With Advertising Week Europe 2018 leaving a lot of talking points for the industry to think about, ExchangeWire took the opportunity to ask attendants Media iQ, Mindshare, Tug, and Impact for their take on themes and trends of AWE 2018. Among the key takeaways from the event were insights into programmatic, and how we need to tackle the diversity issue, combining creativity and data, GDPR and transparency. A Need for Agility “At this year’s AdWeek Europe, there were a number of [...]

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A few years ago, the relationship (or lack thereof) between programmatic and creativity was one of the hot topics of digital advertising, as programmatic advertising started its steady rise. With recent, greater challenges having taken the fore, the creative-versus-programmatic debate has taken a backseat, but does that mean the situation has improved? ExchangeWire speaks exclusively with Oli Marlow Thomas, founder of Ad-Lib Digital, about why creative still needs to be part of the programmatic conversation. ExchangeWire: Why is there still such [...]

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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 [...]

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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 [...]

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The process of media buying has changed enormously over time, moving from a simple demographic approach to today’s data-rich, AI-infused programmatic buying. As agencies and brands have gained a deeper understanding of how to use data, their ability to deliver more relevant, more personalised messaging has improved dramatically; and a key driver of that improvement has been the forward evolution of media buying. Writing exclusively for ExchangeWire, Mark Grether, CEO, Sizmek, explains why the third wave of media buying centres [...]

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There was much to be said for the state of the Cannes Lions annual Festival of Creativity last year. One person who was particularly vocal about it – specifically, the lack of recognition for digital innovation in the Digital Outdoor awards category – was Dan Dawson (pictured below), CTO, Grand Visual. Digital outdoor experts have reason to rejoice; Dawson’s article, published on ExchangeWire last year, caught the eye of the organisers of Cannes Lions, and it seems some positive changes [...]

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The advertising industry as a whole has always understood the importance of an ideal user experience, not just to get the consumer’s attention, but the seamlessness needed to make it so ads are less of an intrusion. Writing exclusively for ExchangeWire, Oded Napchi (pictured below), CMO, HIRO Media, talks about how poor ad quality still plagues the industry and why it should be given more priority before further losing the attention of the all-important consumer. 2017 was a turning point for [...]

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Born out of the merger between AOL and Yahoo, Oath is now looking to reach two billion users by 2020 and betting on Asia-Pacific as a key growth engine. It also is touting its commitment to transparency as a market differentiator against competitors that have chosen to build walled gardens. In an interview with ExchangeWire, Tim Mahlman, Oath’s president of advertising and publisher strategy, discussed the importance of Asia-Pacific in driving the company’s further growth and why its pledge to [...]

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With so much focus on data and technology, it seems the digital advertising industry may have forgotten how to be creative. Writing exclusively for ExchangeWire, Eric Visser, founder and CEO, JustPremium, argues that the future of digital lies in new formats that inspire creativity. Is it just me, or does it sometimes feel like people working in advertising technology have forgotten the age-old elements of what makes good advertising? Whilst there’s no commandments set in stone for the marketing sector, at the [...]

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Dynamic creative optimisation (DCO) is set to take on a whole new persona. Granted, DCO is nothing new but, as Francis Turner (pictured below), general manager, US and chief revenue officer, ADYOULIKE, explains in this exclusive piece for ExchangeWire, the advent of release 1.2 of the OpenRTB Native Ads API Specification means that dynamic creative will bring native advertising into a new era. When Facebook throws its hat in the ring, you know the fight is about to get interesting. Recently, the social network [...]

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