Shirley Marschall

Articles by Shirley

• The Open Web: Dead, Alive, or Just Complicated?

  4 days ago News

  

  In her latest column for ExchangeWire, Shirley Marschall discusses whether rumours of the death of the open web have been greatly exaggerated, or whether the prevailing tides can indeed be turned. Google kills* the open web. Amazon kills* The Trade Desk, which [...]

  AIDisplayOpen Web

• Brand Safety: When Ad Dollars Fear Headlines, Not Harm

  2 weeks ago News

  

  In this column for ExchangeWire, Shirley Marschall grapples with the brand safety quandary, and how AI technology could be leading the industry down the path of weaponised addiction. We need to talk about brand safety. No, we actually need to rethink [...]

  AIBrand SafetyDigital

• Me, Myself, and (A)I: Voice, Attention, and the Sonic Ad Economy

  3 weeks ago News

  

  In her latest ExchangeWire column, Shirley Marschall charts the evolution of audio from ringtones from a loud blue frog, to a potential future of algorithmically curated AI assistants. Sound is an interesting creature, trapped somewhere between “avoid at all costs” and [...]

  AIAudio

• Q4, AI, and the Most Wonderful Time of the Year

  4 weeks ago News

  

  In her latest column for ExchangeWire, Shirley Marschall pours a pumpkin spice latte and muses what Q4 has in store for the ad tech industry.

  Ad TechAIMedia SpendPredictions

• From ‘Hi [Name]’ to AI: Has Targeting Crossed the Line?

  1 month ago News

  

  In her latest column, Shirley Marschall takes a look at the rise of AI as a targeting tool, and intelligence-grade analytics...

  DataTargeting

• Advertising’s Gen Z Obsession Misses the Bigger Picture

  1 month ago News

  

  Shirley Marschall explores advertisers' obsession with Gen Z, and why they'd be wise to cast a wider net. Are you over 28? If so, sorry to break it to you but you’re no longer relevant. Actually, according to the ad world, you [...]

  AdvertiserAdvertising

• From Creepy to Clueless: Is Vibe Targeting Becoming Ad Tech’s Latest Black Box?

  2 months ago News

  

  Shirley Marschall explores vibe targeting, and why it's becoming the industry's latest black box.

  Ad TechTargeting

• Gaming’s Attention Goldmine: Has Ad Tech Finally Unlocked Level One?

  2 months ago News

  

  In this edition of her weekly column, Shirley Marschall fires up the joystick and mashes the d-pad, as she examines how the latest measurement framework from the IAB Tech Lab can help in-game programmatic catch up to rival channels. (From one [...]

  GamingIn-Game

• The End of Everything (Except the Actual Ad Tech Problems)

  2 months ago News

  

  In her latest weekly column for ExchangeWire, Shirley Marschall examines the darker side of the advertising technology industry, and how genuinely examining and questioning these flaws can help the sector to move forwards. The end of [insert buzzword of the day] [...]

  Ad FraudAd TechBig Tech

• Mind the Funnel: When Advertisers Are the Conversion

  2 months ago News

  

  In her latest ExchangeWire column, Shirley Marschall ponders on the complexities of the advertising funnel, and the need to simplify the ad tech stack.

  Ad TechMeasurementPlatforms