Artificial Intelligence
Get Creative with Machine Learning – The Future Is in Your Hands
No longer a ‘dark art’, machine learning (ML) is now accessible, affordable, and changing the way we create. In this piece for ExchangeWire, Kai Henniges (pictured below), CEO and co-founder, video intelligence, explains why we must think creatively about where ML can be applied best and be resourceful about utilising its abilities. Naturally, the building of machine-learning processes is a highly skilled area and bringing it in-house is an investment in people, skills, and time. But we’re witnessing the barriers to [...]
As Consumers Wise Up, APAC Marketers Must Rethink Their Data Use
Increasingly, consumers in Asia are becoming aware of their personal data being collected and traded and not all are pleased with such business practices. Marketers, hence, need to think about the ways they are collecting data, and how much they are collecting, because the benefits and risks of doing so have changed. The industry has managed to build a rhetoric that targeted advertising, based on unreliable historical intent, is beneficial to online consumers when, in fact, most people find it [...]
China Mobile Market Requires Right Local Ad Experience
Marketers in China need to consider ‘seamless’ user experiences and ensure their ads are appropriately designed to meet local market conditions and demands. The fragmented Android app store environment, for instance, means developers need to spend more effort building apps for the Chinese market, said Katie Jansen, chief marketing officer of mobile marketing platform AppLovin. In addition, simply replanting marketing templates that worked in the West will almost certainly result in failure, Jansen cautions in this Q&A with ExchangeWire. ExchangeWire: Highlight [...]
APAC Programmatic to Go For Co-Ops & More Bidding Options
In this industry byliner, RTB House’s Asia-Pacific managing director Jakub Ratajczak outlines three key trends that will see publishers band together and more bidding options emerge. Programmatic was originally developed as a practical tool for selling leftover inventory, but it has evolved to become the primary driver in online ad spend for the biggest brands. According to Magna, digital ad spend across Asia-Pacific increased 5.6% last year to reach USD$156bn (£112.6bn). And according to Zenith Programmatic Marketing Forecasts, the share of advertising [...]
People-Based Marketing & GDPR: Q&A with Michael Komasinski, Merkle
Performance marketing agency Merkle has grown rapidly across EMEA, including the acquisitions of Divisadero in Spain, Oxyma in the Netherlands, Aquila Insight in the UK, and b2b digital agency DWA, with offices in Munich and London. In view of the GDPR coming into effect in May, Merkle is focusing on a consumer-centric approach, Michael Komasinski (pictured below), president EMEA, Merkle, tells ExchangeWire in this Q&A, and discusses the challenges of the upcoming regulations, as well as future trends. ExchangeWire: How are Merkle’s acquisitions [...]
Mobile World Congress: The Bellwether for Emerging Mobile Trends
Barcelona recently hosted the mobile industry’s most important event: Mobile World Congress (MWC). Every year, numerous executive directors of telephone companies, producers, and suppliers from all over the world gather in Barcelona. Writing exclusively for ExchangeWire, Anaïs Ferrández (pictured below), marcom manager, Spain, Tradelab, shares her top insights from this year’s show and explains why there is more to MWC than just the launch of the latest Samsung smartphone. MWC is the annual location for the launch of many of the [...]
APAC Marketers Should Use Same Metrics to Compare Retargeting Results
To establish reliable results from multiple retargeting campaigns, marketers in Asia-Pacific should compare platforms using the same metrics, attribution models, and data sources. Running multiple retargeting tools will encourage a ‘tug-of-war’ between competing vendors and drive more effective marketing activities in the future, says RTB House’s Asia-Pacific managing director Jakub Ratajczak. However, this means marketers will need to set up the same parameters and goals across all tech providers to better compare results and impact, he adds. In this Q&A with ExchangeWire, [...]
AR Will Bring New Growth: Q&A with Stuart Flint, Oath
While the world of telco gathers at MWC in Barcelona, Oath is using the opportunity to roll-out new ad formats, some of them based on AR. In the run-up to the launch, ExchangeWire talked to Stuart Flint (pictured below), Head of EMEA, Oath about AR, AI, and how the GDPR is going to impact the digital advertising industry. ExchangeWire: What do you think is the leading growth driver in digital ad spend in 2018? Stuart Flint: As more brands experiment with Augmented [...]
AU Marketers Must Continue to Demand More Transparency : Q&A with Samuel Tan, ANZ Market Development Director, AppNexus
Marketers in Australia must push ahead and demand more transparency in 2018, which will see trust continue to be the key theme in the local ad tech industry. Both advertisers and publishers will look to only work with vendors that operate with transparency, focusing on how fees are distributed across the digital ecosystem, says Samuel Tan, AppNexus’ ANZ director of market development. Marketers should expect their SSPs to provide regular updates on how they are cutting off invalid traffic and preventing [...]
'APAC Telcos Sitting on Valuable Audience Data' Q&A with Soumita Roy Choudhury, Asia-Pacific Head, Mobilewalla
Telcos hold a wealth of high-quality data that can not only help mobile marketers better understand their audience, but also has the potential to be as valuable as those monopolised by Facebook and Google. Telecom data-as-a-service will see emerge as a key industry trend this year, according to Soumita Roy Choudhury (pictured below), Asia-Pacific head, Mobilewalla, which provides mobile customer data intelligence tools. Mobile marketers also will be looking to tap artificial intelligence and machine learning to help identify anomalies [...]
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