Shirley Marschall

Articles by Shirley

• Advertising’s Gen Z Obsession Misses the Bigger Picture

  3 months 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 [...]

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

  3 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?

  3 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)

  3 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] [...]

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• Mind the Funnel: When Advertisers Are the Conversion

  4 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.

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• The Slop Web: Welcome to the AI-Generated Ghost Town

  4 months ago News

  

  Our columnist, Shirley Marschall, is back, and this week she’s taking on the rise of ‘slop’ and looking at why AI is the Ozempic of the media…

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• Blame Insurance: Why Big Names Keep Winning in Ad Tech

  4 months ago News

  

  In her latest musings for ExchangeWire, Shirley Marschall dives into the pitfalls of playing it safe and choosing the incumbent behemoths, over smaller yet better alternatives. There’s a pattern in ad tech. No, not a technical one. Nope, this is not [...]

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• You Do You. AI Will Do the Rest.

  4 months ago News

  

  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 [...]

  AIPersonalisation

• Finding Ad Tech’s North Star in the AI Era

  5 months ago News

  

  Although AI is reshaping the industry, why does is still not feel like we are living in the future? Shirley Marschall explores when the real future of ad tech will arrive. Gen AI is old news. AI agents are the [...]

  Ad TechAI

• Same Streets, Same Feeds: The Gentrified Digital Advertising World

  5 months ago News

  

  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. [...]

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