attribution
Last-Click Attribution Is Failing Marketers: Q&A with Amit Dar, Taptica
User acquisition is evolving. Where it used to be all about the number of installs, developers are becoming smarter and more discerning about campaign metrics and tying acquisition activity back to the bottom line. Now it’s about finding the highest quality users and moving beyond impressions and installs, to engagement and lifetime value. TheGamingEconomy speaks exclusively with Amit Dar, general manager, U.S., Taptica, about why user acquisition for mobile gaming is changing and the importance of setting goals for [...]
Bladerunner or Run of the Mill? The Evolution of Out-of-Home Advertising
At the Cannes Lions festival last week, Clear Channel International brought together experts from across the advertising ecosystem to discuss the future of out-of-home advertising and its evolution from broadcast to narrowcast. ExchangeWire’s Ciaran O’Kane moderated the discussion between Donna Vieira, CMO, consumer bank and Chase wealth management, JP Morgan Chase; Mike McGee, CCO and co-founder of Framestore; Jeyan Heper, CEO, Skyn; and Clear Channel International’s commercial innovation director, Cadi Jones. OOH still plays well into the big brand awareness goal, perhaps [...]
We Need to Talk About Frequency
A lot has been written about the complexity (and accuracy) of cross-device audience measurement in digital marketing – and a lot of claims are made by players in the space. However, it is often discussed in the technical context of programmatic without much reference to the actual meaning of this to marketers. And the meaning to those spending the money is really frequency. In this piece for ExchangeWire, Martyn Bentley (pictured below), commercial director UK, AudienceProject, explains why blackbox frequency estimates aren’t [...]
APAC Marketers Need to Get Measurement Right First
Measurement is the important piece of the puzzle Asia-Pacific marketers need to get right in order to fix what may be wrong with their programmatic campaigns. “I would always start with measurement”, Attila Jakab, Infectious Media’s managing director, said in an interview with ExchangeWire. “What is the measure of success? What are you trying to achieve? And how can you come up with a better way of measuring that business goal?” Jakab said. “Once you have that [established] and the right measurement [...]
Replacing Pixel Tracking: Simple, Straightforward & Worth It
Most marketers know that pixel-based tracking faces increasing challenges as a measurement methodology. As some browsers implement third-party cookie management policies that impede or limit pixel-based tracking, and as more consumers periodically delete their cookies, there’s a growing and understandable sense across marketing that pixel-based measurement must eventually be replaced with a more reliable tracking methodology. Writing exclusively for ExchangeWire, Si Fung (pictured below), head of deployment, Performance Horizon, explains why API integrations may be the answer, and aren’t as complicated [...]
Personalisation In the Luxury Space: Q&A with Tateossian
Personalisation and customer experience have always been paramount in the luxury sector. However, with the shift to e-commerce affecting this space as much as any other, luxury brands are having to find a way to match their offline offerings in an online environment. We caught up with Sumeet Ambre, e-commerce & digital marketing manager, Tateossian, at FUTR 2020 to discuss these changes. RetailTechNews: How does selling luxury goods online differ to selling other goods online? Sumeet Ambre: [...]
AU Marketers Unable to Deliver Cross-Channel Personalised CX; Data Breach Affected 1M Facebook Users in PH & INDO
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU Marketers Unable to Deliver Cross-Channel Personalised CX; Data Breach Affected 1M Facebook Users in PH & INDO; Publicis Media Launches Commerce Practice; AU Consumers Listen Over Breakfast & Watch Over Dinner; Screen Media Sets Up in SEA; and Dentsu Makes Acquisition & Investment in U.S. AU Marketers Unable to Deliver Cross-Channel Personalised CX Some 67% of Australian marketers [...]
Launch of 'Branding to Store' Format; Yandex Launch New Payment Service
RetailTechNews rounds up some of the biggest stories in the European retail technology space. In this week’s edition: TabMo & adsquare Launch ‘Branding to Store’ Ad Format; Yandex.Checkout to Provide Online Stores with Instalment Payments; and Shop Direct & Pindrop Partner for Voice Security. TabMo & adsquare Launch ‘Branding to Store’ Ad Format TabMo has today launched its ‘Branding To Store’ mobile advertising solution that combines, for the first time, the automated creation of a drive-to-store ad format with [...]
Call for Post-Brexit EU-UK Co-operation on Data Protection; UK Viewability Figures Rising
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Advertising Association Demands Post-Brexit EU-UK Co-operation on Data Protection Rules; Rising Viewability Rates in UK; CDP Institute Launched in Europe; Finnish Media Group Otavamedia Licenses PubMatic Platform; and Tapad & Flashtalking Partnership. Advertising Association Demands Post-Brexit EU-UK Co-operation on Data Protection Rules The Advertising Association has called on the European Commission to pave the way for the post-Brexit relationship between the EU and UK with regards to the UK’s deep alignment with the EU on data protection policy. Despite the UK [...]
Targeting China Consumers Requires QR & Other Local Support
China can offer brands, especially in retail, tremendous returns, but enjoying the market’s richness in scale and potential will require advertisers to know local nuances and consumer preferences. These, for instance, will include the need to integrate QR codes into their marketing campaigns and identifying holes to plug in order to entice customers to buy into their brand, says Anthony Capano, Rakuten Marketing’s Asia-Pacific and Europe managing director, in this Q&A with ExchangeWire. He also strongly touts the need for advertisers [...]
Latest Posts
-
The New Technologies Deutsche Bank Believes Will Change Its Marketing -
PreBid by OpenX; Adjust Expands to India -
Many Indie Game Developers Lack Resources to Monetise Apps: Q&A with Rafael Vivas, Lion Studios -
Weekly Focus: JD.Com Opens Unmanned Store in Indonesia -
Create Unified Tech Platform to Make Data Visible: Q&A with Kevin Carl, Radisson Hotel Group