CPA is not a performance-based marketing metric. On the face of it, this may seem like an odd thing to say, but it is in fact a natural extension of the well-known adage “correlation is not causation”. With marketing analytics [...]

As traditional agencies look to beef up their data and technology offering, it's clear that a big shift is happening at the big agency groups. Dwindling margins on media buying is forcing groups to think about how to capture higher-margin [...]

The notion of universal frequency capping in RTB has long been touted as a major USP. You could argue that it was one of the major catalysts behind the move to consolidated platform-based buying. But has universal frequency capping really [...]

Why is Xaxis rolling out its solution in the Chinese market? We have been planning our China launch for quite some time now. Part of that planning included in-depth conversations with our GroupM agencies and clients. These conversations made clear that [...]

James Robertson, Founder & Senior VP Market Development at Effective Measure International. Here he gives some insight into adoption of digital measurement in the region, its effect on the digital space and the role played by Effective Measure. The pace of [...]

ExchangeWire is proud of another stellar event with ATS Paris, featuring the best and brightest of the driving force in French digital advertising. Here's a quick summary of the day in case you weren't able to make it or you [...]

Over the last 12 months the attribution debate within digital marketing has slowly moved from whether or not advertisers should be doing attribution beyond the last click, to what kind of attribution they should be doing. Last week saw the launch [...]

ATS London Big Data sponsor IBM has just released an in-depth whitepaper addressing the issues surrounding Big Data. As everyone knows, Digital marketing has the potential to extract, interrogate and leverage large volumes of data. The challenges around high-cardinality in [...]

If you haven't heard the name spider.io before, it is likely you are not alone. Like many good European ad technology companies, they have been flying under the radar. However, quietly but surely, they are building the technology which could [...]

What's the state of play with Turn right now? What does a Cloud Marketing Platform mean? It’s an exciting time for Turn. We’re in a major growth phase with over 200 employees across 14 offices worldwide and expanding. We’re seeing our [...]