Romany Reagan

Romany Reagan

Executive Editor


Romany Reagan is the executive editor at ExchangeWire. In the three years she's worked for the company, she's held a variety of positions in an editorial capacity.   Her current position involves curating ExchangeWire Research output, compiling analytics reports and acting as chief subeditor for copy across the site.   Romany holds a first-class honours masters degree in international journalism from City University London.  

Articles by Romany


  • ‘So, you want to start an adtech company? Easy.’ by Tom Henriksson, Partner, OpenOcean

    It’s easy to start a tech company within the advertising industry. Finding people with the technical know-how and the industry knowledge to build some kind of an ad-solution that can fit somewhere into the value chain isn’t the preserve of the few. However, with such a large, fragmented ecosystem, it’s difficult for those procuring technology solutions within advertisers to know if what they are buying will really work until proven at scale. In this piece, Tom Henriksson (pictured below), Partner, [...]

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  • The Five-Step Checklist for Stronger Content Marketing

    With over 20 years in the marketing industry, Sylvia Jensen (pictured below), Senior Director, EMEA Marketing, Oracle Marketing Cloud, has seen the full evolution of the marketing function and the rise of more intelligent, connected content marketing. Here she takes us through her top tips for marketers wanting to maximise their customer relations for both growth and retention.

    Much has been made over recent years about the state of modern marketing, with technology and data enabling far more than ever before. [...]

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  • 3D Audio: The Linchpin of VR & the Future of Entertainment

    Make no mistake – VR is not a fleeting trend. It is the first new storytelling medium that has been created in our lifetime capable of telling complex stories with deep emotional resonance for the audience. In this op-ed by Joel Beckerman (pictured below), founder of Man Made Music, explains how, with 3D spatialised audio spearheading the way in VR, the ground has been laid for scalable theater that could transport us just about anywhere.

    These are the early days. [...]

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  • Are Your Ad Operations Too Complex, yet Not Sophisticated Enough?

    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 [...]

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  • The Mobile Programmatic Rebirth of the Creative Agency

    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 [...]

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  • Eagles vs Drones: Why Mobile Marketing is Looking Back to Go Forwards

    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 [...]

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  • A Single Customer View – Why Email Holds the Key to Success

    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 [...]

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  • Forget Header Bidding, It’s Time for Server-to-Server 2.0

    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 [...]

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  • The Power of Video: How Brands Can Make the Most of VR

    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 [...]

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  • Native Advertising: Three All-Too-Common Misconceptions

    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 [...]

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