Articles by Romany
Huge strides have been made by publishers through the adoption of header bidders. However, the increasingly apparent limitations of this approach are driving a shift in thinking that presents major business opportunities. Switch’s co-founder, Tom Barnett (pictured below), says that, for the right publishers, now’s the time to make a move that will transform the whole industry.
Digital publishers have done an incredible job in gaining control of their space in the programmatic environment. The advent of header bidding has driven [...]
Much has been written about the impending death of the agency and the role programmatic will purportedly play in the killing. But, far from eliminating creatives’ jobs, technology could actually be creating new ones. In this piece, Hugo Gersanois, Chief Strategy Officer, AppLift (pictured below), addresses the need for agencies to learn how to create more high-quality work at scale without inflating prices. For when they do – they will be able to grab a larger market share.
The better we [...]
The progress driven by technology in the past decade is truly astonishing; but it’s easy to forget that history was full of smart ideas too. In this piece, Rob Blake, General Manager EMEA, Pocketmath (pictured below), draws comparisons between tackling drones using historical tricks and using 18th-century marketing methods to think outside the box – looking back, to drive mobile marketing forward.
Tech can breathe new life into intelligent concepts and tactics that were only half-realised in the past. It’s [...]
The single customer view has been on the tips of marketers’ tongues for some time now. There is a stigma that the single customer view is unachievable. However, some brands are successfully working towards a robust strategy and creating a single customer view is fundamental for delivering tailored and relevant experiences to consumers. In this piece, Jenna Tiffany, lead digital marketing strategist at Communicator (pictured below) explains why it’s time for businesses to break down silos [...]
Publishers need more than header bidders and third-party server-to-server solutions to unify the publishing/advertising ecosystem. Andy Mitchell, CRO at Switch Concepts (pictured below), explains why publishers need a first-party S2S solution – and why making such a move would be worth it, despite whatever investment has been made into header bidding.
There’s been a lot of debate around header bidding recently, both positive and negative. Despite its recent rapid adoption, it’s actually been around for years. And, although it is helping to grow [...]
Virtual Reality technology may help businesses to engage with users on a deeper level through creating immersive experiences with powerful content that will create a lasting impact – but is its application just technology for technology’s sake? In this piece, Al Hutchison, motion content director at digital agency Manifesto (pictured below) addresses the hype – and the potential – of Virtual Reality.
The power of video content has been seized upon by advertisers; but brands across a multitude of industries are [...]
Native has opened an exciting new space in advertising. As the appetite for traditional advertising have been continuously decreasing for a few years, Native looks to be ‘the new black’ on which agencies, brands, and publishers are keen to position themselves. But, beyond the buzzword, what is Native advertising, really? ExchangeWire invites Philippe Besnard (pictured below), CEO and co-founder of Quantum Advertising, the European leader in Programmatic Native advertising, to clarify the [...]
Understanding the true value of display advertising isn’t always straightforward. Despite the different measurement options available, such as click-through and view-through, these metrics can be inadequate when it comes to telling the true story of what role an ad has played in the overall consumer journey – and, in particular, to influencing a purchase. In this piece by Jonjo Hancock-Fell (pictured below), senior marketing manager, Rakuten Attribution, the challenges facing marketers to accurately assess the impact of display impressions are [...]
Mobile fraud is ubiquitous, but every player in the digital advertising ecosystem could be doing more to combat it. Although some degree of fraud is unavoidable, not taking measures to reduce it may be costing advertisers more than they realise. In this piece, Maor Sadra (pictured below), managing director, AppLift, discusses the ways in which programmatic makes it easier to spot fraud – and three action points to stop it.
Thirty-four percent of programmatic mobile traffic is at risk for fraud, according [...]
Programmatic is the tool of choice for busy advertisers, helping us deal with moment-to-moment interactions. There’s a place and purpose for all tools; but it shouldn’t replace the human touch all together. In this piece, Rich Kahn, CEO, eZanga.com (pictured below), explains why the lack of personal touch is harming everyone, except the bots.
Do you remember as a child, thumbing through a rest-stop display rack, trying to find your name on a keychain or license plate? We got excited seeing [...]