What will it take to win in 2020? Looking six years into the future of digital media is no easy task, argues Scott Ferber, Videology, CEO. Three years ago, who could have predicted that 40% of all US brands would use [...]

Google, Microsoft and UK mobile operator joint venture Weve are among companies attempting to win over more brand spend in the notoriously tricky mobile display ad market with the formation of an industry working group that intends to spread further [...]

Programmatic buying continues to dominate video advertising conversations, and the ad tech industry can expect it to move further into the mainstream of media buying strategies in 2014. But the industry must reform some of its ways before this happens, [...]

The ad industry will see a massive acceleration towards programmatic buying and content marketing in 2014. Alex Kuhnel, PulsePoint, MD Europe, gives ExchangeWire a peek into what he thinks we can expect to see unfold in 2014. Programmatic in the ad [...]

At our recent ATS event in Paris, we gathered a number of senior European ad tech execs to discuss how customisation will define the programmatic space going forward. Some of the areas covered in the discussion are outlined below. - [...]

Despite a boom in digital advertising, quantifying online display advertising success is still perplexing many marketers. Not only is the worth of display ads seemingly difficult to measure, but many companies still express scepticism over whether they actually work for [...]

Maybe it’s not exactly what they had in mind, but we can take some inspiration from Dire Straits when thinking about how to measure and optimise online advertising. Basically, you shouldn’t have to pay for what’s already yours. As more [...]

There is much to consider when planning to invest brand or agency dollars in a marketing attribution solution, not least the potential returns that can be expected. It is critical that marketers can demonstrate to decision-makers how the solution will [...]

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 [...]

So, we’re all pretty happy with how online measurement works. Right? Ask a digital marketer why your marketing pounds should be spent online and, among the many (good) reasons they will come back with, will be its unrivalled accountability and targetability [...]