Can there be too much personalisation? Conor Shaw (pictured below), EMEA MD, Marketo argues that now the ‘segment of one’ can truly exist, we could run the risk of making marketing too predictable. Shaw writes exclusively for ExchangeWire to argue that, while personalisation should be a core part of any marketing strategy, marketers shouldn’t ignore the power of discovery in consumer engagement, which over-personalisation can hinder.
As ExchangeWire previously documented in a Q&A with Dylan Collins, CEO of SuperAwesome, the child-safe marketing platform, the kids’ digital market is burgeoning into a multi-billion-dollar opportunity. With the recent launch of REX, the world’s first child-safe programmatic exchange, the opportunity to tap into this market has just become easier. And safer. ExchangeWire speak with Collins (pictured below) about the launch of REX and what this means for advertisers and publishers looking to [...]
People-based marketing doesn’t just need to refer to marketing within the digital ecosystem – it has the ability to drive efficiencies across all marketing channels, while connecting the dots to drive real business outcomes and tie channels together. LUMA Partners provide insight into how people-based marketing is forcing change within the entire marketing ecosystem and how they are responding to these changes.
Digital advertising has long been used to reach large audiences at scale. In recent years, cookies have been utilised [...]
Yesterday (8 Aug) TubeMogul, Inc. (NASDAQ:TUBE) reported financial results for its second quarter ended June 30, 2016. Cross-screen growth accelerated as programmatic TV (PTV) and mobile each grew over 140% annually, offsetting the impact of the rush of brand budget from desktop to mobile.
– GAAP Revenue was USD$55.4 (£42.66m), an increase of 22% year-on-year
– Total Spend was USD$139.3m (£107.28m), an increase of 33% year-on-year
– Spend from mobile, PTV, display and social channels accounted for 48% of overall Total Spend, up from 26% in Q2 2015
– PTV [...]
Programmatic direct will revolutionise the way inventory is bought and improve campaign delivery; but marketers will need to figure out how the technology platform can work for them. In this industry byliner, Exponential Interactive’s Southeast Asia and North Asia commercial director Gerard Lechau highlights key benefits programmatic direct promises to offer and attempts to clear the air about what it actually means.
Programmatic advertising has been gaining ground in Asia-Pacific and is on a growth trajectory with a current penetration rate [...]
Data-driven storytelling is a challenge and a goal for many a marketer, with the ability to customise recommendations to different audiences based on brand interaction near impossible, due to the blackbox nature of existing recommendation engines. ExchangeWire speak with Vijay Chittoor (pictured below), CEO, Blueshift, about how the launch of the ‘Blueshift Personalization Studio’ aims to change the landscape entirely and bring power not just to the marketers, but also to the data scientists.
ExchangeWire: The launch of the ‘Blueshift Personalization Studio’ allows marketers [...]
It is the world’s fourth most populous country and third-largest mobile phone market; but, for all its opportunities, Indonesia will prove difficult for brands to manoeuvre if they do not first understand the country’s unique landscape. In this week’s industry byliner, Stephanie Conlon, Amobee’s Southeast sales and client services director, shares her insights and tips that advertisers should keep in mind before attempting to deploy a mobile ad campaign in Indonesia.
With over 249 million people, Indonesia offers a huge market [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Spearhead acquires Smaato; German publishers pool data; Tencent interested in Supercell; Exclusive partnership between Unlockd and Tesco Mobile; JICWEBS produces viewability guidelines; and Signal raises funding.
Smaato scooped up
Smaato changes owners. The Chinese investor Spearhead is scooping up the Hamburg company, subject to approval by the relevant regulatory authorities and the supervisory boards of both companies, Smaato
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Marketo is snapped up by private equity firm; Facebook retires LiveRail; DoubleClick connects advertisers and marketing experts; Adsquare partners with Adelphi; and New partnership between Tapjoy and Ironsource.
Marketo sold to Vista Equity Partners
In a deal worth USD$1.79bn (£1.24bn), private equity firm Vista Equity Partners is acquiring Marketo. The publicly traded martech provider is the last in [...]
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People-based marketing – the ability to recognise a person based on deterministic, as opposed to probabilistic methods – is touted, across the industry, as the evolution of audience targeting. Where did it start and how does it work in practice? ExchangeWire speak with Michael Twomey (pictured below), SVP and managing director of people-based marketing, Signal, about his firsthand experience of people-based marketing and why it is so effective for brands.
Digital advertising is at a critical crossroads. Budgets are growing rapidly, meaning that [...]