Romany Reagan
Executive Editor
Articles by Romany
Publishers & Advertisers Fight on the Same Side in the Battle Against Ad Fraud
Fraud in the advertising sector is nothing new, but awareness is on the rise. According to a new study in the first quarter of 2018, mobile marketers were exposed to over USD$700m (£527.4m) in ad fraud, with another suggesting that advertisers are wasting up to USD$1.28m (£964k) per day. Despite it being on the rise, digital advertising is wide open to abuse. In this piece for ExchangeWire, Chris Liversidge (pictured below), Managing Director, QueryClick, explains that it’s not [...]
The Upside: How GDPR Will Level the Playing Field & Foster Innovation
GDPR is officially here, and according to a recent eMarketer survey, only 6% of firms said that they were ready for the new European Union privacy laws. Given the prospect of such a large-scale disruption, and the uncertain nature of regulatory enforcement, it’s easy to see why some in ad tech are panicking. In this piece for ExchangeWire, Amit Dar (pictured below), General Manager, U.S., Taptica, explains why the GDPR disruption has an enormous upside for ad tech – it [...]
How Can a UK SME Match Enterprise-Sized Competition?
Automation is the answer. It has become clear that while smaller companies have the benefit of both agility and innovation, delivering the same level of consistency and service offered by larger competitors can be a challenge. In this piece for RetailTechNews, Mike Cockfield (pictured below), managing director at Khaos Cloud, breaks down five fundamentals for streamlining processes that companies can use to optimise the complete customer experience. From selling direct online to popular marketplace sites such as eBay, even low-cost pop-up brick-and-mortar [...]
Brands Have Spoken: A Publishing Renaissance Is Coming
A growing demand from advertisers for brand-safe context and engaging content could herald a renaissance for the publishing industry, says Time Inc. UK’s Head of Marketing & Strategy, Paul Lowrey, in this piece for ExchangeWire. “Uncertainty was the only certainty” – this was how Campaign summed up 2017 for the ad industry. Ongoing Brexit uncertainty, a slowing economy giving rise to short-termism, and brand-safety issues begot by the terrorist online content scandal were key contributing factors to a [...]
Dear Publishers: Advertisers Need Your Help to Stay Effective in a GDPR’d Europe
The General Data Protection Regulation (GDPR) amplifies the reliance of advertisers in Europe on publishers’ consent and contextual data. After all, these factors are essential to the survival of the entire digital advertising ecosystem. In this piece for ExchangeWire, Eric Tucker co-founder & executive chair; and Nuno Jonet VP product (both pictured below) Pocketmath, aims to provide both discussion and practical suggestions for publishers. Targeting strategies that previously served advertisers will be crippled. Publishers will be compelled to evolve to survive. [...]
Get Creative with Machine Learning – The Future Is in Your Hands
No longer a ‘dark art’, machine learning (ML) is now accessible, affordable, and changing the way we create. In this piece for ExchangeWire, Kai Henniges (pictured below), CEO and co-founder, video intelligence, explains why we must think creatively about where ML can be applied best and be resourceful about utilising its abilities. Naturally, the building of machine-learning processes is a highly skilled area and bringing it in-house is an investment in people, skills, and time. But we’re witnessing the barriers to [...]
Why AR Access Is Important for Retailers
Augmented reality (AR) is a relatively new phenomenon in the retail world, but some brands already realise how important it is to harness what the technology offers. In this piece for RetailTechNews, digital branding and ad-tech writer Kayla Matthews explains how companies that embrace AR reap the benefits in prolific ways, and there are various reasons why access to AR is crucial – not merely desirable – for those working in the retail sector. Improved access increases the available ways to use AR
The Need for Human Context: Why Training Lies at the Heart of a Programmatic Future
With consumers expecting a seamless experience between devices and platforms, programmatic advertising has become a vital tool for marketers. While a large part of this development is thanks to advances in technology, which data marketers now have access to, as James Allen (pictured below), client trainer, Adobe Advertising Cloud EMEA, explains in this piece for ExchangeWire, it’s important for the industry not to forget the human element of the equation. Progress in artificial intelligence (AI) has enabled us to draw insights [...]
Getting Back Smartie: Ad Blockers Are Well-Educated & Lost – How to Get Them Back
Ad blocking is an inescapable reality in 2018. Not only is the amount of ad-blocking use increasing, but some of the biggest online players are finally bowing to user pressure, essentially validating the use of ad blockers. In this piece for ExchangeWire, Christian Dommers (pictured below), head of business development, eyeo, will look at why you should embrace the reality of an ad-blocking audience, why they are so valuable, and the ways you can reach them. On the surface, ad blockers [...]
The Realities of Extended Reality – Q&A with Joel LaMontagne, CEO, Trivver
Conversations around ‘augmented reality’ (AR) and ‘virtual reality’ (VR) focus largely in its glittering promise, but what are the ‘realities’ of running campaigns in these environments? In this Q&A with ExchangeWire, Joel LaMontagne (pictured below), CEO, Trivver, describes how the the full spectrum of ‘extended reality’ (XR) can be monetised in a user-centric, environment-responsive way. 1) Hardware, software, and services for extended reality (XR) – encompassing AR, VR, mixed reality, and 3D – are expected to generate over USD$200bn (£141bn) [...]
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