Articles by Romany
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 [...]
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 [...]