Shortly before Google sounded the death knell for the third-party cookie, Apple revealed that the long-mooted deprecation of its Identifier for Advertisers (IDFA) would take place in the Spring as part of an iOS 14 beta release. As part of the wide-ranging changes, Apple also announced that it would be implementing a privacy protection framework, dubbed App Tracking Transparency (ATT), whereby users will be offered the choice of whether or not they wish to be tracked across third-party apps. Initial turbulence and [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Broadsign partners with AdMobilize; TVSquared launches always-on attribution platform; 64% increase in mobile adblocking; PubMatic releases video monetisation trends report; and IPA releases commercial media habits study. Broadsign partners with AdMobilize AdMobilize, a world-leading audience intelligence company powering DOOH networks with real time, fully-anonymous AI, and Broadsign, a leading digital out-of-home (DOOH) marketing technology platform, have announced a partnership to [...]

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There has been much conversation around direct-to-consumer (DTC) brands, and why and how they are causing such disruption to the traditional marketing model and the way they engage with the service layer. Writing exclusively for ExchangeWire, Jay Friedman (pictured below), president and partner, Goodway Group, explains why the big-brand marketers should be taking note and looking to evolve their own marketing practices and service-layer relationships on their journeys to transformation. The holding companies are struggling to charge for and deliver measurable business [...]

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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 quality, [...]

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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 [...]

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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 [...]

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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 [...]

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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 [...]

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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: The luxury market has [...]

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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 [...]

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