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


  • 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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  • Is There Gold at the End of the Rainbow?

    Today (24 February) ad blocking company Shine, announced that they are rebranding as ‘Rainbow‘. Rainbow is described as “a consumer ad experience”, and the company states: “We are no longer selling ad blocking to mobile carriers, or ISPs.”

    In short, Rainbow is an ad verification company, and the verification criteria is not unique – Rainbow uses industry-defined standards.

    For advertisers and agencies, the process of Rainbow verification is the same as working with any other verification company: submit ads to Rainbow and [...]

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  • The Race Isn’t Over for Twitter

    Last week (9 February, 2017) Twitter (NYSE:TWTR) reported a net loss of USD$167m (£133.6m) (-23% revenue) in Q4 2016, and its slowest revenue growth since it went public four years ago. In this piece, we examine what has gone wrong for Twitter, and discuss the functional improvements that need to be implemented in order to re-establish Twitter in the eyes of both consumers and media buyers.

    Twitter was the second of the current four major social networks to be [...]

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  • Oracle's Laura Ipsen on Consumer Experience & Data Overload

    Oracle’s Marketing Cloud offering has evolved rapidly following a string of acquisitions over the last five years: Eloqua, 2012; Responsys, 2013; BlueKai and Datalogix, 2014; Maxymiser, 2015; and AddThis & Crosswise, 2016. In August 2016, Laura Ipsen (pictured below) moved from Oracle’s Global Industry Solutions Group (technology solutions for retail, financial services, utilities, public sector, etc.) to Oracle Marketing Cloud as SVP and general manager, replacing Kevin Akeroyd, who left the company.

    During an interview [...]

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  • Is Facebook Really 'Connecting the World'?

    Facebook’s mission (quoted on the company’s Facebook page) is: “To give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”

    Connecting the world

    Mark Zuckerberg, Facebook founder and CEO, said last week (1 February, 2017): “Our mission to connect the world is more important now than ever. Our business did well in [...]

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  • Alphabet Announces First Quarter 2016 Results

    Yesterday, (26 January) Google parent Alphabet Inc., (NASDAQ: GOOG, GOOGL) announced financial results for the quarter ended 31 March, 2016. The internet giant boasted an 8.3% increase in fourth-quarter profit, largely driven by the sustained shift to mobile. However, the results fell short of analysts’ expectations leading to a decline in share price.

    “Our Q1 results represent a tremendous start to the year with 17% revenue growth year-on-year and 23% growth on a constant currency basis. We’re thoughtfully pursuing big [...]

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