Articles by Romany
In this op-ed, Ray Kingman, CEO, Semcasting, (pictured below) discusses the problem with ad tech’s current use of Big Data. Advertisers mistakenly think they can determine who you are by extrapolating a target persona out of your online behavior. Transactions are, in actuality, the result of a life journey that is both nuanced and more complex. If brands can use Big Data to define each stage of a customer’s life and effectively pre-identify demand, that insight could also be used to [...]
ExchangeWire Research has partnered with Equinix to investigate marketers’ and publishers’ perceptions of ad fraud in different markets. The research aims to investigate the perceived levels of fraud in the marketing industry, and the extent to which marketers will go to reduce online ad fraud. Please tell us your thoughts by filling out our quick survey!
In this edition of Exchangewire’s Weekly European Roundup: Ad tech at Cannes; Rubicon announces mobile landmark; Jelli receives $21m cash injection; Authorities update fraud guidelines.
Ad tech at Cannes, but creativity still reigns supreme
The largest conference in the advertising industry was hosted in Cannes this week for the Cannes Lions Festival of Creativity, where the ad tech sector was also out in force, both in terms of sponsorship and headcount.
Here, the glamour gets turned ‘up to 11’, as celebrities [...]
In this Cannes Lions special, ExchangeWire brings you an update with video footage from event itself, with insights offered by in-house marketers, plus ad tech specialists alike.
ExchangeWire speaks with Ron Amram, senior media director, Heineken, USA, about the increasing profile of ad tech companies at Cannes Lions, the kind of reception they receive at a traditionally creative event, as well as how he prefers his agencies and programmatic service providers to work together:
ExchangeWire speaks with Brett Wilson, CEO of TubeMogul, [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis (pictured). In this week’s edition: last year saw UK advertising grow 5.8% to £18.6bn – the highest rate of growth since 2010; only 6% of marketers have a single customer view and Mobile grabs nearly 40% of sellers’ programmatic inventory, but only 30% of buyers’ spend.
Drive to digital sends UK advertising to its highest [...]
The early emergence of publisher co-ops in France underlines the appetite for programmatic display advertising in the market; although issues around audience fragmentation and the treatment of consumers’ personal data cloud the way ahead. All these issues and more will be debated today at ATS Paris as ExchangeWire probes delegates and presenters on their opinions.
According to a report from France’s Syndicat des Régies Internet [...]
‘Cookie Deletion, Data Control & Growing ROI Online’, by Erich Wasserman, Co-founder, GM EMEA & APAC, MediaMath
Data management is core to digital strategy today. Sophisticated marketers know that proper usage of their data is key to customer retention and upsell, and also provides the foundation required to gain new customers and grow business.
As a result of significant advances in technology of late, activating marketer data across every digital channel just got a great deal easier.
The reason data is so powerful is the scalability and effectiveness of its application to media: where once marketers could target [...]
‘Predictions for Marketing 2014: Get Programmatic or be Left Behind’, by Pierre Naggar, MD Europe, Turn
It’s nearly the end of the year, and that means prediction time. Here in the first of many future-looking posts in the coming weeks, Pierre Naggar, MD Europe, Turn, takes a look at what might be ahead of us in digital marketing for 2014.
Data-driven Marketing is the Now – and the Future
In 2014, the marketing industry will accelerate its shift to the new data-driven and programmatic world order. Last year, the IDC predicted that in the UK RTB-based [...]
Why merge Xaxis and 24/7 Media now? What value does it add to both companies?
The timing for this merger is perfect. Xaxis has continued to grow phenomenally to be a USD $400m business globally, working for over 1,500 brands. We are incredibly proud of the value we have brought [...]
The European programmatic market continued to show signs of growth, health and market stabilisation in the third quarter of 2013. RTB ad spend increased by 31%, and CPMs saw a modest 3% gain. While third-quarter growth was less dramatic than the first half of 2013, it’s important to remember that many Europeans were on summer holiday, and online advertising traditionally declines in July. By September 2013, programmatic buying continued its upward climb, and we believe the true [...]