• Ambient Intelligence: The Need for Smarter Marketing in a World of Connectivity

    The Internet of Things (IoT) is rapidly interweaving itself into our lives, with almost 13 billion IoT consumer units predicted to be in use by 2020, and the average UK home already containing more than eight connected devices. Writing exclusively for ExchangeWire, Ken Parnham (pictured below), general manager Europe, Near, explains why, with this proliferation of devices and user touchpoints, ambient intelligence could be the solution to mapping every consumer interaction and boosting campaign performance.

    Perpetual connectivity is becoming the [...]

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  • IP Targeting for B2B Campaigns is the Only Way To Go: Q&A with Ray Kingman, Semcasting

    Cookie-based targeting has always been synonymous with online advertising; but IP targeting is quickly gaining a foothold as the industry continues to innovate and change. Ray Kingman (pictured below), CEO, Semcasting, explains the advantages marketers have for cross-device campaigns with increased match rates using IP targeting.

    ExchangeWire: What is Mobile Footprints and how does it help marketers understand the customer journey more clearly? Who are some of your clients already using this technology?

    Ray Kingman: Mobile Footprints provides a [...]

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  • Ad Networks That Compete on Price Won't Last in China

    An intense price war has been waging between performance ad networks in China; but competing based on price is unsustainable and will not prevent advertisers from jumping ship.

    Richard O’Connell, general manager of MobAir’s China operations, observes that some ad networks in the country have been willing to lose money on deals in a bid to win big deals and reflect a positive showing for investors. However, with investor capital drying up, networks that have depended primarily on a price strategy [...]

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  • APAC Marketers Shouldn't Regard Data As a Panacea

    While data can drive campaign goals, marketers sometimes just need to rely on good intuition and judgement, tapping analytics instead to help them make better decisions.

    They also should practise some restraint when deciding the types of tools to deploy, according to Elissa Fink, chief marketing officer of Tableau Software, which specialised in developing data visualisation and business intelligence tools.

    “With all the possibilities technology enables us to do these days, some companies get so wrapped up in trying to make it [...]

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  • Better Mobile Metrics Can Help APAC Brands Get Over Numbers Obsession

    There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.

    This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.

    In this Q&A with ExchangeWire, [...]

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  • Audience IDs on Cross Device; Growth of Digital Assistants

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Audience IDs on cross device; Growth of digital assistants; and Brand investment in iOS.

    Audience IDs on cross device

    Cross-device audience ID matching will be used in 58% of total UK online ad spend by 2020, compared with 28% in 2016, according to research by Yahoo and Enders Analysis.

    The growth [...]

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  • Waste In, Waste Out: The Necessity for Cross-Device Identification in the Value Chain

    When working on a complex maths equation with multiple parts, if you use inaccurate data in the initial calculations, you end with an answer that is completely incorrect. Each part of the equation is dependent on getting the first part correct and then carrying the logic through all subsequent parts. Writing exclusively for ExchangeWire, David de Jong, CEO and co-founder, Screen6, explains that if you start with bad data, the answer will be wrong no matter how perfectly you performed [...]

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  • Singapore Has Lowest Video Viewability in Region; Lack of Cross-Device View Distorting SEA Attribution Data

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore has lowest video viewability in region; Lack of cross-device view distorting SEA attribution data; AdAsia secure £9.66m in Series A; Havas set up joint venture in Shanghai; Expedia unveil Singapore research lab; and data-driven marketing platform opens in Myanmar.

    Singapore has lowest video viewability in region

    At just 35%, Singapore has the lowest video ad viewability in Southeast [...]

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  • Identifying the Best Approach of Implementing a Cross-Screen Strategy

    The importance of a cross-screen strategy has long been talked-up; but a number of striking statistics were published in 2016 that demonstrated the importance of such an approach like never before. In the latest chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, Morys Ireland, Platform Solutions Consultant, Facebook, provides an outline, with contribution from Samantha Yadallee, VP commercial partnerships, Amobee, and Paul [...]

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  • APAC Marketers Must Differentiate in Programmatic Landscape

    In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape.

    Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare's Asia-Pacific chief digital officer.

    "To win in this scenario, you'll need to [...]

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