Cross-Device

  • 11 Seconds to Effectively Target APAC Travellers

    Marketers keen to target travellers in Asia-Pacific need to ensure their data is recent and appropriate, or end up completely missing the boat.

    For travel marketing specialist, Sojern, that meant having the ability to act within 11 seconds after someone had made an online booking. This was the amount of time its platform would be aware an airline reservation had been made and trigger the corresponding campaign action to target specific consumers, said Russell Young (pictured below), Sojern’s Asia-Pacific managing [...]

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  • AirAsia Campaigns Put Humans & AI Together

    Data-driven marketing and machine learning often are touted as helping advertisers reach audiences more accurately; but human judgement still is needed to tell the story that connects customers.

    This approach helped power AirAsia’s campaigns, according to Kuo Chia-Fang, Oath’s Asia-Pacific media solutions senior director. The low-cost airline worked with Yahoo last year to roll out a campaign that aimed to create awareness of its flight network, frequencies, and ancillary services such as in-flight meal, hot seats, and baggage. It also wanted [...]

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  • APAC Marketers Turn to In-App Ads, But Should Avoid Common Pitfalls

    App publishers in Asia-Pacific increasingly are tapping in-app ads as a monetisation model over in-app purchases and freemium, but there are common pitfalls they should avoid if they choose this strategy.

    With in-app purchases growing at a much slower pace, developers were looking to ads as a way to sustain their apps, according to Jayesh Easwaramony, InMobi’s senior vice president and managing director for Asia-Pacific, Middle East, and Africa (APMEA). In addition, videos offered attractive returns per ad unit and [...]

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  • The More We Can Predict, The Better We Can Deliver: Q&A with Haylee Adkins, Global Head of Client Strategy, Drawbridge

    Data alone doesn’t make marketing relevant. With personalisation at the top of many marketers’ lists, cross-device identity-based marketing is gaining traction. ExchangeWire chats with Haylee Adkins (pictured below), global head of strategy, Drawbridge, about the developments in ID-based marketing and how machine learning will help make advertising more relevant.

    ExchangeWire: Drawbridge is focusing on identity-based marketing. Is mere data not good enough anymore?

    Haylee Adkins: It’s not that data isn’t good enough… it’s that data is typically incomplete. Brands may have data on consumers [...]

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  • Innovation Will Always Find a Home

    Based on reactions to recent acquisition news in the ad-tech space, the glass for startups is either half empty or half full. As Keith Petri, chief strategy officer, Screen6, writing exclusively for ExchangeWire, explains, some have said that recent consolidation is the sign of an ‘Ad Tech Apocalypse’; and others see how innovative companies are finding their rightful place amongst the larger ad-tech stacks – able to meet market challenges and provide value in ways that the established ad-tech [...]

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  • The Vast Number of Technologies for Marketers Has Created a Paradox

    Amidst a shift of focus from being a marketing attribution solution to a marketing intelligence solution, with an emphasis on people-based marketing, Visual IQ has recently partnered with data management platform (DMP), Lotame. ExchangeWire speaks with Ryan Rolf, vice president of data solutions at Lotame and Phil Gross, vice president of product management at Visual IQ to find about more about this shift of business focus and Lotame’s role in helping to achieve that.

    ExchangeWire: What will the partnership between Visual [...]

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  • If You Want to Ride the Programmatic Wave, Keep it Simple

    Teads hosted its inaugural ‘Programmatic Wave’ event to a packed room in London last week, seeing experts from across the industry coming together to discuss the evolution of programmatic, using surfing as a surprisingly fitting analogy. From creative and data, to brand safety and technology, almost no topic was left uncovered, with one common, yet oft-ignored phrase uttered several times throughout: ‘keep it simple’.

    ExchangeWire CEO Ciaran O’Kane hosted the ‘Data 101’ session, discussing the fundamental role of data in the [...]

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  • 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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