Rebecca Muir

Rebecca Muir

Head of Research and Analysis


Rebecca Muir, is head of research and analysis, at ExchangeWire. She has held roles at Google, Mindshare, Marin Software, and Quantcast - giving her extensive experience around data, advertising technology and marketing strategy. ExchangeWire Research was launched in late 2014 by Rebecca, along with the ExchangeWire leadership team. Since then they have been busy developing ExchangeWire Research into a fully-fledged, international analyst function, covering issues critical to marketers today from a neutral and informed perspective.

Articles by Rebecca


  • The Collision of Technology & Creativity

    Today, content marketing is a £5bn industry, in the UK alone. The discipline has become increasingly popular over the last five years, inline with the growth of content sharing platforms Facebook, Instagram, Pinterest, and Snapchat. However, the relationship between artificial intelligence (AI) and content marketing is something that has existed under the radar for some time. In this piece, ExchangeWire speaks with Kuba Wieczorek, co-founder, Eve Sleep, and Tom Graham, Codec co-founder and product lead, about the work [...]

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  • The Quieting of Agency Programmatic Offerings Has Been Notable: Q&A with Nick Graham, Huawei Technologies

    Advertising strategies for global brands require complex planning and execution. How has the advent of programmatic technology changed this process? ExchangeWire speaks with Nick Graham, global director of digital marketing and media, Huawei Technologies, to find out.

    ExchangeWire: Do you think global brands achieve the correct balance between a cohesive global strategy and localisation?

    Nick Graham: Yes, cautiously. It depends largely on the types of businesses we consider. Certain consultancies, accounting firms, banks, luxury brands, telcos, have all shown that [...]

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  • Inside Basware’s Customer-First, Data-Driven Marketing Revolution

    B2B companies are often overlooked when it comes to performance marketing. They’re seen as slow-moving enterprises that stick to traditional marketing campaigns with beginning, middle, and end points. Ceri Jones, VP global demand generation & marketing operations, Basware, proves otherwise – B2B companies can, and are, embracing change and adopting performance-driven marketing with aplomb.  

    The power has shifted

    Today’s buyers are online, sourcing the information they need when they need it and, as a result, the complexities of [...]

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  • Only 3% of Data Professionals Understand Implications of the GDPR

    ExchangeWire Research reveals a universal lack of understanding about the complexities of the upcoming GDPR, pointing to a fundamental lack of preparation and severe risk of non-compliance. Insurance, finance and banking sector appear to be ahead of the curve; retailers lag behind.

    Highlights

    – Just 3% of professionals whose role involves consumer data collection, storage, or processing fully understand what is covered by the upcoming GDPR

    – However, only four in every ten (42%) say their company will use independent legal advice

    – One-third [...]

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  • New Tech on the Blockchain

    The industry is crying out for a solution that allows the digital advertising supply chain to coordinate in a scalable, trustworthy, and secure way – and blockchain could be the answer.

    ‘Blockchain’ is the buzzword of the moment in the ad tech industry. This year, we’ve already seen three companies come to market bringing the blockchain protocol (typically synonymous with crypto-currency Bitcoin) to the digital advertising supply chain: MetaX, NYIAX, and MadHive.

    What is blockchain?

    “The blockchain is an [...]

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  • Diversity in Media, Marketing & Advertising: Why We Must Break Down Barriers

    Diversity is a vital, yet difficult, subject to cover in media, marketing, and advertising (MMA). As Pepsi has recently discovered, you can’t simply make an ad that features minority groups, or mimics a famous stand for equality, and call the job done. Such approaches don’t just come across as making light of serious issues – they fail to address them completely.

    The ugly truth is that, unfortunately, MMA remains a largely white, middle-class boys’ club. While advertising [...]

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  • Snap's Q2 Earnings Report Fails to Meet Expectations

    Snap (NYSE: SNAP) had a disappointing start on Wall Street, and yesterday (10 August) Snap Inc. Q2 2017 results missed analysts’ expectations.

    Financial results for the quarter, ended 30 June, reveal the messaging app has 173 million active users, versus expectations of 174.61 million (FactSet). Furthermore, the social media prodigy fell further behind revenue estimates reporting USD$181.7m (£140.0m) in revenue compared to USD$186.2m (£143.5m) (Thomson Reuters).

    Since the IPO, shares have been under pressure, falling nearly 41% over the past three months, in part [...]

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  • Facebook Made More Profit Than Google

    Yesterday, 26 July, Facebook, Inc. (NASDAQ: FB) reported second quarter 2017 results for the quarter ended June 30, 2017. It beat analyst expectations by generating USD$9.32 bn (£7.10 bn) in revenue, up about 45% from the same quarter last year. Facebook’s net income for the quarter was USD$3.89 bn (£2.96 bn) – up an impressive 71% year-on-year.

    That means Facebook made more profit than Google for the first time in history – though Google’s Q2 profit only slumped to USD$3.52bn (£2.68bn) because it [...]

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  • Adoption Vs Execution: How Media Agencies Are Making the Most of DMPs

    Earlier this year, ExchangeWire conducted research, in association with Lotame, looking at the global adoption and use of DMPs within agencies. In this piece, we discuss high-level findings – click here to read the full report.

    The presence of DMPs within the agency ecosystem is widespread. Globally, 79% of agency-side media buying professionals use DMP technology. There is little regional variation (EMEA 76%; APAC 81%; US 80%).

    This figure can be viewed as very strong, [...]

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  • Google's Ad Revenue Reaches USD$23bn

    Yesterday (24 July), Alphabet (NASDAQ: GOOG, GOOGL) announced financial results for the quarter ended June 30, 2017. Alphabet reported a 21% leap in quarterly revenue, a growth rate rarely seen among companies its size and one that suggests the big sales gains enjoyed recently by the other internet firms are not done yet. 

    “With revenues of USD$26bn (£20bn), up 21% versus the second quarter of 2016, and 23% on a constant currency basis, we’re delivering strong growth with great underlying momentum, while continuing to [...]

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