• 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 Kieth 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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  • 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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