IDG UK are proving that even publishers who are very vertical-specific can benefit from programmatic technologies, as a seller, but also as a buyer. ExchangeWire caught up with Daniel Shaw, Media Services Director, IDG UK to talk through their current programmatic strategies.
Why is a publisher like yourself, who is predominantly more niche in content focus and user size, engaging in programmatic technologies?
Ultimately, we see this as a great opportunity – we operate in a niche in the [...]
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WireColumn: The Planner/Buyer Title Should Be Made Redundant; Time To Embrace Programmatic
Today’s edition of WireColumn is written by Ben Downing, Head of Programmatic Buying, Arena Media.
It’s become a cliché amongst the programmatic and adtech crowd that the planner/buyers are the problem. Ill-equipped for a technology led approach to buying, they default to swapping test budget for trainers and clinging to badly built spreadsheets with the tenacity of the drowning. Even the job title is confusing, are they planners or buyers? Are they both? Should they be both? The [...]
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