Shirley Marschall

Articles by Shirley

• Don’t Use Ad Tech to Track Me. Use it to Adapt to Me.

  6 days ago News

  

  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: [...]

  IDPersonalisationTargeting

• Google and the Ad Tech Butterfly Effect

  3 weeks ago News

  

  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 [...]

  Ad TechCookiesGooglePost-Cookie

• AI in Ad Tech: Revolution, or Just Programmatic Rebranded?

  4 weeks ago News

  

  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 [...]

  Ad TechAIAutomationProgrammatic

• Retail Media’s Gold Rush: Boom, Bust, or a Fragmentation Frenzy?

  1 month ago News

  

  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 [...]

  Ad SpendRetail MediaWalled Gardens

• What's Really Behind Agencies’ Identity and AI Ambitions?

  2 months ago News

  

  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 [...]

  AcquisitionAgenciesAIIdentity

• AI in Ad Tech: Promise, Hype, or Just Another Cash Grab?

  2 months ago News

  

  Is AI in ad tech really all it's being promoted to be? Shirley Marschall takes a look... AI is being sold as the ultimate solution to ad tech’s biggest challenges. Privacy? Solved. Fraud? Eliminated. Performance? Optimised. Fragmentation? Gone. But what happens when [...]

  Ad TechAI