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


  • Netflix Trounces Analysts' Expectations in Q2 Earnings

    Through adding a whopping 5.2 million total subscribers, versus the company forecast of 3.2 million, Netflix soared past Q2 growth targets, both on the domestic and international fronts. 

    The company was rewarded with an 8% rise in stock price in the immediate aftermath of its earnings report, hitting an all-time high in after-hours trading.

    What caused Netflix’s growth to surge?

    “In Q2, we underestimated the popularity of our strong slate of content which led to higher-than-expected acquisition across all major territories”, Netflix wrote [...]

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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 [...]

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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 [...]

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  • 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 speak with Kuba Wieczorek, co founder, Eve Sleep, and Tom Graham, Codec [...]

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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 [...]

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  • Location Drives Marketers’ Shift from Demographic to Contextual Insights

    A recent report by ExchangeWire, in association with xAd, reveals that media planners are relying less on demographic data and insights to inform advertising strategy, and instead favour contextual data and insights when it comes to defining campaign strategies and optimising performance.

    Although demographic data is still used by marketers, shortcomings are becoming more apparent. The research reveals that over half of media buyers (51%) believe demographic segments are "of no use" or [...]

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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

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  • Analysis: Google & Twitter Q1 2017 Earnings

    Google are triumphing right now. Despite the YouTube debacle, and resulting advertiser boycott, the company’s stock price reached an all-time peak of USD$937 on 28 April, 2017, after posting favourable Q1 2017 earnings (NASDAQ: GOOGL).

    The company saw mobile search and ongoing strength in YouTube driving ad sales higher, while sales on Google Play, hardware, and cloud grew substantially, says chief financial officer, Ruth Porat.

    The IAB’s latest digital ad market

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  • Digital Reimagined: Context & Predictability in Location Targeting

    Location targeting is experiencing a coming of age. The technological capabilities and marketers’ execution of location-based campaigns have evolved from a somewhat scattergun approach to strategic, measurable, performance-based marketing. In this piece, ExchangeWire reflect conversations that took place at a roundtable event, hosted by xAd, following an exclusive preview of joint research titled: Digital Reimagined: Context and Predictability

    Creating a 3D image of consumers

    A single piece of location data, taken in isolation, provides a one-dimensional view of a consumer, e.g. [...]

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  • DIMA: Not Just Another Diversity Event!

    ExchangeWire are proud to announce a partnership with the Diversity In Advertising and Marketing Summit (DIMA), which takes place in London on 4 & 5 April. The event is aimed at people who work at agencies, media owners, tech providers, and brands – and is the only two-day event in Europe dedicated to diversity and inclusion in marketing and advertising. Lync are offering ExchangeWire readers a 20% discount on standard ticket prices. To register, click here and enter ExchangeWire4Diversity when [...]

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