Shirley Marschall
Articles by Shirley
You Do You. AI Will Do the Rest.
In her latest for ExchangeWire, columnist Shirley Marschall takes a look at why generative AI is flipping the script on advertising power… The digital ecosystem was built on a fundamental assumption: that marketers held the power. They owned the message, the [...]
Same Streets, Same Feeds: The Gentrified Digital Advertising World
This week our columnist Shirley Marschall takes on the homogeneity of the digital world, and why the dominance of the walled gardens represents convenience, not strategy... Once upon a time, every city centre had its own character. Local shops. Neighbourhood quirks. [...]
Screened Out: OpenAI, Hardware and the Future of Ad Tech
In her latest feature, Shirley Marschall gazes into our AI future, and looks at what a hardware driven ad tech experience could mean for the industry... Alright, we’ve officially entered the spaghetti phase of AI hardware. Big tech and scrappy startups alike [...]
Made for Ignoring: Why Optimisation Is Killing Advertising’s Soul
Shirley Marschall examines how optimisation is affecting advertising. Have we optimised into oblivion? Remember that banner ad that made you laugh? The pre-roll that really resonated with you (or at least didn’t make you skip immediately)? The Instagram ad you [...]
Don’t Use Ad Tech to Track Me. Use it to Adapt to Me.
In her latest column, ad tech expert Shirley Marschall takes a look at the old promise of perfect targeting, and why it really needs to be done better... Digital advertising has always chased the promise of perfect targeting. First came cookies: [...]
Google and the Ad Tech Butterfly Effect
In her latest column, ad tech expert Shirley Marschall looks at the power of Google, and why the industry still dances to the tunes coming out of Mountain View... How exhausting it must be to be the “most loved” and “most [...]
AI in Ad Tech: Revolution, or Just Programmatic Rebranded?
In her latest feature, ExchangeWire columnist Shirley Marschall looks at the similarities between the rise of AI and the heralding of programmatic advertising. Is history just repeating? AI isn’t just entering advertising, it’s infiltrating it. Take WPP, which revealed that it's already [...]
Retail Media’s Gold Rush: Boom, Bust, or a Fragmentation Frenzy?
In her latest feature, Shirley Marschall turns her attention to retail media. Is this the future of commerce? How can the independents compete with the walled gardens? And, ultimately, is the retail media boom sustainable? The retail media gold rush is [...]
What's Really Behind Agencies’ Identity and AI Ambitions?
Major agencies are investing in ID and data solutions, with WPP’s purchase of InfoSum the latest acquisition. In her latest feature, Shirley Marschall looks at the real reason why the ad tech arms race is really hotting up… What do these [...]
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You Do You. AI Will Do the Rest.
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